With improved module optics and higher powered modules, it is more and more common to make single run populations on channel letters, even at large sizes.
Particular emphasis was put into improving the quality of single run populations in LED Wizard 8. The single run layout routine is based on the concept of strokes, and as such is more consistent with how font characters are designed.
Notwithstanding the improvements in this area, it is still important to be aware of the target letter sizes and stroke widths for the module that you wish to use. LED suppliers have specialized products for certain applications, and that includes modules that are targeted to smaller letters. Avoid using larger modules in smaller letters, and/or modules that have large spacing in smaller letters.
A basic rule of thumb is that you should be able to populate the vertical stroke of a capital letter with at least three modules. This equates to a 12" letter with a 3 modules per foot module.