In this episode of Main Street Matters, we turn our attention to one of the most overlooked tools in your retail arsenal: signage. As part of our Why We Buy Summer Book Club series, host Patrick Keiser breaks down why great signs do more than inform — they guide, persuade, and create memorable in-store experiences.Drawing from Paco Underhill’s classic retail research, Patrick explores how signs influence customer behavior, the psychological patterns behind reading (or ignoring) signs, and why placement, font, tone, and branding matter more than you think.✅ In this episode:
Why only 17% of shoppers notice signs — and how to grab their attention
What the “Closed” sign can teach us about human behavior
How sign placement and font size can improve customer flow and accessibility
Why signs should reflect your brand’s voice and personality
Tools and platforms (like Canva!) for creating pro-quality signs
The do’s and don’ts of exterior, category, and point-of-sale signage
Whether you’re launching a new store or refining a seasoned space, this episode is full of practical, easy-to-implement tips to help you use signs to boost engagement, clarify navigation, and increase sales.📚 Catch up on the Why We Buy series:
Part 1: The Store Experience Starts Outside
Part 2: The Decompression Zone
Part 3: The Right Placement
Part 4: Creatures of Comfort
Part 5: The Five Senses of Retail
Part 6: Designing for Everyone
🔗 Support Main Street retailers: heartonmainstreet.org 📲 Follow us on Instagram: @heartonmainstreetKeywords: Why We Buy, Paco Underhill, retail signage, in-store signs, customer behavior, visual merchandising, retail design tips, independent retail, store layout strategies, Heart on Main Street, Main Street Matters podcast, Patrick Keiser

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