Functions of On-Premise Signage
To develop brand equity by emphasizing words, graphics or symbols that are
associated with the products or services offered by a business. Developing
brand equity for a site includes the presentation of signage and architecture
to create a unique awareness of the products or services offered at that
site. Brand equity for a particular business is similar to the goodwill of an
enterprise.
To aid in recall and reinforcement of other media advertising efforts. In
addition to the business's name, if the business has a trademark or logo, the
symbol should also appear on the sign and as part of any other choice of
advertising. Often, when a site is successfully "branded" in the local trade
area, the need for other media advertising is significantly reduced.
To prompt a purchase, especially "impulse" purchases. As consumers drive by,
they often see a sign, stop at that business and buy on impulse. On-premises
signs increase your business. They offer a method for point-of-sale
advertising.
To change a purchasing decision or choice once the customer is on the
premises or in the building. Temporary signage, whether exterior or interior,
is very useful in this context, particularly to call attention to
"specials."
To promote traffic safety by notifying motorists where they are in relation
to where they want to go and assisting their entry to the premises should
they decide to stop. However, a sign cannot successfully perform this
function unless it can be detected and read by a motorist in sufficient time
to appropriately react in traffic.
To complement community "aesthetic" standards. Today's sign design and
production technology makes it possible for on-premises signage to reflect
the character or architecture of its surroundings, without sacrificing any of
its other primary communication functions. Well-designed signs certainly can
be employed as land use and business planning tools to create a sense of
place in central business districts, neighbourhood commercial blocks or
corners, urban commercial corridors, entertainment centres, and tourist
destinations.
