How many of your in-store signs do customers actually read?

If the answer is “not many,” you’re not alone. Sign pollution is alive and well in retail environments, and it’s costing stores sales every day.

The problem? Too many signs in too many colors, shapes, and sizes with too many words. When faced with visual chaos, customers’ brains simply shut down and stop reading altogether.

In her latest article for Shoe Retailing Today, Retailworks founder Lyn Falk breaks down a practical approach to creating signage that customers will actually notice, read, and act on.

You’ll learn how to:

• Conduct a comprehensive sign audit
• Create sign design guidelines that work
• Establish visual hierarchies customers can quickly understand
• Strategically place signs where they’ll have the most impact
• Train your customers to recognize and process your signage

While the examples featured are from shoe stores, these principles apply to any retail environment. From logo placement to promotional messaging, discover how consistent design elements can transform your signage from ignored clutter into a powerful sales tool.

[Download the full article] (PDF)

Published in the January/February 2026 issue of Shoe Retailing Today. Copyright 2026, National Shoe Retailers Association, www.nsra.org.