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Outdoor Signs – The Seven Word Rule

There has long been a Seven –Word rule used by designers of outdoor advertising.
It is about all one can process in the few seconds of viewing one has as driving by.

It’s critically important that a sign’s essential message be seven words or less and be more powerful than any other copy that may have to be on the sign.

So if this is the rule for billboard designers, shouldn’t this be the same for storefront or
business signs?

When we recommend fewer words, know that there is research and tradition behind the design.
Try this = write seven big words on a paper, on another paper write all the words you think you need. Hang them side by side on a wall, step back, and take the squint test: Squint your eyes and see which one is easier to read.
The answer should be clear!

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