Everything you need to know about signage, wayfinding, and signboards

07/02/2021

Signage, wayfinding, and signboards, everything you need to know about

Signage, wayfinding, and signboards are indispensable tools for creating optimal visual communication. They help communicate, inform, and attract consumers to your establishment. The visual communication of a business, government office, or educational building consists of many elements, each focused on meeting different needs. Therefore, to achieve clear and effective visual communication, you must know which elements you can use to carry it out.

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Using signage, wayfinding, and signboards has become a fundamental action in any establishment. It would surely be surprising to go to a place where, for example, they do not indicate the entrance and exit. These elements have become obvious to the customer, and you must meet their needs to create good communication with the recipient and avoid confusion. It is very important to know the domain where you will place these elements beforehand, as each space and its uses have different requirements.

"Signage, wayfinding, and signboards need a balance between functionality and aesthetics."

There are many differences in terms of aesthetics and functionality. Typically, if it is a commercial space, the design will focus more on being visually appealing, unlike an educational place, where functionality and safety are prioritized. But what should you know before choosing and designing the signage, wayfinding, and signboards for your space? Let us tell you.

Signage

Signage is the set of regulated signs with applied standards, which in most cases are mandatory, such as signage indicating emergency exits. Signage is unique, has regulated designs, and cannot be adapted to the space of interest.

To design the signage for a space, a standardized and approved technical code is used. There is a universal language for design and placement, which must be the same regardless of the location.

The main function of signage is to regulate the flow of people or vehicles and indicate elements. These visual guides are created so that anyone in any situation can understand the transmitted information. These elements have unique typographies, colors, and sizes, making them understandable to everyone.

Signage inside an office in Belgium.

Signage is always used in public places, with clear benefits: creating visual guides so that any user can navigate the space easily without confusion. Its benefits are essential for any establishment, which is why you can find them in many places such as:

Shops.
Health centers.
Educational centers.
Government buildings.

Offices or workplaces.
Streets, roads.
Leisure centers.

These can be found in different formats:

Panel.
Illuminated.
Acoustic.

Verbal.
Gestural.
Olfactory.

Not all signs convey the same message; there are different types of signage. These are the most important:

Internal use signage: Essential security elements for any establishment, required by law and common sense.

Traffic signage: Exterior signage focused on responsible vehicle management.

Safety signage: A combination of geometric shapes, colors, and symbols with meanings related to safety, designed to communicate simply, quickly, and universally.

In the field of safety signage, precision is crucial, and standardized design guidelines must be followed. Some common types of safety signage in any establishment include:

Prohibition: Inform the recipient about prohibited behavior that could cause danger. Red and circular. Example: No smoking sign.
Obligation: Inform the user about the obligation to perform a specific behavior. Blue and circular. Example: Mandatory mask use.
Warning: Inform the user about a risk or danger. Yellow and triangular. Example: Slippery floor.
Rescue: Provide indications related to rescue exits, first aid, or rescue devices. Green and rectangular, often photoluminescent for visibility in the dark. Example: Emergency exit.
Indicative: Communicate other types of information, such as fires, security devices, etc. Red and square. Example: Fire alarm.

The colors and shapes of these signs play a fundamental role, allowing users to identify and understand them quickly, wherever they are.

Wayfinding

Wayfinding combines communication and graphic design, used in various fields to facilitate users’ access to services and inform them in a direct, simple, attractive, and personal way.

It is commonly used in:

Advertising.
Corporate information.
Regulators.
Space signage for:
- Educational and government buildings.
- Health buildings.
- Shopping centers.
- Physical retail points.

Wayfinding must meet several essential aspects to fulfill its objectives, aiming for designs that are both functional and aesthetically pleasing. Corporate wayfinding is a discipline within this, used by companies to form and complete their brand image, bringing numerous benefits to retail points, educational spaces, workplaces, etc.

