By Rick Segel, CSP
As many of you are aware, I am unbelievably passionate about signage and the effects that it has on retail sales. I'm often asked if there's a set of rules or guidelines for creating the perfect sign. What are the essential elements a sign has to have to be effective? What criteria can be used to differentiate a good sign from a bad one? In attempting to answer these questions, I've developed The I.S.E.E.E. Formula.