The Science of Signs Classic

This “oldie but goody” educational video may look dated, but the content is so good, it stands the test of time!

This classic video is still providing insights for sign design, city councils, sign code planning and new employee training! The full 20:45 minute “Science of Signs” training covers conspicuity, legibility, readability and visibility – and a whole lot more! Make sure your new team members watch, and if you need some statistics for your city council, you will find the most compelling presented here.

Special thanks to Kozell Boren for contributing to our video library!

 

In 2003, Signtronix (located in California) conducted a survey with 488 independent small businesses. The goal was to help measure the effectiveness of money spent on various advertising mediums.  Each of the businesses surveyed 15 to 30 first-time customers to determine what prompted their visit [4].  In all, the businesses surveyed 7,203 first-time customers, each within 30 to 45 days after the installation of a new sign.  One of the survey questions was, “How did you learn about us?”  These were the results:

Signtronix Survey (2003)
Your sign:	46% (3311)
Word of mouth:	38% (2708)
Newspaper ad:	7% (511)
Yellow pages:	6% (450)
Radio commercial:	2% (133)
Television commercial:	1% (90)

These results clearly show that signs were the most effective form of advertising for these small independent businesses.

Special thanks to Kozell Boren, founder of Signtronix, for developing this informational video.