What is a sign worth?

originally published in  • November 4, 2015

What a sign costs and what a sign is worth are two distinctly different categories. A sign’s cost is determined by the sign maker and factors in cost of materials, installation and creativity.

A sign’s worth encompasses a number of aspects, including how much business that sign delivers to the sign owner. While it can be challenging to arrive at a dollar figure, three resources can help:

  • The Economic Value of On-Premise Signage, conducted in 2012 by the University of Cincinnati,  explores how different types of signs help build business for banks, lodging chains, a specialty retailer and a small car dealership.
  • study, also called The Economic Value of On-Premise Signage, explore the boosts that signs delivered to a fast-food retailer and a large retail chain.
  • More recently, a survey of retailers showcases the value of illuminated signage and found that business owners see extended marketing benefits from keeping signs lighted even when the business is closed. About half believed they would lose business if codes did not allow illumination.

The economic benefits of various types of signs offers a powerful message when communities create onerous regulations. ISA uses these resources, produced by the Signage Foundation Inc., to combat oppressive sign codes around the country. Sign and visual communication companies can share with customers and local leaders. All are free and available to download.

Join in sharing the message of the ways signs boost businesses.


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