Leave the Lights On
An increasing number of cities are trying to restrict sign lighting brightness, even though new research has come out demonstrating the value that illuminated signs bring to America’s small businesses. Working with the Signage Foundation Inc., Villanova University’s Ray Taylor surveyed over 300 retailers across the country and found that these businesses rely heavily on illuminated signs to perform important marketing and identification functions. This includes helping these small businesses to attract customers, brand the location, and enhance store image. In addition, a large majority of those surveyed indicated that they would lose sales if they did not have the ability to effectively light their sign.
The sign industry will be using Prof. Taylor’s research results to educate those local planners and economic development officials who might otherwise enact regulations that restrict outdoor illumination, including that of signs. ISA has already used its EMC Night-time Brightness Recommendations to great positive effect in dozens of jurisdictions. For more information about SFI’s research or other ways to work with your local officials on sign lighting restrictions, please contact ISA’s David Hickey.
