Echinacea thrives in an average to moist, well-drained soil, in full sun to partial shade. They are drought tolerant, once established, and adaptable to heat and poor soils. Taller cultivars may grow leggy and require support if grown in dense shade. Regular deadheading is recommended to improve appearance, but not necessary to increase bloom time. Direct sun exposure helps develop proper flower pigmentation. Pay special attention to plant depth: crown must be at or slightly above soil level. Freely self-seeds if finished blooms are left on the plant.