Signs serve several purposes at a carwash. Some are for advertising, others are for conveying information to customers. Done well, they enhance your business image, improve customer satisfaction, and can even add to your bottom line.

But before deciding on a sign, you have to decide what you want to accomplish. Operators should either have a good idea of what they want, or talk to a sign professional for some suggestions. This will ensure that the proper goals are accomplished, which usually include increasing business.

After the goals are set, the operators and sign person should agree on a budget. This way, the sign person knows what materials and styles to consider.

Some business owners are concerned that if they disclose what they want to spend, a contractor will make sure it's all spent. There has to be some starting point, though, and a budget is it.

But before you set a low limit for a sign project, remember that a sign is really part of your advertising budget. You have to allow money for a good sign to get attention, and to have it done right. If people have a bad impression, they won't come in your door.

Its cost should be spread out over several years. You sign may have as much or more to do with drawing customers than that $20 newspaper advertisement you run once or twice a week, so spend accordingly.

There's more to signs than just advertising the name of the business. Additional, inexpensive signs like banners can help add to your revenue.

For example, an inexpensive banner can be used advertise a special when times are slow. The banner will last a few years, and it's likely it will pay for itself in a couple of weeks.

Whatever types of signs you decide on, there are right ways and wrong ways to do it. Here are some ideas that will help you make a sign work for you. These tips should help you get the most out of your advertising dollar.

* Use good design principles. Your signs are advertising and are trying to convey a message. Keeping your sign simple makes sure your customers will read it loud and clear.

Put yourself in your customer's position. If customers are driving past your location at 40 miles an hour, can they see the sign atop your wash? How much time will they have to read the message?

It's not advisable to tell the life story of your carwash on the sign with rows and rows of lettering. As cars pass at 50 miles an hour, customers will simply see a blur. You will want to convey the clearest message in the shortest, simplest form.

* Try using an informative graphic. A good image can tell the story and the name of the business. Look what the golden arches have done for McDonald's restaurants.

* Use professional sign designers. Many business owners will talk to specialists and advertising agents to develop media advertising, and yet not talk to a professional about their sign design.

Part of your sign's job is to attract new customers. Your sign may give them the first impression of your carwash or detail shop. Make sure it is a good impression.

If you have more to say, you can use more than one sign. Consider an eye-catching, clean, well-designed sign to first grab attention. If you want to tell more of your story, include a neat, simple sign that fills in the details.

* Follow proper rules of layout. You must prioritize the copy of your sign. First and foremost, it must tell what business you are in.

For example: Your copy may be: "Joe's Carwash, With Spot-Free Rinse." What is the most important message?

Unless Joe is so well known that everyone in the market knows Joe and knows that his business is washing cars, carwash is the number-one priority for the sign.

Carwash should be what customers see first when the sign is read. It should have the sharpest contrast, the largest, boldest letter-style and really hit the customer with impact.

Spot-free rinse can be secondary with less contrasting color and weaker letter style and Joe's can be third.

You are hoping the customer sees the word carwash and says, "That sounds great. It's about time my car was clean. I'm going to stop."

The rest of the sign, Spot-Free Rinse and Joe's will encourage motorists to stop if the spot-free rinse option appeals to the customer and Joe has built a reputation in town. Remember, prioritize and emphasize the most important message.

* Use the negative space of the sign. White space in and around the lettering helps customers notice elements in the sign.

Try this. Draw two lines and put any letter between them, touching the lines on the top and bottom, then put the same letter next to the one between the bold lines but make it about two-thirds the size.

If you flash the card to someone -- or you have someone show it to you -- you should see that the smaller letter jumps out at you first. The lines don't allow the negative space to accentuate the letter. It's less noticeable, even though it is larger.

Keep your lettering at least 15 percent between the borders. However, don't let big open spaces draw your attention away from the lettering.

You should allow some "negative" space in your layout to amplify you lettering. This is key if you are to get the biggest impact from your sign.

* Pay attention to colors and fonts. Your colors and type styles are an important part of your sign's image and affect how people will feel about you.

For example, you may not want to use a tacky, hot pink for your main copy on black if you are a planning to cater to customers with expensive cars. You also wouldn't want letters that were too casual.

The wrong lettering can be a major distraction that may leave an impression that does not convey the professionalism that is needed and that your customers expect.

Bruce Bronski is president of the franchise corporation of Signs & More in 24, Parkersburg, WV.