The second issue of the Interdisciplinary Journal of Signage and Wayfinding is dedicated to the topic of visibility. As simply put by the Texas Transportation Institute:

Seeing the road and everything around it while driving is not a preferred option, rather it is an essential component of safe driving. Driving is a visual activity, and as we make our way down a road, we all look at a wide range of visual inputs—the roadway, the surrounding terrain, other vehicles, roadside buildings and advertisements and traffic control devices such as signs, markings, and signals—to help us get where we are going. How we distinguish those visual inputs and maneuver the vehicle safely varies from person to person and can depend on quite a number of random, uncontrollable things—the weather, time of day, driver age, health and experience, as well as unexpected distractions inside or outside the vehicle—all can have an effect.

As businesses know, their businesses must be visible to be viable. Clear signage enhances their visibility in the marketplace.