Local advertising signs have potential to bring in customers, but there are some general guidelines that need to be fulfilled before local advertising signs can be effective. Understanding these guidelines can help businesses create local advertising signs which promote their business correctly and drive sales. First, local advertising signs must portray the business in the correct light. As an absurd example, a restaurant would not use the same designs or theme as an exterminator on their sign. While the concept may seem a matter of common sense, businesses can sometimes be distracted by price or other factors when choosing local advertising signs. The primary goal of local advertising signs is to attract customers to a business and this cannot be accomplished if customers see disconnection between a business and its advertising. Second, local advertising signs should be clear as crystal in their meanings, both implicit and explicit. Explicitly, signs should demonstrate proper grammar (to an extent) and large, easily read type. Implicitly, local advertising signs must portray ideas which are beneficial to business marketing. To clarify, symbols and pictographs have several meanings across various cultural demographics and therefore should be verified in their meanings before being used on local advertising signs.