# What’s in a sign?

By [Brandon Donnelly](https://brandondonnelly.com) · 2017-01-20

built-environment, dan-pink, emotionally-intelligent-signage, seth-godin, signage, uncategorized

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The built environment is the environment that we create around ourselves. Signs are a part of that.

Seth Godin recently posted [this sign on his blog](http://sethgodin.typepad.com/seths_blog/2017/01/how-to-make-a-sign.html):

![](https://storage.googleapis.com/papyrus_images/8989e0f53843ceff98297cebe5a3965f.jpg)

It was seen at LaGuardia Airport.

He then asked a few pertinent questions, dissecting the signs intent. Finally, he suggested the following reword:

> _Hi. To keep this terminal clean, it’s closed to visitors from midnight until 4 a.m. every night. Ticketed passengers are always welcome._

Which one do you prefer?

Which one is clearer?

Which one speaks to you with empathy?

Dan Pink would call the reword: [emotionally intelligent signage](https://vimeo.com/15463767).

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*Originally published on [Brandon Donnelly](https://brandondonnelly.com/whats-in-a-sign)*