BIO

Florida State University CO'25

The effect of signage language upon customer opinion in commercial businesses

Abstract

Background: The subconscious effects of signage is a topic that has yet to be studied. Through the fluctuation of grammar and writing mechanics, signs were developed to convey a certain message. Implementation of signs has been shown to affect customer attraction; however, it is unknown as to why and how signage impacts customer opinion. Understanding the implications of how signage is perceived is instrumental in creating signs in an efficient manner.
Methods: To analyze how people react to different signage and signs, a survey was created on Qualtrics to be sent out to 100 students. Dr. Brady’s intro to marketing class has a required section where all students must have completed three online surveys to receive full credit. Our survey will be a part of many surveys sent out to FSU business students within the next following months. The survey will include photos of different signage and participants will have to give there honest feedback between the options provided. There will be multiple-choice options and the survey won’t take longer than 5 minutes. The participant’s name, age, gender, and major will be asked at the end of the survey.
Results: With over 100 possible data points, we are presuming that there will be a sign that is favored by majority respondents. With the data given, we will be able to see how Gen Z reacts to or listens to better signage.

Keywords: Signage, Customer opinion, Retail marketing