Southern California Sign Blog

Illuminated Store Front Channel Letters May Look Alike But Do You Know What You Are Getting?

Illuminated store front Channel Letters may look alike but do you know what you are really getting?

At The Sign Studio each channel letter is fabricated to UL specifications. Why is this important? Simple, it assures the customer their illuminated 3D letter above their store front is safe and built to last. Drive around at night, see burned out signage, flickering neon and broken plexi faces. The average customer is unaware what they are truly getting for the price they are being quoted, after-all all letters appear to look the same from the outside when first installed BUT the big difference is the way in which the sign letters are manufactured.

What materials will be used in the fabrication of your electrical sign letter? The Sign Studio uses heavy gauge aluminum where some competitors use cheap paint lock metal which start to rust the day it goes up ( ever see brown rusty streaks coming off a letter on the building? that's paint lock metal ), secondly what thickness is the acrylic pan channel letter face? Thin sheets of plastic are half the price of standard but one may not tell until the weather changes because plexi expands and contracts as climates get colder or hotter thus cheap plastic faces crack quick. What about the lighting ? Is it 2 rows of 12mm Neon or 1 row of 8 mm Neon? What about the transformers, are they used or rebuilt? Even wiring cost differ greatly. Thus next time you are in the market for Channel Letters, whether plastic faces, led lit, Open Face Neon or even Halo reverse lit, it is always good to ask if your getting UL letters. Look for the sticker (is it real), ask the shop for their UL number and always be suspicious of low prices. You may find your sign letters look good the first few weeks but when costly service calls happen your original cost rise fast, so when you are looking to get your business name in lights, contact The Sign Studio at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net.

Remember, know your image will be well lit when the sun goes down with properly fabricated UL letters, you will get what you pay for at thsignstudioonline.com

NEED QUOTE

Understanding the Value of Signage

There is an old axiom that the 3 keys to successfully selecting real estate are "location, location and
location". The 3 keys that guide the successful selection and development of commercial properties are
Visibility, Accessibility and Parking.

An effective on-premise sign is a critical component of visibility, and the sign should receive the same
careful attention as these other components. Without a properly designed and placed on-premise
business sign, a commercial site cannot function at its full economic potential.

This section presents information about:
- understanding the value of signage
- determining what an effective sign will mean for your business' success
- working with and possibly correcting problems with existing signage, and
- using signage to change customer behaviors.

The Functions of the On-Premise Sign
An effective on-premise sign is a critical component of visibility, and the sign should receive the same
careful attention as these other components.

1. It develops a memory for a location and the products or services available at the location.
2. It reinforces a memory and extends recall of other advertising efforts.
3. It attracts new customers by prompting first-time or impulse visits or purchases.
4. It modifies customary purchase decisions or habits. Changeable copy and temporary window
signs are especially effective in encouraging variation from accustomed consumption patterns. (For
more about modifying customary purchase habits, see the section that follows.)

Branding a Site
One measure of how effective or valuable an on-premise sign is to its site is demonstrated by how well it
helps to brand the site. A sign "brands" a location, just as a product label brands the product. If an
attractive image is not communicated by the business' sign, the business will rarely convey its true
message, or get the clientele it seeks.

Every site development and sign program strategy will benefit if the on-premise sign is made the focal
point of the site. If a site is "signcentric", it means that the sign catches the customer's attention and leads
him to the target business. A measurable positive effect on gross revenues should immediately result from

Developing and Measuring Readership
How do you know if your sign is (or is not) branding your site for future reference by potential customers?
You determine readership.

Readership advertising effectiveness tests whether a message is effectively speaking to the intended
audience. Two of the most commonly used research techniques are the recognition and recall tests
discussed above. Rating services conduct the tests and tabulate the results for all major-media
advertisers (i.e., television and newspaper advertisers rely on Nielsen Ratings Services). Small business
owners not engaged in franchised or chain business operations, however, usually do not have access to
national rating service readership tabulations; these independent small business owners may require the
services of a local market researcher to obtain readership measures. Often, on-premise sign companies
and trade associations will assist in compiling data.

