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1.Most people scan a sign for less than a second or so.
Road signs suffer from cars driving by at hig speed...most interior signs, like trade shows and POS signs are in an environment that competes heavily for attention. Even in the best situations, most signs don't get the attention you'd like.
2.Many people do not speak English as their first language, are not good readers, and/or are dyslexic.
What does that mean? Your visuals are more important than your words.
3. Signs are meant to do one or two of these three things: generate attention, action, or give direction.
But every one of them is also capable of defining your brand, with typeface, color, imagery, headline and content.
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