How many of us have been frustrated, confused and lost when wayfinding signage has led us astray? This phenomenon occurs regularly in buildings, on highways, across cities, in train and bus stations, throughout airports—anywhere where people need to find their way. It’s a pervasive problem that wastes time and energy and, as all of us know, getting lost and potentially being late results in high stress and can ruin a perfectly good day. The most ironic part of this situation is that we’re annoying and frustrating our customers—the ones we’re supposed to be solving problems for!
Unfortunately, the reason this occurs is twofold. First, when buildings are planned, highways are built and airports are expanded, too often than not, the notion of wayfinding is an afterthought. Those charged with building, approving and planning spaces are experts in how best to structure space—they are not communication experts adept at helping users locate space once it’s built. Wayfinding is an essential usability and communication issue that needs to become more integrated into the design of all things.
Now here’s the funny part. When signage fails, the typical response is to add even more signage in an attempt to clarify what the original signage intended to convey. Why not just get the signage part right the first time, or spend the time to rectify the entire signage problem rather than piecemeal a half-baked solution together.
If you think that wayfinding only refers to directional signage, allow me to clarify. For clients of ours, we focus on everything involved in signage—from ensuring brand standards are incorporated, to selecting appropriate typography, to recommending and standardizing nomenclature usage, to designing appropriate aesthetics for the signage.
When planning a new building or new space buildout, spend the time and hire experts who can work alongside your architect and space planners to organize your office numbering system, to develop the wayfinding plan with usability at the forefront of the recommendation, design the style of your signage, and draw up a nomenclature guide that corresponds with your brand standards. Make your brand experience immersive to anyone who works in or visits your space, and you’ll reap rewards.
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