Red means enter?

This is the entry to a grocery store near me.

This entry is the primary way into the store. (You can sneak in through the cash register lines, but that is obviously not what the owner intends.)

But this sticker on the gate seems intended to confuse the customers. In North America, red is pretty much universally used as a warning, so why would Brascon, the Entech gate manufacturer, make the background colour for the "Enter" sign red? Red is most commonly used to inform used not to enter, or that they are going the wrong way.

Proper use of colour can have a HUGE affect on the customer's experience. The problem is that far too few manufacturers pay enough attention to how they use colour.