Wayfinding Is Not Signage

Signage plays an important part of wayfinding -- but there's more

By John Muhlhausen, Signs of the Times magazine

Even though signage plays an important role in wayfinding, the
process doesn't rely exclusively on signs.

The term "wayfinding" was first used in 1960 by architect Kevin
Lynch in The Image of the City, where he referred to maps,
street numbers, directional signs and other elements as "way-finding"
devices. This narrow description may explain the current
misunderstanding that wayfinding is essentially the same as
"signage."

The two terms are not synonymous. Signmakers deal with designing,
fabricating and installing signs. However, wayfinding used to
navigate unfamiliar environments, doesn't rely exclusively on signs.

This distinction gained acceptance in the early '70s when
researchers discovered that, to understand how people find their way,
they first need to understand the underlying process. Architect and
environmental psychologist Romedi Passini articulated spatial
problem-solving in his books, Wayfinding in Architecture and
Wayfinding, People, Signs and Architecture, which he
co-authored with wayfinding planner Paul Arthur.

Passini and Arthur described wayfinding as a two-stage process
during which people must solve a wide variety of problems in
architectural and urban spaces that involve both "decision making"
(formulating an action plan) and "decision executing" (implementing
the plan).

People who find themselves in unfamiliar environments need to know
where they actually are in the complex, the layout of the complex,
and the location of their destination in order to formulate their
action plans. En route to their chosen destinations, people are
helped or hindered prior to their visit, the building's architecture
and signage. The physical environment, including positive effect in
how users perceive the wayfinding system--if it seems easy to use or
not.

Faulty sign design can cause navigation problems in unfamiliar
environments. Some signs lack "conspicuity," or visibility, because
lettering lacks legibility when viewed from a distance. Others
contain inaccurate, ambiguous or unfamiliar messages; many are
obscured by obstructions or contain reflective surfaces, which hinder
comprehension. Consequently, many people don't read signs--often it's
easier to ask for directions.

Because wayfinding problems aren't confined to signs alone, they
typically can't be solved by adding more signs. Instead, such
problems can be unraveled by designing an environment that identifies
logical traffic patterns that enable people to move easily from one
spot to another without confusion. Signs cannot be a panacea for poor
architecture and illogical space planning.

Four elements

Wayfinding needs are best resolved during initial planning stages
through a collaborative effort by all design
professionals--architects, designers and signmakers--to address a
project's total environmental communication. The primary generator of
environmental communication, architecture delineates spatial
organization, destination zones and information sequencing--factors
that spell wayfinding's success or failure. Effective architectural
wayfinding clues, provided by roads, building layouts, corridors and
lighting, furnish cognitive maps that allow people to quickly grasp
the environment. To furnish architectural clues:

• Clearly identify arrival points.
• Provide convenient parking and accessible walkways located
  adjacent to each public entry.
• Locate information desks within each public entry visible from
  the front door.
• Place elevator lobbies so they can be seen upon entering the
  building.
• Use consistent lighting, floor coverings and architectural
  finishes in primary public corridor systems.
• Situate memorable landmarks along corridors and at key
  decision points.
• Design public waiting areas that are visually open to
  corridors.
• Distinguish public from non-public corridors by using varied
  finishes, colors and lighting
• Harmonize floor numbers between connecting buildings.

Graphic communication

Graphics, such as signs, color coding, maps, banners, brochures
and Websites, provide orientation, direction, identification and
regulatory information. To achieve effective graphic communication:

• Standardize names for all buildings, services and
  destinations, and display them consistently on all graphics
  applications.
• Use easily understood "plain" language.
• Size messages and signs appropriately for viewing
  distances.
• Select letterforms and color combinations that comply with
  Americans with Disabilities Act (ADA) Accessibility Guidelines
  (see New Face to ADA).
• Furnish generous spacing between letters, words and message
  lines.
• Provide standardized "you are here" maps of the project that
  include an overall map of the complex and more detailed maps of
  specific areas.
• Train attendants to mark individualized paths on hand-held
  maps for lost or disoriented visitors.
• Place maps at all parking exits, building entrances and major
  interior decision points.
• Orient maps with building layouts, such as denoting on maps
  that "up is ahead."
• Establish consistency in sign placements and graphics
  layouts.
• Code areas by using color and memorable graphics.
• Use established pictographs with words to facilitate
  comprehension of written messages.
• Establish a floor numbering system that relates to a
  building's main entry and indicate on directories which floors are
  above and below grade.

Audible communication

Audible communication, as interpreted through verbal instructions,
PA systems, elevator chimes and water fountains, plays an important
role in wayfinding. Recognizing that 50% of the American population
is functionally illiterate (according to a recent study published by
the U.S. Department of Education) and that another 15% possess other
perceptual or cognitive impairments, audible communication fills an
important role in any wayfinding solution. To establish effective
audible communication:

• Install audible sounds at signaled intersections to indicate
  safe times to cross the street.
• At all public entries and information desks, provide
  attendants trained as professional greeters who are thoroughly
  familiar with the facility.
• Furnish self-help telephones at all information desks.
• Provide patient-transport personnel whose purpose is to guide
  visitors to their destinations.
• Standardize names for all buildings, services and
  destinations, and use them consistently in verbal
  communication.
• Equip elevators with audible chimes.
• Position audible landmarks, such as water fountains, at
  waiting areas.
• Employ audible signs to help locate information desks,
  elevators, rest rooms and other key destinations.
  

Tactile communication

Tactile communication, achieved by raised letters, Braille,
knurled door knobs and textured floor coverings assists all
visitors, not only the disabled. To incorporate tactual devices into
a wayfinding system:

• Establish "shorelines" and "trails" between major destinations
  and information areas using materials having differing
  resiliency's, such as concrete and carpet.
• Install "rumble strips" at the landings of stairs and
  escalators.
• Furnish knurled door knobs at all non-public doors.
• Provide a raised star symbol on elevator control panels to
  indicated the ground floor.
• Supply raised letters and Grade 2 Braille at elevators and on
  signs identifying permanent destinations.
• Install interactive audio-tactile maps at public entrance
  lobbies.

Consistent clues

Architects, designers and signmakers must work together from the
beginning of a project to create a total environmental statement that
provides consistent clues. So, the next time a client asks for
wayfinding signage. tell them that wayfinding is not signage--it's
more.