Brick & mortar stores have a fantastic opportunity to communicate with the public: signage. This includes both exterior and interior signs, that can convey the store’s identity, target audience, specific products/brands, or help guide the customer within the store to find the products they are looking for.
- Across genders, age groups, and regions, 29% of American consumers report that they have been drawn into unfamiliar stores based on the quality of the store’s signage.
- Over a third of American consumers (34.5%) report that they have made quality assumptions about a business on the basis of clear and attractive signage. No gender or regional differences were observed.
- How does signage compare with other communication media in terms of perceived usefulness as a source of information about new products? The survey asked respondents to rate the perceived usefulness of various media, including television, radio, newspapers, etc. Although television was rated as the most useful source of new product information, indoor signage ties with magazines as the second most useful source, and outdoor signage ranked third, beating out radio, internet, and newspaper ads.
- 75.2% of respondents (n=7,000) agree with the statement “One of the first things I notice about a new or unfamiliar business is the signage outside its building.”
- 85.7% of respondents (n=7,000) agree with the statement “In addition to identifying a business, signs can convey the personality or character of the business.”