View research below focused on economic value of a sign to a business, how consumers perceive signs and return on investment of signage.

Amortization Explained
Consumer Perceptions of Retail Signage: 100,000 Shoppers Can’t Be Wrong
Consumer Perceptions in Retail Signage – Executive Summary
Evaluating Stakeholder Perceptions of Form Based and On-Premise Traditional Signage Codes for Commercial Signage along Streetscapes
Economic Impact of Exterior Electronic Message Boards
Economic Value of On-Premise Signage – Executive Summary
Economic Value of On-Premise Signage (University of San Diego, 1997)
Economic Value of On-Premise Signage (University of Cincinnati, 2012)
Finding Common Ground: EMC and Digital Sign Issues
Illuminated vs. Non-Illuminated Signage – Economic Impact of Illumination
Protecting Appearance and Atmospherics: Trade Dress as a Component of Retail Strategy
Public Art and Urban Design: Evolution of Signs and Placemaking
Recalculating: How We Can Fundamentally Rethink Communication in Urban Centers and Metropolitan Areas in Light of the Current and Rapid Changes in Social Systems Economics and Technology
Retail Signage Practices to Increase ROI – Executive Summary
Retail Signage: Practices to Increase Return on Investment
Route 66: String of Pearls
Showcasing … The One Thing a Business Cannot Live Without
Showcasing Business Transformations through On-Premise Signage: A Business Makeover Case Study of Harris Tynes Realty
Signage as Marketing Communication: Research Perspectives and Next Steps
The Importance of Signage in Repositioning Your Brand
Viewing Signs through the Eyes of the Beholders: Perceptual Evidence from the BrandSpark/Better Homes and Gardens Shopper Survey