There’s some signage I encounter almost daily that to me, seems completely clear and easy to understand. It baffles me, however, how many times I witness others floundering about trying to figure out the directions and screwing it up over, and over again.
The parking lot I typically use has a pay to park machine with steps listed, 1, 2, 3 for gaining paid right to a space for 1, 2, or 3 hours of use.
Help me out, here, guys: what’s wrong with this signage? What could possibly be done better so people don’t have such trouble figuring out how to pay to park in this lot? Is it a little bit like when we pull on a door clearly marked push? Do our brains just override what we’re seeing? What do you think the issue is? 
Ah, herein lies the bain of every communicator’s existence…”people do not read.” Instructions, at least!