A great sign isn’t just about looking good - it’s about working instantly. If it takes more than five seconds to understand, it’s already failed.

People process information quickly, especially when moving. If a sign requires too much effort, such as cluttered layouts, long sentences, or poor contrast, it becomes background noise instead of guidance.

The best signage functions like a well-designed interface. It prioritises clarity, contrast, and hierarchy and delivers key information at a glance.

Next time you design a sign, test it. Can someone understand it in 5 seconds or less?

If they can’t - it’s time to simplify your design.