Why do you want to measure readership? Without knowing the effectiveness of your signage, you
won't know how well you are doing, or what you might want to change. For your greatest success - with a
sign and therefore with your business - measuring readership is a diagnostic tool so you can fix whatever
is not working, and increase what is working.

The importance of signage to mobile consumers is underlined by the fact that many are in a hurry. By way of example, Burger King Corporation conducted a survey over several weeks. The survey results were part of evidence submitted in a legal action brought by Burger King (among others) against Agoura Hills, California, to prevent the removal of its freeway-oriented, high rise on-premise sign as required under a new sign code. The Burger King sign was visible to the Ventura Freeway; the building was not.
Surveys were conducted at Quick Service Food (QSF), family and atmosphere restaurants. The
participants were asked how they first became aware of the restaurant. Here are the results.

How did you first become aware of this restaurant?
The spontaneous nature of the QSF visits at 35% has implications for most business strategies,
particularly advertising in the form of on-premise signage. Burger King and its co-plaintiffs won the lawsuit, and the City was permanently enjoined from enforcing its high-rise pole sign ban against them. (See, Denny's Inc., et.al. v. City of Agoura Hills, 56 Cal.App. 4th 1312, 66 Cal. Rptr 2d 382 (1997)).
In another example, The Institute of Transportation Engineers (ITE) has trip generation rates that are
derived from counts taken at the driveway of various land uses. While typical trip generation rates are
Participants' Responses Quick Service Food (% of responses)
Family Restaurant (% of responses)
Atmosphere Restaurant (% of responses)
Saw it (the sign) while passing 35% 26% 13%
Always knew 29% 27% 19%
Word of mouth 14% 30% 54%
Advertising 10% 6% 4%
All other 6% 7% 7%
Don't know 6% 4% 3%

Derived from counts taken at the driveways of various land uses, not all trips generated at the driveway
represent new trips made for the express purpose of entering the site; instead some are made by
motorists who did not set out for the site, but who enter it as an intermediate stop on the way to or from
another destination. This type of stop is referred to by the Institute of Transportation Engineers (ITE) as a
"pass-by trip"; for our purposes, it is defined as an "impulse" stop.

The percentage of pass-by trips or impulse stops varies by land use. The following table sets out ITE
estimates regarding the percentage of stops attributable to motorists for whom the site is not a scheduled
destination. The table demonstrates that impulse trade is very important to many businesses. Effective onpremise communication can help persuade passersby to stop and shop.

In the modern marketplace, the right place-based advertising will effectively and economically permit the
local shopkeeper to compete, even with the mass merchandiser or large retailer.

Acquiring New Customers
In 1995, the California Electric Sign Association (CESA) and the International Sign Association (ISA)
commissioned a major study of on-premise signage performance by the University of San Diego. This
study had two parts.

Part I of the study involved analysis of a group of variables, including signage, location, hours of
operation, population demographics and geographic characteristics on sales at 162 southern California
locations of a major fast-food chain. These variables were tested at each location to predict the impact of
on-premise signage upon:
1. annual sales revenues
2. annual number of transactions
3. the average dollar amount spent per transaction.
The results of the study indicated that the number of signs at a particular site has a significant and
positive impact on both the annual sales revenues and number of annual customer transactions. For
example, from the results of the study, the researchers were able to predict:
Type of Land Use Impulse-Stop
Percentages
Shopping Centers:
Larger than 400,000 sf Gross Area 20%
Between 100,000 to 400,000 sf Gross Area 25%
Smaller than 100,000 sf Gross Area 35%
Convenience Market 40%
Discount Club/Warehouse Store 20%
Fast Food Restaurant 40%
Sit Down Restaurant 15%
Service Station 45%
Supermarket 20%

