Paving the way
Often those outside of the signage industry may scoff at the excitement or passion enthusiasts have over effective signage, without actually realising how much signage affects their everyday lives.
Many people may pass by or view a sign without any thought as to how it came to be. Though as much as it may dismay some, in many ways these are the most effective signs.
When a sign is able to educate, inform, or convey a message, it has ultimately done its job. This is especially true when it comes to wayfinding signage which serves several subtle purposes, but ultimately acts to inform the user and focus their attention on the destination.
With the public having more ways to navigate the big wide world than ever thanks to the likes of digital maps, apps, and interactive technologies, what better time to look at some of the best ways for sign-makers to design and undertake new wayfinding projects?
Finding Inspiration
At FESPA’s recent inaugural event, WrapFest, livery designer and founder of Livery Magic Joshua Stedford spoke about finding inspiration in other designs and work when undertaking new projects.
It’s a piece of advice that was also shared by Gary Bagstaff at Sign & Digital in Birmingham’s NEC in March, when the business owner talked about his own digital collection of inspirational projects and signage that help spark new ideas.
With wayfinding having been around for hundreds of years, trying larger than life designs or concepts could easily be seen as trying to reinvent the wheel.
When it comes to informing the public about where to go, or where to find certain locations, many agree that simplicity is key.
“Wayfinding projects are essential for both signage companies and end-users as they provide clear and concise information to navigate through both simple and complex environments,” says sign and wayfinding expert at Octink, James Herbst.
“Having a seamless experience while navigating through an unfamiliar environment is essential for improving overall satisfaction and reducing frustration. We must not forget that effective wayfinding also has a regulatory and important accessibility role in society making journeys and spaces safe environments to engage in.
“This is what makes effective and accessible wayfinding such an important aspect of design and planning for any business or public space.”
Freelance wayfinding designer and consultant Chris Holmes agrees. “Wayfinding is incredibly important in our industry. Too often signage in larger built environments is left until the last moment and isn’t properly thought through.
Chris Holmes works as a freelance wayfinding designer and consultant
“Having well designed and sympathetic wayfinding signage can help make the end-user's experience of a space so much better, whether that be helping navigate with ease or simply having signage that works with the aesthetics of a space.”
Holmes created his company Insight Wayfinding, which utilises his nearly 30 years of experience in the design production, installation, and project management of signage projects.
As mentioned with Bagstaff and Stedford, it’s important to learn and observe from others in order to get a greater understanding of what is possible.
Holmes says: “I always admire other people’s work and one project that recently struck me was by ID-LAB in Australia.”
The project was a collaboration with wayfinding company ID-LAB and architects Schmidt Hammer Lassen for the State Library of Victoria. The elegant but simplistic designs saw signs and totems in the shapes of peeling book pages which adorned several parts of the library.
Wayfinding at the State Library of Victoria. Photo by Meera Naidu. Copyright: ID-LAB
Speaking about the projects on its website, ID-LAB states: “The wayfinding strategy deals with a number of diverse visitor groups; high school and university students, researchers, Australian, and overseas tourists.
“Each group knows, expects, and wants something different from the wayfinding. We developed a strategy that caters for each group. Next to this, the signage design works with both the historic areas and the completely renewed areas.”
The wayfinding project demonstrates not only an understanding of the basic needs of visitors, but also the effect a simplistic but refined design can have.
Most recently Holmes has seen an increased demand for sustainable options, as seen with many areas of print and signage.
“This is something that I feel is so important, especially in an industry that has traditionally been so reliant on plastics. Some of the new and innovative materials can offer some really amazing finishes.”
Meeting Expectations
As alluded to, the core to an effective wayfinding project is making the finished product an easy to understand and visually pleasing experience for the person using it.
The design and construction of signage can often be dictated by the end-user or fabricator, but when it comes to wayfinding, the logistics and design can become far more complex.
Due to this, many companies and individuals have dedicated themselves to wayfinding, such as Holmes and businesses like Insight Wayfinding and ID-LAB.
Two more companies that have dedicated large parts of the business to wayfinding are the previously mentioned Octink, as well as Aura Brand Solutions.
Herbst describes Octink as: “A UK-based visual communications company with over 50 years of experience in providing creative wayfinding solutions to its clients.”
Octink is a UK-based visual communications company with over 50 years of experience in wayfinding solutions
Octink also highlights how it specialises in customer journey mapping, an essential part of wayfinding, in order to provide an optimised solution when navigating through complex environments.
Speaking about the importance of these projects, Herbst says: “The bedrock of most signage companies is wayfinding, as signage by definition is a means to provide direction. Where signage businesses like ours seek to differentiate is through the knowledge and experience-based service we provide our clients, coupled with a reputation for high-quality design and reliable installation.
“Where would end-users be without wayfinding? Take away google maps, satellite navigation, and the simple sign and we’d all be lost.”
Octink has been involved in many high-profile works over the past few years, including a refresh for the outdoor shopping experience at Bicester Village, Oxfordshire, as well as projects with developers like SEGRO and regeneration and refurbishment projects like Battersea Power Station.
