Regardless of whether you are familiar with wayfinding signage or have never heard of it before, there has never been a more critical time to learn about this crucial element of devising a powerful brand environment than the present. If your business, property, development, or consultancy wants to show your commitment to your customers’ needs (and hopefully, you do), then implementing a creative wayfinding signage system with high-quality signs is essential.
More than just a practical tool necessary for a functioning space, wayfinding signage is also essential for building a strong brand image through the creation of memorable experiences, while also demonstrating your commitment to communication ,which is vital for obtaining and maintaining a loyal customer base.
To learn more, read on to learn about four reasons why it is crucial to pay more attention to wayfinding signage.
1. It is necessary for a functioning space.
No matter how large your space is, wayfinding signage is essential for creating a cohesive and natural information strategy for everyone who enters the area. If you don’t have the appropriate wayfinding signage, then a building, property, or complex is not going to be able to function efficiently.
The best wayfinding signage strategy takes into account the necessities of those who will visit the area in order to help them obtain the maximum benefits and the best experience during their time in this environment. At its very basic level, the purpose of wayfinding signage is to reduce the likelihood of a visitor experiencing disorientation or confusion.
Instead, by considering how much and what type of information a person can store, the best wayfinding signage provides just the right amount of information to make it a pleasant experience that isn’t too overwhelming. In fact, a visitor shouldn’t even notice the wayfinding strategy because it should be intuitive and harmonious with the overall design of the location.
What’s more, this improvement in efficient design is not meant solely to provide customers with an increased level of satisfaction. There is also the purpose of ensuring a positive and optimistic environment for members of the staff by reducing unnecessary stressors.
2. There are a variety of different wayfinding sign needs.
Devising an effective wayfinding system is imperative for any location — no matter what kind of company utilizes it — because it performs an essential role in regulating the foot and vehicle traffic of entire organizations, workers, shoppers, and guests.
Therefore, one of the main reasons why a greater focus must be directed towards wayfinding and signage is because there are several different types of wayfinding signs available. This means that it is highly probable that you would need to include at least one on your property or in your space.
For example, outside, you may need entrance or window signs, as well as parking and traffic signage that are crucial in terms of helping to facilitate the smooth flow of traffic and indicate the direction towards useful parking at your location. Your indoor requirements, on the other hand, may include reception and directory signs in addition to wall or ceiling graphics.
Furthermore, other prevalent signs include bathroom signage, A-frame signs, Braille signs, room identifiers, and safety signs (to name a few).
Keep in mind that it isn’t enough to merely have wayfinding signage; you also want to ensure that your strategy is fused with high-quality signs. That being said, wayfinding systems themselves can appear in many forms, from signs to maps and digital touch-screen devices. Additionally, innovative systems such as colored lines leading the way are available.
3. It is essential for building a strong brand image.
The practical benefits of wayfinding signage should be enough to convince you that it is vital. However, if you need a little more convincing that it is worthwhile, the fact that it is also essential for building a strong brand image should do the trick.
Here is an important point to consider: Wayfinding signage and brand image are very closely related, and are aspects of brand strategy that should not be disregarded. Think of it this way — for customers, brand image is a combination of all their experiences at every level and in every area of your firm or business. Your brand is significant because it is crucial in maintaining trust (which, in turn, brings customer loyalty and success).
Therefore, if brand image is linked to experience and wayfinding signage is a strategy intended to produce a cohesive and pleasing experience, then it should be easy to see the powerful connection between the two.
Your ultimate goal should be to produce positive and memorable experiences consistently and have this intention resonate throughout every part of your organization. If a consumer or client feels good while experiencing aspects of your company, they will inevitably connect your brand with this emotion. This leads them to embrace your brand as a whole.
4. It demonstrates your commitment to communication.
In this day and age, with so many brands and businesses to choose from and an overwhelming amount of marketing messages consistently being thrown in their direction, customers are finding it more and more challenging to distinguish quality companies and products from the noise. Therefore, when they discover one that is dependable and reliable, they generally choose to stick with it.
One of the essential features that modern-day consumers look for in a company is evidence that they are committed to communication. They don’t want to be dealing with a firm that isn’t interested in hearing from or responding to its customers.
By spending time developing your wayfinding signage strategy, you are also prioritizing advancing the promises of your company and demonstrating your commitment to your customers. Wayfinding is all about effective communication, and by including that in your space, you are showing potential and current customers that you understand their needs and you recognize the importance of productive dialogue. This will help you always come out on top.
Does your firm utilize wayfinding signage? If so, what benefits have you noticed from incorporating this type of design into your space? If you haven’t, what is stopping you? What challenges are hindering you from including wayfinding signage? Let us know your thoughts, remarks, and experiences in the comments below!
Also Read: Enhancing Patient Experience – Designing Wayfinding Systems for Hospitals
AUTHOR BIO
Zak Zakaria is a Waymaker at dezigntechnic in Dubai who also previously worked as the company’s Graphic Designer and Art Director. Zak is a creative with work experience in multiple multinational agencies such as JWT and Saatchi & Saatchi. Signage design is a family business, making Zak’s personal experience with signage his longest professional commitment.
