Advances in signing technology have led to increased use of on-premise digital signs in the past 10-15 years. Such signs are capable of displaying a wide varie ... more

Advances in signing technology have led to increased use of on-premise digital signs in the past 10-15 years. Such signs are capable of displaying a wide variety of messages including both multi-color text and images. While digital signs significantly increase the ability to communicate specific information to potential business patrons, concerns over the impact of these signs on traffic safety has led to limitations on their use. These limitations can range from the manner in which digital messages are displayed (such as limits on how often the message can be changed) to prohibitions against the use of digital signs. One means of evaluating the impact of digital signs on traffic safety is to assess the crash history of roads in the vicinity of digital signs. In this presentation, researchers from Texas A&M University will describe a current research study that is evaluating the traffic safety impacts of digital signs by assessing crash history of roadways before and after digital signs were installed based on the empirical Bayes (EB) methodology. The research is using crash data from the Highway Safety Information System to identify various types of crashes that occur on selected types of roadways. The analysis will focus on roadways where digital signs have been installed between 2005 and 2007 in three different states and include locations that have similar characteristics but do not have digital signs to account for region-wide changes that influence crashes over time. The analysis includes at least two years of crash data before a sign installation and two years after sign installation. The intent of the research is to provide a statistically valid assessment of the impact of digital signs on safety.

Instructors:

Dr. Gene Hawkins AICP

Dr. Jourdan is most proud of the Evidence Based Sign Code that she produced with Drs. Gene Hawkins (Texas A & M University), Kimberly Geideman (University of No ... more

Dr. Jourdan is most proud of the Evidence Based Sign Code that she produced with Drs. Gene Hawkins (Texas A & M University), Kimberly Geideman (University of North Texas), and Robin Abrams (North Carolina State University) in conjunction with Urban Design Associates of Austin, Texas. This Model Code crafts science-based regulations for on-premise signs. This code was drafted in an effort to develop a regulatory scheme based on engineering research with respect to sign, location, and environmental characters. The model code is an effort to encourage local governments to craft sign regulations carefully to respect the Constitutional protections afforded to commercial speech.

Instructors:

Dr. Dawn Jourdan AICP

In 2001 the sign industry recognized a need for a standard glossary of terms to be used in the land use regulation of on-premise signs. It was apparent that po ... more

In 2001 the sign industry recognized a need for a standard glossary of terms to be used in the land use regulation of on-premise signs. It was apparent that poor regulations existed due to a failure to properly define the specific terms used in those regulations. This failure was occurring due to a lack of knowledge of the sign industry by those who were writing these regulations. As a first step to rectify this situation a select groups of industry individuals developed a glossary of approximately 100 signage related terms. This glossary resided for many years on the SBA web site in a section dedicated to business signage. The Signage Foundation has republished the original glossary on its web site. There has been an additional significant component needed to properly understand and regulate signage. Everyone randomly referred to the numerous types of signs without an understanding of the relationship between the different types of signs. Additionally, regulations would occur that, while intending to regulate a sign type, were actually regulating the characteristics of many different types of signs. Steve has focused his efforts on developing an organized system for classifying signs for over a decade with periodic revisions. This session will present an updated, expanded Glossary of Terms specifically crafted for use in land-use signage regulations and a related sign classification system that will be useful for general education about signage as well as for use in the development of signage regulations.

Instructors:

Steve Kieffer AICP

The American Grocery Shopper Study™ is performed annually in conjunction with the Better Homes and Gardens Best New Product Awards program, by leading independe ... more

The American Grocery Shopper Study™ is performed annually in conjunction with the Better Homes and Gardens Best New Product Awards program, by leading independent market research firm BrandSpark International. Insights from a consumer panel representing over 63,000 households in all 50 states are mined by BrandSpark in collaboration with academic partners from the University of Cincinnati College of Business. The survey, now in its second year, includes several items of interest to the signage industry and planners. Survey items regarding the economic value of signage to business and consumers include (1) the effect of signage quality on driving traffic into stores, (2) shoppers’ use of signage as inferential cues for drawing quality inferences about stores, and (3) the perceived usefulness of outdoor and indoor signage (versus other media) vis-à-vis finding out about new products. The survey documents the proportion of consumers who have driven by and failed to find a business because the signage was too small or unclear, as well as when, where, and among whom such visual communication failures occur. The proposed presentation will report longitudinal findings from the survey pertaining to signage items. Additionally, the presentation will report comparisons of results across geographic, demographic, and psychographic groups.

