Reading time: About 1.5 minutes
Writing signage is one of the most challenging tasks facing many businesses (even if they don’t realize it.) Be sure to choose your words carefully!
I’m seldom hired to consult on signage, but judging by the gaffes I’ve seen over the years, more organizations really ought to employ a professional. The worst mistake I ever saw was in a sign at the Provincial Museum of B.C. It referred to former Canadian Prime Minister Sir Wilfred Laurier.
Too bad the museum didn’t notice that the correct spelling of his first name was Wilfrid, with an I instead of an E. I haven’t been to the museum in several years but I hope the error is fixed by now.
More recently, I encountered some bad signage from a building contractor in my neighbourhood. In the photo above, I’ve cropped out their name to prevent embarrassment to them but I think it’s worth remarking on the mistake.
I know many people have bad feelings about contractors. Not me! We rebuilt our house several years ago and we’re still on excellent terms with our builder who continues to drop by from time to time. He did an excellent job for us.
But the company with the bad sign is obviously more concerned about bad relationships than good ones. Take a look at the line “We won’t bite.” I shivered when I saw that. Here is why it’s such a bad idea:
1. It focuses on a negative rather than a positive. (Instead, why didn’t they just say something like: “We’re happy to answer all your questions.” Or, “We’ll make the building process easy and comfortable.”)
2. It’s a horrible image. It makes me think of snotty-nosed two-year olds in a playground. Not the kind of people I want building my house!
3. It’s overly cute (especially the egregious smiley-face.) I want to deal with building professionals not with people who think up trite slogans for signage.
Choosing the right words isn’t always easy, especially for signage. But it’s important. Tell you what: the next time I need a faucet installed on an electrical outlet rewired, I won’t do it myself. I’ll call a professional.
If only more companies would do the same when they needed writing jobs done.
