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Author Archives: John Yarger

The Essence of Commercial Signs

The essence of commercial signs is to communicate an invitation to an audience to enter a transaction.  Breaking this down into component parts can yield new insights for your commercial signage. For this first article in a series, we start with the phrase “communicate an invitation to an audience.” Visibility The first step for any […]

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Three Most Reported Signage Failures

The three most reported signage failures can reduce the effectiveness of your signage.  Avoiding these issues increases your marketing success. What are your guesses? Hard to read? Too dim? Actually, research on consumer perceptions identified the most reported reasons that signs fail to function properly.  Here are the top three – starting with number 3. 3. Not sufficiently lit […]

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Ancient Signs

One of the most useful ways for an entity to convey their message to the public, and more importantly their intended audience, is to utilize signs. Their effectiveness in communicating ideas and messages has been deemed invaluable to modern societies around the world. Signage itself has been in existence far before these societies even began […]

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Signage ROI Comparisons

Signage ROI comparisons to alternative advertising options show the value of on premise signs. When considering the investment, signs consistently are a great value. Traditional media options to signage include newspaper advertising, billboards, radio, and television. The on premise sign continues to perform where many of these alternatives have seen their exposure rates decline and […]

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Capture Sign ROI

Sign ROI (return on investment) is an often overlooked way to improve modern retailing.  As online channels continue to grow, ensuring the best return on bricks and mortar requires investments that give you a good payoff.  Sign programs designed to attain maximum exposure are documented winners.  Improving signage at a location can increase sales from a few percent to 25% (or even more). Proof […]

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