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Sign Industry Survey:
Studies have ranked television as the most useful source of new product information, but indoor signs tie with magazines for second place. Outdoor signs ranked third, above radio, internet and newspaper ads.
Many shoppers say they have driven by and failed to find a business because the sign was too small or unclear. Both older & younger age groups have reported this problem.
Shoppers say they have been drawn into unfamiliar stores based on the quality of their signs. Studies have shown that the 18-24 age group is more prone to this behavior.
Shoppers say they have made quality assumptions about a business based on whether that company has clear and attractive signs. Those in the 18-24 age group are most prone to making such inferences.