1. On average, one additional on-premise sign resulted in an increase in annual sales revenues of
4.75%. This translates to a $23,750 increase in average sales revenues for a typical store in the
study group with annual sales of $500,000.
2. On average, one additional on-premise sign increased the annual number of transactions by
3.93%. This translates into more than 3,900 additional transactions for a store with an annual
average of 100,000 transactions.
3. On average, one additional 36-square-foot wall sign added $0.06 per transaction, while one
additional 144-square-foot pole sign added $0.78 per transaction.
Part II of the study involved analyzing seven years of weekly sales data for "Pier 1 Imports" to measure
the effects of modifications, additions, or removal of on-premise signage on sales performance.

The results showed that "on-premise signage has a statistically significant and financially substantive
impact on the revenues of a site [and]... is a significant constituent of the factors causing the success of a
retail endeavor." In brief:
1. The addition of new signage to previously unsigned buildings, and the replacement of existing
signage (generally, with larger signs) resulted in an average revenue increase of 5%.
2. The addition of a pole sign, or a plaza identity sign including the store's name, resulted in an
average increase in weekly sales of 5-10%. The increase was attributed by the researchers to the
new signs' enhancement of site visibility to passing traffic.
3. The addition of small directional signs indicating entrance and exit routes resulted in weekly sales
increases ranging from 4-12%. The increases were attributed to the signs' ability to guide a sitebound
shopper more than any specific advertising effect.
These increases in revenues, as a result of signage, demonstrate the positive effect on profitability at a
specific site, especially given that normal profits in the retail industry are approximately 1-2%.
The California Electric Sign Association (CESA), the International Sign Association (ISA), the Sign User
Council of California, and the Business Identity Council of America sponsored the study. A summary of the findings appears in The Economic Value of On-Premise Signage, a compendium of signage-related
research results and articles (e.g., sign amortization; copyright and trademark protection.) The booklet was published jointly in 1997 by CESA and ISA.

Modifying Customary Purchase Habits
One of the primary goals of advertising is to change purchase behaviors. Effective advertising can
increase purchases within discrete segments of the market by introducing "intervening opportunities"
along customary travel paths. This is especially so in highly discretionary areas, such as quick service
foods and economy lodging, yet it holds true, also, for the business with more specialized products or
services to offer.

Generally, a business' fixed and variable costs should be covered from a stable consumer pool, with
profits coming in from unexpected sources. The right sign often prompts an unplanned stop, or changes
the customer's mind once he is on the premises. Changeable copy and temporary window signs are
especially effective in encouraging variation from accustomed consumption patterns. Because temporary
or variable message signage is relatively inexpensive, the dollars generated by such signage usually
represent pure profit.

It is estimated that 35-50 percent of the consumer population today shops outside their local area.
Legible, conspicuous on-premise signage will assist in attracting a large percentage of these non-local
and newcomer consumers. Further, an effective on-premise sign provides 24-hour exposure of its
message to a large pool of potential customers at a fraction of the cost (when depreciated over several
years) of other media. The lower the cost to obtain customer memory or top-of-mind awareness, the
higher the return on advertising dollars.

The Signage Appraisal Process
Like real estate, signage has a value that can actually be measured or appraised. The visibility component to a real estate site typically encompasses more than the traditional sign out front.

