Bridget and Mel Knuth (Dr. Knuth is an Assistant Professor in the Dept. of Horticultural Sciences at North Carolina State University) talk about some recent research they collaborated on (with Drs. Patricia Huddleston and Charlie Hall) to investigate how consumers react to different complexity levels of retail signage. While consumers find more complex signs more attractive, they don’t read everything on them. The eye-trackers found consumers “cherry picked” what they wanted to read. The research also showed that people read signs like they read a book, from top to bottom and left to right. Bridget and Mel advise putting the price (especially for higher margin items) low and to the right after a lot of plant benefit information. So, which type of sign sells more plants? You’ll just have to listen to find out. Here is a link to the full article with all the results.