Functions of Signage
Developing brand equity for a site includes the presentation of signage and architecture to create a unique awareness of the products or services offered at that site. Brand equity for a particular business is similar to the goodwill of an enterprise.
To aid in recall and reinforcement of other media advertising efforts. In addition to the business's name, if the business has a trademark or logo, the symbol should also appear on the sign and as part of any other choice of advertising. Often, when a site is successfully "branded" in the local trade area, the need for other media advertising is significantly reduced.
To prompt a purchase, especially "impulse" purchases. As consumers drive by, they often see a sign, stop at that business and buy on impulse. On-premises signs increase your business. They offer a method for point-of-sale advertising.
To change a purchasing decision or choice once the customer is on the premises or in the building. Temporary signage, whether exterior or interior, is very useful in this context, particularly to call attention to "specials."
To promote traffic safety by notifying motorists where they are in relation to where they want to go and assisting their entry to the premises should they decide to stop. However, a sign cannot successfully perform this function unless it can be detected and read by a motorist in sufficient time to appropriately react in traffic.
To complement community "aesthetic" standards. Today's sign design and production technology makes it possible for on-premises signage to reflect the character or architecture of its surroundings, without sacrificing any of its other primary communication functions. Well-designed signs certainly can be employed as land use and business planning tools to create a sense of place in central business districts, neighbourhood commercial blocks or corners, urban commercial corridors, entertainment centres, and tourist destinations.
