Understanding the value of signage

Recently, a major study was conducted by the University of San Diego in the United States, so as to understand the true value of signage, visibility and branding. And the results were extremely insightful.Apparently visibility is why businesspeople pay huge sums of money for stores and offices in certain locations.

What’s more, well-designed and attractive signage can function as an economic asset and turn out to be well worth the revenue outlay – even increasing sales volumes by up to 12%! Signage also changes customers’ behaviour patterns and can cause them to develop a firm memory of a business’s location.The study indicated that signage attracts new customers in the form of first-time impulse visits.

It can also reinforce a memory and recall other advertising efforts. In other words, the visibility and branding achieved by signage allows businesses to communicate with customers like never before.As it turns out, glass has been a first choice for signage consumers for well over a century – it’s even favoured by today’s pro-environment lobby.

This is because glass contains no artificial colours, smells or flavours and therefore does not impart any impurities to its content.But the research shows that good design is not that simple.

Clients expect signage designers to be inspired by them; to find out what they really want and what they really need.

Clients also need to be able to be honest with designers and to ask for new or revised approaches to signage.