Signages have always been integral to government, healthcare, corporate, industrial, and educational establishments. Directional signage, in particular, is a necessity across large-scale facilities. After all, it’s critical that visitors feel content and in control while navigating the premises – precisely where directional signage serves to improve the overall experience of a visitor within a facility. But wayfinding and branding signs have different requirements and features to consider when developing a solid signage strategy. In fact, the Interdisciplinary Journal of Signage and Wayfinding reports that consumer characteristics can influence the complexity of signage design either positively or negatively. Favourably, consumer satisfaction can be achieved through a robust signage strategy while keeping in mind the type of consumers visiting and what they would potentially prefer and be looking for. Thus, when it comes to wayfinding in a large premises, it is critical to plan a directional signage strategy for effective outcomes and experiences. Let’s take a look at the best practices for directional signage that produce the best results.
Best Practices for Directional Signage
Distinct Interior and Exterior Signs
Directional signage is used on both the inside and outside of a building and must be planned separately. For instance, exterior signages must be durable and should withstand rough handling and inclement weather. To that end, it is critical to determine what material should be used for exterior signage. For example, if large totem pylons are to be put up in the exterior of a building, material, longevity, and durability must be duly considered. When it comes to wayfinding, interior and exterior signs serve different functions. For initial wayfinding, root-level information is provided on the building’s exteriors, and segregated information is required on the building’s interior. The level of information on the exterior can be high-level, but it must be pretty descriptive within the premises. The best practice is to design both signages with the location and user persona in mind.
Amalgamation with Brand Tone
The best way to approach any directional signage strategy and formulation is to keep the brand tone in mind and work with a signage partner to get the right message across. A brand tone is a predefined concept; brand colours, a consistent font, design ideation, and other considerations are critical to creating the right message and presence to assist consumers with easy navigation throughout the building. Consumers identify brands and develop a lasting image of them through these subtle signage consistencies. Besides, it is critical for any directional signage strategy to guide and assist visitors while remaining aesthetically pleasing to reflect what the brand stands for. This not only helps to build a loyal customer base but also paves the way for a positive marketing channel.
