It should not be designed like one.
There is limited physical space, and the sign may be viewed from a distance.
From a print-production perspective, the goal is simple:
Make the important information reproduce clearly at the finished size.
Start With Information Hierarchy
Before choosing colors or typefaces, rank the information.
For example:
Level 1
Candidate name
Level 2
Office or identifying information
Level 3
Supporting information that genuinely needs to appear
Required information
Applicable disclaimer or other legally required content
If everything is the largest element on the sign, nothing is.
Candidate Name
Names often occupy the greatest visual area.
That means long names and short names behave differently.
A design created around:
LEE
cannot simply have:
MONTGOMERY-WASHINGTON
dropped into the same box at the same type size.
Design around the actual name.
Office or Race
If the office needs to appear, give it a clear position in the hierarchy.
Avoid forcing voters to decipher several similar-sized lines of typography.
From a production standpoint, fewer competing elements generally create a cleaner physical sign.
Typeface
Use a typeface that reproduces clearly at the final size.
Be cautious with:
- Extremely thin fonts
- Highly decorative scripts
- Condensed fonts used excessively
- Tiny secondary copy
- Fine outlines
- Complicated shadows
A design may look sharp on a large desktop monitor and still reproduce poorly as a physical sign viewed from a distance.
Contrast
Text and background need sufficient visual separation.
Examples of simple high-contrast relationships include:
Dark lettering on a light field
or
Light lettering on a dark field
The precise colors can vary.
The point is that important information should not disappear into the background.
Avoid Copy Overload
Ask whether every element deserves to be on the sign.
Potential elements include:
Candidate name
Office
Logo
Website
Slogan
QR code
Photo
Social media
Endorsement
Disclaimer
Additional message
Trying to fit all of them onto one 18 × 24 sign can quickly create visual clutter.
A yard sign is a specific physical medium.
Treat it like one.
Should You Put a QR Code on a Political Sign?
You can.
But think through the actual application.
A QR code requires someone to be:
Close enough
Stationary enough
and
Interested enough
to scan it.
A QR code on a sign intended primarily to be seen from moving vehicles may have limited practical utility.
If you use one:
- Make it large enough.
- Preserve sufficient clear space.
- Test the final printed size.
- Test the actual destination URL.
- Do not place it where a stake or finishing element interferes.
One-Sided vs. Double-Sided Design
If the artwork will print on both faces, determine whether both sides should use identical artwork.
This is particularly important when arrows, directional graphics or asymmetric design elements are involved.
Review the final orientation before approval.
Design at Final Size
Your art file should reflect the actual finished proportions.
An 18 × 24 sign is a 3:4 ratio.
Do not design a square graphic and expect a printer to somehow turn it into an 18 × 24 layout without changing the composition.
What About Political Disclaimer Requirements?
This is an area where the printer should not guess for the campaign.
Requirements can differ based on:
- Whether the communication relates to a federal, state or local race
- Who paid for it
- Who authorized it
- The type of communication
- Applicable jurisdiction
For federal political committees, the Federal Election Commission has specific rules governing disclaimers on covered public and printed communications.
State and local requirements may be different.
The campaign is responsible for confirming which disclaimer requirements apply before approving artwork for production.
Do not create a universal disclaimer and assume it applies everywhere.
IMPORTANT:
PrintScale provides printing services and this article is not legal advice. Campaigns should confirm applicable federal, state and local political-advertising requirements before production.
Proof the Sign as a Physical Object
Before approval, zoom out.
Then ask:
What do I notice first?
Can I read the major information quickly?
Is important copy too small?
Does the disclaimer fit?
Does the design still work at the actual proportions?
Are the two sides correct?
Is the stake orientation correct?
This is much more useful than inspecting every pixel at 400% zoom.
Have a quantity already?
Have Finished Sign Artwork?
Send the file along with quantity, size, sides, stakes, delivery ZIP and required date.
For larger sign runs, material, printed sides, stakes, packaging, freight and delivery locations can materially affect the final cost. PrintScale can review the actual specifications through its political campaign printing service.
GET A CAMPAIGN QUOTEPrepress Checklist
Before submitting artwork:
- Confirm finished dimensions.
- Include bleed where required.
- Embed or outline fonts where appropriate.
- Use high-resolution images.
- Verify spelling.
- Verify candidate information.
- Verify applicable disclaimer.
- Check QR code.
- Check artwork orientation.
- Confirm one vs. two printed sides.
- Approve a final proof.
The Takeaway
Design for Distance, Not for Detail.
Good yard-sign production starts with a design built for the physical medium.
Prioritize the important information.
Use strong contrast.
Avoid tiny typography.
Keep the layout under control.
Confirm applicable disclaimer requirements.
And proof the sign at its real proportions before production.
