Developing a successful signage system involves several key elements to help people find their way in buildings while ensuring a consistent, easy to understand experience.
According to the Society for Environmental Graphic Design (SEGD), “Wayfinding refers to information systems that guide people through a physical environment and enhance their understanding and experience of the space.” Wayfinding exists all around us, especially in our oversaturated city landscapes, so it is often hard for the public to categorize what is most effective and even realize why we pay attention to one sign over another. Effective wayfinding is not only intuitive and unobtrusive, but also planned to suddenly “appear” where and when we need it.
There are a few important factors to consider when designing a complete wayfinding system. Let’s look at some phases, strategy, specific signage types, and design constraints that are fairly typical on signage and wayfinding projects.
Understanding User’s Needs and Behaviors
A wayfinding strategy is at its core an exercise in human-centered design—it is a process that relies heavily on planning and analysis before we even attempt to think of materials or aesthetics.
In the Programming Phase (Pre-Design), we need to understand the user and their habits by observing and interviewing people in their environment. Collaboration with knowledgeable staff is also crucial, as they are the ones who understand their environment best and, more importantly, frequently get asked about the location of various offices and amenities. The questions we want to ask in this phase pertain to user age and demographics, how the space is utilized, where you may find the heaviest traffic and bottlenecks, what are the most challenging and confusing pathways, and other possible human habits and challenges. Designers usually come prepared to these interviews with plans, phone recorders, and pre-designed surveys.
Some designers take more radical steps in discovering this information. They follow various users in their space and annotate their natural behaviors, pace, and hesitancies, and then compile the data to arrive at a solution that fits all user types.
Regardless of the ways research is conducted, observation and user involvement will result in data that is much closer to reality and more useful for the planning and drawing of the circulation plans and establishing main decision points.
Circulation Plans
The discovery research allows designers to create a circulation plan with accurate annotations that involve most heavily frequented areas, map signage placement in visible and high-traffic locations and crossroads, and identify pathways for the most efficient traffic flow. Other topics to include in preliminary discovery are: time and budget constraints, image and branding goals, formal and thematic context of the site, physical characteristics of the site, and applicable city/state codes affecting signage.
Collecting research data and documentation of the user experience is also an important way to develop and improve wayfinding systems. Keeping records will lead to better insights on what changes should be made to the route. If proven effective, a well-tested strategy can be applied and shared on a variety of similar projects.
Follow Signage Design Principles
Here are a few basic wayfinding and signage design rules that environmental designers adhere to when creating these systems: Visibility, Decision Points, Pathways, Clustering, Landmarks, Consistency, Intuitive User Navigation, and Lighting.
Visibility
Visibility and clarity of information is the primary goal of a successful wayfinding strategy. Signage has to be visible from afar and work with the environment, not against it. In some situations, a seamless system that is non-obtrusive will be successful, but there are exceptions to the rule. Again, going back to the audience and their needs, if bright colors, larger letters, and obvious markers are required to assist users in navigating an area, that is the right choice for the environment.
When considering signage for the space, always consult the ADA signage guides (Americans with Disabilities Act) for mounting standards and heights.
Clarity of Information at Major Decision Points
In wayfinding, an intersection or a crossroad is typically described as a decision point. A well-designed wayfinding system provides adequate information for each route the user will face, so they can make an informed decision. Arrows are a great graphic tool, so are maps and standalone directories. Organizing information in a clean and effective way is crucial as a skewed arrow can send a user down the wrong hallway.
Create Efficient Pathways
Efficient pathways connected to strategically distributed landmarks are the true foundation of a good wayfinding and signage system.
A well-structured path is continuous and has a clear beginning, middle, and end when viewed in each direction. Pathways should confirm progress and distance to their destination along their length, and the user should easily deduce which direction he is moving along the path.
To control the route even more (and get the user to the destination faster) it is better to remove too many navigational options, which means presenting fewer paths.
Avoid Clustering
Clustering in wayfinding means that there are multiple signage displays competing for the user’s attention. At large campuses, clustering happens often, especially at certain key areas like entrances or lobbies. These areas have the advantage of heavier foot traffic and seem like an obvious choice to bombard the users with navigational tools. Sure, it’s easier to notice a cluster of signs, but it can be overwhelming—especially if it contains small lines of text, abundant arrows, and uses similar materiality. As a rule (with some exceptions) it is better to avoid signage clusters.
Utilize Existing or Create New Landmarks
Landmarks are the cornerstone of most wayfinding strategies. A landmark is a point of reference that stands out in the landscape. It can be a naturally occurring marker such as a tree or man-made one such as an art sculpture.
Where there are none, landmarks can be created by signage designers. They can be a distinct super graphic or color-blocking or any other means that attracts the eye, as long as they have distinct characteristics and can be described with ease. If a user does happen to get lost, they can re-orientate themselves by recalling a landmark. They can also help with communicating location to other users by relating the landmark as a physical element that marks the destination.
Consistency
It may be tempting to introduce a variety of materials, colors and sizes to the signage system, but the main planning principle should be simplicity. Your pathways, signs, and directories should always be consistent, allowing the safety and security as well as visual cues that are easily recognizable, even from a distance. This consistency creates a sense of comfort and familiarity for the user, making it easier and less stressful to navigate the paths. It also creates a cognitive pattern that reinforces the intuitive aspect of wayfinding.
Wayfinding Systems Should Be Intuitive to the User
To simplify the idea of “intuitive” in the context of signage, let’s think of the word “obvious” instead. The principles mentioned so far, if applied correctly, contribute to the overall feeling of ease and logic. If you eliminate too many options, employ clear paths that connect to the landmarks, present the best route for every decision point, and communicate direction with clarity and consistency—all of these principles combined will add up to a seamless user experience in space.
Intuitive design ultimately allows users to understand their space more quickly and can make their directional sense in the space much stronger in the long term than something artificially constructed.
Good Lighting Supports Effective Signage
Adequate lighting is an important aspect of wayfinding, as it is what allows the path to be visible in indoor areas that do not or cannot receive natural light. Outdoor signage must be considered in both daylight and at nighttime when sunlight isn’t available. Use of illuminated signage is typically advised.
There are many more effective principles to implement while planning and designing signage systems, but the rules have been tested and codified by many professionals in the field. While having restrictions may feel limiting, it is always good to remember that signage is a part of the narrative of the environment. It should relate to the finishes or at the least, feel integrated into the overall aesthetic. Signage can also tell its own story through materials and typographic treatments—it can be quiet or loud, edgy or subdued, but it should never be treated as an afterthought.
Sources:
Signage & Wayfinding Design: A Complete Guide to Creating Environmental Graphic Design Systems: Chris Calori, David Vanden-Eynden