Signs have been used to attract customers for thousands of years. The first signs
were little more than marks etched into the entrance to a cave. Today, signs range
from small directional signs to towering, multi-media extravaganzas of light and
motion. One thing has not changed – signs work. Reports, statistics and case
studies in recent years offer ample proof that the right signage can help turn a
struggling business into a success and a profitable business into an even greater
success.

On-premise signs were found to generate 1,000 consumer exposures for an average
of 30 cents. By comparison, to generate the same 1,000 exposures with newspaper
advertising costs $1.56, and with television advertising, $6.60.