How is an appraisal of a sign done?
The three traditional approaches are:
1. Cost of Replacement (or Substitution). The signage appraisal method applies a cost replacement
approach to determine the cost of replacing a sign's commercial communication or
advertising value with other forms of advertising, such as newspaper, television, and radio
advertisements. It is not used to measure the cost of replacing the physical structure of the sign, as
is the common measure of value in building or home appraisals.
2. Market Comparison. Generally speaking, the market recognizes premium prices for those
commercial properties with the best visibility. Outdoor advertising structures such as billboards or
bus shelters have recognized buying, selling, and leasing markets. The market sales comparison
approach as applied to the visual communication component of signage in its many forms may
measure the differentials of rents in the market. Customer surveys also may be developed, tested
and analyzed. The sales per square foot of similarly situated sites with varying levels of signage or
varying ability to be seen via the passing traffic may also be analyzed.
3. Income Flow or Capitalization. This approach is used to ascertain the present value of the
anticipated future income to be generated by a property over its remaining useful life. For the
purposes of signage appraisal, this method focuses on income generated by customers who are
prompted to stop solely by the sign. The retailer's gross retail margins are analyzed and then
capitalized.

This analysis is complicated by alternative signage forms such as business form or product franchising or
chains where the system is integrated into networks of retail sites supported by national advertising
(media) programs. The fundamentals of valuation and evaluation start with understanding that signs are
commercial speech. Additionally signs are relied upon and used by consumers to make and influence their shopping and purchasing decisions.

Highest and Best Use Analysis
Prior to the above described three-part appraisal process, a highest and best use analysis of the site is
undertaken. This analysis establishes the most profitable use of a site in light of any legal, physical or
financial constraints. Highest and best use (as applied to signage) means that the on-premise sign is
viewable by the intended audience (i.e., passing motorists, pedestrians), and that its copy can
communicate as it's meant to (i.e., is clearly visible, legible and understandable by the intended audience).

If you have any questions, please give us a call at The Sign Studio (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net

NEED QUOTE

ELECTRONIC DISPLAY SIGNAGE - LED Learning Center

What is an LED?
A light emitting diode (LED) is a tiny, electronic semiconductor that converts electric energy into visible light. The chemical compound used within an LED determines its color, brightness and power efficiency. Unlike incandescent lamps, LEDs have no filaments that can burn out or fail.

What is a pixel?
Pixel is short for picture element. Pixels are points of light that illuminate together to form letters, words, graphics, animation, and video images. A pixel can be made up of a single LED, multiple LEDs of the same color or multiple LEDs of different colors. A pixel is the smallest element of the electronic display system that can be individually controlled. It can be turned off or on at various brightness levels.

What is resolution?
Resolution is the basic measurement of how much information a screen shows based on the total number of pixels within the display area and is a significant factor in determining image quality. Pixel pitch (center-to-center spacing between display pixels) and the display's physical dimensions help to determine resolution.

What is a module?
An LED module is a combination of parts that form the building blocks of LED video displays, message centers and dynamic message signs.

What is a digit?
A digit is a numeric symbol with seven segment bars. Each segment uses discrete LEDs to produce a value between 0-9. Scoreboards, timing systems and price displays use digits to display information.

What are viewing angles?
LED displays are at their brightest when viewed "head on" and slowly decrease in brightness as the viewing angle increases. The viewing angles of an LED display - both horizontal and vertical - are the angles at which the intensity has dropped 50 percent from the direct "head on" brightness.

What are viewing distances?
Viewing distances are calculated based on the display type and the distance from the display. Each display will have a minimum and a maximum viewing distance that may vary based on application and intended use. For example, a large character will have a longer viewing distance while a small character will have a shorter viewing distance. We use 50 feet for every one inch of character distance as a general point of reference.

If you have any questions or if you need further information, please call The Sign Studio at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net

NEED QUOTE

SIGN VARIANCE - What is that? Why do I need a Sign Variance?

It is important to work with your sign professional and local zoning department when designing your business signage. A quick check on the zoning/building code will give you a guideline to use when developing your signage.

Sign variances become necessary when unique circumstances exist for a property that do not allow for adequate identification of the business. Most sign variances are requested for the purpose of exceeding a municipality's square footage or setback allowances. A quasi-judicial board of elected community members will hear your case and make a decision based on the characteristics of your specific request. Many communities request that you consider and provide answers to the Duncan Factors (used for consideration of area requests).

