Getting Lost...Some reasons why

PART 3 - MESSAGING

We need text or other graphics (pictograms/ icons) to directly inform us on a physical surface/ sign panel what is available. While the need for graphic information is obvious, it is not the only means to convey Wayfinding messages. However for the most part this section considers the visual aspect. Naturally though there is no escaping from the fact that a good proportion of this aspect falls into the realm of the designer, but not exclusively, as experience has led to me to understand.

FONT

There are three principal font types: Serif e.g. Times New Roman; Sans Serif e.g. Helvetica; Script/ Uncial - Commercial Script.?

Serif - those with 'brackets' at the ends

These are typically considered to be much easier to read - for newspapers or other large amounts of general text. They also give a more 'establishment' or 'traditional'/'olde world' look and feel.

Sans Serif - literally: 'without serifs'

Great for quick information-based needs: Headlines or short phrases. The intent is not to be used for large amounts of general text. Typically used to convey a sense of non-traditional or 'modernity'.

Script - very swirly, highly decorative

Due to its complexity of design and highly decorative features of each letter (especially in Capital letters), strictly limited to single word or very short phrases. Highly accentuated flourishes with very thin lines. Not good for ease of communication. Intended to provide a sense of having been engraved and to indicate extreme wealth/ elegance.

A lot of designers will tend to pick a font type for purely aesthetic reasons. This ends up foregoing the idea of communication or readability. Similarly branding can get in the way as it can impose a typeface that is highly unsuited for wayfinding/ signage purposes.

FONT/ PICTOGRAM SIZE

Quite simply the graphics on a sign are far too small to be read or seen clearly enough. This is compounded by other/ multiple languages - especially when there is a mixture of Ideographic/ AlphaNumeric/ Cyrillic text. There is, after all, only so much information that can be fitted onto any sign panel. Invariably though the logic that is applied is: the smaller the font, the more information can be included.

CONTRAST

It can be that there is very little separation or distinction between the actual colour of the lettering/ graphics and the sign panel. Similarly whether the signage design (i.e. the signs/ sign panels) acts as a contrast against the environment or simply blends in.

In addition to the physical colour, there is what is known as typographic colour - or “weight” - i.e. thickness of text (i.e. light, book, regular, bold, extra bold, italic etc) - that directly impacts the 'colour' - i.e. density - of the information.

INFORMATION

Without doubt actual written or pictorial information is the mainstay of any signage and wayfinding system; which influences our ability to find the way. Though consider the following:

i) No information. The first rule of information design is to have information in the first place. Information allows us to more readily start a journey. Equally, information helps us to know when we have arrived. Try doing this without any information at all.

ii) Inconsistent information. Going through any location when the message for the same destination changes, will only confuse people. That is the second rule of Information design: have the same information throughout.?

iii) Hard to understand information. The third rule: A message that is hard to comprehend is not a message at all. Clear meaning of information is essential (particularly when needing Pictograms to offset illiteracy/ lack of local language knowledge).

iv) Wrong information. The fourth rule: Make sure the information is correct. Many times just getting information wrong can have an adverse effect on knowing where we are, what is around us or how to get there. It still surprises me that the idea of accuracy of maps has been considered - at best - an optional extra.

v) Out of date information. Allied to "wrong information", having a destination that no longer exists - or has moved - is only going to add yet more confusion (the fifth rule: make sure the information is up to date).

vi) Wrong location. Even if the messages are ‘correct’, consistent etc, it needs to be properly located for it to be of real use (The sixth rule: Make sure the information is in the right place).?

vii) Not enough. Missing or incomplete information simply fails to inform. Too much. The sheer amount of information gets overwhelming and hard to absorb. This is the same for the number of messages on any given sign, as much as it is for the quantity of signs/ messages throughout a space (seventh rule: have the right amount of information).

viii) Hierarchy. There are conventions about the priority of information. When that is not present and/or applied inconsistently, successful navigation becomes difficult (eighth rule: make sure the information is properly ordered).

ix) Distance. Without a direct correlation to distance, getting around becomes a challenge and uncertainty increases. It also directly impacts readability and decision-making. This does not only apply to the size of lettering/ pictogram but also any signs themselves. In addition font size has a direct correlation to legibility/ decision-making and navigation.

x) Too short/ too long. Abbreviations or unknown acronyms are as challenging as long-winded messages.

xi) Orienting of messages. This is a typical issue when it comes to any form of map - touchscreen or even a static map. Having a map arranged (either on a screen or a panel) so it is not oriented in the direction in which a user will be encountering/ using the map, will likely add to their confusion and increase their chances of getting lost.

