When I write an article saying I'm doing something better in code I need to demonstrate it empirically.
Maybe that's not a reasonable way to read a design article though.
Airport signage is another pretty good example. I always look for the little man/woman symbols with an arrow pointing to the restrooms. I've missed signs that actually say "Restrooms ->" because there's so much visual clutter in airports. And i'm usually tired and a bit stressed out about making my connection.
Perhaps it is pseudoscience. In this context, I'd be willing to agree it's all just learned conventions. I'd argue, studying those conventions, and exploiting them is more than nothing though.
You should never remember a good sign. it's noticed, used and forgotten. You will always remember a bad sign.
Someone said they don't like reading about typography in general. I seconded and explained why.