I’m often asked if a sign can really make a difference in sales for a store. The short answer, YES! Next I’m often asked about price, can I get it cheaper? Of course! But the truth is a lot more complex. The Sign Research Foundation has done a lot of tests and found some incredible truths that every business owner should understand. ROI is directly related to the quality, enjoyability to view, legibility, uniqueness, and informational aspects of a sign. The mistake most designers and customers make is looking at sign or building ROI in isolation of the entire customer experience. Revenue per square foot of space is 10 to 25% more for those business’ who deliver an integrated experience from sign to design throughout the store. So what does it all mean? Going cheap on signs may be less in the short term but its costing you money over the life of your business.
Heres an interesting case study to look at.