Survey Confirms Importance of Signs

Since we’re in the business of making signs, of course we believe in their value as a tool to draw customers to businesses as well as provide important information like directions, rules, product data, and more. A recent survey conducted by a National Sign Co. shows we’re not alone.

The “What’s Your Sign” survey focused on whether signs are an effective way to attract customers to stores or events. They employed a professional survey firm to reach out to 1,000 of its customers to gain valuable insight on this topic, and we were delighted to see the results, some of which we’ve provided below.

Generating Interest

When asked what actions they’d taken because a sign caught their interest, survey respondents said they:

• Remembered the business at a later time (79%)
• Entered the business (76%)
• Told someone else about the business (75%)
• Purchased a product or service (68%)
• Told someone else about the sign (53%)
• Looked up the business online (51%)

In particular, the survey showed that women and younger consumers are especially perceptive about signage. It also showed that bad signage or not having signage can deter people from entering stores; from 52% to 70% of survey respondents said offensive, misspelled, dirty or poorly made signs would stop them going inside.

More Is Better

An overwhelming number of survey respondents (83%) said small businesses should have between one and three signs around their storefronts to entice customers. The mean number was 2.8.

An Indicator of Quality

More than three out of five survey respondents (68%) believe signage reflects the quality of a store’s products or services. More than one-quarter (26%) think it’s a strong quality indicator.

Simple and Clean

Easily readable signs was the biggest factor survey respondents said would make them more likely to try a small business’ product or service (90%). Other important factors are:

• Graphically attractive signs (77%)
• Bright and colorful signs (72%)
• Funny signs (68%)
• Modern signs (60%)
• Sophisticated signs (51%)

 If you’re seeking a way to get more customers into your business, we’ll be happy to take a look at your current signage and recommend additions/revisions with that goal in mind.

www.sdsar.com

Survey Confirms Importance of Signs