Here is a sign that I saw yesterday at a Flying J gas station and covenience store near Gretna, Nebraska, roughly 20 miles west of Omaha, NE.
This sign was located directly below the store’s logo and above the front entrance to the convenience store.
In my opinion, there are a few things wrong with this sign and its placement.
1). The Idea: Do existing and potential customers often ask what the threat level is today?
2). The Placement: Why would a store of any kind want to associate its brand with something alarming and frightening such as terrorism?
3). The Message: Fear. Do people know what the threat level colors signify? Will customers be taken aback that you’re notifying them of the threat level?
The Big Deal: With brick and mortar stores, outdoor signage is crucial. Among other things, it can alert people of new offerings and the copy can appeal to customer desires. (example: 79 cent ICEE. Perfect on hot summer days.) This sign does not exemplify great marketing. Instead of evoking postive emotions and creating a desire, it turns people away more than anything.