The creative process of wayfinding is crucial and labor-intensive, requiring preliminary studies to determine the functional and aesthetic objectives and which designs best fit the space. The designer must be able to synthesize, correctly analyze the reality and space, and pay attention to color codes and the brand’s corporate colors to maintain consistency.

Depending on the objective, wayfinding can be classified as:

Orientation. Situates users within the environment. Example: Maps or location plans.

Informative map indicating office floors.

Informative. Provides information to the recipient, found in various zones. Example: Opening hours.

Identifying. Informs the user about the area they are in, used in open spaces. Example: Women’s section in a clothing store.

Restaurant opening hours.

Restroom signage at the ice hockey stadium in France.

Directional. Informs users about circulation within the environment. Example: Arrows indicating paths or no-entry signs.

Direction signs at training center in Japan

Regulatory. Protects users from danger, classified into preventive, restrictive, and prohibitive. Unlike safety signage, regulatory signage does not require homologation. Example: Authorized personnel only.

Welcome hall vinyl on wall.

Ornamental. Quickly identified by users, usually blended into the environment. Example: Welcome signs.

Corporeal interior communication agency.

Wayfinding placement is essential, and there are specific classifications depending on the location:

Parallel attached: Mostly attached to another element, usually a wall.

Free-standing: Anchored to the ground with one or two posts.

Band free-standing: Supported by two walls, columns, or posts perpendicularly.

Flag-type attached: Perpendicular to a wall or column.

Hanging: Hanging from the ceiling.

Identity totem: 3D signage, usually the brand’s name or logo.

Informative totem or directory sign: 3D signage for directories only.

Scissor-type temporary: Temporary signage, named for its foldable shape.

Permanent signs: Installed for a long period, usually screwed, glued, printed, or planted.

Mobile signs: Usually temporary, found in vehicles, panels, or tables.

The extensive variety of design and placement options makes wayfinding enriching for any space, providing both functionality and visual appeal.

"The goal of wayfinding is clear: to make things easier for the customer, improving their in-store experience."

A good example of well-designed and installed wayfinding is the project on the “integral signage of the COAM Madrid building.” The Madrid Architects’ Association headquarters updated its signage, and Instore developed the project, creating, producing, and installing all necessary elements for comprehensive COAM signage, including directories, informative plaques for columns, and totems.

The Headquarters of the College of Architects of Madrid decided to update the signage of its building and INSTORE developed the project.

All designs followed a modern aesthetic line with a clear industrial style, respecting the Association’s image and the building’s interior design.

Signage for the Headquarters of the College of Architects of Madrid: directories, information plaques for columns and totems.

Signboards

A signboard is a printed medium larger than A3 size, used to convey a specific message. It has a dual function: disseminating information about an object, product, or service, and capturing the customer’s attention.

"Improving communication and establishing a good relationship with your customer will be reflected in increased sales."

When creating a signboard, the aim is to inform clearly and simply, with an eye-catching design that attracts the viewer. An impactful, novel, and attractive design is key to success. A signboard should contain:

A simple and short message.
Use brand values in its creation.
Images that encourage sales or clearly convey your message.
Original and modern content.

There is a wide variety of signboards based on purpose, size, design, and material. Important types of signboards include:

Advertising posters

Used to communicate advertising campaigns, promotions, and offers. Found in high-visibility areas with heavy foot traffic.

Advertising poster for the APN law and order series.

Music Port Fest poster.

Informative posters

Inform about specific activities like courses, conferences, events, shows, often consisting of text and color contrasts. Sometimes combined with images and short texts.

Educational posters

Create awareness or ensure cleanliness, hygiene, safety, or order. Prioritizing images over text, they should be schematic and direct.

Infographic covid19.

Illuminated posters

Seen in low-light areas, consisting of a casing with internal lighting (LED or neon) and a translucent outer panel. Common in pharmacies and bus shelters.

