The goal of encoding is to process information in such a way that it can be "read" immediately by those who needs it. However, normal language is complex and things like dictionaries, grammar, etc. are needed. This consumes a lot of time and time is money. A commercial can quickly cost thousands of euros on television. Because of this, labels are often used which are quick to understand or decode. You may not be fully aware, but you are constantly decoding signs!