These are seven factors which the board must answer before approving your variance request. Please find these factors, summarized below:

1). Will the property provide a reasonable return without the variance?
2). Is the variance substantial?
3). Will the surrounding properties be adversely effected by the variance?
4). Will the variance inhibit government services (fire, police, ems)?
5). Is the hardship self-inflicted?
6). Is there a reasonable alternative to this variance?
7). Does the variance follow with the keeping of the zoning code? (Minimum amount needed)

If you have any further questions or need any information, please contact The Sign Studio at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net.

NEED QUOTE

Fair & Reasonable Pricing On Quality Wraps Are Worth It!

So often we look to economize, especially in light of the current economy. However, the old adage, "you get what you pay for," really does hold true, particularly when it comes to vehicle wraps. Here are some of the signs you should look for in evaluating the quality of a vehicle wrap:

• Check the bumpers. These are difficult to wrap given that there are lots of curves, nooks, and crannies. Make sure that premium wrap materials (cast vs. calendared) were used and that the material is not lifting, especially on the underside. This is sometimes an area were trimming, tucking and priming is sometimes overlooked.

• Are the grills and fenders wrapped? This is important if the grill and fender color of the original paint job does not match the new wrap colors. They should be wrapped to match!

• Make sure the door handles are wrapped with the same photorealistic image as the rest of the vehicle.
There's nothing worse than the original color door handles poking out from the image. I saw an example recently of a white door handle showing through on a matte black wrap!

• Make sure that seams are kept to a minimum, especially on the sides. It's possible to pay a little more to have full sheets printed so that there is less seaming necessary. Also, be sure to check the top and bottom of the vehicle to make sure that the original paint is not showing through. (Keep in mind that some people opt not to wrap the top of the vehicle because this area may not be visible or non-essential. This is more a matter of personal preference).

• Pay attention to placement and layout of the graphics, especially if the image includes faces. A face in the middle of a door handle may not be what you had in mind. Make sure that the designer tells you about any design glitches before the installation.

As you can probably tell from the discussion above, there may be reasons for that cheap price that you have been quoted. Don't settle for a "wrap gone wrong!" Have it redone. After all it's your image, branding and reputation that are at stake.

Call us at The Sign Studio (818) 843-9200 to make sure you get the quality vehicle wrap that you deserve. Or send us an e-mail with your questions or request at thesignstudio@sbcglobal.net.

NEED A QUOTE

It's Time to Evaluate Your Signage!

Signage is often overlooked, but what does your sign say about your company...

• Do you look open for business?
• Welcoming to customers?
• Is your sign easy to read and spot from the road?

Signage can help answer the following questions:

• What type of business are you?
• Who are you trying to reach?
• Is your business thriving?

A little cosmetic work can refresh your business. A decaying or fading sign reflects poorly upon a business. First impressions are key and you only have one opportunity to make them. Have you considered a sign face lift?

A business with no sign, is a sign of no business!

Without a sign:

• Your business has no identity
• A lack of business traffic

The Sign Studio will work within your budget to help you form the identity you're looking for. Don't go another day without signage, or a sign face lift!

If you have any further questions or need any information, please contact The Sign Studio at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net

NEED QUOTE

Revitalize Your Business with a Sign Makeover

Your signs say a lot about who you are and what you do. That's why it's critical that you display the right signs and graphics for your business, event or organization. Sign makeovers from The Sign Studio can help make a big difference in your success.

Whether you want a few simple updates, or are in need of a complete sign and graphics makeover, we work with you to understand your specific sign needs. THE SIGN STUDIO makes it simple for you to bring your creative ideas to life or, we can design something customized to your specifications.

