A retail store’s sign contributes to the overall perception of the business as it communicates information on store location and store image to the consumer.  An attractive, identifiable sign can do much better to reinforce messages provided by other advertising.  In particular, the sign itself can serve as a visual cue, prompting the consumer to recall those messages stored in memory.

Another way signs operate is to reinforce advertising by cueing consumers to the existence of the business at a given location.  This leads the consumer to access his or her memory to call up associations they have with that business.  The more prominent a business is in the minds of consumers, the greater that business’s share of the market.  Similarly, the greater the consumer’s memory of a specific product, good or service, the greater is his or her inclination to purchase that particular product, good or service over any other.  This phenomenon is known as "Top-of-the-Mind Awareness."

If a sign is memorable, it can enhance integrated marketing communications and help to brand the business site.  That is one of the main reasons why so many companies have included time and temperature message centers into their signs.  Studies spanning several years have revealed that time and temperature information increases consumer attention and enhances retention or recall of the messages.  People have their memory of a sign refreshed and strengthened by changeable copy because it holds their interest.

A sign can simultaneously guide people to the site, brand the site, reinforce advertising campaign themes, and, through the use of a changeable copy sign, influence purchasing decisions.

 

Charles R. Taylor, Claus & Claus. On-Premise Signs as Storefront Marketing Devices and Systems. U.S. Small Business Administration. Washington, DC. 2005.