The Importance and Effectiveness of Signage（标志的重要性和有效性）.pdf

The Importance and Effectiveness of Signage Source: Whats Your Signage?: How On-Premise Signs Help Small Businesses Tap Into a Hidden Profit Center A handbook developed by The NewYork State Small Business Development Center Albany,NewYork Edited by EBSCO Sign Group My customers know where I am. I already have a sign – why do I need a new one? Does a sign really make a big difference in sales? These responses are typical of business owners when the idea of a new on-premise sign is proposed. Signs are so common in our society that their importance can be taken for granted. As a business owner, you naturally spend a great deal of time where your business is located. You’ve walked in and out of your location so many times, with so many other business details on your mind that things like your signage tend to blend into the background. As a result, you might forget that its there. Catering to a Mobile Society People in the United States pride themselves on their freedom to be mobile. Drivers in the U.S. drove over 1.6 billion miles in 2001 (see chart). Automobile Travel Statistics (2001): Passenger car motorcycle vehicle miles traveled Rural 607,077,000 Urban Interstate 235,944,000 Other Urban 785,930,000 TOTAL 1,628,951,000 U.S. Department of Transportation, 2002.1 In addition, our economy is a sophisticated, consumer-driven mechanism where billions of dollars are exchanged annually. A significant percentage of these transactions occur in the retail and service sectors, where businesses rely heavily on their on-premise signage