Signage

Signage is powerful, but if signs include too much information, they become more noise that customers have to sift through. The most effective signs streamline information and make it easy for customers to connect with the messaging. Travel center signs should be clutter free. “It is decluttered, more focused messaging. That applies to price signs and digital signs,” said Cameron Cordova, vice president of sales at PMW Electronic Price Signs. “You don’t want to do too much. We’re a micro-consumption type of society. You don’t want to create something people have to stand there and read.”