Signage Guide for Small Businesses, Center Owners & Sign Makers

Signage Guide for Small Businesses, Center Owners and Sign Makers.
Great Bottom Line Ideas for all stores and Malls
by Bill Hnatuk BillHsigns@aol.com

NOTICE: This Internet guide below, is not good and not representative of author’s computer file copy. Email me (Bill at BillHsigns@aol.com) for an emailed copy.

REVISED: 4-22-2018 +PS
For open-air shopping centers, with many ideas also relative to indoor malls, franchises and individual stores.
For large stores in closed malls see page 12 for a PS: “Major stores are closing nationwide: like Macy’s , Sears and Kmart”. Better roadside signage will help fight the Internet market.

Guide applicable to Industrial Parks, Business Centers, Business Cards and Company Logos.
Guide contains web sites for photo albums (4), articles (20), video (1) and other references.

History of this Small Business Signage Guide:
Eight years ago I started to look for a signage guide for small businesses in open-air shopping centers. This interest was developed when I saw and heard of local small businesses in centers going out of business due to the poor economy and lack of roadside signage to tell the driving public that they exist and what they were selling.

The signage guide I found was only for individual roadside businesses and not for open-air shopping centers. It is called “What’s Your Signage?” by the New York State Small Business Development Center (NYSSBDC). See References at end for Internet web address.
I contacted many of the contributors to the NYSSBDC ten year old signage guide. I had hoped to work with them to create a Supplement to their existing guide. Many were no longer active, others were unavailable (moved) and the main company that supported the effort went out of business. Small Business Association (SBA) recommended that I write the guide for open-air shopping centers, after I had submitted a detailed outline for approval.
The guide below is the result of my years of research:
—————————————————————————————————————————————
I. Introduction:
This guide is offered to help local and state economies by helping small businesses in shopping centers to get effective road-side and store-front signage, so the driving public can see that the stores exist and what they sell.

II. Problems:
The small businesses are truly suffering from lack of road-side signage due to center owner lack of knowledge, no signage, unreadable signs and/or insufficient signage especially where multiple roads & entrances exist. Effective road-side signage is a must for successful small businesses and shopping centers.
III. Selling the center owners on providing roadside signage:
The shopping center owner is in the business of providing (selling) opportunities to small businesses so they can be successful and earn a profit to feed their families. The center owners have a responsibility to the stores to help and let the public know the stores exist. The stores cannot be successful with no or unreadable roadside signage. Success is a powerful and loved word for all people to enjoy. Success in sales depends on Exposure, Exposure, and Exposure. A store is a place to conduct business, attract customers, sell products and/or services, to earn a profit, to live comfortably, support a family and grow the business. Effective signage is a must for all successful small businesses. Supermarket managers say their business will grow with better roadside signage for their small stores. Proof of these ideas has been supported by talking to many supermarket managers
The shopping center owners should realize that the idea for effective roadside signage for all shopping center stores is actually in their best interest. It will create: (1) healthy businesses able to pay the rent, (2) less empty stores that pay no rent and (3) shops that can afford the rent now and the higher rent in the future. It will help the economy and create many more jobs. This is a win-win situation for everyone. This truly will help the small businesses (store operators), the economies of all states and create jobs, while assuring greater profits for the center owners. This guide needs the support of small business associations that can provide small businesses and shopping center owners with a copy of this guide. It will minimize the debate over the issues of design and assure effective signage for all. These businesses will appreciate a nationally recognized guide on signage directed to their needs.
There is a need for all Shopping Center Owners, Small Businesses and Sign Makers to develop a greater awareness of the value of effective signage to their bottom line.

