Wayfinding sign systems vary in size and complexity. Depending on a community’s density and geographical size, a wayfinding sign system can be as simple as a few guide signs on Main Street or as complicated as a comprehensive program with landscaped gateways, district demarcations, several levels of vehicular and pedestrian guide signs, kiosks, directories, interpretive signs and trailblazers. Each unique program will incorporate a combination of types that are customized to perform within a specific environment.

A successful wayfinding system includes seven basic function groups that are communicated through strategically placed devices. Within each function group are several sign types.
Group 1: Promotion
This group brings awareness to a destination or activity and promises an experience. It is intended to market a community or it’s attractions, usually on routes well beyond a community’s boarders that lead traffic to or through it. This group includes roadside billboards and facility displays such as transit stations and hotel lobbies. Advertising in travel publications and websites is also used to generate awareness of a destination and promote its values, resources and opportunities. Street banners can promote a brand, occasion, event or destination within a community. All of these support an effort to attract visitors or influence their behavior with the ultimate goal to generate economic activity.

Billboards

Billboards are large advertising devices placed alongside streets and highways. They display promotional messages to vehicular audiences. The primary objective of a billboard is to market or promote a product, service or activity. Their role within a branded wayfinding system for a town or city is to entice people to stop in a community by promoting a key feature or attraction, supported with brand graphics.

To maximize a billboard’s success, it must be kept as simple as possible. A driver has only a few seconds to comprehend a message when traveling 40 mph or more. The intended message must be quickly understood and easy to remember. There’s no time for a driver to grab a pen and paper to jot down a phone number or an obscure website address. An effective billboard used to promote a destination should consist of no more than four elements:
1. An image that grabs attention
2. A short caption that communicates a benefit or opportunity
3. A branded destination name
4. Distance and/or where to exit or turn

An important rule of thumb: less is always more as long as you include the basic four elements. Anymore and comprehension drops dramatically.

Since billboards are aimed at vehicular audiences you only have between 5 to 8 seconds to get your message across. Billboards should not be used to communicate phone numbers or obscure website addresses. Billboards are best used as brand builders.

Displays

Airports, train stations, bus terminals, rest stops, hotel lobbies and some rental car locations may offer wall displays. Depending on the venue, these can be pricey but effective. These “signs” are really ad spaces, targeted to visitors. These and other forms of promotion should be included in your marketing budget, not your wayfinding budget.

Street Banners

Street banners are a relatively inexpensive way to enhance an environment. They can support a city brand, create a sense of place or arrival, celebrate seasons and promote events and venues. These can be equally classified in both promotional and decorative groups.

They are most commonly made from exterior grade vinyl with digitally imprinted graphics. We sometimes recommend using two banner sizes. Larger, substantial banners would be placed on one or both sides of tall light standards at primary gateways. These will help announce the entrance into a community and begin to excite the visitor. Smaller banners would be hung on pedestrian scale light standards in town centers, special districts and at places where pedestrians gather. When you are considering working with a banner company, make sure they come with at least a two-year warrantee. This should include UV protection (fading due to sun and weather exposure) and structural integrity.

Group 2: Guidance
This group includes signs that lead visitors to a community, through it and to the destinations within it. There are three primary sign types included in this group.

Vehicular Guide Signs

Vehicular guide signs are used by drivers to navigate through streets and highways. They play a major role in a city wayfinding program. They serve two functions. First and foremost, they guide vehicular visitors to destinations. Secondly, they support the brand and help create a sense of place with thematic or brand supportive graphics. Signs that are placed on US state highways must comply with the Manual of Uniform Traffic Control Devices (MUTCD) enforced by the Department of Transportation (DOT). The MUTCD is published by the Federal Highway Administration (FHWA). The manual contains all approved design, implementation, standards, guidance, options, and support provisions for traffic control devices. Its purpose is to provide uniformity of these devices to promote highway safety and efficiency on the Nation’s streets and highways.
Canada maintains a similar system governed by the Ministry of Transportation. For the most part both Canadian and US systems are based on the same principal and use many of the same methods of classification and communication. The USDOT is more restrictive and narrow in its interpretation than its Canadian counterpart.

