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One near-universal law of psychology is habituation, which means that we stop noticing things we see or hear many times. This applies to company signage too, and as we come out of COVID lockdown we need to refresh the signage which we use to promote our business and to educate staff, partners and customers.

Research by the University of Cincinnati showed tangible improvements in business due to signage upgrades by up to 10%. This means that to gain attention we need to keep our signage fresh to avoid habituation, but that the costs should pay for themselves.

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Jim James is the Founder and Managing Director of the EASTWEST Public Relations Group. He recently returned to the UK after 25 years in Asia where he was an entrepreneur. Whilst running EASTWEST PR, he was the Vice-Chairman of the British Chamber of Commerce in China, he also he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars

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