For many businesses, poor signage can be as bad as no sign at all. A Sign Research Foundation survey found that nearly 50 percent of American consumers report they have driven by or failed to find a business because signage was too small or unclear.
A customer who can’t find your business because of poor signage is a customer you will never have an opportunity to impress on their first transaction and may cost you the chance to make them a lasting part of your client list.
Good signage makes a good impression.
The opposite is also true: Good signage makes a good impression. In the same survey, over a third of consumers say they have made quality assumptions about a business solely on the basis of clear and attractive signage. More than a quarter surveyed report they have been drawn into an unfamiliar stores based on the quality of the store’s signage alone.
How does signage compare with other communication media in perceived usefulness as a source of information about new products? The survey asked respondents to rate the perceived usefulness of various media, including television, radio, newspapers, etc. Although television was rated as the most useful source of new product information, indoor signage ties with magazines as the second most useful source, and outdoor signage ranked third, beating out radio, internet, and newspaper ads.
Business owners should remember that good signage will continue to benefit your business 24 hours a day, 7 days a week. The decisions you make when creating your sign package have the potential to greatly benefit your bottom line. After your sign purchase is made, you will be able to sit back and watch it continue to benefit both your customers and your business.