Recently in the US, after many years of lobbying efforts by the Society of Environmental Graphic Design (SEGD), the MUTCD has adopted revised standards for community wayfinding signs. Communities are no longer restricted to use the usual highway green background for community guide signs. They must avoid using colors that represent standard highway signs where color communicates a specific function. These colors include red, orange, yellow, purple, fluorescent yellow-green and fluorescent pink.

Typefaces other than the standard Highway Gothic or Clearview can be used but must have been tested through an engineering study to prove they are legible. Fonts that include full serifs, those that are condensed, include thin strokes, outlines, drop shadows or graphic embellishments should be avoided. Simple fonts such as Frutiger, Formata, Helvetica and Trebuchet are deemed legible alternates. A new font called Wayfinding Sans Pro has been developed by Ralf Herrmann. Mr. Herrmann traveled across the US and Europe to study fonts used for wayfinding signs. Wayfinding Sans Pro was designed to improve on where traditional highway fonts fall short.
On average, there are at least two levels of vehicular guide signs. A large version will accommodate three or more messages (if possible, we recommend no more than three messages be included on a single sign) and a small version for one or two messages. The criteria for designing vehicular guide signs has been tested by private industry and government agencies to insure maximum legibility for the few seconds a driver has to read, comprehend and react to a sign.

The Standard Legibility Index developed by the United States Sign Council (USSC) is a numerical value representing the distance in feet at which a sign may be read for every inch of capital letter height. For example, a sign with a Legibility Index of 30 means that it should be legible at 30 feet with one inch capital letters, or legible at 300 feet with ten inch capital letters. So, a general formula to determine the legible height of a letter is 1 inch for every 30 feet of viewing distance. It is recommended that vehicular guide signs placed on routes with speed limits of 25 mph or less include minimum cap heights of 4”. In rare cases 3 ½” may be allowed by State DOT, but not likely.

It may seem that the Standard Legibility Index is the final word in letter height for guide signs, but we have found that this calculation does not take certain conditions into consideration. Although it is true that signs are easily read at 1” for every 30’ at decision points with conditions where there are very few words on a given sign, within speed limits less than 25 MPH and where there are minimal visual distractions, but in an interview with a leading representative from the USDOT, we find that, in reality, letter height should be no smaller than 4” (25 MPH zone) and that its height should be determined as 1” for every 15’ of viewing distance. This accommodates speed fluctuations, multiple lanes of traffic, set back distance from the curb, competing signs and distractions, and when there are five lines of text.

The revised MUTCD has relaxed its previous rules for letter height on low-volume roads and urban streets with speeds of 25 mph or less from 6 inches to 4 inches. It states “the principal legend shall be in letters at least 4 inches in height for all upper-case letters, or a combination of 4 inches in height for upper-case letters and 3 inches in height for lower-case letters.”

Light letters and graphics against a dark background are preferred over the use of dark letters and graphics over a light background. Dark colors are recessive and drop away visually. Light colors are dominant and appear to move forward. When we look at dark and light objects together, we notice light objects sooner than dark ones.

Mixed-case words should be used instead of all caps. Mixed case messages have several advantages over those that are set in all caps. They take up less room horizontally. We comprehend mixed-case words faster than words in all caps. The mind recognizes mixed-case words as a footprint, comprehending the entire word at once. When set in all caps, the mind tends to read each individual letter in a word, slowing comprehension. Capitalized words do require less space between lines (leading) that is helpful if you have height limitations.

Words should not be kerned (space between letters) too tightly. If letters within a word are too closely spaced, they meld together reducing comprehension. The same goes for the space between words, lines (leading) and the area between the edge of the sign and the message itself. Ample negative space around messages is as important for comprehension as the letterforms themselves. In this case, bigger isn’t always better. Legibility requires ample visual breathing room.

