Marketing of Retail Signage in Different Environments

Abstract

The primary purpose of this research is to look into the design of signage in different retail locations to see how each place adapts its visual presentation to accommodate its consumers. It is clear that signs are designed differently from one region to the next, depending on the demographic that the stores are catering to. My research began with an extensive literature review on signage and its impact on the surrounding environment, what makes a successful sign design and the importance of signage for retailers. I gathered my data by taking numerous photos of shop signs from a college town, an ethnic district, urban downtown, a master planned community, and a small town.