Are On-premise Signs Important to Shoppers?

Better Homes & Gardens magazine conducts annual surveys with its subscribers as part of The American Grocery Shopper Study™. Over a three-year period (2011-2013), questions were added about the importance of on-premise signage. Here are the three-year summaries of “yes” responses to specific statements:

“I have driven by and failed to find a business because the signage was too small or unclear. (%)”

“I have been drawn into unfamiliar stores based on the quality of their signs.”

“I have made quality assumptions based on a store having clear and attractive signage.”

For another set of statements, respondents could answer “agree,” “neutral” or “disagree”.

“One of the first things I notice about a new or unfamiliar business is the signage outside its building. (%)”

“In addition to identifying a business, signs can convey the personality or character of the business. (%)”

“The letters on signs should be large enough for passing motorists to read at a glance.(%)”

“I get frustrated and annoyed when signs are too small to read.”

“Smaller signs are generally more attractive than larger signs.”

“Uniformity of signage within a business district looks attractive, but makes businesses harder to identify at a glance.”

The survey also asked respondents: “What make signs difficult to read?” In order of importance, their answers were:

  • The letters are too small (83.3%)
  • The placement of the sign makes it hard to see (71.4%)
  • The sign is not sufficiently lit at night (63.6%)
  • The color of the letters does not stand out from the background (60.3%)
  • Digital signs change the message too fast (52.6%)


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