When you walk into a physical location, the right signage can help ensure that you find what you’re looking for (and perhaps even find something unexpected!) and that you have a positive, seamless experience. No matter what the size, location, or layout of your location is, wayfinding signage should be a priority. It’s a great way to improve the customer experience and increase ROI – plus, it’s a creative opportunity to extend your branding.
What Is Wayfinding Signage?
While other types of signage, like promotional signs, are created with the goal of attracting new customers to interact with a brand, wayfinding signage is targeted at those who have already taken that first step and arrived at a location. This kind of signage can serve a variety of purposes, including identification, informational, and regulatory.
Wayfinding signage allows customers to effectively navigate throughout the store to find what they’re looking for while also shepherding them past other items or areas that may interest them and lead to more spending. Interior and exterior signs might provide information on item locations, store layout, entrances and exits, traffic flow, and other critical pieces of info. Businesses may also use wayfinding signage as part of overall compliance with local regulations, such as fire codes or product regulations.
Depending on the location, wayfinding signage can encompass different items, including but not limited to:
- Wall mounted signs, especially when hung high on the walls for sightline purposes, to guide customers to certain areas
- Window graphics to highlight certain areas or share information
- Floor graphics to direct foot traffic and delineate different areas, especially in areas that aren’t immediately adjacent to walls
- Aisle signs, either hung from the ceiling or attached to endcaps, to identify which products can be found in which aisles
- Directional flags or banners for either temporary or permanent navigation, or to draw attention to an item, zone, or warning
- A-frame or coroplast signs for easy-to-move or temporary signage
Design Principles for Effective Wayfinding Signage
Wayfinding signage should tie in with the overall layout of the store, working in tandem to direct customers to where they need to go, while also guiding them to notice other products that might spark their interest. A smooth experience in the store leaves customers with a positive impression of your brand, increasing the likelihood of return visits and word-of-mouth.
When developing wayfinding signage, readability should be the number-one concern, both in design and placement. Signs should be designed with lettering that is large enough to be clearly read, in a simple, easy-to-read font, and in a color scheme that allows the lettering to stand out against its background. Then, ensure the signs are placed with sightlines in mind so that they can fulfill their navigational function effectively.
For maximum impact, wayfaring signage should also be relatively simple and remain consistent. Use brief, unambiguous wording, and consistently use the same words to refer to the same ideas, locations, or policies. Keep the same design elements – font, sizing, colors, etc. – across all signs. Signage may also be especially engaging if it coordinates with other environmental graphics, such as wall murals, window decals, and standees.
Wayfinding Signage and Brand Integration
As with any other visual elements, wayfinding signage should incorporate your branding to establish a clear identity. Seemingly small details can help your customers make the connection and feel confident in their choices. For example, if your brand has a signature lettering style or a signature color palette, using those in your signage will subconsciously reassure customers that they’re being guided by a brand authority.
Your branding is your company’s personality, so let it shine, even in purpose-driven marketing like wayfinding signage. It’s another opportunity to tell your story and let your values shine through, which is its own form of marketing. Above all, it reminds customers that you’re a company that prioritizes them – their experience, their convenience.
Combined with other elements of branding and design, wayfinding signage can create a physical customer journey that feels effortless while also guiding customers through your carefully-designed brand experience. Talk to the Priority team to learn more about transforming your in-store experience with effective, eye-catching wayfinding signage!