How To Design Wayfinding Signs: Drive Sales With Smart Navigational Systems
Wayfinding signs are “essential components of contemporary life” that greatly influence business sales and the quality of the customer experience (Mehta & Auffrey, 2022).
This was the case before the Internet Age, and it remains true today. Even with the majority of Texans now enjoying anytime access to GPS systems through their smartphones, “there is an ongoing need for legible and appropriately informational signage able to capture the visual attention of those unfamiliar with navigating a particular space” (Mehta & Auffrey, 2022, p. 3). In other words, while your customers might use GPS to find your business plaza, the nearest major intersection, or your building, they rely almost exclusively on wayfinding signs to find their destination once they are in the vicinity.
Unfortunately, not all wayfinding signs are giving Conroe shoppers the help they need. Every day, poorly designed wayfinding signs cause:
● Frustration, as time strapped customers wander around your building or circle the block trying to find what they need
● Safety issues, especially for drivers who lose focus on the road while straining the find or read your signage
● Missed sales opportunities, with almost two thirds (60%) of respondents to the American Shopper Study indicating that they had recently failed to locate a business they intended to visit because their wayfinding sign system wasn’t up to par
Naturally, well designed wayfinding sign systems do the opposite, ensuring your customers are safe, happy, and easily able to find and navigate your business on their own.
But what separates a well designed wayfinding sign system from an ineffective one? That is what today’s post is all about.
Read on to current review research on effective wayfinding practices, or call The Custom Sign & Graphics Haus at (936)-539-4200 to speak directly with a wayfinding sign expert in Conroe, TX.
How To Design Wayfinding Signs: 3 Tips From Eye Tracking Studies
In order to identify best practices for wayfinding sign design, researchers at the Design for Health journal conducted a series of eye tracking studies and post experiment interviews to determine “where visitors looked for information, what signs attracted attention, and for how long” (Ford et al., 2020).
Using high tech Tobii Pro eye tracking glasses, researchers reviewed videos recorded from each participant’s viewpoint, then synthesized eye gaze data with qualitative findings from post experiment interview responses to see what signs worked best.
At the end of their study, Ford et al. (2020) determined that the best wayfinding signs were:
● Displayed at or above eye level. This not only reduced the risks of sign obstruction; viewers also seemed to weigh message importance using a “visual hierarchy,” where messages mounted high up are deemed more important than those posted at a lower level.
In the main reception area, overhead/hanging wayfinding signs produced red hot “eye gaze data,” indicating they were seen more than messages posted at lower levels.
● Big, short and simple. As a general rule, the longer and smaller your message, the less likely people are to read it. Multiple eye tracking experiments showed that small, text heavy wayfinding signs were largely discarded or tuned out, whereas large, simple signage generated high views.
Big, short, and simple messaging gets read far more often than smaller, text heavy signs.
● High in color and contrast. “The use of color and contrast in signs also attracted attention,” writes Ford et al. (2020). And while all color contrast worked well, “white text on a blue background consistently attracted attention more than either black or blue on white.”
Blue on white is a proven color combo, but it’s not your only option. Get in touch with our team to learn more wayfinding sign best practices.
Order Custom Wayfinding Signs: Get A Free Quote In Conroe, TX
Looking to upgrade your wayfinding system? Find your way to The Custom Sign & Graphics Haus!
Located at 1905 Longmire Rd in Conroe, TX, our sign shop is your one stop shop for wayfinding sign solutions, offering:
● All the most popular wayfinding sign products, from simple banners, floor graphics, and sidewalk signs to supersized building signs and fully illuminated local landmarks, all of which are fully customizable with the help of our in house experts.
● Professional site selection to help your wayfinding sign get noticed without running afoul of local sign codes or common installation errors.
● Wayfinding sign installation for all sign types, including lighted signs and large displays.
● Full support with wayfinding sign permits, including variances and electrical permits.
To explore our wayfinding sign selection and get a free quote on any custom order, you can:
● Call (936)-539-4200
● Email Hello@CustomSignHaus.com
● Fill out our quick contact form to book your consultation online
References
Ford, P., Fisher, J., Paxman-Clarke, L., & Minichiello, M. (2020). Effective wayfinding adaptation in an older National Health Service hospital in the United Kingdom: insights from mobile eye tracking. Design for Health, 4(1), 105-121.
Mehta, V., & Auffrey, C. (2022). Introduction to Emerging Research for Informing the Design and Use of Wayfinding Systems. Interdisciplinary Journal of Signage and Wayfinding, 6(2), 2-5.
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