Does your community have an effective sign ordinance that promotes commercial activity and enhances economic development?
The International Sign Association (ISA) works to improve the regulatory environment for on-premise signs, so that the businesses that use signs can speak—and sell—effectively in their community.
The latest economic information and policy research from ISA and the Sign Research Foundation offer a better understanding of the economic value of signs.
Retail Signage: Practices to Increase Return on Investment
This study explores the connection between high-level design practices (for sign legibility, viewing enjoyment, informational aspects, quality, appropriate scale and uniqueness) and return on sign investment.
The Economic Value of On-Premise Signage
Signs act as “silent salespersons”—branding businesses, providing information about products and services, and pointing customers to exact locations. In short, an on-premise sign’s economic impact on businesses—directly and indirectly—is significant. Researchers tackled the topic by exploring how changes in on-premise signage affect business performance. Part of the studies also focused on the impact on consumers and the surrounding community.
University of Cincinnati, 2012 | University of San Diego, 1997 | Executive Summary
Signs and the Downtown Experience
The report compares the effectiveness of different approaches to sign design with different strategies and economic trends. The analysis creates a clearer picture of how effective signs can enhance commercial institutions and play an important role in enhancing the community and environment.
100,000 Shoppers Can’t Be Wrong: Signage Communication Evidence from the BrandSpark / Better Homes and Gardens American Shopper Study
Consumers learn—and assume—all sorts of things about a business based on its sign. This study by Dr. James Kellaris from the Lindner College of Business at the University of Cincinnati offers a wealth of insight into consumer behavior and provides key findings for retailers.
Executive Summary: Consumer Perceptions in Retail Signage
Extensive additional research focused on the economic value of signs can be found on the Sign Research Foundation’s site:
- The Economic Impact of Exterior Electronic Message Boards
- Evaluating Stakeholder Perceptions of Form Based and On-Premise Traditional Signage Codes for Commercial Signage along Streetscapes
- Finding Common Ground: EMC and Digital Sign Issues
- Illuminated vs. Non-Illuminated Signage – Economic Impact of Illumination
- Protecting Appearance and Atmospherics: Trade Dress as a Component of Retail Strategy
- Public Art and Urban Design: Evolution of Signs and Placemaking
- Recalculating: How We Can Fundamentally Rethink Communication in Urban Centers and Metropolitan Areas in Light of the Current and Rapid Changes in Social Systems Economics and Technology
- Route 66: String of Pearls
- Showcasing … The One Thing a Business Cannot Live Without
- Showcasing Business Transformations through On-Premise Signage: A Business Makeover Case Study of Harris Tynes Realty
- Signage as Marketing Communication: Research Perspectives and Next Steps
- The Importance of Signage in Repositioning Your Brand
- University of San Diego Economic Value of Signs
- Viewing Signs through the Eyes of the Beholders: Perceptual Evidence from the BrandSpark/Better Homes and Gardens Shopper Survey