There is a relatively new Japanese restaurant in Davis. Like all restaurants, and most places of business, it has signage that displays the name of the restaurant. Here is how that sign looks when looking at it directly from about 20 feet away:
If you were driving past this establishment, you'd be another 20 feet or so away from the sign. I suspect that many of you might not be able to clearly read the first word. Here's a close up:
The shadows that you can see hint at the problem that I'm about to raise. This signage is 3-dimensional, with the letters being raised several inches from the wall. So what happens when you have such a sign and you try looking at it from anything other than directly head on?
Doesn't seem great from a marketing perspective if the name of your business can only be read when looking at your sign from one particular angle! It's a little better at night as the white backing to the letters is illuminated. Here is a close up that more clearly shows the 3-dimensional nature of the sign:
Did no-one check this at any point and ask the simple question "Wait, can you actually read those words?"