POOR/ NO STAFF TRAINING

This is the concept of “Human signage”. How often is it that you are in a new location and the locals or staff have no idea where anything is? Wayfinding does not seem to be considered that important as employees get to know the place very quickly, but not as well as it might be expected. In the case of staff - it is rarely something that they are specifically trained in - largely due to staff turnover - and large properties invariably getting larger. Very often, not all staff or locals are aware of all that is going on, where things are or how things have changed.?

POOR/ WRONG LOCATIONS

More than just having the wrong information, even with the right information having the signage itself in the wrong place is equally far from helpful. Wayfinding works when the whole system is working; it only takes one part that isn’t for confusion to reign. Too late/ too soon and people need to retrace their steps, go a longer way or end up with no way through.

NO JOURNEY PLANNING

When developing a Wayfinding system it is essential that all of the messages are sense-checked, re-checked and checked again constantly to ensure that they relate to each other and to the location, based on the journeys that people are actually going to take.

NO AUDITS/ UPDATES

Without a regular audit - especially when an environment changes on a regular basis - old messages don’t get removed or changed. As such any casual visitor will struggle to get around. Even when an obvious message change happens in one location, it is possible to miss amending the others or to appreciate how that 'one' message relates to all the others.

CONFUSING DIRECTIONS

Very often this occurs when placing signs with the same message close together but which indicate different directions for the same destination. Another facet of this is the use of arrows themselves. There is a convention for arrows - not only how many but also their hierarchy and placement. Too many times this is ignored.

ZONING/ THEMING

Many developments, whether they are residential, retail or entertainment/ hospitality/ hospitals are so large and diverse, that they require zoning to help break down the scale and make sense of the property. Proper zoning provides users with the ability to be able to orient themselves.

Often though the zoning strategy simply does not make much sense, especially when developments have a very heavily themed zoning strategy. While it might satisfy an Owner/ Landlord/ Operator/ Marketing department, for users and tenants alike it only becomes highly problematic. The more entrances/ exits the more that this is a factor.

LANGUAGES/ PICTOGRAMS

Terminology is one thing, multiple languages are another and if used, all need to be distinct enough in their own way. They all need to be distinct while being balanced and given its own space. However the human brain still needs to process - and sift out - all of this extra (and largely unneeded) information.

There is also a reason why there are ISO designs for Pictograms (icons): Toilets/ Restrooms; Lifts/ Elevators; Lost Property; Escalators; Disabled/ Access facilities; Car Parks etc. When these icons are heavily modified to suit the branding/ theme etc., or designed from scratch, the longer it can take to become re-familiar. Added to this is that these icons are different for each and every different building or environment.

POORLY PLACED/ DESIGNED SIGNAGE

Going to any modern retail mall in particular, or resort area, it is expected that visitors are going to meander, take their time, go to different stores, use various different facilities. As such there is actually very little by way of signage.

The reasons are manyfold. From too many tenants, a lack of ROI (Return on Investment), to clutter (i.e. getting in the way of the shopping and/or distracting from the Interior design), to not wanting visitors to leave too easily. This can end up with hard to navigate spaces that also suffer from not enough or poorly placed signage. Quite often - even when there is enough signage - it is poorly considered. This includes the use of directories whether they are traditional or digital/ touchscreens - which can be another challenge all of its own!!

Next Article: GETTING LOST...PART 4 - COGNITION

WayMaker, with its integrated approach founded on direct, proven experience and understanding, has the ability to put all of the factors together to develop holistic wayfinding - and signage - schemes that work across all property types/ environments.?

Hopefully as a client you are as interested in your development’s Wayfinding as much as your guests/ visitors are. In the event that you are - you can contact Keith Moody (Principal Consultant) at: [email protected]

www.waymaker.world