Balance Balance is an equilibrium among various parts. To achieve it, we design the weight distribution in a way pleasing to the eye. This isn't always done symmetrically, but optically. A balanced sign composition will also have a certain stability. Letter spacing, word spacing and copy division should all be carefully considered.
All copy is the same size and color.
Above, a good balance of primary, secondary and tertiary copy. Additionally, we must consider what specifically the sign should do for the customer. To provide the customer with a sign that works, all of these factors must be considered and dealt with functionally. Different sign projects call for different solutions. Often enough we are handed a copy for a sign that, at first glance, appears to be a newspaper ad.