Keys to an Effective Sign Makeover

• Photos in advertising create 300% greater recall than ads without photos.*
• Full-color graphics create the highest awareness of all sign categories. **
• Colored backgrounds organize information and enable viewers to read it 26% faster. ***

* Based on a Direct Marketing Association study on color
** Based on a 3M marketing study on visual merchandising
*** Source: Pennsylvania College of Optometry

If you have any further questions or need any information, please contact The Sign Studio at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net

NEED QUOTE

Sign Maintenance and HOW IMPORTANT it really is!

Signage is the single, largest promotional tool you have. It is your way of saying to the public, "Hey! We're open for business and here to serve." Nice job! You've reminded your current customers that you are here ready to take care of their next need and you've introduced your business to future customers.
But what if your sign is in disrepair? What if the lights in and around your sign are out or the face is broken or dirty. Worse yet, what if it is outdated? Now what kind of impression or message are you communicating? It still reads "Hey - pick me" but it consciously and subconsciously causes your customers to read between the lines . . .

. . . and what they're reading isn't good!

It's saying, "maintenance and upkeep isn't a priority for this business and neither is quality or cleanliness." "If they care so little about their business, how could they possibly care about me, their customer?" What your sign has done is effectively set a negative expectation of your business in the mind of your customer. Your unkept sign defeated the very purpose for which it was intended.

Upkeep and freshening of your signage and lighting shouldn't be an afterthought; it should be a priority . . . protect your marketing investment and allow your signage to do what you intended - work for your business, not against it!

Something else to consider: On average, 46% of first-time customers find your business as a result of your sign. What would a 5 or 10% drop in sales mean to your bottom line simply because your sign was in disrepair or out of date?

Sign Maintenance is another area in which our personnel excel. Our 24/7 service department is on call and ready to serve your sign needs. From storm damage to national maintenance support to routine lamp outages, we have the parts, personnel, and knowledge on hand to make sure your sign maintenance needs are addressed in a timely fashion.

Call to schedule your service project TODAY (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net

EMC Summary

• The term “electronic message center” (EMC) encompasses vast differences in scale and sophistication.

• Products may be designed for interior or exterior applications and may range from one-line monochrome text and time & temperature units to full-color billboards and video walls.

• EMC screens are configured in a matrix of individually addressable light source “pixels”. The closer the “pitch” (distance between pixels) the higher resolution the screen is capable of.

• The most common light source for EMC pixels are LEDs. Common monochrome colors are red, amber and green; full color pixels are made up of red, green and blue (RGB) LED clusters.

• Messages and images are usually controlled through manufacturer’s proprietary software, which may be connected to a network that controls multiple units.

• Access to the EMC market requires investments in technical training, equipment and licensing.

• License requirements differ in all cities, but most locations require a permit.

• An electrician’s license is necessary to connect to primary power.

• Installations are subject to inspection by the authority having jurisdiction.

• EMC installation involves building a robust support structure.

• EMCs are regulated through local sign codes and city ordinances and range from outright bans in some locations to various restrictions on size, brightness and change frequency.

• EMC variables: color, resolution, viewing distances, viewing angles, all of which affect readability.

• The EMC Supply Chain

• Most manufacturers sell directly to sign companies or end users.

• Products are not generally available through distributors.

• EMC Manufacturer Resources

• Product information

• Installation guidance

• Sales leads

• Technical training

• End-user support

• Leading EMC Manufacturers in the US (2010)

• Adaptive Micro Systems

• Daktronics

• Grandwell Industries

• HiTech LED Display

• Mitsubishi

• Optec

• Salescaster

• Sony

• Trans-Lux

• Wagner ZipVision

• Watchfire (by Time-O-Matic)

• YESCO (Young Electric Sign Co.)

The Sign Studio is a proud Partner with the above listed Manufacturers and hope this information will be helpful to you. If you have any further questions or would like to see a Demo of an Electronic Message Center, please give us a call at (818) 843-9200 or send us an e-mail at thesignstudio@sbcglobal.net

NEED QUOTE

NEED DEMO

ALL YOU NEED TO KNOW ABOUT FONTS AND FONT DESIGN