Design Starts Long Before the Computer Turns On

After more than 30 years in the sign industry, I can say this with confidence: the most important part of sign design happens long before a computer screen lights up.

I came up in a time when CorelDRAW was new, files were heavy, and mistakes were expensive. I worked on supermarket programs, industrial factories, and commercial environments where signs weren’t just visual—they were operational. They had to last, be legible, be safe, and make sense in the real world. That experience shaped how I design to this day.

What I see now, especially from newer designers, is an understandable rush to get something on screen. The software is fast. The tools are powerful. But design without planning is just decoration—and in our industry, decoration can become costly very quickly.

Before a single line is drawn, there are questions that matter more than font choice or colour palette. Where will this sign live? How far away will it be read from? What is competing for attention around it? Is it indoors or outdoors? Permanent or temporary? Mounted, hung, wired, or free-standing?

One of the most valuable lessons I learned early on was to think like a builder, not just a designer. If you don’t understand how a sign will be fabricated, installed, serviced, or eventually replaced, your design is incomplete. I’ve seen beautiful layouts fail because mounting wasn’t considered, wiring had nowhere to go, or materials were chosen without understanding exposure, wear, or maintenance.

Planning also means respecting the people who will touch the sign after it leaves your desk—the fabricator, the installer, the maintenance crew. Thoughtful design makes their jobs easier, and that collaboration shows in the final result.

There’s also a quieter part of planning that doesn’t get talked about enough: empathy. Good sign design considers the end user. The shopper navigating a store. The worker moving through a factory. The visitor trying to find their way without frustration. When we plan well, we design with clarity, dignity, and purpose.

You don’t need decades of experience to plan well, but you do need to slow down. Step back. Ask better questions. Sketch before you click. Walk the site if you can. Every successful sign solves a problem first and looks good second.

Technology will continue to change. Software will evolve. But thoughtful planning is timeless—and it’s one of the most valuable skills we can pass on.

A Simple Pre-Design Reality Check

• Where will this sign live? Consider environment, lighting, and surrounding visual noise.

• How will it be read? Think about viewing distance, movement, and pace.

• What is it made of? Materials, thickness, and durability matter.

• How will it be installed and maintained? Mounting, access, and service should be planned.

• Who else touches this sign? Fabricators and installers are part of the design process.

• What problem is this sign solving? If the purpose isn’t clear, the design won’t be either.