No standard for beauty

It is hard not to have the impression that creative designs present – to some people – a risk to the efficacy of their wayfinding system.

This fear is probably based on the myth of the designer as a head-in-the-clouds ‘creative’ type whose sole job is to channel their personal creativity into work for a client.?

A designer is not a creative or an artist. A designer is a problem solver, working within a set of constraints.

There is a delicate balance to be found between constrained standards and alluring aesthetics. In that space often dwells many design solutions, but it requires independent thinking and energy to unearth it.?

What do we gain by conforming to standards in signage design?

We don’t view constraints as limiting, rather, they are necessary to direct our thinking and our solutions. For us, the benefits far outweigh the perceived limitations:

• First, they provide a base level of efficacy that can be used to assess designs – this particularly relates to legibility and vision requirements.
• Second, they represent a level of conformity to information that helps users recognise when a given type of information is being displayed, such as accessible amenities or route selection.
• Third, they offer the client assurance that the system will work.

Simply saying that a design conforms to the relevant standard often assures the client that the system being presented will minimise problems for their users. Whether that is actually the case or not comes down to the standard itself, how it’s applied, and if it addresses the underlying problem.??

Standards, standards everywhere: but do they solve the problem?

While often necessary, standards can also stifle creative solutions to existing problems. By saying that a sign needs to be an exact height, typeface and colour, there is a tacit removal of the designer’s role to question the need for a sign in the first place.

Standards don’t look at end results – they are chiefly concerned with methodology.

Reliance on standards alone then has its limitations. While these systems are easier to design and (in theory) save time, they aren’t actually addressing the core problem. We need to be prepared to look outside of the standard to reveal better solutions.?

Balancing the scales of standards and beauty

Wayfinding strategy and design is bespoke work. People come to us because they have problems they cannot solve themselves.

They also have discovered (likely after a few failed attempts) that traditional systems that manufacturers provide don’t quite fit the bill. Instead, they need considered solutions to complex problems, or, they require integrated architectural and signage solutions.

This is where good design truly creates value. It isn’t through making things look good, but by solving tricky problems through analytical and creative thinking. However, we must also acknowledge that there is an aesthetic basis for the success of some solutions, and the failure of others.?

As a species, we have evolved to be drawn to things that look attractive. When all other factors are considered equal, people will opt for the more aesthetically pleasing option.?

It is in this space that the sweet spot between standards and beauty can be identified. The design of a wayfinding system is more than just how it works, or how it looks. A truly effective wayfinding system will also combine clear directions and beautiful design.

We ask many questions throughout the process to find this perfect balance. But the one we ask most commonly and constantly is this:

"Does it work?"