Actions to be considered by Center Owners.
If a small business does not have an effective sign in any one or all sign locations, the center owner should suggest that the sign(s) be redesigned to more effectively communicate to the public what they are selling. What they are selling should standout stronger than their name, with maximizing contrast (strong dark color on white) and/or larger letter size. Ineffective business signs will not help small businesses to grow, thus limiting its income and ability to pay the rent and in time go out of business. The center owner will therefore get no rent from the store. He may have to face lowering the rent to attact a new renter and/or experience a long period of no income from that store. A busy and financially healthy shopping center benefits everyone: namely center owner, all stores, local public, driving public, the economy and the jobs situation.
Made In America – Small Businesses vs Larger National Chain Stores
Without good signage the small businesses who normally buy Made In America products can not attract new customers. Instead customers will go on weekends to Walmart, Target and other national chain stores. The chains buy and sell mostly products made aboard , where many of our jobs go. Good signage means growing Small Businesses and the economy, plus creating jobs. Profits from Small Businesses support the small business owner’s families. While profits for large chain stores goes to rich stock owners, who invest in the stock market for years to grow their retirement.

IV. Issues with Shopping Center Owners, Store Operators and Sign Makers:
A. Center Owners:
The biggest need is to get the center owners to realize the financial benefits to themselves that roadside signage for the small stores can bring. The unfortunate thing is that many center owners:
1. Do not know what makes an effective sign panel/plate on a roadside pylon.
2. Do not consult with the small store operators.
3. Do not seek ideas on what makes effective sign panels/plates from signmakers. They take a position on sign design in the interest of cost savings.
4. Do not seek any information on the availability of sign design guidelines from the industry.
5. Do not include all the small stores on their roadside sign(s).
6. Do not believe trees in front of stores and along the traveled road is a problem that requires a roadside sign. Drivers normally do not look more than 20º to their sides, it is dangerous. (See Cone of Vision and Angle in Appendix XIX-C)
B. Store Operator:
Many store logo designs and colors on signs are unreadable because of bad color selection by the store operator. The store operator likes the color because they look great when seen from 15 feet of less. Unfortunately they are not readable on a smaller roadside sign plate at 50+ feet from a moving car. Roadside signs need strong dark colors and strong contrast, with only a white background, as standard.
Sign makers do provide recommendations, but if the center owner or store operator insists on colors, fonts and/or design layout, the sign maker will not argue for fear of losing the job. Many individual store operators have no say in the design of their own plate. They are frequently based on the store’s front marquee sign only and approved only by the center owner.
It should be required that each store plate be approved by the individual store operator, before the township approves the sign design. Many signs are poorly planned and not designed for easy reading and understanding from a moving car on the road.
C. Sign Maker:
Sign makers do provide recommendations, but for too many their knowledge is limited and they are handicapped without an industry recognized guide. If the center owner or store operator insists on colors, fonts and/or design layout, the sign maker will not argue for fear of losing the job. Yes, Sign makers do make many good signs. But too many are not readable and effective, because they are determined by the buyers. Thus the guide will help the sign maker to show he works with a recognized industry guide, resulting in less debate.

V. SIGNAGE ISSUES
A. Small Businesses Issues on Roadside Signs and Store Marquees.
1. No roadside Signage.
2. Poorly readable signs.
3. Name/Logo not clear or readable
4. No indication of store service or what they sell.
5. Small font size. Italic and script fonts are hard to read quickly, to understand and remember.
6. Poor color for font and/or background. Dark font and white background is better.
7. Poor contrast between font and background. Best to have a white background.
8. Sign has name of store, but no word of service or function. Sign may be too small.
9. No use of store front windows to communicate to the walkway or parking lot
10. Tree(s) and shrubs interfere with visibility of roadside signs and/or store marquee.
11. Marquee too far from road to show you exist without roadside signage.
12. Bad location for roadside signage (far off road or trees block view).
13. Not all entrances from well traveled roads have good signage.
14. No overhead signs (90º) along walkway in front of store for people in the walkway.
B. The worst things to happen to a small business:
(1) No roadside signage; (2) Trees blocking the roadside sign and/or the store front; or
(3) Bad signage design.
C. These same design ideas could also apply to business cards with a white background.
Note: Considering the many issues noted above, it would not be possible for an effective signage guide by any one of the three parties, could have been developed. A committee would not get it done. A fourth party can best get it done, by surveying many shopping centers, super markets and store operators.

