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

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Keywords: 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