SEGD fought to have alternate arrows allowed such as crow’s foot and Montreal Expo instead of the standard FHWA (Federal Highway Administration) arrows. Research has demonstrated they are more legible. But the 2009 MUTCD maintains that only standard FHWA arrows may be used. When we engage a local DOT representative we find some allowances are given. The same goes with arrow placement on a sign. The official standard is that an arrow should be placed next to the message- straight ahead and left arrows on the left of the sign, right arrows on the right. Designers have been successful in getting alternate arrow placements approved. In some cases the arrows are all aligned to the left of the messages regardless of their direction. In order to reduce the width of a sign or to maximize type size, arrows are placed flush left above or below one or more corresponding messages. Arrow orientation should begin with those pointing ahead, followed by those that point to the left, then to the right.

The revised MUTCD also requires a 3 to 1 legend-to-background luminance ratio (contrast). The higher the contrast, the better (and quicker) the message is comprehended. This 3 to 1 ratio not only ensures the proper contrast requirements for new signage, it provides a bases of measurement for sign materials that loose their contrast over time, indicating when they should be resurfaced. The MUTCD requires signs to either be illuminated or made with retroreflective sheeting materials. 25 years ago, when I was working in a sign shop, we created retroflective signs by adding tiny glass beads to wet paint. Today there are various types of vinyl materials such as reflective vinyl letters and sheeting. Translucent paints are applied over the retroreflective sheeting allowing for customized colors.

Vehicular guide signs are typically placed on the passenger side of the road whenever possible. In some cases when there is no room to add a sign on the right side, it may be placed on the opposite side of a street. Drivers are conditioned to look for direction messages on the right side of the road. Guide signs must be placed before and never after a turning point. In single lane streets with speed limits of 35 mph or less, you need about 200 feet of distance before a turning point. In areas with higher speeds or with turning or multiple lanes, you need 300 or more feet before a turning point to allow for ample safe reaction time. In rare cases, guide signs may be placed beyond a turning point when the road ends in a T and there is no place for a guide sign before the turn. This should be considered as a last resort. When more than one guide sign is required before a turning point in single lane streets with speed limits of 35 mph or less, they should be placed between 50 and 100 feet apart. In areas with higher speeds, with turning or multiple lanes, they should be placed between 100 to 200 feet apart.

If possible, avoid including “Parking” as directional messages with other messages within the same sign panel. Instead, use the internationally recognized “P” symbols as iconic secondary panels mounted below the main directional panel or on their own separate supports.

Guide signs should be positioned so they stay within a motorist’s cone of vision. A cone of vision extends laterally 10 degrees to the right and left of the viewer. Vertically, it extends approximately 15 degrees up from the viewer’s line of sight.

If the signs are located in an area accessible by pedestrians, the bottom edge of the sign panel must no less than be 7 feet from grade. They can be lower (recommended no lower than 3 feet from grade) if they are not accessible to pedestrians or that they do not invade vehicular clearance or create a visual obstruction to or for other traffic.

Parking Guide Signs

Parking guide signs specifically direct people to parking areas. The iconic “P” with a directional arrow is a universally recognized symbol. It can be used as a stand-alone sign or mounted on the same pole below a vehicular guide sign. In some cases, additional messaging may be needed to define the type or conditions of a parking area such as if it is for a particular
venue or if it is a free or pay-to-park facility.

Pedestrian Guide Signs

Pedestrian guide signs are used by people on foot to find places within reasonable walking distance. These signs don’t require the same strict standards as vehicular guide signs but the messages should be very legible and positioned in a way that will not cause physical hazard or block the flow of pedestrian traffic. The MUTCD requires that they must not be obviously visible to vehicular traffic to the extent that they can be mistaken for vehicular guide signs. This may cause confusion and ultimately distract a driver.