VI. DESIGN ISSUES FOR SIGNS: Sign Text/ Lettering/Fonts:
A. Letters are too small, not bold enough, script is hard to read from a distance, not quickly readable and not easily remembered.
B. There is no indication as to what they sell.
C. The store name is shown larger than the services or functions.
D. All capitals are better than lower case letters, for what they sell.
E. Skip the script font and go with something clean, like Arial or Calibri. The traveler will take in more information that makes him feel like stopping in the shop and/or remember for the future.
F. Fancy Fonts – A statement by a Human Relation Professional below: From a Job Hunting article on AOL- “4 Resume Mistakes, That Will Cost You the Job”.
Curly tailed fonts (aka fancy fonts) are harder to read. They translates into the reader absorbing less of what’s been written. When you use script fonts as a way to make your resume look “classy,” you are only making it harder for the hiring manager to retain what you are all about. Skip the script fonts and go with something simple and clean, like Arial or Calibri. While that may look more basic, the hiring manager will at least take in more (remember more) — and that can lead to the phone call you want”.
This applies to roadside signs. In other words, make it: QUICK AND EASY TO READ.
G. Arial font is also seen on the CNBC financial channel (for the NY Stock Exchange report) where the information needs to be read quickly and be more easily remembered. Also, skip the italics fonts.
H. FONT COMPARISONS (all the same font size #16):
ABCDEFGHIJKMNO abcdefghijklmno – ARIAL
ABCDEFGHIJKMNO abcdefghijklmno – ARIAL BOLD
ABCDEFGHIJKMNO abcdefghijklmno – CALIBRI
ABCDEFGHIJKMNO abcdefghijklmno – CALIBRI BOLD
————–Above fonts are preferred ————————-
ABCDEFGHIJKMNO abcdefghijklmno – TIMES NEW ROMAN
ABCDEFGHIJKMNO abcdefghijklmno – TIMES NEW ROMAN
ABCDEFGHIJKMNO abcdefghijklmno – Segoe Script
ABCDEFGHIJKMNO abcdefghijklmno –Segoe Script bold
ABCDEFGHIJKMNO abcdefghijklmno – Freestlestyle Script
ABCDEFGHIJKMNO abcdefghijklmno – Freestlestyle Script BOLD
The above information also applies directly to roadside signs and inside of closed malls.
Open the web sites below for more information on Arial fonts and color contrast:
NOTE: ALL WEB SITES MAY NEED TO BE COPIED AND PASTED TO ACCESS THE INTERNET SITE
“Font Series Arial is Everywhere”:
http://www.designworkplan.com/typography-fonts/arial-is-everywhere.htm WEB#
Signage- Color and Contrast:
http://designworkplan.com/design/signage-and-color-contrast.htm WEB#
HARD TO READ = HARD TO REMEMBER
Examples: trivago OPEN and CLOSED cross lines to be extra wider/bolder.
An eye catching, easy to remember logo, that helped trivago to grow big time and be a leader.
OPEN, reminds people of their American flag. PIZZA should always be Red.
With photo software like PICASA print a 8×10 signs or see a sign-maker.

Two of the top 10 best logo text changes of 2015 are shown simplified below:
Johnnie Walker >> JOHNNIE WALKER Google >>> Google
Edwardian Script bold Larsseit Bold Larsseit Bold Arial Bold

VII. INDIVIDUAL ROADSIDE PANEL/PLATE DESIGN PROBLEMS:
A. Unreadable text – Text too small, wrong fonts, lack of bold text (when needed), unrecognizable words, and letters touching. All capitals are better.
B. No stated product, function, service or what is sold.
C. Name of store takes up too much space leaving little or none for function and/or service. The function should start with a capital letter, with all capitals is better. To the traveling public the function and/or service is far more important, then the name.
D. Poor use of space – width, height or area of sign.
E. Poor selection of colors (white background is best) – Service/function text is best black with a good alternate of strong red and blue with a white background will catch the public’s eye, as it reminds them of the American flag.
F. Sign lettering should not crowd the borders of the sign. The panel background color must be visible from 60 feet on all sides/edges.
G. Individual removable sign panels for each business on all roadside signs. So when one store closes the new store can have its sign in place shortly before opening.


