Every day, people make countless decisions based on visual communication. They find a destination, discover a new business, navigate a hospital, experience a brand, or connect with a community through signs, graphics, digital displays, and wayfinding systems. Though often taken for granted, these visual touchpoints play an essential role in how people experience the world around them.
Behind every sign is an industry built on creativity, innovation, craftsmanship, and problem solving. The sign and graphics industry brings together designers, manufacturers, installers, suppliers, and technology leaders who transform ideas into experiences that inform, inspire, and connect.
From Main Street storefronts to major transportation hubs, from digital displays and architectural graphics to emerging technologies that are reshaping visual communication, the industry continues to evolve alongside the communities and businesses it serves. It is an industry where artistry meets engineering, where innovation meets practicality, and where the physical and digital worlds increasingly converge.
Whether you’re exploring the industry for the first time, evaluating a business opportunity, researching market trends, or simply curious about the people and technologies behind the signs you see every day, you’ll discover a dynamic industry that helps organizations communicate, communities thrive, and ideas come to life.
Impact of signs on shoppers
In 2026, sign industry franchisor Signarama commissioned research asking shoppers how signs impacted their purchasing decisions. This tells a powerful story of the impact of signs on shoppers and the businesses who want to entice them. The related webinar dove more deeply into the findings.
See the Industry in Action
The sign and graphics industry is more than the products it creates. It’s the stories, innovations, technologies, and people shaping how businesses and communities connect. Explore the videos and resources below to learn more about the industry’s impact and future.
Find resources to dive deeper
General Industry Knowledge
Part 1: Selecting & Developing Signs
Digital signs are more popular than ever, but can be costly. Before clients develop a digital sign strategy and dive into the details of hardware and software, it is important to understand the return on investment (ROI) and to ensure a successful deployment by clearly laying out a complete development process. Part 1 of this series explores the selecting and development of exterior digital signs.
- Price: $0 member; $25 non-members
Part 2: Legibility & Content
Digital signs offer huge advantages over static signage, but creating high-quality, consistent, and legible content can be tricky. Part 2 of this article series explores exterior digital sign legibility and content.
- Price: $0 member; $25 non-members
Part 3: Architectural Integration
Digital signs have achieved considerable success in the last decades, but not without significant conflict in urban and suburban areas. Among the largest challenges is a perceived lack of digital sign integration with the landscape, architecture, and surrounding urban environment. When developing a digital sign approach, it is important that it be placed in the context of the overall design of the sign and building itself to be successful. Part 3 of this article series explores architectural integration: making digital signs part of a place.
- Price: $0 member; $25 non-members
Part 4: Sign Codes & Design Best Practices
Digital signs are a relatively new technology that is rapidly evolving while communities are often trying to play catchup. Until cities and towns can make digital signs a part of their environmental vocabulary, manufacturers and sign builders will be required to take a leadership role in the approval process. Part 4 of this article series explores digital sign codes and design best practices.
- Price: $0 member; $25 non-members
The Sign Glossary includes thousands of definitions of commonly used phrases in the sign, graphics and visual communications industry. It also includes photos and examples of specific sign types.
- Price: $30 for ISA members; $40 for non-members
This EFI-sponsored guide by Keypoint Intelligence-InfoTrends helps print providers navigate visual communications, exploring how symbols and imagery transmit information in advertising. It covers personalization strategies for customer experience, efficiency tactics, and includes case studies on thinking like major brand owners and retailers.
- Price: $0 for ISA members; $25 for non-members
The possibilities for signage are limited only by imagination and budget. In fact, many businesses will benefit from using more than one type of sign as part of their overall strategy. However, signs range from simple to complex, with costs ranging from a few hundred dollars well into the thousands. Explore these different types of signs.
- Price: $0.00 for ISA members and non-members
The sign, graphics, and visual communications industry requires a diverse range of skillsets. Access job descriptions of sign industry careers.
- Price: $75 member; $150 non-members
This bundle includes every executive summary of SRF research reports (over 20 in total!). Each summary delivers the key information found in the full report and topics cover the design, regulation, economic value, and fabrication techniques of signage. Many reports also focus on key sectors, such as retail, healthcare, and urban downtowns. This valuable bundle is excellent as an internal training tool or to educate clients and sign code officials.
- Price: $200 for ISA member; $250 for non-members
Codes & Regulations
Issues with temporary sign codes have been growing in recent years, so the Sign Research Foundation provided a guide to help communities better understand these kinds of signs.
Compiled by prominent planner Wendy Moeller, AICP, this guide helps communities understand different types of temporary signs and offers guidance for regulating each type.
