Depends on what you are selling, and where you are located. The only gas station for 30 miles on the interstate doesn't need a fancy sign. One of three coffee shops on one block might need a fancy sign-unless the other two have them and then a simple sign might work better. Don't make a sign meant to be read from a moving car difficult to read (or long)-because people won't bother and you loose that possible business. If you are selling art, a fancy sign might be important-unless you are selling minimalist pieces, in which case it's counter productive : ) A sign has to get the point across quickly (it's your first impression). What do you do? is most important, then how do you do it. Would you get your computer serviced at a place that looked serious or at something that looked like a sleazy tattoo parlor?