A customer of mine recently reminded me of the law of economics.  They wanted a sign that was big, bold, colorful and attention-getting.  They liked the idea of a lighted channel letter sign, and they could have gotten a permit for one, but they just didn’t have the money in their advertising budget.  That happens.  The solution?  Dimensional lettering; more specifically, formed plastic letters.  When the dust settled, my customer ended up with a great looking, colorful building sign with huge letters that were guaranteed for the life of their building, all at about a quarter of the cost of a lighted channel letter sign.