Model Guidelines for Visibility of On-Premise Advertisement Signs

Abstract

On-premise advertising signs play an important role in directing drivers. Well-placed and well-designed on-premise advertising signs can guide vehicle operators toward their destinations with minimal demand for attention. Poor placement of signs can sap a driver’s cognitive and perceptual resources, resulting in erratic maneuvers such as inappropriate slowing and lane changing. Increasingly, however, the visibility of on-premise advertising signs is being determined not by human factors researchers, visibility experts, or traffic engineers but by local planning and zoning officials, who lack specialized training in relevant fields. Regulations affecting on-premise sign visibility characteristics, such as means of illumination, lateral offset, and sign size, have been established mainly on the basis of arguments for improved aesthetic appeal and of vague, often unsubstantiated safety claims. There is a clear need to determine, from scientific and ergonomic perspectives, the effects these regulations have on sign visibility and traffic safety. An organized synthesis of existing literature on sign visibility based on 60 years of research and consisting of more than 150 journal articles and technical reports is presented. The synthesis may be used by sign designers to optimize the visual effectiveness of their signs. It also can provide a scientific basis for the development of new on-premise sign regulations or changes to existing regulations. A model set of guidelines for designing and locating on-premise advertisement signs for conspicuity and legibility is provided.

Providing brand guidance for independent businesses:

“…However, small businesses, planners and regulators will need to be educated and nurtured through the development and use of these new sign guidelines. Fortunately model guidelines for on-premise signs have already been developed (Kuhn et al, 1997;Jourdan et al, 2008;Bertucci and Crawford, 2016). These guidelines are more likely to produce the desired outcomes of effective communication, along with variety and creativity while avoiding miscommunication and the uniformity that tends to result with standards.…”

“…Instead the focus of most planners and communities when it comes to sign regulations tends to be limited to aspects of safety, aesthetics and the legality of the regulation (Kuhn et al, 1997;Jourdan et al, 2013). Signage is considered a somewhat complicated area for many communities since the regulation of signs raises issues of freedom of speech related to the First Amendment to the U.S. Constitution (Duerksen and Goebel, 1999).…”

“…However, Jourdan et al (2013) believe that municipalities and planners should treat on-premise signs as a form of commercial communication. Others, such as Kuhn et al (1997) have developed model guidelines for on-premise signs that utilize the research concerning sign visibility as a means by which to improve sign regulations and educate planning and zoning officials. In 2006 the International Sign Association commissioned a draft evidence-based sign code utilizing the best available empirical research on readability and visibility of on-premise commercial signs (Jourdan et al, 2013).…”

“…Many cities and downtown business districts have adopted design standards, including sign regulations, as a means by which to enhance or create places that people want visit, live, shop and invest (Morris, 2001). However, most, if not all, of these regulations fail to consider the marketing functions of signage and lack any guidance about the message that is on the sign (Anderson, 1983;Kuhn et al, 1997;Weinstein, 2001). …”

“…Signs are used to identify and advertise a business, as well as its location to potential customers (Kuhn et al, 1997). Signs also help to attract customers, communicate information about the store's image and atmosphere and serve to distinguish a business from its competitors (Berman and Evans, 2007;Kellaris and Machleit, 2016).…”