Wayfinding signage has a prominent role in helping people to navigate public spaces. However, its true value in the overall communication of the brand goes well beyond the basics. When designed correctly, wayfinding signage can build trust, boost sales, and enhance the immersive experience. Today, we look at four common wayfinding pain points and explain how to harness them to enhance the consumer journey.
One of the biggest errors in wayfinding signage is ‘information cramming’. Information cramming refers to signage that is cluttered with visual and textual messages. This is demanding for the reader, and can result in critical messages becoming lost in a maze of mixed narratives. Information cramming often happens when people over-think their signage and try to pack in more details than are really necessary.
To avoid information cramming, stick to the very basics of wayfinding signage design guidelines. Use shape, colour, and minimal text. The simpler the message, the easier it is to understand.
It can be very frustrating to wander around a space, looking for signage. In retail environments, not being able to see critical areas such as changing rooms, rest areas, or payment points can lead to loss of sales. A lack of wayfinding signage to direct the natural flow of the purchasing journey can also irritate and bewilder consumers. The disorientation of feeling lost can lead to a loss of trust between the individual and the brand, which can be quickly reflected on the balance sheet.
To avoid this common wayfinding signage design problem, always consider the reality of your environment and the practical needs of your customers. Place signage so that it is intuitive. If your space has an unusual layout, take additional care to help people navigate with ease.
Roughly 10% of the population have significant difficulties reading signage. This figure does not account for additional problems such as communicating to international audiences, or for those with cognitive impairments. As such, many people rely on other modes of navigation, such as looking for waypoint landmarks. An often-overlooked method of wayfinding, particularly in retail spaces, these are clear, obvious, instantly recognisable markers that help people to orientate themselves.
When creating landmark waypoints in your signage design, use features such as asymmetry. For instance, a central pillar that has different colours on each side can help people to keep a sense of where they are. Strategic intervisibility, where multiple wayfinding signs are visible at the same time, can also help people to plot their route.
Studies have shown that unless wayfinding signage is sensitively integrated into the environment, customers will quickly develop visual fatigue. Put simply, if the sign is not sympathetic to the aesthetic of the space, people will simply ignore it. Researchers note that consumers do not like having their cultural experience interrupted by signs that are not harmonious with the overall vision and vibe of the space, and this can diminish the all-important marketing goal of the immersive experience.
To avoid this problem, always integrate your wayfinding signage with your brand identity. Where possible, use clear colour contrasts that augment your overall message. By making your wayfinding signs aesthetically sympathetic, you can enhance the consumer experience.
Nobody likes to feel lost and confused in a public space. Thankfully, with a few simple steps, you can use wayfinding signage to not only help your customers, but to also enhance their experience. For more information, contact our expert team today.