We are surrounded by signage that assists us in navigating the large and small facilities. These signs are the heart and soul of every establishment, and if not done correctly, they can cause far more harm than good. A person, for example, can find it extremely challenging to locate the right aisle in a massive supermarket without proper directional signage or clear vision. This can directly result in lost sales and a negative user experience. Nobody wants to be lost, and because some people have social anxiety, they don’t want to talk to strangers to find their way if it’s not an emergency. All the efforts put into bringing a brand to life can go to waste if the signage strategy isn’t laid out in adherence to certain factors, such as the type of visitors or what they might be looking for in critical buildings, such as an airport. To allow your brand to shine, you must develop a strategy that works in your customers’ favour. Here are some of the most basic yet brutal mistakes that can be avoided in order to make your signage strategy yield better outcomes.
1. Wrong Material Selection
Aluminium, steel, brass, iron, and other such materials are used to create various types of signage. Brands typically believe in the strength of steel, but did you know that this strength comes with a higher density, making them not only more difficult to work with but also difficult to deploy at sites? So, what could be a better solution? The answer is aluminium. Aluminium is 2.5 times lighter than steel, corrosion-resistant, and highly malleable, allowing your signage to be extruded and machined. Thus, the mistake to avoid is using the incorrect material to create your signage. Aluminium is by far the best material choice for signage, both in terms of appearance and cost.
2. Positioning It Wrong
Consider placing a restroom sign far away from the restroom, increasing confusion about where it actually is. Many times, the placement of a sign is so awkward that it not only confuses people but also defeats the purpose of installing a sign in the first place. The signs must be clearly visible.
So, for example, if the signage for restrooms is placed somewhere hidden in the corner,then it serves no purpose for those it is intended for. These signs must be tested forvisibility – stressing the distance from which they will be easily visible to any individual.When it comes to internal signage, on the other hand, it must be placed where it makes the most sense. For example, a map of the entire building should be placed at the entrance. Large buildings frequently necessitate multiple signs at various floor levels. Covering such a large complex requires the help of a signage partner who provides bulk signage to ensure synchronicity.
3. Wrong Size and Content Load
Following on from the previous point, if the totem installed in the building is small and insignificant, then no one will stop by to give it another glance, right? Thus, sizing is another parameter that cannot be overlooked when designing signage. The size can be determined based on viewing distance and available space. An experienced partner can assist organisations in deciphering this simple yet critical parameter for an effective signage strategy. Now, if these signs are difficult to read, the entire effort may be futile. Furthermore, the appropriate text should be used based on the material and thickness of the substrate. So, if signage is made of aluminium, methods such as printing or vinyls can be used. To cover a larger perimeter, however, bulk signage is required; therefore, a provider who can offer such delivery must be chosen so that signage with proper text visibility can be made. Because no two signages are the same, the text is determined by usage, placement, visitor type, and various other factors. Too much text can crowd the signage, making it difficult to read and serve the purpose.
4. Functional or Scalability Issues
One of the biggest errors someone can make while working on their signage system is failing to consider the fundamental issues that can transpire later. For example, when the initial idea of installing signages is put forth for any large-scale facility, the operations manager may not consider the logistics or maintenance that may arise with the whole system. When buildings’ pre-installed signs need to be updated, modified, or replaced, keeping the same tone and feel can be difficult. This is easily avoidable if the signage strategy is properly planned at the ground level with experts. Healthcare facilities, government buildings, and airports all require clear signage because providing a pleasant visitor experience is critical in these settings. Thus, the most serious mistake to avoid is ignoring the signage system’s potential for future impact.
5. Having Little to No Support
The most common mistake when working around the signage system is having little to no support from thprovider. You do not want to get stuck in the middle of a project or be necessitated to re-iterate the entire concept from scratch. Thus, it’s critical to partner with an expert who:
●Understands the needs of the building and the brand
●Can elevate the entire signage and wayfinding system
Cosign has been providing strategic insights and high-quality signage systems to clients for nearly three decades. Working with government, healthcare, real estate and educational institutions has given us a better understanding of what the visitor requires. Our experts specialise in designing and delivering signage systems for large facilities, allowing us to see through the plans, outline flaws, and suggest better ideas for a
