Random Insights Conclude Sign Company Owner-Manager Study

Most and least fun aspects of signs, AI as help or hindrance, and more.

Published

12 months ago

March 7, 2025

Signs of the Times Staff

OUR FINAL SURVEY QUESTIONS generated several sprawling answers, with the only strong plurality being the 46% who think AI will help the sign industry over the next five years (not hinder or have a neutral effect). From more thoughts on AI to when our respondents decided to work in signs, to the most and least rewarding things about it, we conclude this year’s profile of the composite sign professional. (Continues on page 36.)

73. What’s the least fun or rewarding aspect of working in the sign industry?

All the details, bad customers, chasing money, clients who think they’re designers or your only client, customers who don’t appreciate the value we offer, employees who don’t want to work, finances, hiring and retaining employees, hourly commitment, installing in the cold, lack of client planning and preparation, lack of trust and interaction between signshops, managing employees, mistakes, not being able to help someone, payroll, permits and government bureaucracy, race-to-the-bottom pricing, taxes, trying to make everyone happy, unmanageable demands of customers, work/life balance and vacations lacking.

74. What’s the most fun or rewarding aspect of working in the sign industry?

Being in charge or managing others
2%
Enjoying the camaraderie of co-workers
3%
Exercising my talent or craft
18%
Having my signs in the community or beyond
30%
Helping customers build their businesses
26%
Getting paid for doing what I love
15%
Other (see below)
6%

REWARDS NETWORK. The comgination of technical and creative solutions, different challenges every week, developing long-standing relationships, seeing sketches come to life, learning about other businesses, making something custom and different every day, taking something from concept to reality and overcoming challenges, working with my spouse.

75. Is your sign company currently using artificial intelligence (AI) for any aspect of the business?

Yes

35%

Not at the moment, but we plan to soon

26%

Not at the moment, and we don’t plan to soon

39%

OLD DOGS. Among those not currently using AI and not planning to soon, 6 in 7 are aged 50 or older.

76. In what era of your life did you decide to work in the sign industry?

BEGINNING TO END. Among those destined from birth to work in the sign industry, nearly 3 in 4 have or had relatives in the sign industry and nearly 3 in 10 never plan to retire.

77. Do you think that during the next five years, on the whole, AI will help, hinder or have a neutral effect on the sign industry?

NOT FOR US. Among those who think AI will hinder the sign industry, 70% are not using AI at the moment and don’t plan to soon.

78. How is your sign company currently using AI, or how might you use it soon?

Design, image generation, upscaling
Estimating, budgeting
Forms, general writing tasks
HR advice, recruiting, training
Marketing, email, blogs
Operating laser cutter
Personal assistant
Presentations
Production tracking
Research, data analysis
Social media, website
SOPs and FAQs

79. How is your sign company currently using AI, or how might you use it soon?

What made you decide to go into the sign business?
What else do you offer other than signs?
How much vacation time do you average taking per year?
What percentage of your annual revenue comes from new customers vs. repeat customers?
Of total sales, what percentage should be allotted for materials, labor, rent and utilities?
Are you friendly with other signshops in your community?
Do you or have you used an international fabricator?
Do you or have you outsourced design services?
What is the average compensation for a salesperson, sales manager, production manager?
What do companies pay for their workers’ comp and health insurance?
What activity or piece of equipment do you wish you did/had sooner than you did?
What shop management software do you use?
How would you groom your replacement?
Why do we do this to ourselves?

Signs of the Times Staff

Signs of the Times has been the world leader in sign information since 1906. Contact Signs of the Times' editors at [email protected].

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