Good signage holds benefits for both businesses and their customers. But what qualifies as good signs?
Results of a national survey of more than 160 large and small businesses will be presented Oct. 12 at the University of Cincinnati annual National Signage Research and Education Conference in Cincinnati.
UC researchers Christopher Auffrey, associate professor of planning; Henry Hildebrandt, professor of architecture and interior design; and Jeff Rexhausen, associate director of research for the Economics Center at UC, will present a year-long project blending survey research and case studies in the presentation, “Understanding the Economic Value of On-Premise Signs: A Study of the Impact of On-Premise Signage and Criteria for Evaluation.”
The survey found that businesses primarily invested in signs to help make their businesses stand out and to help potential customers find their locations. “As a result, we found that businesses that pay attention to their signage and invest in the design and placement of signs get better results from their investment,” says Rexhausen. “Signs communicate information, and buyers and sellers both benefit from better communication of that information.”
The researchers say the results of the research are especially useful for business owners considering sign investments, as well as for the sign companies working with them, and local governments that seek to balance various considerations in their sign regulations.
In addition to how businesses approach different types of signage, Rexhausen says the survey and case studies found economic impacts that sign changes had on businesses. The survey also found that 75 percent of the businesses surveyed had changed the design of their signs in the past five years – selecting a new look, new type or new illumination.
The case studies highlight the lodging industry, retail banking, specialty retail and the suburban commercial corridor, where there’s an effort in one Greater Cincinnati suburb to make the business district environmentally more attractive yet easier to navigate for customers searching for service.
The study was supported by conference sponsor Signage Foundation, Inc. Established in 2002, SFI is a not-for-profit, non partisan organization dedicated to fulfilling the educational, research and philanthropic purposes of on-premise signage.
The National Signage and Research Education Conference is sponsored by SFI, in collaboration with the Carl H. Lindner College of Business, and the UC College of Design, Architecture, Art, and Planning (DAAP).
RELATED STORY: UC Research Finds that Consumers Rely on Signage over Other Ad Media
Do microplastics harbour additional risks by colonization with harmful bacteria?
05.04.2018 | Leibniz-Institut für Ostseeforschung Warnemünde
Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University
University of Connecticut researchers have created a biodegradable composite made of silk fibers that can be used to repair broken load-bearing bones without the complications sometimes presented by other materials.
Repairing major load-bearing bones such as those in the leg can be a long and uncomfortable process.
Study published in the journal ACS Applied Materials & Interfaces is the outcome of an international effort that included teams from Dresden and Berlin in Germany, and the US.
Scientists at the Helmholtz-Zentrum Dresden-Rossendorf (HZDR) together with colleagues from the Helmholtz-Zentrum Berlin (HZB) and the University of Virginia...
Novel highly efficient and brilliant gamma-ray source: Based on model calculations, physicists of the Max PIanck Institute for Nuclear Physics in Heidelberg propose a novel method for an efficient high-brilliance gamma-ray source. A giant collimated gamma-ray pulse is generated from the interaction of a dense ultra-relativistic electron beam with a thin solid conductor. Energetic gamma-rays are copiously produced as the electron beam splits into filaments while propagating across the conductor. The resulting gamma-ray energy and flux enable novel experiments in nuclear and fundamental physics.
The typical wavelength of light interacting with an object of the microcosm scales with the size of this object. For atoms, this ranges from visible light to...
Stable joint cartilage can be produced from adult stem cells originating from bone marrow. This is made possible by inducing specific molecular processes occurring during embryonic cartilage formation, as researchers from the University and University Hospital of Basel report in the scientific journal PNAS.
Certain mesenchymal stem/stromal cells from the bone marrow of adults are considered extremely promising for skeletal tissue regeneration. These adult stem...
In the fight against cancer, scientists are developing new drugs to hit tumor cells at so far unused weak points. Such a “sore spot” is the protein complex...
13.04.2018 | Event News
12.04.2018 | Event News
09.04.2018 | Event News
20.04.2018 | Health and Medicine
20.04.2018 | Materials Sciences
20.04.2018 | Earth Sciences