Mind the Gap: Why Kerning Matters on Signs and Visual Displays

Have you ever walked past a shop or road sign, seen a deliver van and done a double take because the text looked… off? Perhaps a word seemed squashed together, or you momentarily misread it altogether. That, my friend, is likely a kerning issue.

Kerning refers to the spacing between individual letters in typography. While it may seem like a tiny detail, kerning plays a surprisingly big role in how we perceive and process text — especially on signs, posters, menus, and anything meant to grab attention at a glance.

Clarity is Key

The primary goal of signage is clear communication. Whether it’s directing traffic, labelling a business, or informing customers of a sale, signage needs to be instantly readable. Poor kerning can cause letters to appear jumbled or misleading, slowing down reading speed or worse — changing the perceived meaning.

Take the classic example:

“KER NING” vs “KERNING”.

One reads smoothly. The other makes you pause.

Visual Appeal (and Professionalism)

Bad kerning looks amateurish. When letters are too close together or oddly spaced, it gives the impression that not much care or thought was put into the design. This can undermine trust and make a brand seem less professional. First impressions matter — especially when your sign is your handshake with the public.

Avoiding Unintended Humour (or Embarrassment)

Poor kerning can lead to accidental, and sometimes unfortunate, misreads. Words might blend together to form entirely new — and often inappropriate — messages. Social media is full of photos of signs with hilarious (and avoidable) kerning fails that went viral for all the wrong reasons.

Accessibility and Legibility

Proper spacing helps make signage more accessible for people with visual impairments or reading difficulties. Clear, well-kerned type can reduce eye strain and confusion, helping more people understand your message with ease.

Kerning in the Real World

From road signs and restaurant menus to shopfronts and event posters, kerning isn’t just a graphic designer’s concern — it’s a matter of effective communication. Investing a bit of extra time in typography, or consulting a designer, can prevent costly reprints and public embarrassment.

The Takeaway

Good kerning isn’t about making things look “pretty” — it’s about making your message clear, credible, and readable. It’s a small design detail that speaks volumes.

Next time you’re designing or ordering signage, mind the space between the letters. Your message (and your reputation) depends on it.