Some business owners are complaining about the city of Tucson, Arizona's sign code, which they say is not business friendly because it restricts huge roadside sign writing. However, many area residents do not want gigantic signs spoiling the area's breathtaking desert panoramas, and on top of that the sign code critics have little data to point to showing that giant signs actually bring in more business than code-compliant signs.

Palm Springs, California is a good example of a city that has had a similar sign code for years and yet has lots of business. When one visits Palm Springs, the short, tasteful signs and almost complete lack of billboards is immediately impressive. Some argue that in this modern digital age giant signs and billboards are dinosaurs. That doesn't mean that a tasteful, readable sign cannot be a useful component of a marketing plan, however.