The purpose of this section is to specify and regulate signage for appropriate advertising and communication purposes that will not, by reason of size, location, design, construction or manner of display, endanger the public safety of individuals; confuse, mislead, distract or obstruct the vision necessary for traffic safety; create visually or aesthetically undesirable land uses; or otherwise endanger the public health, safety, welfare or morals of residents or travelers of the Borough of Hopewell.