With the gradual easing out of lockdown, we are all likely to be struck by a world that is unfamiliar and necessitates different behaviours. Here, Jean-Luc Jawed, a graphic designer at JTP, discusses how we need to rethink signage and wayfinding to help people navigate this new reality with trust and confidence.
As lockdown measures begin to ease and we steadily venture back out into our daily lives we are all likely to be struck by a world that is very unfamiliar to us. Our usual haunts will have entrances and exits to accommodate new one-way systems, communal areas will feel absurdly empty, and queues will snake uncontrollably as we keep a safe distance apart. Without a doubt, the combined effect of this will make us feel like tourists in our own cities, alienated from the comfort of our familiarity.
The signage and wayfinding in these places are a vital point of communication not only to guide and inform people but to help people transition comfortably into this new, hopefully temporal world, that we are entering together. It is vital that we pause to recognise the continued difficulty we will all experience and not only respond to it pragmatically but with humanity and sensitivity.
Typically, signage and wayfinding function as an integrated element within our environment. These are usually designed specifically for the space and when successful, utilise viewpoints, ergonomics and eyelines to create an ambient performance, subconsciously and intuitively guiding and informing us. Within times of emergency and disaster signage and wayfinding takes on a wholly different role. This signage is of the highest importance and must be understood as such.
The easiest example of this can be found in road signs. While driving is not in itself an emergency, the information found on road signs is fundamental. Large, legible typography, high contrast colours and a strong reliance on semiotics ensure the sign is both read and understood in the shortest time possible. While clarity of message is the backbone of all communication design, it is emergency signage that must actively cut through the visual clutter and shout out itself to the user.
The pandemic presents a unique set of problems for signage and wayfinding, as functionally it is similar to the pragmatism of emergency signage; it is of high importance and requires a clear understanding. However, the ubiquity of its message becomes almost ambient in its reality. Almost every public, private and communal space will need to communicate new routes, new functions for old spaces, to wash your hands for 20 seconds, wear a facemask, keep a safe distance apart. Although a single person may only experience this within their locality, the fact that this is a global pandemic will force everyone, everywhere to engage with signage of similar content. If it is treated as emergency signage it could heighten anxiety at an tense time and might even see some individuals begin to ignore the messages being shown.
This presents itself as an opportunity to rethink how we use signage and wayfinding to interact with the user. The first priority would be to use signage to alleviate anxiety as much as possible. In terms of wayfinding this may be (almost too) easy to follow signs given as breadcrumbs leading to the final destination, or in terms of information signage approaching it in a kind and playful manner which serves as a reminder rather than a command. Setting out a clear strategy for your signage and wayfinding will reinforce positive brand engagement with the user.
The copywriting of the signage is a clear first place to start. Setting out the right tone of voice is a key director in the subsequent development of a graphic style and wider strategy. Taking into consideration factors such as who the user is; what inconveniences they are facing; and, how they might they feel in response to what they are being asked. Using playful, humorous, and gentle words or even breaking the fourth wall are all methods that can make a user pause, read the signage and appreciate the difference from the norm. However you choose to engage with your user, it is key to be empathic so that they feel cared for rather than controlled.
The hierarchy and design follows next. Once the message is understood one can start to consider how best to communicate it. Spending time understanding the context within which the signage will be situated and what other signage it will be competing with can help narrow down the design choices. Are other brands using signage in the same area? How does your signage integrate into pre-existing branded signage while being distinctly covid-19 related? Developing a system that utilises colour and size as major elements in differentiation can help in creating a unified system that stands out within its environment. It is important to not simply jump to the big and the bold as this is precisely how visual noise begins to grow. A restrained system that stands out with clarity rather than being louder than everything around it can be more effective.
Colour can act as an important guiding thread tying your signage together. Using consistent sizes and shapes for directions and another for information can also help in giving volume where it is needed most while being a little quieter where you can afford to. As humans we have evolved to see patterns so that when something breaks it, we become distinctly aware. Offering something that has an element of contrast against existing signage will naturally attract a user’s attention without the need to shout.
Finally, it is also important to consider the wider implications of the signage we create. As designers it is our responsibility to not only guide a means towards an end but to find ways in which the solutions we create do not in turn create further problems that need yet further solutions. Consider how the materials you choose can help fight the virus by being easy to sanitise. Ensure that our existing spaces do not bear scars as sore reminders of this difficult time by using adhesives and fixtures that do not damage the surface they are fixed to.
Be certain that the signage materials and inks used can be recycled and don’t contribute toward global or local waste and environmental problems. Also, reflect on the financial difficulty the pandemic has brought on many self-employed workers and consider if a freelancer can be brought in to perhaps create bespoke illustrations or artwork. All of these elements will help develop a more compassionate design solution. By focusing our designs through a lens of empathy we can create an experience that is positive in a time of anxiety, and a response that is sensitive to its environment.