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December 19th
The most common mistake in the design and placement of signs and other message media is the thought that they’re going into a store. When we’re talking signs, it’s no longer a store. It’s a three-dimensional TV commercial. It’s a walk-in container for words and thoughts and messages and ideas.
–Paco Underhill, founder and CEO of Envirosell, on the real relationship between a retail store and its consumers. [Emphasis mine.] Why We Buy, p. 62
