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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 onpremise 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.
Keywords Advertising, Retailing, Regulation, Local government
Paper type Viewpoint
It is not uncommon for local municipalities to place significant restrictions on the size, height, illumination, and even the content of on-premise business signs, often at the behest of local planners and special interest groups. Arguments for restrictive codes include improving the commercial environment through aesthetic enhancement, which, in theory, is supposed to increase tourism. Unfortunately, the theory does not fit the fact and misunderstanding of marketing leads to mistaken regulations.
A report on Scenic America's (2003) web site captures the view of many who would like to restrict signs:
The visual character of a community - the appearance of its streets, neighborhoods and business areas - is essential to its long-term economic viability and helps determine how residents and visitors alike perceive it. Sign control is an integral part of improving visual character and quality of life. Nothing destroys the distinctive visual character of our communities faster than uncontrolled billboards and signs.
In response to the anti-sign agendas of Scenic America and other "visual environment" watchdog organizations, many communities have enacted highly restrictive sign ordinances. While there is a history of controversy over...