They can represent the city brand without restriction of font, color, sign shape or accompanying brand graphics. The design of these signs can take many forms as long as they comply with ADA (Americans with Disabilities Act). ADA calls for a visual character height of 5/8” when a sign is between 40” to 70” above grade and 2” height for signs that are 72” and higher above grade. If a sign panel or any other element protrudes more than 4” away from a wall, pole or base, it must have a clearance of 7’0”. More information about ADA signage compliance requirements can be found in section 4.30 of the ADA Accessibility Guidelines at: http://www.ada.gov/adastd94.pdf. Any time you have an element that projects more than 4 inches and is lower than seven feet in a public right of way, it is a hazard to people who are visually impaired. A blind person who uses a cane to navigate will find the pole, but will be unaware of the item that projects a few feet off the ground.

We recommend that each message include a distance indication to their respective destination to help people gauge walking distance. This is especially beneficial for businesses who are not visible near the main pedestrian traffic.

Use commonly recognized icons whenever possible. Hungry people have one thing on their mind– FOOD. A fork and spoon icon will stand out from other messages on signs. People will really appreciate visible restroom signs. The internationally recognized “Man and Woman” symbol will be seen faster than the word “restrooms”. Even in a pedestrian setting, the “P” icon will help people navigate back to their parked car. Icons speed up comprehension and are remembered more. Icons on signage can be used on directory maps to support wayfinging.

A common pedestrian guide sign is called a finger post sign where a group of signs are attached at one end to a common post, each is positioned to point in the direction of their respective destination. The lowest edge of the bottom sign that projects beyond 4” from its base must be seven feet from grade to have the proper head clearance.

Any multiple message panel sign should include changeable panel inserts to accommodate pedestrian destinations that come and go, especially restaurants and retail shops. Changeable panels can be mounted to a single or double pole support. The later format would allow the sign panels to be mounted below seven feet as long as they don’t protrude beyond 4”.

Trailblazers

Trailblazers are small, usually iconic signs that mark either vehicular or pedestrian paths such as self-guided driving tours, bike or walking trails and historical walks. The series often includes site markers or interpretive graphics. When used as pedestrian trail markers, they can serve as visual references for emergency personnel responding to 911 calls.

In Hawaii, there are scenic stop markers along roadways that identify significant points of interest. Originally implemented in the 1960’s, these trailblazers depict a graphic of a Hawaiian chief or “Ali’i” facing in the direction of the marked point of interest.

Group 3: Identification
This group identifies places. They also provide demarcation to regions and districts. Identity signs can be effective promoters of the brand.

Primary Gateways

Primary Gateways mark a perceived entrance into a community, property or district. I use the term “perceived” because a gateway doesn’t always have to be located exactly at an official boundary. In many cities you will find industrial parks, salvage yards and processing plants located at the outskirts where rent and property taxes are less. These are often the first things a visitor sees as they enter a city. In these cases, gateways should be moved closer to the part of town that represents the positives and not the negatives of a city. Gateways set the stage. They should let the visitor know that they have arrived in a unique place and that they are in store for a good experience. Beyond print advertising and billboards, gateways are really the first graphic element within the environment that can promote your brand.

A gateway sign into your community is an opportunity to make the best first impression to visitors entering your community for the first time. This first impression will set the tone for a visitor’s experience.

Secondary Gateways

Secondary Gateways mark entry points into special districts, communities, parks or amusement areas within a city. They are usually scaled down versions of the primary gateways but usually have unique elements to help create a separate, sub identity. Using the Disney World example, you have the main gateway to Disney World. Beyond it you have secondary gateways into the individual thematic areas such as Epcot Center, Magic Kingdom and Hollywood Studios. Each conveys a unique identity and generates an anticipation of an exciting experience while maintaining continuity to the whole system and, just as importantly, the Disney brand.

Destination Identity Signs

You can lead a horse to water, but if you don’t identify the trough, how will she know when she’s there? For a wayfinding system to work, you have to identify the destinations. Private retailers will be responsible for their own identity signs, but to help create definable retail districts or place experiences, design standards can be developed as guidelines for retailers and service providers. The more signs and storefronts in an area promote a common theme or character, traffic will increase exponentially and everyone in the area benefits.

