How excessive restrictions on signage backfire

Abstract

Purpose

The aim of this paper is to explore the impact of efforts by some municipalities to place various restrictions on on‐premise signs and to examine the impact of strict regulations on local communities.

Design/methodology/approach

Provides examples of restrictive sign codes and reviews articles providing empirical evidence on public perceptions of signs as well as the impact of signs on businesses and communities.

Findings

Excessive regulation of signs is counterproductive; contrary to the beliefs of proponents of harsh restrictions, signs are helpful to consumers and business, and they contribute to a community's economic vitality.

Practical implications

In developing and implementing sign codes, municipalities should consider what research tells us about the value of on‐premise signs. Members of the general public who have an interest in municipal affairs should consider research findings when forming opinions about the regulation of signs as opposed to relying on a limited number of individuals who may ignore the marketing functions of signs in developing and implementing sign codes.

Originality/value

Demonstrates the importance of signage to consumers, businesses, and local communities.

Citation

Taylor, C.R. (2005), "How excessive restrictions on signage backfire", Journal of Consumer Marketing, Vol. 22 No. 6, pp. 304-305. https://doi.org/10.1108/07363760510623885