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When you typically think of signage, you may only consider its use in the business world as an identification tool and haven’t considered using environmental graphic design. An appealing monument sign can go great lengths for your audience to remember your brand. However, we must ensure that your signage package is fully equipped to guide an individual along your desired customer journey. The customer’s journey considers the strategy you employ so that, as they navigate your property and reach a new decision point, they are subliminally provided with adequate information to correctly and confidently proceed. A cohesive signage program will help your clients navigate your property effectively without inundating them with information overload.

This is possible through the principles of environmental graphic design. By utilizing everyday installments like street signs, monuments, vinyl, directional signs, and more, design can influence the viewer’s interpretation of the entire ecosystem. Fostering the experience by presenting relevant information, creating a logical navigation system, and consistently delivering your brand message with unwavering confidence is how emotional connections are made between your brand and your clients.

1- Connectivity

There are many reasons for an individual to interact with signage. Messages of warning, identification, direction, and others provide information to consumers as they physically navigate your property. Strong navigation is critical as they maneuver your property with confidence, further connecting them to the space. This signage usually works with each other to instill an element of storytelling with the user, and connect their needs to a function within the location.

This communication can be nonverbal and is often perceived by the use of symbols, shapes, and colors. A connected system of stylized elements can orient one to the specific brand they are interacting with, along with reaffirming the brand’s identity. While symbols can vary by location, some common ones include:

      • Directional: Arrows, pointers, simplified maps, exits
      • Prohibited Activities: Circles with superimposed X’s
      • Desired areas: Crosses, stick figures, silhouettes

2- Continuity

Architectural elements of your property are the perfect opportunity to distinguish your brand and leave a lasting impression on your clients. Factors such as lighting, landscaping, and layout work in congruence with signage to showcase a cohesive design environment. The information displayed on a building’s signage must be continuously present throughout the visitor’s journey to intertwine the environment to the intangible brand concepts that our consumers connect to the most. Having signage that has the same factors of form, finish, material, color, messaging, context, intent, and scale captures the emotional connection that the brand seeks to foster with the audience.

Attempting to capture your brand’s identity in the eyes of your clients takes many iterations. Designers will usually pitch multiple sign package concepts to touch on several emotional factors and values of a brand. F small details like sign dimensions, printed graphics, materials, approachability, visibility, and more affect your business’ reputation. This standardized idea presents a coherent brand message that facilitates a stronger personal connection between your audience and brand values. Providing a continuous journey speaks volumes to aiding your consumers, new and returning.

3- Consistency

When the installed signage does not effectively match its surroundings, your audience’s understanding of our brand is at risk. An informative sign that has too much content on it can distract, confuse, and inundate visitors with information that they do not need, causing distress. On the other hand, artistic elements that don’t match the surrounding details will cause confusion in your consumers on what the brand’s personality is. This inconsistency causes possible customers to deter from your business as the subconscious discord in branding pushes them away from your property and towards a business with more accordant brand messaging.

The signage package must confidently and consistently deliver the appropriate information to visitors. Increasing the level of accessibility to all users is a sign of respect for their goals, time, and how they interact with the brand. If the signage in a location is confusing, the company is not understanding their consumers’ values. When you consider navigating through complex areas such as airports and hospitals, you rely on universally understood symbols to confidently reach your destination. Not only is

this pertinent to creating a safe space to navigate, but it ensures that the brand is present throughout all touchpoints.

Creating an intrinsic signage program is how companies create nonverbal conversations with their consumers. Putting ourselves in the eyes of the consumers provide deep insight on how to provide successful connectivity, continuity, and consistency in your signage package. Steadfastly fulfilling a consumer’s need can be accomplished through the environmental graphic design that surrounds them and builds their experience. Whether a consumer would need information, identification, direction, or regulation, the installed system connects these intangible needs into the world around them.