Study Documents the Importance of On-Premise Signs 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), University of Cincinnati professor Dr. James Kellaris added questions about the importance of on-premise signage. Here are the three-year summaries (presented chronologically) of “yes,” “no” and “don’t know” responses to specific statements:

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

2013 76.0%, 19.1%, 4.9%

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

2012: 85.7%, 11.9%, 2.4%

2013: 83.9%, 14.5%, 1.6%

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

2012: 90.9%, 8.4%, 0.7%

2013: 91.4%, 7.8%, 0.8%

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

2012: 81.5%, 13.7%, 4.8%

2013: 83.0%, 13.9%, 3.1%

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

2012: 13.5%, 52.1%, 34.3%

2013: 14.1%, 51.3%, 34.7%

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

2012: 62.7%, 30.15, 7.2%

2013: 69.5%, 26.9%, 3.6%

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%)

Wade Swormstedt

Wade Swormstedt

Wade is the former Executive Director of the Foundation for the Advancement of the Sign Industry and the former Editor and Publisher of Signs of the Times magazine.

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Posted in Electronic Message Centers, Most Popular, Research, Uncategorized, Universities, Visibility and Legibility.

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