1. Idea: How to have a better sign. “Once you know whether people are reading a sign, you can begin to measure its influence on their behavior.” Page 62, 1st Paragraph. This quote saying about how to deal with a sign in order to hook customers. I think this quote is saying that each step is important. Not just to create a sign and also know how to place a sign in a right place in order to hook customers and change their behavior.

2. Idea: Time is the most important thing for customers. “The shoppers are more pressed for time ever.” Page 63 First paragraph. This quote is very important to everyone. Everyone is a customer, but we are also a creator for other customers. It is important to know that how to create a best sign that make consumers life easy. How to create a sign that hook customers and once their read the sign they know that this is what I want.

3. Idea: to simpler signs. “There are too many words telling us too many things and people are getting mad as hell and they’re not going to read it anymore.” Page 72 First paragraph. It is very true that if a sign has too many word,then people probably will not read it anymore. It is important to make the sign easy to ready, and it will be the best to use symbol to replace the words if is possible and understandable.