- Level X: A photo, logo, service, product image or price – whichever is the most important piece of information
- Level Y: Supporting information that supports level X
- Level Z: Relevant information that tells the customer where, how or who to contact for the information in levels X and Y
- A letter height of 20 inches is recommended.
- No letters should be less than 12 inches in height if we are to communicate a message effectively at a distance.
- BLACK- Sophistication, Power, Evil, Death and Mystery
- Grey- Stability, Strength of Character, Security, Authority and Security
- Purple- Royalty, Passion, Wisdom, Luxury, Vision and Magic
- Yellow- Joy, Cheerfulness, Happiness, Energy, Caution and Cowardice
- White- Freshness, Hope, Goodness, Light, Purity, Simplicity, Cleanliness and Coolness
- Pink- Romance, Compassion, Faithfulness, Beauty, Love, Friendship and Sensitivity
- Red- Danger, Romance, Daring, Passion, Excitement, Style, Excitement and Urgency
- Blue- Peace, Stability, Calmness, Confidence, Tranquility, Sincerity, Affection and Integrity
- Green- Life, Growth, Environment, Healing, Money, Safety, Relaxation and Freshness