To International Relations

The Power


"...more and more evidence suggests that on-site signage, can, relative to its cost, have an almost disproportionate influence on the success or failure of a retail oriented business."  See the Small Business Administration website for the full story:

www.sba.gov/starting/signage/index.html

Research based on study of travel habits in the United States indicates that an average of eighty-five percent of potential customers for a business are likely to pass by the establishment at least ten times every month.

It is not surprising that more and more evidence suggests that on-site signage, can, relative to its cost, have an almost disproportionate influence on the success or failure of a retail oriented business.

Researchers at Colorado State University found a direct correlation between adequate signage and increased or sustained business volume.

The Millward Brown Group, a global market research agency, examined 2,700 samples of 126 different brands across China and discovered that outdoor advertising has become so important that it ranks "just next to TV" when it comes to effectiveness and use to promote brand names, the story said. Read more about it: Outdoor Advertising

Making Cities Bright

"Every city possesses its own unique elements. Urban design should skillfully highlight these elements. Cities become more vibrant when their individuality are expressed to the full."

Mr. Naoyuki Kuniyoshi
(Chief Researcher, Urban Design Office, Planning Bureau, Yokohama City) 

Effective Business Advertising

Indices used to measure the advertising effectiveness of a given medium are: Market coverage, or reach; Frequency, or repetition of the message; Cost per thousand exposures; and Readership, or retention of the message.

Using these measures as benchmarks, a definitive research study covering the relative effectiveness of advertising media for retail use was conducted in Terre Haute, Indiana by the National 3/M Company. In this market area, at least, the study confirms that on-site signage can deliver more market coverage with a higher degree of readership than any other media at an astonishingly low cost per thousand exposures.

Kenji Ekuan
(Chairman of the GK Design Agency) 

"Neon lights are a kind of street performance, an effective communication medium which delights people. But they should become more domesticated, closer to our everyday lives. I'd like to see greater emphasis be placed on the neon sign culture." 

The Beauty of 

The Museum of Neon Art (MONA) is located in Grant Hope Park in downtown Los Angeles. 

MONA is the world's only art gallery featuring a permanent display of neon art. It is a non-profit educational institution which holds and displays a collection of sign boards and art works using neon as their medium. Works by more than 400 artists are on show at the museum. The staff at MONA are also involved in the planning of exhibitions held in art galleries and institutions throughout the United States and Japan. 

Jan Sanchez (right) Sophia Mannick

MONA was established by 1981 by two neon artists, Lily Lakich and Richard Jenkins, in Little Tokyo, and later moved to a site next to
Universal Studios. Along with the new neon signs, the types using old light bulbs can be seen in perfect form along Universal City Walk. The light they emit is astonishingly beautiful and they feature sophisticated designs. 

The famous Mona Lisa neon remains on the site where Lily Lakich once had her studio. The arcade thronging with tourists enjoying shopping offers a perfect blend of neon signs and art and is in itself a kind of neon museum. These two locations fully convey the power and the potential of neon. 

 Click Here to read an interview with Lily and Sophia Mannick about the significance, and beauty, of neon in our towns and cities.

Neon: "...The Symbol of Peace & Prosperity"

"Neon signs were perfected by the French scientist George Claude, and were presented to the public for the first time at the Paris International Exposition held at the start of the 20th century. 

About two decades later, in 1926, the first neon signs created in Japan were turned on to become public at Hibiya Park in Tokyo. It was about three-quarters of a century before today. Until then colored light bulbs had been the most prevailing device for illuminations, but the popularization of neon signs brought about a revolution in light source for outdoor advertising...

1964: The Tokyo Olympics 

Neon signs have gone hand in hand with Japanese postwar economic development. The Tokyo Olympics was an event, which came to be regarded as a symbol of high-level economic growth in Japan. 

After they were held in 1964, there was an enormous increase in demand for outdoor advertising, and technical innovation occurred in many related fields. This is an easy enough phenomenon to observe: the visual images showing economic development at that time are invariably accompanied by pictures of urban scenes full of neon signs. 

The neon sign had become the symbol of peace and economic development."

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If you have any further questions or would like additional information about Sign Biz Inc., please contact:

Greg Salzano
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24681 La Plaza, Suite 270
Dana Point, CA 92629
800-633-5580
gregs@signbiz.com

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