Degrowth

Yes, we do need signs just as navigational aids.

size should be limited–small and near the front door

I think this needs to be on a sliding scale, though.

In a pedestrian-focused area like pictured above, yes, a small sign near the front door should be enough. But other places might benefit from larger signs -- if you're trying to locate a shop from a distance while driving down a fast road, you might need a much larger sign to have any hope of spotting it and reacting to it in time to actually go there. So maximum sign size should probably vary depending on how far it is from the nearest road/path and how fast people are moving on that road/path.