VIII. WHAT MAKES AN EFFECTIVE ROADSIDE SIGN? (From“What’s Your Signage?”Appendix XV11-A)
“Visibility/Conspicuity, Legibility, Cone of Vision and Angle, Graphic Considerations, (Color, Contrast & White Background), Letter Style & Capitalization, Letter Heights and Lighting. “
After all the effort to provide roadside signage for the small stores, the biggest shame is to design and install ineffective signage. As a result it does not catch the buyer’s eyes and is not easily readable by the driving public on the roads, thus the opportunity to attract more business is lost. Centers will do better with a Shopping Center Signage Guide that all will use and respect.

IX. POSITIVES FOR EFFECTIVE ROADSIDE SIGNAGE FOR SMALL STORES AND CENTER OWNERS:
A. Better signage will benefit everyone including center owners. Owners will get rent now and the higher rent in the future. This can be a win-win situation for both sides…
B. Whatever the cost to the center owner, it will still be profitable to him in the long run, even if he pays for it all. In general it is expected that he will charge each store a share of the cost for the panel(s) he puts up. The cost of an average shopping center sign is not unreasonable. Some centers with multiple entrances because of 2 or 3 main roads will need more than one roadside sign to inform the public.
C. One most important factor that contributes to business success is exposure, exposure. Good signage will make a major contribution to the success of a shopping center as a whole.
D. Supermarket managers have said that their business will grow with good signage for their stores.
E. Any Negatives for good signage? – NONE

X. UNREADABLE AND POORLY DESIGNED SIGNS:
There are signs that are unreadable by the traveling public due to bad font, font aspect ratio, sign shape, size, font color and background color. Many lack color to catch people’s eyes and do not spur the desire to read them. Some signs have poor contrast between the letters and the background. A white or off-white background is better. There is no better communicated design standard in the sign industry for small shopping center stores signs to assure readability. The final design, size, location and cost of a pylon sign should consider this guide and be subject to the approval of the Township’s Code Enforcement Officer.
XI. WHY IS SIGNAGE IMPORTANT?
http://www.nyssbdc.org/resources/Publications/Whats_Your_Signage.pdf WEB#
Lettered items below should have accessible individual web sites. Just open the web site above and open to page noted below. From “What’s Your Signage?”
A. Attracts New Customers – pg 8 in the above NYSSBDC guide.
B. Brand your site in the Minds of Consumers pg 9 WEB SITE
C. Creates “Impulse Sales – pg 10 WEB SITE
D. Helps a Mobile Society – pg 4 WEB SITE
E. Enhances the Look of a Community – pg 6 WEB SITE
F. Aids Traffic Safety pg 5 WEB SITE
XII. SHOPPING CENTER SIGNAGE PANELS – TEXT LAYOUT:
The purpose and store name can be different colors and/or font type, to make them standout as different from each other. The font size for the name can even be smaller to maximize the space for the purpose word(s). Again the most important thing is strong contrast.

Examples: Joe’s /Barber Shop; Susan’s /Bakery ; Jenny’s / Hair Salon ; PCnU/Computers;
Harry’s/Coffee Shop; Mike’s /Beer ; Ann’s/ Jewelry , Kim’s/ Cleaners , Joe’s /Pizza.
Note: Some signs need to be of a product related color, like Pizza or PIZZA should always be RED. Red stands for tomatoes, pepperoni and red hot. Signs with strong red and blue colors (the order is not important) on a white background will standout and catch the eye and attention of passersbys, like the American flag. Roadside sign panel color priorities should be: white background; strong dark color for what it is selling and business logo of any strong color (unless the existing logo also communicates what it is selling). Franchise logos should appear on roadside sign panels as designed by the franchise corporation.
Examples are Subway (yellow & green) and Rid Aid (blue & red).

