Stakeholder Perceptions of Form-Based and On-Premise
Signage Codes in Streetscapes
Michigan State University Research Team:
Pat Crawford, Eunsil Lee, and Maleah Beatty
This work is sponsored by the Signage Foundation, Inc. (SFI).
Executive Summary
The purpose of the present study was to examine stakeholder perceptions of formbased and on-premise signage codes in relation to streetscapes. Based on
streetscapes of four nodes/locations along the Grand River/Michigan Avenue
corridor in Lansing and East Lansing Michigan, this study evaluated (1) stakeholder
perceptions of four study locations in terms of attractiveness and sense of safety, (2)
stakeholder perceptions of streetscapes with different signage-code applications in
terms of sense of beauty, interest, order, and positive/negative characteristics as
expressed by the participants, and (3) stakeholder perceptions and preferences of a
range of basic sign types.
Because there has been little research conducted on stakeholder perceptions of
form-based and on-premise signage codes in streetscapes, our study’s findings are
expected to provide new insights about the sign industry. The study’s ambitious
design creates visual images of signs in-situ for downtown streetscapes to represent
different signage-control systems (model code and zoning standards), and no codes
or controls. Model codes are about the relationship of signs within a context: to the
buildings, street, and each other. The authors believed, in order to learn more about
how model codes are perceived, the study needed to respect this in-situ quality.
Every attempt was made to create appropriate alternative sketches, which represent
applications of the signage code of Casper, Wyoming and a lack of a signage code
for the comparison images.
A potential limitation in creating valid and reliable representations is potential bias
and different interpretations of sign design and sign codes. Therefore, it is
recommended that careful consideration should be given when applying the findings
of this study to different contexts. In addition, because the majority of participants
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were designers/planners, the sample may not be representative of the general
population. It is recommended for future work to replicate the study in different
locations and with a larger sample size.
By employing a self-administered online survey, we measured stakeholder
perceptions of streetscapes for four nodes: Node 1 (East Lansing), Node 2 (Lansing
East Michigan Avenue), Node 3 (Lansing Medical District), and Node 4 (Lansing
Downtown). Based on a set of two different sign designs at each node: one depicts
the present streetscape, and the other is an alternative sketch of the same
streetscape, different signage-code applications were compared: (1) the traditional
signage code of Lansing, Michigan (2) the form-based signage code of Casper,
Wyoming or (3) a lack of a signage code. Respondents' perceptions toward each set
of sign designs were measured in terms of sense of beauty, interest, and order. Of
207 surveys collected, 132 were completed. The resulting analysis revealed valuable
findings.
Casper, Wyoming was used as a reference for creating the images reflecting a formbased signage code. Casper’s Old Yellowstone District Form Based Code was
implemented in 2008 and has only been amended once in 2009. The code focuses
on a redevelopment area adjacent to the city’s core. As of April 2014, the city has
had an extremely low 2.8% unemployment rate with population comparative in size
to Lansing. Because of Casper’s size comparison, the length of time that the code
has been in place, the code’s focus on downtown streetscapes and the city’s
economic wellbeing, it was seen as a sensible choice to base our alternative model
code images on.
In the comparison between Node 1 East Lansing's present streetscape with the
signage code of Lansing, and an alternative streetscape with a lack of a signage
code, the present streetscape with the signage code of Lansing was perceived more
beautiful, interesting, and ordered than the alternative one with a lack of a signage
code. Likewise, the comparison between the present streetscape of Node 4 Lansing
Downtown, with the signage code of Casper and an alternative one with a lack of a
signage code, showed that the present streetscape with the signage code of Casper
was perceived more beautiful, interesting, and ordered than the alternative one with
a lack of a signage code.
On the other hand, when present streetscapes with the signage code of Lansing
were compared with alternative streetscape images with the signage code of Casper
in both Node 2 Lansing East Michigan Avenue and Node 3 Lansing Medical District,
the alternative ones with the signage code of Casper were perceived more beautiful
and interesting than the present streetscape with the signage code of Lansing.
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Respondents’ sense of order varied based on landscape types. The alternative
streetscape with the signage code of Casper showed a lower sense of order in the
corporate area (Node 3 Lansing Medical District) while showing a higher sense of
order in the downtown business area (Node 2 Lansing East Michigan Avenue). The
top three positive features mentioned by respondents for streetscapes with the
signage codes of Lansing and Casper were the same: neat/ordered,
legibility/visibility, and scale, while boring was named as the number-one negative
feature for both. The streetscapes with the signage code of Casper tended to be
described as interesting, while the streetscapes with the signage code of Lansing
tended to be characterized as clean. Considering that the signage code of Lansing is
based on a traditional zoning code, while the signage code of Casper is based on
the new form-based code, the findings of our study implied that streetscapes with
form-based codes can be perceived more beautiful and interesting than streetscapes
with a zoning code or a lack of a code. In the study, sense of order varied by land
use.
Perceptions among stakeholder groups showed significant differences in only one
set of image comparisons. In the alternative streetscape with a lack of a signage
code in the Node 4 Lansing Downtown streetscape, sign manufacturers significantly
rated this image higher than designers/planners in the sense of beauty.
Adriana Portella’s (2014) published research, Visual Pollution, provided a potential
slice of common ground through her design principles of sign beauty, interest and
order as having a degree of common perception across different stakeholders and
streetscape settings. In our study, these three qualities were evaluated by the
respondents with surprising consistency across the four locations and across
stakeholder groups. Development of a model code may enhance positive
perceptions of beauty and interest across different downtown streetscapes and for
different stakeholder groups. Order, as represented in the study images, decreased
when the design pushed the envelope to create a bolder statement through signage.
Findings showed that highly preferred sign types were traditional awnings, buildingmounted signs with 3D copy, and projecting signs. Electronic message centers, postand-panel signs, animated signs, and window signs were the least preferred.
Among stakeholder groups, sign manufacturers significantly preferred electronic
message centers and post-and- panel signs more than the other stakeholder groups:
homeowners, students, government affiliates, institutional affiliates, and
design/planning professionals.
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We hope our study will provide some theoretical and practical insights on the
perceptions of signage codes on streetscapes. Studies conducted with the Signage
Foundation, Inc., such as Rexhausen, Hildebrandt & Auffrey, 2012, have reported
the direct economic impact on-premise signs can have on a business. This study
broadens our comprehension a bit to understand the aesthetic impact of how signs
are designed and constructed. This work also connects to the World Class Built
Environment studies being conducted at the School of Planning, Design and
Construction, Michigan State University. Cities around the world that are moving
towards ‘world class’ are dense, diverse and lively. They are also adaptable,
reflexive and spontaneous. On-premise signage is one of the many site details that
can support the growth of this new type of urban environment. However, creating
pedestrian- focused streetscapes, urban density, mixed-use buildings and the
signage they will require will mean crafting ways of monitoring (controlling)
implementation that allow for new and contextually appropriate solutions. Signage is
an integral part of the physical, social and economic system of a city. As such,
careful attention to this piece of the puzzle is one very achievable way of moving a
community closer to reaching its full potential and a World Class character.
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