October 12, 2011 | Categories: Signage & Wayfinding
A case study of businesses in the specialty retail, retail banking and lodging industries revealed companies which invest in signage typically see a positive return on investment.
Researchers from the University of Cincinnati conducted a national survey of more than 160 large and small businesses over the course of one year. The results of the study, called Understanding the Economic Value of On-Premise Signs: A Study of the Impact of On-Premise Signage and Criteria for Evaluation, were presented this week at UC's annual National Signage Research and Education conference.
"As a result, we found that businesses that pay attention to their signage and invest in the design and placement of signs get better results from their investment," said Jeff Rexhausen, associate director of research for UC's Economics Center. "Signs communicate information, and buyers and sellers both benefit from better communication of that information."
Researchers also found that 75 percent of businesses changed their signage designs over the past five years, altering aspects such as look, type or illumination.
Noobprenuer points out that proper signage can benefit stores this holiday season, as owners may be able to encourage customers to shift from "lookers" to "buyers."