XIII. MUNICIPALITIES, TOWN, TOWNSHIPS, BOROUGHS and COUNTIES RESPONSIBILITY:
Towns, Townships, Boroughs and Counties should not establish restrictions (rules) that reduce the effectiveness of signage for the small stores in shopping centers and/or for shops on the local streets of their town.
Municipalities have a responsibility to small businesses to help them grow and help them let the public know they exist. They should not require trees at roadsides and in parking lots that block the view of store fronts and/or roadside signage. They should allow for the use of angled projecting wall signs in towns, so the passing traveler in cars, can see the shopping opportunities. When small businesses request approval for a new sign, the municipalities should help to maximize their signage exposure to the traveling public, as well as issue copies of this guide. This may include tree removal, projecting wall signs and/or an installation of a new sign.
Small towns should consider installing a pylon listing the type of stores available, at both town entrances, like that shown in XIVb below.

XIVa. POSSIBLE FINAL SOLUTIONS-A:
I have met and talked to my township Code Enforcement Manager. He agrees that if a comprehensive sign design guide is available, he will issue it or the blog web site address, with every request for an application for a new or planned change to the shopping center roadside sign. He will request that the SC owners fully consider the guide in developing their sign design. Also he should ask that the shopping center consult with each store operator and sign makers for their ideas, as well as make them fully aware of the new signage guide.
Code Enforcement Managers need not wait for a new sign application to be filed. They need to realize the guide’s value in helping all their local small businesses to grow, help the economy and create jobs. They should visit and review the shopping centers in their area and evaluate them for how they provide effective roadside signage as defined in the signage guide. They should request that the Center owners consider the guide in developing any new sign designs.
The code enforcement officer should also review all the final designs of all roadside signs and approve it. Effective signage for small businesses in all shopping centers directly benefits the bottom line of the shopping center owners.


XIVb. POSSIBLE FINAL SOLUTIONS-B:
Another sign design solution to also consider, is where street space and funding for a full size pylon sign, is limited. This is a sign like that shown below for side road entrances and/or remote street entrances where the shopping center cannot be seen from roads that by-pass the center or small town.. The sign lists the shopping opportunities available, include the major stores and the number of smaller stores. The sign can be mounted to twin poles at the side edges, the size of a STOP sign pole (2” square). The sign width should be 16 to 24 inches wide.
Use cross braces at the back, for rigid construction, with one or two sided signs.
See center or outside-of-town sign information text below:
<<< >>>
CENTER OR TOWN NAME
SHOPPING
#? STORES
SUPER MARKET
PHARMACY
BANK, FOOD
BARBERS
POST OFFICE
CENTER OR TOWN WEB SITE
And phone No.

BUSINESS CENTER NAME
BUSINESS #1
BUSINESS #2
BUSINESS #3
BUSINESS #4
BUSINESS #5
BUSINESS #6
BUSINESS #7
CENTER PHONE #
OPTIONS: SOLON, SPAS, PUB, FLORIST, DINING, DENTIST, GAS, RESTURANTS,

