Better Homes & Gardens magazine conducts annual surveys with its subscribers as part of The American Grocery Shopper Study™. Over a three-year period (2011-2013), University of Cincinnati professor Dr. James Kellaris added questions about the importance of on-premise signage. Here are the three-year summaries (presented chronologically) of “yes,” “no” and “don’t know” responses to specific statements:
“One of the first things I notice about a new or unfamiliar business is the signage outside its building.”
2013 76.0%, 19.1%, 4.9%
“In addition to identifying a business, signs can convey the personality or character of the business.”
2012: 85.7%, 11.9%, 2.4%
2013: 83.9%, 14.5%, 1.6%
“The letters on signs should be large enough for passing motorists to read at a glance.”
2012: 90.9%, 8.4%, 0.7%
2013: 91.4%, 7.8%, 0.8%
“I get frustrated and annoyed when signs are too small to read.”
2012: 81.5%, 13.7%, 4.8%
2013: 83.0%, 13.9%, 3.1%
“Smaller signs are generally more attractive than larger signs.”
2012: 13.5%, 52.1%, 34.3%
2013: 14.1%, 51.3%, 34.7%
“Uniformity of signage within a business district looks attractive, but makes businesses harder to identify ta a glance.”
2012: 62.7%, 30.15, 7.2%
2013: 69.5%, 26.9%, 3.6%
The survey also asked respondents: “What make signs difficult to read?” In order of importance, their answers were:
The letters are too small (83.3%)
The placement of the sign makes it hard to see (71.4%)
The sign is not sufficiently lit at night (63.6%)
The color of the letters does not stand out from the background (60.3%)
Digital signs change the message too fast (52.6%)