This is a sign

I love how these signs, from a recent trip to my hometown, Toledo, Ohio, make us ask questions. I’ve seen so many ice cream shop signs in my life and yet this one is so memorable because it makes me feel something, which is a combination of bemusement and bewilderment.

Both of them show something I think of as “the gap” in storytelling. The gap is the space between the information we provide, leaving the viewer curious to find out about what’s in between. They may start to write their own bit of story to fill it in. It’s a ubiquitous technique to draw the viewer into the story, to make them feel a part of it.

Have you seen any signs that make you curious/bewildered/bemused? Send them to me! I’d love to see them.