The signs are great and definitely worth reading during your visit to Disney's Animal Kingdom.
While you are strolling through Dinoland reading the signs, you can quickly equate them to billboards that are sometimes posted starting 100 miles or more before an attraction just to get you to pull over and stop when you finally drive by.
Chester & Hester's Dino-Rama is a stark contrast to the much more serious Dino Institute that also resides in Dinoland. The whimsical approach taken by Chester & Hester is their attempt to slightly mock the stuffy Dino Institute and make a profit selling their wares in true roadside attraction fashion.
It seems like no sign within Dinoland is spared from Chester & Hester's advertising.
Finally you reach the main entrance to Chester & Hester's Dino-Rama! The roadside attraction / carnival atmosphere is maintained throughout the area. It is not meant to be taken seriously, so just relax and have fun!