The Signage Foundation Inc. Releases Report on the Role of Signage in Downtown Development

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“Signs and the Downtown Experience,” produced by Craig Berger, takes a close look at how billboards, street signs and other forms of print and digital messaging help shape urban landscapes and identity.

It is clear from the study that expectations, attitudes and rewards for high-quality signs have changed over the last decade. Landmark on-premise signs today are playing a central role in a community’s overall identity.

New research released by the Signage Foundation Inc. explores the important ways that signs enhance the downtown areas of cities to increase tourism, development and consumer spending.

Chair of the Visual Presentation and Exhibition Design Department at the Fashion Institute of Technology’s School of Art and Design, Craig Berger, led efforts on the “Signs and the Downtown Experience.”

Berger surveyed participants on a variety of issues related to signage in urban and suburban settings and found an overall positive reception to sign size, diversity and messaging in urban areas.

“It is clear from the study that expectations, attitudes and rewards for high-quality signs have changed over the last decade,” Berger said. “Landmark on-premise signs today are playing a central role in a community’s overall identity… Conversely, signs that had clear legibility, clutter and clarity problems were given an outsized negative weight, even when efforts were made to integrate them into the building architecture.”

According to the report, digital signs that are architecturally integrated and capable of displaying real-time content are extremely effective. Further, the report found that wayfinding signs are highly regarded for improving urban and community brands.

With this report, cities can now evaluate existing sign systems or plan for new elements that will contribute to improved safety, economic vitality and unique branding.

About the report
The ways in which signs have been used for commercial and institutional purposes has changed rapidly within the last 10 years. Craig Berger’s “Signs and the Downtown Experience,” reviewed strategies behind suburban and urban site development, code issues and technological trends. Survey selections were based on this review. Sixty participants from Chicago and New York participated in the study and were asked to rank and compare attributes of different signage by most importance. Final analysis was arrived out of this survey.

To view the full report, please visit http://www.downtownsigns.org/

About the Signage Foundation Inc.
The Signage Foundation Inc. is a non-profit, non-partisan organization dedicated to fulfilling the educational, research and philanthropic purposes of on-premise signage. The signage Foundation Inc. is committed to expanding the knowledge base on the use and benefits of signage products. The organization’s peer-reviewed research facilitates the operation within the marketplace by manufacturers, suppliers and individuals in their efforts to design, build and sell innovative products.

For more information, contact Austin Laroche by calling (404) 247-0558 or emailing austin.laroche(at)atakinteractive(dot)com.

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Austin Laroche
Atak Interactive
+1 (310) 266-0533
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