We see thousands of signs every day of different shapes, colors, sizes, and meanings. Good signs. Bad signs. Confusing signs. Below are two examples of signage on the stimulus-heavy Venice Beach Boardwalk in southern California.
Exhibit A: A cash-strapped tourist stands confused after a familiar sign leads him only to a lovely selection of hats (that he doesn’t have the cash to buy anyways…). Result: The store looses out on both the ATM transaction – assuming they actually have one – and a potential hat sale because of the poorly placed sign.
Exhibit B: An honest sign that actually points to a real ATM, but our hero is no where to be found! Result: The accurate sign leads to better business and happier tourists, as patrons surely will at least consider a massage or new pair of sunglasses after loading up at the ATM.
Conclusion: Anywhere and everwhere, good design and placement of signs is invaluable.