The American obsession with that signage fascinates me. I don't fully understand it. Is it branding run amok? Or, as you say, a craving for easy answers?

Either way, I remember when you'd walk into a house and the only signs you saw might be "Cookie Jar" or canisters labeled "Flour," "Sugar," etc. in the kitchen. (Did you have those?) But they made a certain sense because youcould, conceivably, mistake white flour for what sugar.