Signs should be useful. They're meant to communicate information, provide directions, warn us about something, or tell tell us what to do or not do. But sometimes, a sign misses the mark so badly that it becomes a talking point or laughing stock for all the wrong reasons.
A few have even gone viral... For example, the one that reads, "Do Not Enter. Entrance Only." Say what now?
While we may laugh at it, a sign like that can cause a fair amount of unnecessary chaos, especially in busy areas. "The only thing worse than a poorly designed sign that’s difficult to understand is a sign which doesn’t make sense at all," say the signage experts at Sign Language Essex Ltd.
"If a sign has a spelling mistake or a confusing image, at least people can still figure out the general message," they add. "However, in this scenario, it’s just a complete contradiction. People will have no idea what to do and could end up putting themselves and others in danger."
The team over at UK-based Air Design agrees. They believe that a poorly designed sign is worse than no sign at all, arguing that a missing sign leaves a gap, but a bad sign fills that gap with misinformation.
"A sign that is wrong, ambiguous, or misleading does not simply fail to assist," reads the Air Design site. "It actively redirects people, introduces doubt at the moments that matter most and erodes confidence in the environment itself."
Bad sign design doesn't just cause confusion. It can be costly for companies, too. One study, commissioned by FedEx, found that that 52% of people are less likely to visit a store with a poorly constructed or grammatically incorrect sign.
It also found that 68% of customers believe a store’s sign is a reliable indicator of the store’s excellence of product or service. 76% of respondents said they have entered a store they had never before visited purely because of its signage.
But experts say it's not just about the exterior signage of your business. What happens inside is equally important.
"Think of it like an attractive person with a really shallow personality; you don’t want to marry that person, despite how good-looking they are from the outside," explains the Office Sign Company team. "People will marry your brand when you invest in quality interior signage."
They add that investing in your in-store environment will have a positive return for your business.
"Retail merchandising experts have found that consumer shopping experiences are largely triggered by in-store graphics, with more than 1 in 6 purchases being made when a brand display is present in the store," they note.
Similarly, bad, poorly designed or non-existent interior signage can negatively impact your sales. Experts say that things like signs hanging from varying lengths, misdirection due to poor placement, and dated or dirty signage can create a sense of chaos and disorientation. You run the risk of customers choosing to spend their money in a more calm and organized environment.
When it comes to safety signage, there's a lot at stake, and it shouldn't be a laughing matter. UK-based Wirehouse specializes in HR, employment law and health and safety advice services and support for companies.
"Safety signage plays a critical role in communicating hazards and guiding behaviour, but when it is misused through over-signposting, unclear symbols, or outdated messages, it can lead to confusion, complacency, or even increased risk," the team's experts explain.