XV. Non-Roadside signs: Store Walkway Overhead, Windows and Marquee.
People on walkways cannot see an overhead marquee that face the road and parking lot. A walkway over-head sign with two or three words is needed with strong contrasting colors, for all stores. Their purpose or service must be included. The store windows are generally under utilized. The stores name and purpose should again appear. The additional use of a logo and images would help to communicate to the public, so they will learn and remember, after walking by.
Note: All four signs are a must to maximize a store’s exposure to the public (Roadside, Marquee, Windows and Walkway Overhead, in outdoor centers).
This guide is focused mainly on roadside signage, the first priority. The resulting sign design does not mean the marquee, windows, and walkway overhead signs need to be changed to the same design as the roadside sign. The focus is the driving public where new customers will come from. Thus, the cost of replacing the other signs may be avoided. This is an economic decision left to the center and store owners, unless new signs are planned anyway. Changing the marquee is last priority.
Walkway overhead signs would be a benefit to stores in shopping centers and inside malls.
XVI. Importance of Signs
A. Signs Attract New Customers
Since 1997, the sign company Signtronix has sponsored an annual survey. It asks questions of random customers who’ve visited businesses for which Signtronix made a sign. One question is, “How did you learn about this business?” The survey reveals that nearly half of these customers learned about a business because of its sign.
How Did You Learn About This Business?
Your Sign: 44%
Word of mouth: 38%
Newspaper advertisement: 8%
Yellow Pages: 7%
Radio commercial: 2%
Television commercial: 1%
A video promoting the value of signage for businesses, produced by Signtronix.
A MUST SEE FOR SMALL BUSINESSES. http://www.signtronixcareers.com/video/video-street-01.html
In the video one of the major points as a result of a survey, is that the percentage (15-18%) of small business customers who live or work in the area are lost. This is because of job and/or residence change. This means that good effective roadside signage is needed to replace these lost customers yearly.
B. Is Signage Expensive?
Signage is the least expensive, yet most effective form of advertising for independent and national retail businesses. You pay for the sign once and it works for you 24 hours a day, 7 days a week for years. Use of other media requires paying month after month and you never have the benefit of ownership. You also have no assurance that you’re reaching potential customers. From a business owner’s perspective, a sign should not be viewed as an expense, but as a capital investment. When you factor in your return on investment, signs are not expensive. An effective sign will pay for itself many times over.
XVII. TREES, TREES AND MORE TREES – TREES DESTROY SMALL BUSINESSES:
A. Trees are a major problem now and will continue to grow to be a bigger problem later. All little trees grow taller and wider in a short time, to block store and sign visibility.
B. Trees can destroy a store’s exposure and therefore destroy the store’s business. The key to a successful business is EXPOSURE, EXPOSURE, EXPOSURE. The loss of store’s business and the shopping center’s rent (profits) from empty stores may justify paying the fine for removing trees.
C. The township ordinance should allow the center owner to remove trees that block the view of the store fronts and/or the roadside signs. If you have no choice and must install trees, use a thin columnar type tree like Regal Prince Oak. Plant trees far away from store fronts (100’ or more) and roadside signs. See photo album for examples of TREE problems (40 photos), BELOW:
D. Trees that block the view of the store front or the roadside signs and have died should be removed and not replaced. If the township insists that it be replaced, just give them a copy of this guide and point out section XVII of the guide. Also email them a copy of the guide to make it easier to access the web sites for articles, albums and video. Fight them hard, give them a Guide copy and consult a lawyer. Provide the lawyer with printed and E copy of the guide by email, ASAP.
E. Trees on roadside property of any major roadway- highway, by-pass, Interstate, Turnpike, etc. Trees that block the view of any small to large business should be removed. Shopping Centers large or small should removed the trees that significantly block the view of any business. All businesses help the economy grow and create jobs. They help put food on the tables of owners, pay for shelter, pay for schooling and pay taxes. Trees do none of these, they are one big negative and add no value to businesses and the community, plus they cost jobs.The cost of tree removal should be shared between the businesses and the owners of the trees (local or state highway Departments). See photo album below for examples of TREE problems (40+ Photos): https://plus.google.com/photos/110924631037212337597/albums/6119473867581836385?banner=pwa WEB#

