Advertising can make or break a startup, so getting the word out about your business is critical if you want a shot at making it big your first year. Although online marketing is an essential part of any modern marketing campaign, traditional forms of advertising shouldn’t be overlooked, especially when it comes to local startups.

Who can miss one of the huge McDonald’s billboards posted along America’s highways? One of the perks about signage is that while you still control all of its features, it’s the type of advertising that really works for itself, leaving you the precious time needed to focus on the demanding task of managing a startup. You’ll find the most important aspects of signage broken down into four quick and easy-to-remember tips below, so you can organize your own sign game plan and get the word out about your business ASAP.

Say It in Sans-Serif

What your sign says won’t mean a thing if nobody can read it. Font choice is perhaps one of the most difficult parts of designing a sign. There are two types of fonts you should concern yourself with: serif and sans-serif. In typography, serifs are extra lines that extend from the tips and edges of letters. The general consensus rules serif fonts best for bodies of small text on paper, but sans-serif takes the cake when it comes to display.

Don’t Forget Your Face

No, not your actual face. Well, maybe, if you’re really trying to market yourself. But we’re talking logos. Your logo should not be complicated. Whether you have already one drawn up or it’s still in the works, make sure that your logo is tastefully included on everything, including your signs, since you want it to become the face of your business.

Function Over Flash

A laser-etched glass or plastic sign from a company like Productive Plastics can do far more than plain old paper. Your sign has to be made out of a durable, bright material that offers strong contrast and high visibility. The last thing you need is for some bad weather to completely destroy all your hard work. There are lots of materials to choose from, so take some time to research and be sure to ask your designer about all available options.

Keep Your Distance

Sign positioning varies depending on letter height. For example, if your letter height is 9 feet, then you should place it at least 300 feet away from your target viewing audience. The dimensions will vary vastly, but this this distance legibility chart can help you determine the best positioning for your new signs. You should always keep your signs at or slightly above eye-level.

Social media is the wave of the future, sure, but a good sign can still do a business wonders. Today, they’re great for spreading the word about a digital product like a new app but even better at promoting a local startup. Make sure that your sign includes a clear, bold font, your easy-to-grasp logo, is made from the right material for your message, and positioned just right for your viewing audience. Communicate with your design and print team, but don’t skimp on your own research. Doing so will allow you to bring your best ideas to the table and your vision to life.