As a whole, we humans are pathetically obedient. We queue and walk where we’re told to, and all because it’s printed on a sign. Some signs do better than others. Specificity, for example, helps (such as asking hikers to keep to the path to preserve particular trees rather than asking them to protect the forest or “save the planet”). Humor also works. (Instead of “This is a pet-free zone,” how about “This is a free-pet zone” in a play area?) Such “emotionally intelligent signs” forge an empathetic connection with the viewer and up a marketing medium that is under-utilized in pet businesses. This week, give your in-store signage an EQ test. Every time you post a smart sign, the world smiles.
