What is a common purpose of signage in a shopping center?

Signage in a shopping center primarily serves as a key advertising medium. It attracts potential customers by promoting the businesses within the center, displaying their names, offerings, and any special promotions. This visibility is crucial for drawing foot traffic and enhancing brand recognition among shoppers.

While signage does contribute to legal compliance by following zoning laws and regulations, its main function is to advertise businesses' goods and services directly to consumers. Additionally, although signage can help regulate traffic flow and enhance security, these aspects are secondary to its primary role as a tool for marketing and promotion of the shopping center's tenants. Thus, the central purpose of signage is to act as an effective means of advertising the various retailers within the shopping center.