Creating effective signage is about more than fitting words onto a panel. Good content helps visitors understand a place quickly, encourages curiosity and leaves them with a lasting impression.
The following guidelines can be applied to interpretive panels and displays, information signs and posters. For the purposes of this article, they are collectively referred to as signs.
Not every sign serves the same purpose. Some are designed to convey detailed information, while others simply spark interest or reinforce a single idea. Matching the amount of content to the purpose of the sign is one of the most important decisions in interpretive design.
Match the content to the sign
We generally think of signs in three broad categories:
- Information – High content, where visitors expect detailed information.
- Interpretive – Medium content, balancing storytelling with images and graphics.
- Impact – Minimal content, relying on a strong message and powerful visuals.
The best examples demonstrate that less is often more. A carefully selected photograph or illustration can communicate far more than another paragraph of text.
Balance text, graphics and white space
A useful guide for interpretive panels and displays is:
- One-third text
- One-third graphics
- One-third clear space
White space is not empty space. It improves readability, creates visual hierarchy and allows visitors to absorb information more comfortably.
As a general guide:
- Panels around 5 m²: approximately 150 words
- Panels around 0 m²: approximately 250 words
- Panels around 0 m²: approximately 450 words
These figures should always be considered alongside the amount of imagery and the viewing conditions.
Use captions to reduce visual clutter
Captions are an effective way to reduce the amount of text in the main body of a sign.
Because visitors naturally move closer to examine photographs and illustrations, captions can be set in a slightly smaller type size without affecting readability. They also allow supporting information to be grouped with the relevant image, creating a clearer and more logical reading sequence.
Use headings and subheadings
Avoid presenting visitors with one long block of text.
Break content into short sections of one or two paragraphs, each introduced by a meaningful heading or subheading. These headings provide visual anchor points, helping visitors scan the sign quickly and choose the parts that interest them most.
A clear structure makes signage easier to navigate and ensures the key messages are communicated even if visitors only spend a short time reading.
Suggested word counts
The following word counts provide a practical guide for different sign sizes.
| Sign area | Suggested word count |
| Up to 0.15 m² | 50–70 words |
| Up to 0.20 m² | 70–100 words |
| Up to 0.30 m² | 100–130 words |
| Up to 0.40 m² | 150–200 words |
| Up to 0.60 m² | 200–250 words |
| Up to 0.80 m² | 250–300 words |
| Up to 1.00 m² | 300–400 words |
These are guides rather than fixed rules. The appropriate word count will always depend on the audience, the story being told and the balance between text, graphics and white space.
High-content sign
- Size: 1500mm x 1000mm = 1.5m2
- Word Count – 1600. Character Count – 10500
- Client: Kempsey Council
This panel is designed to present detailed information. Text occupies approximately one-third of the panel but is set at a relatively small point size, with the main body at 24 pt and many captions at 18 pt.
Images occupy approximately five-ninths of the panel, leaving around one-ninth as white space.
Medium-content interpretive sign
- Size: 1200mm x 1000mm = 1.2m2
- Word Count – 340. Character Count – 2180
- Client: Dept Environment Climate Change & Water
This panel demonstrates a balanced approach to interpretation. Text occupies approximately one-third of the panel, with the main body set at 32 pt, providing comfortable reading at normal viewing distances.
Images occupy one-third of the panel, with the remaining one-third left as white space to improve readability and visual balance.
Low-content impact sign
- Size: 450mm x 300mm = .135m2
- Word Count – 79. Character Count – 449
- Client: Dept Environment Climate Change & Water – Biodiversity Conservation Unit
This sign relies on a concise message supported by strong visual design. Text occupies less than one-third of the panel and is set at 30 pt, providing excellent readability.
Images occupy approximately one-third of the panel, while more than one-third is left as white space to maximise visual impact.
