How do you say "the sign says" in English?

If it is a brand that you suddenly see, you can say that it said, and if you joke with your friends, you can use ing.

Hey, look! It's saying "Don't cross the street".

When expressing a statement, three orders are used.

It reads/it read is a common expression in English.

I looked at the blackboard. It says "no talking". It means that the content on the blackboard is (read because of reading).

Similar are:

I bought a newspaper. It says there was a car accident.

Last night.

I bought a newspaper. It said there was a car accident last night.

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Remember, it is a foreigner's idiom to read what is written on something. Reading is your first choice in the exam.

But say is still used by many people in life.