THE SIGNAGE FOUNDATION FOR COMMUNICATION EXCELLENCE, INC.

When analyzing business signage in any context, it is difficult, if not impossible, to establish its primary communication function.^[7] For example, a Days Inn sign may represent pure advertising to those motorists not intending to stop, but for those seeking overnight accommodations at an affordable price, the sign provides information and direction immediately desired. First, the sign engenders recognition (reinforcing major media advertising efforts), then identifies location and finally directs the driver to the appropriate entrance; further, it offers assurance that the services and accommodations available will meet expectations (expectations often created by major media advertising).

Generally, then, signs, as communication devices, may perform multiple sets of communication functions -- they can identify, inform, direct, advertise, promote or create a business image or enhance/decrease community aesthetics, often simultaneously. Therefore, as part of the regulatory process, to affix a single purpose label to on-premise business signage or to give weight to one attribute over another has questionable objective merit. Sometimes, restrictive descriptions in a sign code simply reflect certain cultural or social preferences alone. In such cases, the effect of the code is to censor or otherwise control that which may be offensive to some members of the community. In North America's pluralistic democracies, however, it is nearly axiomatic that any exercise of police power, which attempts to dictate the tastes of the few to the many, will be met with strong objection -- in both political and legal venues.

Given there is more than one kind of aesthetic "reality" in any cross-section of the North American public, aesthetics, nevertheless, is becoming the most disputed area in signage regulation. Some researchers and regulators, in seeking to strike a balance between the public's right to "aesthetically-pleasing surroundings" and the business community's right to "commercially speak to consumers or potential consumers", may err too far on the side of aesthetics. Such error may compromise not just the business community's ability to meet the needs of the market, but also constitutional guarantees of free speech, particularly in the area of content control. In such instances, the possible fiscal liability to the municipality may substantially outweigh any benefit conferred by "viewpoint" regulation.

The on-premise business sign is a familiar and respected icon in American society -- many are accorded "landmark" status. It is as important to a commercial zone's success as sidewalks, streetlights, curbs, parking and streets...and should receive the same careful attention to function as these other components. Function and form are not incompatible. Through use of color, light, and visually interesting symbols, letters, logos, and other information, signs enliven commercial areas and make them attractive places to shop. For many theme-oriented districts, such as San Francisco's "Chinatown", Seattle's "Vietnamese Village" or Dayton's "Neon District", signs lend a special character and ambience that would not otherwise be possible, contributing significantly to the success of the district.

While one cannot assign to the public a universal aesthetic standard, in the context of signage aesthetics most retailers understand that image is one of a sign's key communication components as it relates to economic impact. If an attractive image is not communicated by signage, the business will rarely get the clientele it wants or be able to let people know the true flavor of the business. In other words, it is just as important to today's businessperson to convey to the passing public the proper image as it is to the community to present an attractive retail environment. Modern retailing recognizes that if a business's "aesthetic" appearance is not pleasing, the customer can, and often will, go elsewhere.

Further, as cost-effective advertising mechanisms, signs facilitate competition among businesses, which, in turn, benefits consumers by (1) increasing information concerning available products and services, and (2) increasing choices in terms of which businesses to patronize. Facilitation of information and choice often leads to lower prices -- another consumer benefit. Finally, signs function as directional or "wayfinding" devices. They help people find their way to a specific business or they function as a marker, telling people where they are in relation to where they are going.

Simply, aesthetics and commerce do not have to be in opposition; instead they can work together to implement progressive, design review or other specialized sign codes which enhance both the local economy and community ambience. Signage regulation should not become a matter of aesthetics vs. economics; rather it should reflect a holistic approach to a complex, multi-faceted problem.