Municipal buildings, parks and public spaces need identification as well. These are good opportunities to support the brand while allowing their look to take on a specific character to convey function or service level. These will include wall-mounted signs, garden monuments, pole signs and others. Although you can’t dictate the design of private retail identities, you can control all municipal identities. The more you can repeat the brand in your environment, the more you control the brand experience.

Parking area identities are found faster when they are identified with a large iconic “P”. When used in conjunction with a wayfinding guide sign using the same “P”, the parking identity sign becomes the recognizable “last bread crumb” at the end of well-marked path. Consistent use of the “P” icon in guide signs conditions the viewer to recognise to recognize the identified entrances to parking areas.

Street Signs

Street signs serve a vital role in wayfinding. It’s not important that they match the same aesthetic vernacular as the rest of the sign types, but it is important they are placed in consistent locations that are clearly visible at every intersection. If budget allows, unique street signs designed to support a brand or theme will help define key areas within a community such as historical districts, special neighborhoods and town centers.

Illuminated street signs at key intersections increase night visibility. Searching for street signs can pose a danger to both vehicular traffic and pedestrians especially at intersections with cross traffic and cross walks. Illuminated street signs also raise the stature of a community.

Group 4: Orientation

This group provides visual points of reference telling visitors where they are in relation to other areas or landmarks. This group includes informational kiosks and directory maps.

Informational Kiosks

Informational kiosks are free stranding structures that provide visitor information. They usually include area maps with a you-are-here marker and a legend of destinations. Maps should be oriented so they are right read….They show people where they are currently located and provide information and destination locations within the area. Kiosks are the most effective when they are located in areas where there is high pedestrian traffic. If they are located near roadways where they are clearly visible to vehicular traffic, they should be accessible with safe pullouts where a driver can easily move out of traffic and park their car.

A kiosk should be designed so that it is visually apparent from a distance. It should be ADA (Americans with Disabilities Act) accessible.

Elements of a kiosk may include an area map, a changeable destination legend, brochure holders, and enclosed display cabinets for current information posts. In areas where power is not accessible, small solar panels can be incorporated into the design for night illumination or to power interactive displays.

Directories

Directories are like kiosks except they may only include an area map and a legend. They can be free-standing or mounted to an existing structure. Freestanding versions can include sponsorship graphics or event information on the second side.
Group 5: Informative

This group provides information that describes, advises or tells a story about a place, event or activity. Most of these signs are considered interpretive for use in zoos, museums, theme parks or natural reserves. Some informative signs are paired with regulatory signs, only they advise instead of control public behavior.

Interpretive Signs

These usually require specialized skillsets to develop and are often lumped together within a separate scope. Interpretive signs include information and/or stories about a place, object or event. Interpretive Signs provide little to no wayfinding function. They are used to communicate a specific message to visitors. They inform, educate and entertain. Their message can influence behavior, solicit an action or evoke an emotion. You see them in zoos, aquariums, forests, historical sites, arboretums, monuments, parks, museums and other public spaces that have a story to tell.

Developing interpretive signs require a mix of graphic design, illustration, structural engineering, landscaping, research, and storytelling.

Their specific benefit within a wayfinding system is to engage the visitor with their environment. The more they know about a place, the stronger the connection. Interpretive signs help to create a sense of place. They should be designed to have little impact on a natural setting. They should not become visual barriers to the very thing they are interpreting. A common format for an interpretive sign is an inclined panel of about 22 degrees. The bottom edge measuring about 28 inches from the ground. This is high enough for a standing visitor to comfortably read, and low enough for a person in a wheelchair to access.

These are often located in areas vulnerable to weather and vandalism. The materials need to withstand sever conditions. A popular material used for the graphic panels is called graphic embedded fiberglass or digitally imaged high pressure laminates. Structural metals are selected to withstand corrosive environments, assembled with tamper proof fasteners to discourage removal or tampering.

Group 6: Regulatory

This group includes signs that restrict, warn or control actions within an environment such as public parking areas, parks and public facilities.