Instructors:

Dr. James Kellaris AICP

The signage industry has been trying to prove its economic value for several decades. The argument of economic worth has existed across several stakeholders fr ... more

The signage industry has been trying to prove its economic value for several decades. The argument of economic worth has existed across several stakeholders from city and regional planners/politicians, community action groups, empowered individuals, SME’s to large corporations and the signage industry it self. It has been explored through the issues of free speech and the rights of communities to define their own standards for environmental communication. Municipalities at all levels have created rules for appropriate scale, type and placement of signs. The growth of national and international companies has produced powerful communication and brand programs with signage as a clear aspect those strategies. As competition has increased the amount and scale of signage has increased with it. None of these points of conflict seem to address the core question. What is the cultural value of signage as a mechanism to convey communication in the environment? The concept of communication through sensory messages sent and received from one human to another is basic to the human condition. Messages are fundamental to human existence from facial messages and hand gestures to body language we all send conscious and unconscious messages 24/7. As human culture evolved signs included way finding and hunting. Even nomadic people have signs. However, when humans moved into cities signs could be made permanent. Ever since the forming of long term dense patterns of living humans have used signs to navigate and identify destinations. While we should continue to examine and seek to understand the economic value of signs that will never be enough. We also need to understand the cultural heritage, and contemporary value of signs in human urban environments and in travel between urban centers. The next phase of signage will enable interpersonal communication to be seamlessly connected to mass market digitally driven signage. We must develop new culturally driven methods to connect all stakeholders to optimize the value of signage and not just let technology drive the direction of signage in the environment. The opportunities are endless the interconnected issues are complex. Without new methods that foster integrated cultural, economic solutions we will continue waging the old wars of positions taken by opposing stakeholders never fully resolved. Using the methods I have co-developed on creating innovation integrated product interaction and service design I will show how user centered design could be a valuable tool to create cross platform solutions that focus on end customers and context. This approach integrates social, economic and technology factors to produce effective solutions for all stakeholders.

Instructors:

Craig Vogel AICP

For the past year and a half, University of Cincinnati researchers have been investigating the question of sign impacts. In recognition of the importance and l ... more

For the past year and a half, University of Cincinnati researchers have been investigating the question of sign impacts. In recognition of the importance and limitations of the first and now fifteen-year-old study on the Economic Impact of On-Premise Signs, the Signage Foundation has sponsored this new project in order to update and expand upon those seminal research findings. Using a combination of survey research and detailed case studies of several large and small businesses, this research has produced an in-depth examination and critical study of on-premise signs and environmental signage to evaluate their immediate and long term impact within the physical, economic and aesthetic environments. This conference presentation will focus on several key questions for businesses and communities: • What does the research show about the various purposes that on-premise signs serve for businesses? • Given those purposes, what is the economic value of those signs for businesses? • What differences exist between various types of businesses in the purpose and value of signs? • How do communities and consumers benefit from on-premise signs? This research has significant implications. Nearly all businesses have a need for effective on-premise signs to help them succeed. While such signs serve an important function for these buyers and sellers, the economic considerations of on-premise signs also extend beyond their value to business owners. To the extent that signs and sign regulations promote or hinder business activity, there is an impact on the vitality of commercial areas and the tax collections of local governments.

Instructors:

Jeff and Geroge Rexhausen, Vredeveld AICP

This session will focus on the sign industry from the 1950s to the present focusing on what the sign industry was like and has become in terms of composition an ... more

This session will focus on the sign industry from the 1950s to the present focusing on what the sign industry was like and has become in terms of composition and technology. Bert will discuss how public policies such as the Interstate Highway Act and the Highway Beautification Act have impacted the sign industry. He will reflect on industry technology beginning with the plotter and how it, together with the Highway Bill, led to faster production and consistent end-products. This technology was a revolution in how the industry moved following the introduction of the plotter. Computer aided design radically altered the entire industry by increasing speeds, changing substrates and increasing quality. This transformation is on-going and is evident throughout the industry today as well. The industry has also been radically changed by new technology in lighting, moving from neon and standard light bulbs to incredible changes in LED lighting. New technologies, including digital dynamic electronic signage and digital printing, are poised to make further significant changes to how signage is made! The culture of the sign industry remains somewhat as it was in 1950 with small shops working with local customers. However, the policies that created the Highway Act also impacted the sign industry, allowing for larger, national companies to gain prominence. Technology further has allowed the industry to expand into new opportunities, including lighting, various substrates and digital printing. Throughout our country, public policy often doesn’t change as rapidly as technology. In the case of the sign industry, digital and lighting technologies are revolutionizing the industry and there is opportunity for public policy makers to understand the critical role that signage and the evolution of signage technologies – have in the American culture and in local economies.

Instructors:

Bert Guinee AICP