The Reed v. Town of Gilbert Supreme Court ruling could create many discussions at the community level about whether a specific sign code is in line with the ruling. This guide was updated to reflect the 2015 U.S. Supreme Court ruling.
An executive summary of the State of Sign Codes after Reed v. Town of Gilbert is also available.
Working Together to Create Reasonable Sign Codes.
- Price: $0 for ISA members; $0 for non-members
Working with noted lighting expert Dr. Ian Lewin, ISA developed the EMC brightness guides to help communities regulate this important product. Hundreds of cities and several states have adopted these standards in their regulations. Updated August 2016
- Price: $0 for ISA members and non-members
This guide for planners and local officials answers common questions about electronic message centers (EMCs).
- Price: $0 for ISA members and non-members
The design and development of new sign types accompanying the evolution of the “smart city” creates new challenges for communities to ensure regulatory and privacy concerns are proactively addressed. This on-demand webinar seeks to help you understand the development of smart cities across the globe and to appreciate the importance of citizen participation and social equity in developing policies which will govern technologies currently being integrated and in development. The presenters have chronicled emerging technologies that will shape signage and wayfinding in the near future and provide guidance to the approach cities should take to ready themselves for the role of signs in the future. The presentation includes guidance for communities integrating smart technologies with their sign ordinances.
- Price: $10 for ISA members; $15 for non-members
Forms & Checklists
Each book includes 50 two-copy carbonless NCR forms for pre-trip and post-trip inspection reports for your service vehicles. These reports will assist sign companies in meeting the requirements set forth by the Department of Transportation and OSHA. Shipping is included in the total price and available only within the continental United States.
5 Book Bundle Price: $60 for ISA members; $80 for non-members
10 Book Bundle Price: $105 for ISA members; $140 for non-members
25 Book Bundle Price: $225 for ISA members; $300 for non-members
Capture every critical detail of freestanding signs—from base to beacon. This form includes structured sections and visual legends to document dimensions, materials, and site conditions, making it a go-to tool for installers and project managers alike.
- Price: $0 for ISA members; $0 for non-members
Stay ahead of problems and keep your projects moving forward! This practical, easy-to-use checklist is designed to support signage professionals at every stage of a project. From early planning and design through installation and closeout, it gives you a clear way to track key actions, identify potential risks, and verify critical details before they turn into costly issues.
Save a copy and use the checklist interactively, or print it for use in the field or shop. Built for real-world applications, this tool follows the natural flow of a sign project and highlights both essential tasks and helpful reminders along the way. Whether you’re in sales, project management, design, or installation, it helps keep everyone aligned and working from the same playbook.
- Price: $0 for ISA members; $0 for non-members
Full Report
This EFI-sponsored white paper by Keypoint Intelligence-InfoTrends reveals successful sales strategies for wide format printing businesses, covering sales process management, staff development, compensation planning, and sales tool optimization to drive growth.
- Price: $0 for ISA members; $25 for non-members
Executive Summary
This executive summary provides key takeaways and charts highlighting successful strategies used by high-performing wide format firms for sales team management and training.
- Price: $0 for ISA members; $0 for non-members
Bridge the gap between design and reality. This form guides teams through fabrication specs and install logistics, using structured blocks and legends to document mounting types, electrical needs, and material finishes.
- Price: $0 for ISA members; $0 for non-members
Designed for clarity and precision, this form helps teams assess existing sign faces. Use the built-in legends and material checklists to record substrate types, lighting methods, and graphic treatments—ideal for retrofits and redesigns.
- Price: $0 for ISA members; $0 for non-members
A streamlined, one-page form for quick, on-site documentation of all signage at a location. It captures essential details like general sign type and basic information —organized into clear section blocks with checklists and legends for fast, consistent input. Ideal for audits, surveys, and kickoff assessments across a wide range of sign formats and materials.
- Price: $0 for ISA members; $0 for non-members
Bridge the gap between design and reality. This form guides teams through fabrication specs and install logistics, using structured blocks and legends to document mounting types, electrical needs, and material finishes.
- Price: $0 for ISA members; $0 for non-members
Master the math behind sign area limits. This reference sheet outlines multiple calculation methods with illustrated examples—perfect for code compliance, permit prep, and design optimization.
- Price: $0 for ISA members; $0 for non-members
Explore more research
ISA’s partnering foundation, the Sign Research Foundation, works alongside ISA to educate city officials, business owners, and architects on the effective design and regulation of signage. Explore its full library of industry research.