A Special Advertising Supplement to Shopping Center World

Designing for the total package

Although perception of sign restrictions elicited an array of opinions, nearly half (48.9%) of respondents reported noticing a shift in the way signage is used in the retail industry. More than 42% of respondents did not notice any such shift in sign usage.

Overall, surveyed retailers' feedback centered around how signs are now, in many cases, a reflection of (or starting point from) the stores' overall merchandising and design plan. One respondent noted, "Carrying (elements of) signage throughout the total store, including packaging," is growing in practice in the retail industry. Another said signage was "now more than ever a definite reflection of the images throughout the store, (conveyed) through the use of new and innovative materials."

As a component of how signs reflect the totality of a store, some survey respondents noted an increase in sign recognizability. For example, a number of retailers noticed more colorful, more artistic and brighter signage applications, complete with more complex imagery; increased usage of neon as a means to heighten signs' eye-catching implementation; and the prominence of store logos and brand identification as influencing sign design.

Nearly 33% of respondents said they would decline a potential lease if they were not able to secure the proper signage.