CAUTION: SOME EMAIL INTERNET ADDRESSES MAY NOT PROVIDE DIRECT ACCESS WITH POINTER/HAND IMAGE AND WILL NEED TO BE COPIED AND PASTED ONTO THE INTERNET.
XVIII. APPENDIX / TECHNICAL REFERENCES:
The signage guide below was only for medium and large roadside businesses and not for small businesses in Shopping Centers. This guide addresses their strong needs.
A. Web site for book: “What’s Your Signage?” by New York State Small Business Development Center (NYSSBDC) – via State University of New York http://www.whatsyoursignage.com/index.aspx WEB# Book “What’s Your Signage?” $12.95 NYS Small Business Development Center, State University Plaza, 22 Corporate Woods, Albany, NY 12246 Ph. 518-443-5398
Note: Some of the information was extracted from “What’s Your Signage?” handbook by NYSSBDC (New York State Small Business Development Center), with their approval.
B. Video promoting the value of signage for businesses. (Signtronix) A MUST SEE FOR SMALL BUSINESSES in towns and shopping center. http://www.signtronixcareers.com/video/video-street-01.html WEB#
C. Cone of Vision and Angle (NYSSBDC) While driving, a motorist has a 20° range, or “cone of vision.” If your business has a sign whose location is distant from the road and outside of this cone of view, then your sign is in danger of being not seen. The angle at which someone sees your sign influences how much time a driver needs to react to the sign. A sign at a 90° angle to the road would be the best option, while those parallel to the road are the hardest for drivers and passengers to see.
D. New York Small Business Development Center (NYSSBDC) State University of New York http://www.whatsyoursignage.com/index.aspx
http://www.nyssbdc.org/resources/Publications/Whats_Your_Signage.pdf WEB#
Book “What’s Your Signage?” $12.95 NYS Small Business Development Center, State University Plaza, 22 Corporate Woods, Albany, NY 12246 Ph. 518-443-5398, Fax: 518-443-5275 Library
E. What Makes an Effective Sign? (From the State University of NY – SBDC) book What’s Your Signage? Visibility/Conspicuity, Legibility, Cone of Vision and Angle, Graphic Considerations, (Color, Contrast & White Space), Letter Style & Capitalization, Letter Heights and Lighting.
F. Technical Articles from the Internet Found on Google, you may need to regoogle TITLE again (YOU CAN TOO) and copy on to guide
A. “10 Design Tips For Outdoor Signs” H. Miller Web Site: http://ezinearticles.com/?10-Design-Tips-For-Outdoor-Signs&id=1424898
B. “Signage and color contrast” WEB#
C. http://www.designworkplan.com/design/signage-and-color-contrast.htm
D. “Font Series Arial is everywhere” WEB#
E. http://www.designworkplan.com/typography-fonts/arial-is-everywhere.htm
F. The Value of a Sign and SIGN REVIEWS – by Signtronix Web site http://www.signtronix.com/value-signage.asp WEB#
G. International Sign Association – http://www.signs.org/default.aspx and http://www.signs.org/Default.aspx?tabid=283 Web sites WEB#
XIX. AUTHORS’ PHOTO REFERENCES
I offer these photo album web sites (PICSAS/GOOGLE) to provide more in depth study for all involved.
NOTE: If you can not open the web site by holding down the “ctrl” key, just copy and paste the web address onto the Internet address bar at the top.
Things have changed since GOOGLE bought PICASA.
1. 2014-6 ROADSIDE SIGN, BAD – shopping center signs (130+) – NEW 9-10-14- https://plus.google.com/photos/110924631037212337597/albums/6119469727135364129?banner=pwa WEB# Each photo of BAD signage has a story behind it. #1 was changed significantly
2. SHOPPING CENTER STORE OVERHEAD AND WINDOW SIGNAGE – NON-ROADSIDE (17 ) https://plus.google.com/photos/110924631037212337597/albums/6119460623526442769?banner=pwa WEB#
3. 2010-9 Roadside, GOOD shopping center signs (28) – each with some panels that are only fair. https://plus.google.com/photos/110924631037212337597/albums/6119463661104179537?banner=pwa WEB#

