In a lot of my signs, there’s huge capital letter wording. The reason why most of the stores do this is because they want to attract a lot of customers. Fordham itself is like a huge mall while not actually a mall. It just has tons of stores and everything a person might be looking for. Fordham tends to be overly populated during the day. Lots of people come there everyday to shop, and enjoy the company. This is the reason why I believe almost every store makes their signs in huge letter writing because it’s the most convenient way to seek attention and be noticed better compared to other stores around the area. There’s a lot of competition between these stores because a lot of the stores in the area sell the same products. So it’s a matter of attracting customers by making the font size huge and in all caps to make the presence of the store more serious and efficient.

Figure 1.

The first sign sells a lot of different types of items, it ranges from sneakers to cologne and perfumes, jewelry, phone services etc. Them making the wording in all capital letters makes customers have an attraction to the store, the fact that they sell or give so many services at once can appeal to customers because it may help them save a lot of time on their shopping.

Figure 2.

The second sign is a simple pharmacy that sells prescriptions. Them making the sign in capital letters helps to speak a simple message of “ here’s a pharmacy, we sell a lot of goods that you may need, so if you’re in need then come check us out”. Not only is this essential, but it can really set a tone different between that pharmacy and a different pharmacy.

Figure 3.

The last sign is a store that sells furniture and is having a huge sale at the moment. Making the signs in capital letters to show that they’re having a huge sale right now is just a smart way to make money. It’s easy for the eye to see and furniture is a material that everyone needs within their homes. So huge letters were just a convenient way to make money.