With so many design options, it’s easy to forget the basic reasons for a business sign. Recent studies by the Sign Research Foundation and the University of Cincinnati confirmed that signs can either draw or deter traffic and even infer the quality of your products and services.
In their annual BrandSpark/Better Homes and Gardens American Shopper Study, the University of Cincinnati (UC) surveyed over 60,000 United States consumers, ages 18-65+. In the survey, consumers revealed the effect of signage quality, the use of signage to infer quality and the usefulness of indoor and outdoor signage for new information. The study also examined the effects of good design and size on the legibility of signage.
Above all, the study reveals that regardless of age, gender or education level, most consumers take a pass on businesses with poor signage. Things like size, color, lighting, even surrounding visual distractions, all make a difference for passing motorists.
With all the visual noise, how do you create and implement a sign strategy that sets you apart but doesn’t turn off or confuse your audience?