How important are signs anyway?

The International Sign Association (ISA) recently announced the findings of a Size and Scope study on the Impact of the Sign and Visual Communications Industry. The study by Ernst & Young was commissioned by the ISA to better determine the strength of the industry, its impact on the US Economy and its influence across the country. Among the key findings of the study are future trends that will shape the sign industry. 

Signs are critically important for business visibility, branding, and customer acquisition. According to a survey by the University of Cincinnati, nearly 60% of businesses reported sales increases of 10% or more after updating or adding signage. Additionally, 35% of shoppers said they had been drawn into a store they had never visited before based on signage alone. The U.S. Small Business Administration notes that signage is the most effective yet least expensive form of advertising. Poor or missing signage can lead to missed opportunities—nearly 60% of consumers say the absence of a sign deters them from entering a business.