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The Arguments Against Unlighted Wall Cabinet Signs
"We're not open at night!"
That's a common statement heard by sign companies when a
customer is contemplating their new wall sign. It's
understandable to not want to spend the extra money for a
lighted sign. Keep in mind, however, the following
problems with unlighted signs before you make your
final decision:
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You will look either closed or
out-of-business during inclement weather,
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You will look either closed or
out-of-business in the morning during rush hour
drive-time,
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You will look either closed or
out-of-business in the afternoon during rush hour
drive-time,
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Your best group of potential
customers, those that drive by your store every day,
will probably never even know that you are there,
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It's not going to save you as much money as you think,
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You create a traffic hazard......
The Larsen Transportation Institute at Penn State
University has determined scientifically that externally lighted signs cause
traffic to slow to read them, they are not as readable as internally illuminated
signs, and cause traffic accidents.
The cost savings for an unlighted
sign is insignificant compared to the cost of the sign.
For instance, if you removed the lighting components from
a 24" channel letter sign reading "FLORIST" you would save
less than $500 and dramatically reduce your sign's
effectiveness.
Surprisingly 30% of
traffic on almost all business streets occurs when it is
dark; people see your sign only if it is lighted when it
is dark out, including on dark days when everyone else's
sign is lighted.
With 18.6% of the
entire US population moving each year, your sign will be
constantly seen by MANY potentially new customers.
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