Similarly, Aura, a European branding and visual communications company, has completed “countless site rebrands” and a variety of architectural projects which include signage and wayfinding.
Steven Jones, architectural projects co-ordinator for Aura, says: “Last year we produced over 1,000 bespoke products, delivered over 7,000 signage solutions, and carried out over 8,000 site visits.”
Regarding the company's work in wayfinding, Jones adds: “Our in-house design team and printing capabilities enable us to produce branded, bespoke, and standard wayfinding for any organisation.
“Aura works with leading brands on the implementation of wayfinding to help create a more relaxing and enjoyable experience for both customers and staff. We provide wayfinding for areas such as sports stadia, the manufacturing industry, public sector, events and exhibitions, heritage projects, and general health and safety signage.”
Aura’s experience has meant understanding the complete end-to-end process of wayfinding signage and understanding all the benefits to customers and end-users.
“Signage is typically the first thing a visitor sees when they arrive and sets the tone for their first impressions,” states Jones, adding: “As a critical method of communication, signage is also an extension of your brand […] It’s the purpose of the visit that should leave a lasting impression, not troublesome navigation. Branding and customised wayfinding should enhance the brand experience and help to provide a cohesive and unified impression, as well as being practical.
“It’s critical to ensure that all users are thought of during the process, and that the correct specification of signage is used in the right areas, based on the intended interaction with direct users.”
It’s critical to ensure that all users are thought of during the process, and that the correct specification of signage is used in the right areas, based on the intended interaction with direct users”
Like Holmes, both Aura and Jones have seen the increased focus on sustainability change the industry for the better. Like many businesses Aura has recently worked on becoming an eco-friendlier company, employing a reduce, reuse, and recycle policy as much as possible.
Aura Brand Solutions conducts full site surveys and allocates an account manager before any architectural work
As a result of the business' efforts to go greener, Aura developed its RE:SIGN service which allows the company to upcycle hardware to create new signage.
The scheme has meant a reduction in cost, waste, and consumption of resources, all important factors as costs continue to rise, and customers ask for traceability in their products.
Seeking a Digital Future
More and more digital screens are becoming a useful part of businesses and public spaces. Digital menus in restaurants and information boards at public attractions have become an essential part of the way we navigate these spaces.
Just like our phones, TVs, or laptops, the ability for a screen to quickly provide you with the capacity to effectively undertake a task or gain essential information has becoming highly beneficial.
Jones states: “Developments in digital signage and interactive digital maps are increasing their popularity. Digital screens are being implemented for changeable content and centrally managed systems while also offering a more sustainable solution, as there is minimal material waste compared to traditional signage.”
But rather than see this as competition or the fading away of physical signage, digital screens have in some ways led to the increase in effective public spaces made of a variety of materials and solutions.
Organisations like Network Rail have used a combination of QR codes and signage to help direct its customers
Jones adds: “Engaging signage solutions with improved scope for customer interaction such as digital signage and QR codes for quick access to data are becoming a common theme.
“Digital signage with touch screen interfaces and scannable QR codes are great for encouraging engagement and collecting data.
"Customers are also requesting architectural pieces that stand out with unique features.”
As evident in several successful wayfinding schemes, digital screens and traditional signage are not only effective ways to be more accessible, but also present a more sleek and informative experience.
Speaking about Octink’s involvement in this area, Herbst says: “Our experience is that our clients are increasingly interested in combining innovative digital screens with static sign panels to provide ever-updating live messages that keep users informed.
“For example, we have a current project where we are deploying outdoor quality digital screens across a nationwide portfolio of 45 estates. The screens when commissioned will show live information such as daily contractor works, road closures, local news, and updates on local infrastructure. The screens are also networked to capture and display local environmental data in live format such as CO2 emission impact and pollution levels.”
The implementation of digital screens will certainly depend on location, and the purpose of the wayfinding scheme. A location like the previously mentioned State Library of Victoria ultimately needs to direct the public to the right area, while creating an experience and image of the building.
A location like a live event or museum, however, may require more information or visuals to bring the space to life.
Herbst concludes: “Digital and interactive technologies are a major consideration, however there is still a place for simple, well-crafted static signage that provides clear and easily understandable instruction.
"As a result, we have become experts over the years in establishing clear and effective design principles for our key clients ensuring both a quality of message but also consistency of brand message where multiple sites or locations are involved.”
O Factoid: Public spaces and wayfinding are now increasingly being designed with neurodiversity in mind. According to the American National Library of Medicine an estimated 15-20% of the world’s population is neurodivergent O
As with any sign project, the large themes revolve around quality, cost, sustainability, and digital alternatives.
But when it comes to wayfinding schemes, the proof really is in the signage. The more a project can implement these core themes subtly and effectively, the better.
Wayfinding relies on effective design and planning, so ensuring you take the core principles and wants of a wayfinding scheme mentioned by Holmes, Herbst, and Jones into a project will certainly put you in good stead.
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