Every year at ISA International Sign Expo, I get to meet with member companies either on the show floor or at the Sign Code Help Desk. The talk inevitably turns to sign code issues that they are facing—and it’s always interesting to see the commonalities.

每年在ISA国际标识展上，我都会和一些标识公司在展示厅或者标识帮助台，共同谈论关于标识方面所面临的问题，您会发现，这些问题的共同点都非常有趣。

No matter the size of the town or the geographic location, a few trends tend to emerge. At ISA International Sign Expo 2019, I collected a list of some of the most common questions asked—and have provided their answers here.

无论在任何位置的城镇，总会出现一些标识问题。于是在2019年ISA国际标识博览会上，我收集了一些最常见的问题，并在这里给出了答案。

Question: A community where I do business wants to mandate sign lighting levels. What should I tell them?

问：我做生意的一个自治州社区需要修改发光标识，我应该告诉他们什么？

First they need to realize how important effective night-time sign illumination is to their community’s businesses. There is research available that confirms this common-sense notion. It’s also true that drivers use illuminated signs to find their way safely at night, so communities do not want to mandate sign lighting restrictions that could negatively affect driver safety.

首先，需要告诉他们良好的发光标识对于社区的业务有多重要，有研究证明，司机在夜间可以利用发光标识找到安全路线。所以，希望社区不要强制安装影响司机安全的发光标识。

When it comes to traditional, internally illuminated signs, there are too many variables at play that should prevent local officials from imposing lighting restrictions. Even lighting curfews have drawbacks, as it has been proven that lighted signs—even when a business is closed—is a powerful marketing tool.

其次，涉及到重新修建传统发光标识，应该阻止地方官员对它的限制。因为，尽管发光标识存在缺陷，但是发光标识作为一种强大的营销工具，即使企业不幸倒闭，还是发挥着强大的营销宣传效果。

When it comes to digital signs, there are reasonable opportunities to work together. ISA’s Night-time Brightness Recommendations for On-Premise Electronic Message Centers has been implemented by hundreds of communities throughout the U.S. The publication—available at www.signs.org/emcs—also includes case studies of how communities have benefited from adopting reasonable lighting levels and provides guidance on measuring brightness levels in the safest, most accurate ways possible.

最后，可以在www.signs.org/emcs网站查看真实案例，证实许多自治州社区从发光标识中获得了切实利益，同时也证明发光标识有助于人们提高生活质量。因此，美国许多自治州社区采取了ISA对夜间发光标识亮度的建议，使用了数字标识。

Sign Code

标识规范

Photo: ThinkSign.

Question: My city severely restricts digital signs because they think they’re “dangerously distracting” to drivers. How do I overcome this argument?

照片：ThinkSign。

问：我的城市官员认为，数字标识会分散司机的注意力造成危险，我应该如何克服这个问题？

Research is the best argument and the sign, graphics, and visual communications industry has valid evidence that this argument is simply untrue. Research conducted by Texas A&M University used over 130 locations in four states and years of traffic safety data to find no statistical correlation between traffic accidents and digital signs. Find it at www.signs.org/local.

德克萨斯州农工大学在www.signs.org/local上研究了4个州130多个交通事故数据，并没有发现任何一个交通事故是因为数字标识导致的。研究是最好的事实证明，所以标识行业、图形和视觉通信行业有充分证据证明这是错误观点。

Question: The sign I was trying to get permitted for my customer was denied by the zoning board of adjustments. What can I do now?

问：分区调整委员会拒绝我为客户做标识，我应该怎么解决？

The first thing is to find out specifically why the sign was denied. Was there an error in the application? If so, correct it. Did the board deny the sign even though it is legally permissible according to code? Cite the code and ask for clarification.

第一，您应该先了解为什么会拒绝做这个标识，是制作过程不安全吗？如果是，那就去规范制作流程。还是根据法律《守则》该标识是可以制作，但是委员会否认了该标识，那就引用法律条文并要求澄清。

If neither of those are the case, appeal. Be prepared to cite a reason and be sure to include how your sign will enhance the surrounding community as well. Detail how the property improvements can help revitalize the area, or increase incomes or property value, which leads to increased tax revenues. Enhanced readability will contribute to road safety.

