Looking directly at the sign.
If you drew a line straight across from his eyes then he's either looking at the woman walking in the opposite direction or through the window of the shop. He'd be straining his neck considerably if he was looking directly at the sign. Once he reaches the other side of the markers on the ground he might have a clear view of the sign if he turns his head in that direction, rather than looking straight ahead. On the other hand the woman would have had an excellent view of the sign before she reached the barriers. It's not rocket science that they've positioned the sign for it to be seen by passengers yet to make their journey, not passengers who have made their journey.