Displays purpose
Interior signage has two major purposes. First, it serves as a guidance or direction system to move people through a building safely. You must always consider how the legal requirements from the Disabilities Act impact your signage, both exterior and interior, to ensure that you are in compliance.
Its other purpose is to provide point-of-purchase advertising. National retail executives will tell you that effective point-of-purchase ads can influence 85% of purchases in a store. Also, major brand producers will pay substantial amounts to a storeowner to acquire this space.
A more complete discussion of interior signage, as well as store layout - another important ingredient in a successful advertising and marketing mix - is beyond the scope of this advisory.
