Say it with Signs?

Most of us would agree that signs are effective in many contexts. They should answer questions such as, shall I wait here, or seat myself? Does this establishment have a restroom, and if so, will I be assigned to one based on my gender? Can I run on the cement area surrounding this public pool? Do they take credit cards? And so forth. Signs are part of an establishment's identity, and can tell you a bit about the people within them.

I recently had an experience at a frozen yogurt shop in Marin, CA. Frozen yogurt, and its close relative, ice-cream. Symbols of good weather, wholesome fun, and a throwback to times when, as children we would we relish the labor intensive process of separating the gum balls from the unnaturally bright ice cream in which they were encased to collect a napkin full of discolored candy pieces. Perhaps that was just me. But ice cream- happy stuff, no?

Perhaps. However, there is a difference between filling your customers with child-like delight, and simply treating them like children. When I entered this yogurt shop, I found it was low on whimsy, and laden with strictly enforced rules.

First, the right refuse service posters- yes plural. The bottom in writing, the top, an illustrated interpretation of how one may be denied service.














Then, an appeal to fear regarding the proper use of furniture (It's on top of the ice cream display freezer and states that "we don't want any broken bones, so please no standing on the chairs!") I had no intention of standing on those chairs.













And, note that only two samples are allowed per customer!!




















Calling a friend or loved one to report the daily flavor selection? Don't even think about it - cell phone usage in the establishment is strictly prohibited, as stated by the exceedingly long warning sign on the front counter.
And, note the bottom line which threatens "...and for those who try...you've been warned..."





Finally, hands off the soda!


Who wants to touch these? I will tell you. People who are too young to read that sign.









I bring your attention once more to figure 4 - the cell phone sign. There, sitting atop the freezer is a tip jar. Since you asked, here are some tips:


1. Stop telling people what to do. For instance, try replacing "Please don't touch the display items" with "for display only." We will get it.

2. Tell us what we can do, rather than what we can't. Instead of 'We don't want broken bones, doom and gloom, and you'll poke an eye out and so on,' try, these chairs are provided for your sitting enjoyment. or "Sit, stay a while - we love your company - but for your safety, please don't stand on the chairs."

3. When crafting signs, think about what your language discloses about your perceptions of your customers.

4. Make us part of the solution, rather than your problem. Instead of assuming we are going to break all of these rules, let us in on the game. A sign that reads "___________'s yogurt thanks you for not using your cell phone at the counter." or "Please enjoy up to two samples per customer (maybe a couple more if we're not busy)."

Every piece of information posted in, or produced by your organization is symbolic. Choose your words wisely, and remember, sometimes we just want a scoop of ice cream with no pretense on top.