WEST PALM BEACH, Fla., Sept. 8, 2026 – To mark our 40th anniversary, Signarama® commissioned The Harris Poll to survey more than 2,000 U.S. adults about how business signage shapes first impressions. The results show that signs still matter a great deal.
What we found
- 84% say signage affects their decision to purchase from a business, and 39% have entered a business solely because of its sign.
- 93% say signage affects whether they remember a business, and 90% say it affects whether a business seems professional or high-quality.
- 41% have been unable to find a business because its sign was hard to read, and 17% have chosen not to go in because of it.
- Readability, quality and visibility matter most: 91% say an easy-to-read font is important, and 89% say the same for sign quality and street visibility.
- Storefront signs still lead. 63% say a main storefront sign is among the types most likely to catch their attention.
- 74% agree that sign innovations like digital and LED displays help businesses communicate, but 79% say too many signs create confusion.
“While the tools and technologies have changed, the purpose of a great sign has remained the same,” said A.J. Titus, president of Signarama.
Learn more: Visit signarama.com/signage-survey-2026 for the full media kit, and join Signarama and the International Sign Association (ISA) for a webinar on the findings on October 22.
Survey conducted online by The Harris Poll on behalf of Signarama, July 9-12, 2026, among 2,007 U.S. adults 18+. Margin of error is +/- 2.7 percentage points at a 95% confidence level.