Many of my clients ask me, “What should my signage strategy be for our new or remodeled space?”

I really love writing about this subject because I have read and studied Paco Underhill for years. One of his great books that you all should read is called “Why We Buy.” In one of his lectures, he said a quote that I never have forgotten: “Putting the wrong sign in the wrong place is about as effective as putting it in your garage.”

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