第二，如果两者都不是，请您准备一个合理的理由进行上诉，并且说明您的标识有利于改善州区环境，比如标识提高了房地产销量，增加房地产价值和居民收入，从而提高了税收，而且醒目的发光标识还有利于提醒人们注意安全。

The International Sign Association and Affiliated Association members can contact ISA’s sign code experts for advice on how to achieve successful outcomes for these individual cases.

为了增加成功概率，您还可以打电话咨询国际标识协会，以及ISA的标识专家。

If you have difficulties getting signs approved, consider making planners and local officials aware of the economic benefits of signs and how other communities have successfully developed reasonable sign codes. The best resources come from the Sign Research Foundation (www.signresearch.org), which has two studies that show the economic benefits of signs. An easy-to-use executive summary details the key points.

第三，您可以通过在资源研究基金会（www. StestReal.org）的研究，让当地官员以及道路规划者充分了解标识是为当地获取高经济效益的关键点，以及介绍其他州如何成功制作出合理的标识。这些都是您解决制作标识困难的有效途径。

Question: It seems like we’re butting heads with local officials all the time. Isn’t there anything we can agree on?

问：我们好像一直和地方官员意见不合，我们有什么办法可以达成一致?

We’ve found a lot of success through educating local officials. ISA has gathered some of the most persuasive research and reports at www.signs.org/local. Make your local officials aware of these resources.

您可以选取一些最具说服力的标识研究报告，让当地官员了解标识在生活中扮演的重要角色。ISA在www.signs.org/local上就收集了一些成功的例子。

ISA’s Planning for Sign Code Success™ events, Webinars, and other education is aimed specifically at planners. The more they learn about the benefits of sign codes and the technology, the more likely they are to at least understand what you’re trying to do—and why.

您还可以参加每年ISA举办的Sign-code Success、网络研讨会活动，以及其他专门针对规划者的教育计划等，它们会为让您更了解标识制作与技术上的问题，从而提高地方官员同意制作标识的概率。

Bringing a mindset of collaboration rather than confrontation will work better every time. Reasonable sign codes benefit communities through a strong business environment, jobs and a solid tax base. That’s something we all can agree on.

我们都相信每个自治州内合理的标识会使商业、工作的收入获益匪浅，所以，每次都带着合作的心态而不是对抗的心态商谈，会事半功倍。

Question: How can I better track sign codes to make sure that I can get my customers the signs they’re looking for?

问：我如何规划导视标识，确保客户可以看见导视标识，寻找到他们的目的地？

Each community does things a little differently, so it’s important to learn how your community makes the public aware of these events. Is it through legal ads in the local newspaper? Make it a point to check them frequently. Do they publish on the town’s Web site? Set up an alert. Connect with local planners and the board of adjustments so that when your community is considering sign code changes they think of you first. It’s an often-thankless job but getting involved on sign code committees can benefit your company for years to come.

每个州处理问题的方法不同，因此了解自治州内如何让公众了解发光标识的重要性，是很有必要的。标识的宣传是通过当地报纸上的广告，还是在镇上的网络上发表文章呢？您需要时刻关注这些信息，与当地的规划师和调整委员会联系，虽然这是一项吃力不讨好的工作，但是当您的社区需要安装发光标识时，他们会首先联系你，而且您公司在未来几年的发展也会受益匪浅。

Also, connect with your ISA Affiliated Association (www.signs.org/affiliates). They may hear of sign code changes that are proposed.

此外，ISA附属协会收到修改标识准则的要求，请您联系他们(www.signs.org/affiliates)。

For ongoing sign codes, it may not be fun trying to decipher complex and often confusing or contradictory languages. But many communities are working to make their sign codes more user friendly. Get involved—and bring ISA in! Because we work with communities throughout the country, we see commonalities—and solutions.

对于许多社区的标识公司来说，试图理解复杂的标识准则，没有什么作用。所以其他社区正在努力修改标识准则，让标识准则更易于使用。与全国各地的社区合作，包括让ISA参与进来，会让各社区更容易发现解决问题的法方案。