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BrandSpark Study Highlights the Effectiveness of Signage

More than three-fourths of respondents say signage is one of the first things they notice about new or unfamiliar buildings.

Big Picture

More than one third of respondents to a recent study by research firm BrandSpark indicated they had been drawn into a store because of attractive signage. In its American Grocery Shopper Study, which comprised various age groups in all 50 states, BrandSpark also found that:

• More than 40 percent of respondents said they “made quality assumptions” based on a store’s signs.
• More than 60 percent “have driven by and failed to find a business because the signage was too small or unclear.”
• More than 75 percent said signage was one of the first things they noticed about new or unfamiliar buildings.
• More than 85 percent said signs can convey the character of a business.
• More than 80 percent get frustrated and annoyed when they can’t read signs.

The BrandSpark findings were presented at the recent National Signage Research & Education Conference held at the University of Cincinnati. Hosted by the Signage Foundation Inc.(SFI) in collaboration with UC’s Colleges of Business and DAAP, the conference focused on technology as it applies to planners, governmental regulators, marketing/branding specialists, businesses that use signage, sign makers, and others. Synopses of all of the conference presentations are slated to be posted on the Signage Foundation’s website.



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