Issue Number 10

Wayfinding and Signage

Creating the Right Experience

There are a lot of things in life to which we pay scant attention, until they don't work the way they're supposed to. Wayfinding is a case in point. When we go to a library, museum, theatre, campus, retail store, or business, the only time we think about wayfinding is when it's confusing or nonexistent. Like so many things that seem simple but aren't, wayfinding is an unobtrusive guide. When it works, it's transparent. When it doesn't, it's the center of unwelcome attention.

Wayfinding is more than creating attractive signs. Effective wayfinding is a well-researched, well-engineered plan that anticipates directional needs, guides visitors to key destinations, aligns with your building's pathways, and strengthens your brand.

Take a walk through your building today — as a first-time visitor — and see what's working and what's not in your wayfinding plan. Use the six pointers here to see if your wayfinding and signage is a brand asset — or a detractor.

• Read the full story

Quick, Name Them! 5 Marketing Tools You Can't Live Without
Issue Number 38

Holiday Greetings: Should you?
Issue Number 37

First Things First: Focus on marketing fundamentals in 3 easy steps
Issue Number 36

Communicating Optimism: 5 smart steps to prepare for the recovery, now
Issue Number 35

Email Marketing: 7 make-or-break decisions about the subject line
Issue Number 34