Check your spelling on the door

We often check and double-check the spelling in documents and online material. Too often we neglect the face of the business—by that I mean the exterior of the business.

Poor spelling can lead to poor sales

We’ve all seen misspelled words in a sign. Does that lack of care affect our decision to enter a shop or buy a product? Last weekend I spied this sign at a wholesaler. 

Now you might think that photographing errors in signs is a bit over the top. But how you present your words outside your business can affect whether or not people enter it. Poor spelling can lead to poor sales.

So before you rush outside to erect a sign, take time to get the spelling right and have someone else check it. And remember: the more text on a sign; the more likely errors will creep in.

Unfortunately, one of the errors (Bacan) in this sign was more noticeable because the word was spelled correctly in a second sign on the same frontage. The sign has a second error. See if you can spot it.

Write the word you mean to write

A while ago I saw a sign that reminds us all to check that the word we write is the word we mean to write. Even with correct spelling, a word’s meaning can be ambiguous. And this sign outside a café had only two words: ‘Barrister needed’.

For a café? Now you and I know the writer meant ‘Barista needed’. I found the sign more amusing because it was at Palm Beach, Sydney. Given the location, maybe it was written in jest. Or maybe it was a gimmick to entice people through the door. Or maybe the business did need a barrister. The spelling was certainly in trouble. The possible meanings were endless. It reminds us all to make our meanings clear and not keep clients and customers guessing.

Signwriting is as much a skill as an art. The four tips that Brisbane-based Sign Age offer are: (1) make sure your spelling is correct; (2) make sure your logo adequately represents what you do; (3) ensure the wording on your sign makes sense and is grammatically correct; and (4) don’t try to cram too much on one sign.

So don’t check your spelling at the door. Check your spelling on the door. Only then can you make your signs sing.

We’ve included one misspelled sign on this page. We welcome comments (no images please) about any misspelled signs you might have seen.

The New Zealand Passport—smart chip; smarter design

They say that no matter where you go in the world you’ll find a New Zealander. And, more likely than not, that New Zealander will be holding a new black biometric passport, with navigation and travel as its core themes.

A quick trip back in time
In the beginning there was the manually read passport. Then came the more reliable machine readable passport, and immigration officials could process arriving and departing passengers more quickly. Today less than 4% of New Zealanders hold non-machine readable passports, and the New Zealand passport has evolved yet again. It morphed into a biometric passport on 2 September 2008.
This latest passport has an embedded electronic chip that holds facial biometric identifiers. You can see the chip in the symbol on the front cover and in the polycarbonate leaf inside the front of the passport (where you’ll find the chip).

An effective and smart design
Yet the new New Zealand regular passport is smart in other ways. It shows how you can increase information on many layers, yet decrease document size; how you can introduce new themes and artwork, yet keep a document consistent and cohesive. Indeed, it is a great example of content and design coming together in a tightly controlled format.

The design is even smarter when you think that you open it without dwelling on the work behind the design—the research, complex file setup, detailed illustrations, and layout work that went into crafting the Clemenger BBDO-designed passport. All you see is the final effective and smart design.
Instead, you get a story (in English and Te Reo Māori) that develops with each turn of the page. It has constant images that form repetitive patterns (ocean, clouds, and the kōwhaiwhai border) showing how New Zealanders found their way to the land and are framed, yet not constrained, by it.

Other elements progress the design. We see the colours change from purple to orange to green to blue, from dawn to twilight. We see aerial views of sea and land and the Southern Cross move across the sky, as we chart navigational techniques. And this process gets repeated as New Zealanders renew their passport every five years.

The New Zealand passport has become a well-made thread that ties New Zealanders to the fabric of home as they fly or sail beyond its shores to other lands. If only all documents could look and travel so well.

If you want to know more about the design elements on each page of the New Zealand passport (and what they represent), visit http://www.passports.govt.nz/Passport-Design-Story

If you want to know more about what goes into a passport’s content, visit the International Civil Aviation Organization’s website and view Document 9303. It is available in the six UN official languages at http://www2.icao.int/en/MRTD/Pages/Document9303.aspx. Document 9303 has the current ICAO specifications for travel documents (including machine-readable passports, visas and ID cards) used when crossing borders. But note that not all countries follow the specifications.