The Science of Signage
Is your sign as effective as it could be?

Signs are primarily silent communicators. Sight is the primary way in which a sign communicates, with the exception of a few newer types of signs which may include sound and are used primarily in venues like Las Vegas, and braille signs which are tactile. Few of the commercial business signs that are designed and purchased annually consider the basic visual issues that are addressed by the Federal Highway Administration when placing an exit sign along the interstate highway system. The lack of emphasis on the visual issues that must be addressed when designing a commercial on-premise sign can lead to ineffective signage that costs businesses profits every day.

The first consideration for an operator is how signs perform. Many times, a newly installed sign may be incorrectly evaluated by standing across the street, diagonally from the sign. This is not the way a driver traveling five miles per hour faster than the legal speed limit, while practicing conflict resolution on a cell phone, sees and comprehends the sign. The reality of the street is chaos. The sign must cut through the environment of the street and speak to the consumer, who is being challenged by every distraction imaginable.

There is valid research that demonstrates how to overcome these visual challenges. Just as the Federal Highway Administration is able to communicate effectively with motorists, so must every business owner. This can only be accomplished through careful and thoughtful design planning.

What is a sign?

Many sign professionals consider the sign to be a work of art. But this perception can lead sign companies to develop signs that may be both beautiful and ineffective. Since most business owners would rather attract spending consumers than entertain the art-loving public, a different approach is necessary.

An effective visual acuity or sign device is one that is designed to target the consumer’s eyes in the chaotic street environment. This must be done by considering that the consumer’s physical eye is the intended target of the sign. Armed with this knowledge, a sign can be developed that will target the consumer’s brain through his eyes. If the consumer’s brain is the intended receiver of our commercial messages and the eyes are the wireless remote to the brain, then we need to be sure that the reception at the eyes is good. In order to make this visual connection, we need to understand how the vision of the consumer impacts communication.

Driver vision

According to experts on aging, by the year 2020, 25 percent of motorists on the street will be over 65. The loss of contrast sensitivity, which starts about age 40 and begins a continuum of visual decline, indicates a need for signs that effectively communicate with the visually impaired. The eyes of aging motorists must be considered as the standard for visual readability of our signs. By setting their visual acuity level as our standard, we ensure that we effectively communicate with drivers of all ages and visual acuity.

The Federal Highway Administration uses an 1,100-page manual called the Manual for Uniform Traffic Control Devices (MUTCD). This manual governs the use of street signs in all street and highway conditions in the states. The adoption of and compliance with the MUTCD is a must for any government entity that wishes to make use of federal highway funds. This is why all traffic signs look so similar from state to state.

The MUTCD is a peer-reviewed document that is maintained by the National Academies of Sciences Transportation Research Board. It is the culmination of the contributions of research conducted by academics, scientists and highway traffic safety engineers. The purpose of this document is to make “safe-way finding” the norm in highway travel.

The MUTCD is a visual-based document that makes its underlying assumptions based on the visual ability of the driver. Much can be learned from this document that translates to the on-premise or commercial sign. Other studies relate directly to the on-premise sign and show the impact of differing designs and situations on the driving public. Factors that must be considered when designing a sign to target motorists are clean legible graphics, correct negative spacing, readable typefaces, landscape, topography, obstructions and speed of traffic.

A site-specific approach

As you can see, the idea of considering many factors to conclude with a correctly designed sign must be site-specific. Only by looking at all the factors that impact the speaker (sign) and the hearer (motorist) can we be sure that effective communication will occur. The MUTCD is a site-specific and visual-based document. Use of these standards ensures that each street and highway sign is specific to the environment into which it is introduced.

Introducing science to gain a competitive advantage is not only possible, but it is a sound business practice regularly employed by successful chain and franchise companies.

Why bother?

At the end of the day, you may wonder why you are putting so much energy into your signage. The answer is simple. According to statistics, 25 percent of motorists who bothered to get a motel reservation will not turn around and go back to a motel if they miss it on the first pass. According to one franchise real estate consultant, 90 percent of women will not return to a missed site.

There are other reasons to care about signage. According to a survey by the University of San Diego, which studied 187 businesses and their signs, adding a pole sign will add, on average, more than 15 percent to the business’ revenues. A correctly designed sign should get even greater returns.

Interview your sign professional with essay questions designed to see if he is equipped with the knowledge to assist you or if he is merely a sign salesman. A review of your current sign program may lead to a significant increase in your business’ revenues. Business owners wishing to maximize the effectiveness of their site and sign need to take stock of their sign regularly to be sure it is continuing to represent them well with passing consumers.

Perry Powell is a sign consultant to the Car Wash Industry.
He is a member of the National Academies of Science Transportation Research Board's On-Premise Sign Sub-committee.

He can be reached by:Telephone: 817-307-6484

Email Perry