The importance of signage
Businesses exist in a highly competitive environment. To succeed, a business must be able to communicate with customers quickly and effectively regarding the products or services it offers. For most businesses, the most cost-effective and efficient form of advertising to potential customers is on-premises signage.
Signage is a business's basic link to customers. This is true whether the sign's purpose is to promote impulse "stop and shop," to create awareness for the product or service for future reference, to reinforce other forms of media advertising, to influence purchasing decisions once the customer has stopped, or to physically mark the building site and location to aid motorists' safety.
"Modern signs have evolved to meet every place-based commercial
communication need. The most advanced form of signage is represented by the
expansion of the old 'false front' of early businesses to national franchise
and chain identification signage systems, backed by major media advertising.
Learning to use your sign skillfully will maximize your return on advertising
spend."
