In these tough economic times, how is the desire of communities to improve their ascetics reconciled with the benefits businesses and communities derive from signs. This question resonated when I read an article in USA Today titled "Cities ease signage rules to boost business". The link to this article is attached to the bottom of this entry.
Over the past few years, many municipalities have reviewed their sign ordinances with an eye on improving ascetics by enacting stringent sign codes. These codes normally reduce the size and brightness of on-premise signage. This discussion does not include billboards and I will not venture an opinion on that topic. My interest lies with on-premise signage businesses use to attract and guide potential customers into their place of commerce.
Like so many other discussions, the topic heated up because of abuse and lack of proper regulation. That's right, I am calling for some legislation. However, there has to be a balance between controlling sign clutter and effective advertising.
We have found that the most stringent signage regulations were normally enacted in communities where growth was rampant and businesses were willing to tolerate the code just to open a business in that community. These regulations limited the size of letters, the color of signs, the number of signs, the type of sign to be used, the illumination of the sign, and the use of temporary signage such as banners. With regards to free standing businesses and muti-tenant buildings, these codes also restrict the number of large sign within a certain proximity to each other, the height of the sign and the illumination.
When a business opens, there is a very good reason they look to install a sign. An on-premise sign allows a business to brand itself. Many times our first impression of a business is our reaction to their sign. But the sign does much more than that. A recent survey of customers leaving new businesses that had a sign installed in the prior 30 days found that 50% of the respondents indicated the sign was the primary reason they stopped in the store. The Small Business Administration's (SBA) publication "Why use signage", notes that "in an impulse oriented business, good signage can be the difference between success and failure. Good signage can increase a business's opportunity for success."
Signs represent the most effective and least expensive form of advertising. They are on the job 24 hours, 365 days a year. According to the SBA, "the primary criteria in selecting a successful location for a business are visibility, accessibility and parking. An effective on-premise sign is a critical component of visibility, and without a properly designed and placed on-premise business sign, a commercial site cannot function at its full economic potential."
Signs also play a roll in public safety. One of the primary reasons for on-premise signage is to direct potential customers to the place of commerce. Three factors should go into the determination of the adequacy of the signage for this purpose. They are the height of the sign itself, the size/legibility of the copy and the illumination. A deficiency in any of these three factors can result in significant traffic issues. For drivers looking for a specific business, an inadequate sign will result in their paying more attention to finding the business than on the road and for impulse buyers, a late identification of the business results in driving acrobatics we have all witnessed (it's always the other driver.)
The following chart which is based on research conducted by Richard Schwab entitled "Design Considerations for On-Premise Commercial Signs," shows the distance a car travels from the time a driver first sees the sign until the car can come to a safe stop
Speed With Lane Change Without Lane Change
(In Feet) (In Feet)
25-30 410 155
35-40 550 185
45-50 680 220
55-60 720 265
>65 720 280
Now assuming the sign can be seen from the distance listed above, it must be legible. Experts recommend that the letters be a minimum of one inch tall for every 25 feet of distance. This means that the smallest sign for a 30 mile an hour speed limit would be 16.5 inches tall.
For road side signage, it is important that the sign is not concealed by landscaping, or vehicles and that it is mounted within 5 - 10 feet of the nearest edge of the public right of way.
The following table shows the suggested height to the top of the sign face based on speed. It also assumes that the bottom of the sign face will be at least 7 feet from grade to eliminate the issue with ground clutter.
Speed Lanes Height
25 2 12 ft
25 4 12 ft
35 2 20 ft
35 4 20 ft
35 2 20 ft
35 4 20 ft
45 2 35 ft
45 4 35 ft
55 2 50 ft
55 4 50 ft
Freeway NA 75 ft
The illumination of a sign assures readability day and night. This makes the sign a 24 hour sales person for the business. In addition, it is another factor in assisting consumers to their destination.
The newspapers and other news media bombard us with notices of layoffs and closings. However, these are just the tip of the iceberg. These normally do not report the impact on small businesses and their employee's. From the battleground, I can personally vouch that times are tough and most small businesses are feeling the pressures of this economy. As discussed in the article mentioned above, some communities are recognizing the value of signage and easing stringent sign codes. However, other communities such as Los Angeles are attempting to radically reduce the benefits of on-premise signage. Businesses need all the assistance they can get. In tough times, it is important to grab the consumers attention and nothing does that better than a well designed sign.
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