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.

homeland security threat level100_0013

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.