Directional signage helps customers and users of a space find their way easily and efficiently to where they need to be. Installing strategically designed and positioned signs to help people navigate an environment can play a powerful role in improving customer experience, which is something all businesses strive to achieve.
Feeling confused about where to go, or who to ask for help, is frustrating, but good wayfinding and directional signage helps minimise this for your customers and increases their satisfaction in your business.
Directional signage also plays an important role when it comes to safety, for both customers and employees. By offering clear instructions to guide people to emergency exits or stairways, for example, signage provides reassurance and helps ensure a better outcome from any emergency your business may face.
What makes directional signage effective?
Easy to read
The most effective directional signage is clear, visually engaging and suitable for its intended audience. This means that the font is easily readable from a distance, the design and colours create visually pleasing and attention-grabbing contrasts, and symbols offer coherent communication.
Good signage doesn’t just help a customer get to where they need to be – it should enable them to get there in the quickest and most convenient way possible. This comes down to strategic positioning of signs, choosing the most efficient route and making sure they are easy to follow throughout.
But don’t forget that directional signage should be accessible for everybody. By considering its ease of use for those with disabilities, for example, as well for those who might be new to the environment, you can make sure it enhances every customer’s experience.
Suited to the surroundings
Consider the environment and the nature of the area you’re placing the signage in, and how it will be used and viewed. A university campus will require a different style to a hotel, and a hospital will need a different design to an office complex.
Designed with its audience in mind
By thinking carefully about your audience and strategically designing signage with their specific needs in mind, you can increase the chances of them having a positive interaction with your business. This, in turn, increases the chances of them making a purchase, choosing to return or recommending your business to others.
Consistency is key to effective signage that truly makes a difference to customer experience. Using the same colours, symbols and wording throughout all your wayfinding increases customer familiarity and understanding of your brand – as well as helping them get from A to B more efficiently, and without confusion.