Me: "Should hikers go left or right here?"
A.I.: "They should follow the arrow marked 'hikers,' which points to the left"
Words on signs and displays are dangerous. The wrong kerning, bad spacing or odd sizing can cause all kinds of horrors. And certain words like 'exchange' can be tricky when paired with others, but without a doubt the most dangerous is 'analytics' or 'analysis'. Especially when used by the unaware on makeshift displays.
Never ever ever use folding displays, like this.