To sign or not to sign? Advertising signage inside supermarkets has always been a double-edged sword. Its advocates say that floor decals and signs on the shelf and attached to point-of-purchase displays help brands cut through the clutter. They inject excitement and color -- as well as information -- into the shopping experience. But critics claim that too many signs can easily become store clutter, annoying consumers and drawing attention away from brands on the shelf. As a result, ...

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