Illuminated pharmacy signage

Commercial posters. Influence product sales with real images motivating consumption. Found in various retail supports.

Political posters. Used in election campaigns to promote candidates or political messages.

Cultural and entertainment posters. Inform about cultural or artistic activities and entertainment.

Social posters. Raise awareness on specific topics.

Tourist posters. Encourage tourism, providing information about areas, routes, and monuments.

Institutional posters. Found in buildings, universities, etc., generally informative.

Cultural, advertising and social posters.

Common sizes for signboards include:

A4 posters
A3 posters
A2 posters
A1 posters
B2 posters
B1 posters
50cm x 70cm posters

A pioneering company in using signboards is IKEA, utilizing advertising posters creatively aligned with brand values to highlight promotions in high-traffic store areas, ensuring clear and simple messages that incite purchases.

Posters designed for the Ikea advertising campaign.

What materials are used for their creation?

Typically, when manufacturing signage, wayfinding, and signboards for an establishment, durable materials are chosen to ensure they last for a medium to long period. However, if the signage is intended for an event or promotion, more economical materials may be used, as long-term durability is not necessary.

Therefore, the most commonly used materials are:

Self-adhesive vinyl or PVC
Polystyrene
Acrylic
MDF
Painted and oven-dried metal
Reflective vinyl
Fibreglass
Galvanised sheet metal
Celtex
Aluminium substrate

The choice of material will also depend on the importance you wish to give to these elements and where you will place them. Naturally, the design style will be the basis for selecting one material over another. An aspect you cannot overlook is whether it will be located indoors or outdoors, as this characteristic will be very relevant when making this choice. This can cause significant problems since each material withstands climatic changes differently.

Location of signage, wayfinding, and signboards

The location of these elements is a key factor that must be studied carefully. In visual communication, it is common not to consider the benefits of an element’s location, which is a grave error. Placing an element in a specific location can make your signage, wayfinding, and signboards work better and exceed initial objectives. For example, an advertising poster placed in a high-traffic area will give greater visibility to the promoted product or service, possibly increasing sales. Incorrect placement of these elements can result in the message not being communicated properly to the recipient, causing issues. For instance, if a no-smoking sign is not placed in a visible location, some people may not see it and decide to smoke. The visibility provided by a good location is crucial, as is the element of surprise generated by an original location. Floors, walls, ceilings, furniture, corners… any place can become a perfect location for your signage, wayfinding, and signboards if you unify all characteristics and create a perfect overall design.

Signage on a painted wall inside an office.

Interior marked on the ground at the Nato Summit Lisbon event.

Trends and innovations

Trends and innovations are part of the creative process and help ensure that you create a design that appeals to the recipient and feels current, not outdated. They also help you introduce new forms of communication, establishing a fluid relationship with your customer. Signage norms are constantly changing. Suddenly, a sign becomes mandatory and cannot be missing from your establishment, or a new material or placement might be required for certain types of signage. Staying informed about these changes is essential. Regarding wayfinding and signboards, keeping up with new trends is fundamental for making your design unique and special. Trends will guide you on which colours are currently effective, the most effective size combinations, the latest typographies, and the best places to position your elements so your wayfinding and posters succeed. Digitalisation is evolving rapidly, and current advances will show you how to incorporate new technologies into your designs, such as digital signboards. These have great benefits in terms of personalisation, visibility, and bridging the gap between online and offline worlds. 80% of people who are impacted by a digital screen remember the message. Therefore, you should leverage these elements in your store, giving them an effective format to ensure customers choose you.

Digital screen inside Zara store.

Good signage, wayfinding, and signboards must be created through a process where all elements are equally important and work in harmony. They bring many benefits to your business by making information visible and reinforcing communication with your customer. Neglecting these elements in your establishment is a complete mistake. The success of your business is in your hands, and one way to achieve it is by taking advantage of the numerous benefits that signage, wayfinding, and signboards will bring.

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