Link location for #1 130 photos. ?????????????
https://plus.google.com/photos/110924631037212337597/album/6119469727135364129/6119469745360225922
Notes:
1. PICASA provides access to photo albums for only a limited number of years.
Email me at BillHsigns@aol.com, if access is not available and I will resubmit the album.
2. Roadside sign should readable for 50 feet.
3. All stores can be listed on two pylons (or double post display) at each entrance.
4. Do not work with a sign maker who does accept the ideas of this guide.
By Bill Hnatuk
A retired Professional Design Engineer (PE-016091-E in PA), with degrees from Rutgers (Engineering) & Temple (business, MBA). He can be contacted at BillHsigns@aol.com.
He now offers design evaluations and consulting on signage, for small businesses and shopping center owners, as well as individual businesses and malls. (via. email and photos). Photos to include: roadside signs at all entrances (1.) head on from across the road, 60 feet from up and down the road and with or without your sign listed, (2.) full store front with widows & marquee and (3.) overhead walkway sign. For an emailed file:
Open Internet web site >>> www.BillHsigns.com OR contact me at BillHsigns@aol.com. =========================================================================
PS: Major stores are closing nationwide: Macy’s (68), Sears (150+)and Kmart (108).
Also 20+ retailers are closing hundreds of stores in 2017 see web site below:
http://www.bankrate.com/lifestyle/major-retailers-shuttering-locations-in-2017/?pid=pm_yahoo_stream116&ic_id=stream_33732699334#slide=1
One cause is no roadside signage on all major roads around site to remind the public of the existence of large mall stores. Yes the Internet marketing is another BIG issue.
There is an unbelievable lack of roadside exposure to communicate to the public of the existence of mall stores. It is one cause of the loss of these stores to the public and to the Macy’s and Sears Corporations. Sadly this lack of signage and public exposure is common for all closed Malls nationwide.
One key to success of retail sales is EXPOSURE, EXPOSURE, EXPOSURE.
Worst example: Sears in Montgomeryville PA, has an entrance that is in the back of the Mall away from the main highway, state road 309. It faces the back parking lot and the heavy woods. Mall owners limit the major store to one outside wall with their name only facing one major road with a large parking lot between and trees. Many lots also have trees that block the view of the wall signs (see XVII). This poor exposure results in poor sales and bottom-line, resulting in store closures. All major stores in any mall must be listed on roadside pylon sign displays and repeated for all heavily traveled roads bordering the mall.
Section XIVb. POSSIBLE FINAL SOLUTIONS-B: offers a simple and low cost solution to add roadside signage for stores in the enclosed Mall.
Why Is Signage Important? – 6 Steps – web site: http://www.whatsyoursignage.com/StepOne0.aspx
Americans rely on their vehicles. It’s estimated that nearly 50% of consumers regularly shop more than five miles from home, and the U.S. Census Bureau historically shows that 13% to 20% of the population changes address each year or work travel route. Your community, is constantly moving.
Not long ago, a major fast-food chain recently conducted surveys of customers at selected restaurant types in southern California. Customers were asked how they first became aware of the restaurant. Here are their results: The numbers for “Saw it while passing” show how an effective sign can help turn a passing driver into a paying customer on an impulse. It shows the importance of knowing that potential consumers are constantly passing by. A good sign can bring them in.

Participants’ Responses Quick Service
% of responses
Saw it while passing 35%
Always knew 29%
Word of mouth 14%
Advertising 10%
All other 6%
Don’t know 6%

COLORS REMINDS YOU OF THE AMERICAN FLAG.
CHANGE THE COLORS ONLY.
WHITE BACKGROUND IS NOT REQUIRED

BEST BELOW:
RED and Blue would be better. macy’s
RED and Blue would be better. sears

JCPrnney Located at Montgomeryville, PA
All Malls should have this kind of roadside sign as a minimum on all bordering roads.

Key to success in sales is:
Exposure, Exposure, Exposure.

Amazon Is Completely Destroying These Iconic Stores
https://www.cheatsheet.com/money-career/stores-destroyed-by-amazon.html/?a=viewall
1. Grocery stores, 2.Target, 3.Blue Apron, 4.Macy’s, 5.Staples, 6.Best Buy,
7. Barnes & Noble, 8. Bed Bath & Beyond, 9. Costco, 10.Dick’s Sporting Goods,
11. Foot Locker, 12. Payless, 13.Etsy, 14.HHGregg, 15.GameStop, 16.Toys R Us,
17. Victoria’s Secret.