What do you want your sign to say? In the case of signs, shorter is definitely better, most people won't take the time to read a lengthy sign. If it is an informational sign, get to the point, quick. If you are advertising your business, get the pertinent stuff out. What's pertinent? Your name, great! A quick slogan, great! What you do, great! Beyond that you need to be concerned about white space on your sign, too little and your sign becomes busy, and less appealing. Space allowing, a phone number is usually good to have.