Regulatory signs communicate rules, warnings and restrictions. They have little to do with wayfinding but are necessary for the control of public behavior in public areas.

Rules and Regulations

Unfortunately, signs with long lists of “Nos” and “Don’ts” are often the first thing one sees when entering a park or public place. These have an unwelcome effect and take away from a positive experience of place. Such signs are necessary, but nobody said these signs have to be ugly to be effective. With a little creativity and word-smithing, they can be designed to support the overall branded aesthetic while serving as effective behavior control devices.
Sometimes there are multiple layers of signs that have been added to supplement information missing from existings signs. The result can be an unsightly collection of sign clutter that negatively impacts a visitor’s experience. Regulatory messages should be consolidated into one or two signs if possible, placed away from a primary entrance but near a visitor’s path, clearly within view.

Traffic Control

These signs cannot be customized or fabricated outside of regulated methods. Traffic control signs are used as standard vehicular control devices such as stop signs, yield signs, speed limit signs or any street sign that controls driving behavior. Drivers are conditioned to recognize control devices by their color, shape, placement and message. Change one of these things and the sign can become invisible, posing traffic hazards and possibly injury or death.
Years ago, a design firm created a stop sign for a prominent Maui resort. At the time, there were no constraints on traffic control signs located within private properties. The customized stop sign incorporated a brand-supportive font. The background was bright yellow and the sign panel was smaller than the usual red stop signs.
The height of the sign was 5 feet from grade to the center. The only things that were maintained was the word “STOP” and the shape of the sign. It wasn’t even retroflective for night visibility. One day a tourist with a Maitai in one hand drove through the stop, disregarding the aesthetically pleasing stop sign. They crashed into a slow moving golf cart, seriously injuring two elderly people. It was obvious that the driver of the car was distracted and not paying attention. He may have been intoxicated as well. Regardless of the driver’s negligence, the hotel was sued because the defendant claimed he did not recognize the stop sign. This resonated throughout the Hawaiian Islands and a precedent was set. Stop signs and all traffic control devices must remain standardized.
Group 7: Decorative

Public art and Architectural features such as landscaped greenways, public plazas, round-abouts, fountains and iconic buildings are key visual features that create memorable experiences for visitors and residents. They also function as reference landmarks or reference points helping people navigate through an environment.

Street banners can also serve as decorative elements that celebrate seasons, brands and occasions. They can portray anything that adds to an environmental experience purely for aesthetic appeal.

Fixtures such as public benches, street lamps, trash receptacles and signposts add character to urban environment.

Paving treatments for crosswalks or key intersections provide a similar benefit as public art. They help define pedestrian areas, improve the visual appeal of a streetscape and assist pedestrians and vehicular traffic with spatial orientation. They help to demarcate districts, public gathering places and town centers. Traditional paving methods such as brick or stone can be expensive. They require extensive surface preparation whereby existing hardscape is removed and replaced with paver material. There are decorative thermoplastic products that can be applied directly onto an existing asphalt or concrete. The surface is cleaned of loose debris and sealed. The patterned material is positioned, then heated with propane heat torches to adhere to the street surface. There are also resin-based compounds that are applied in thin layers. While hot they are stamped with a mold to simulate dimensional brick or stone.

Flags and flagpoles serve as both decorative and identification elements. They are commonly placed at municipal destinations or public gathering places.

A community’s physical form is its most enduring attribute. An important characteristic of that physical form includes the concept of “placemaking” which includes historic preservation, urban development, transportation, cultural development and commercial revitalization. These things, along with targeted marketing, increase tourism and transform a city or town into a true destination. An important component of placemaking is the concept of “wayfinding” and the need to provide safe, easy, efficient movement and circulation of vehicular and pedestrian traffic (particularly visitors and tourists) into, through and within an urban area. It requires more than just adding signs. There are already too many signs in our urban environment. It is the quality of signs and the science behind their development that makes a measurable difference. Most everyone has seen the typical blue and green highway signs. They’re designed to provide a consistent vernacular throughout North America. From one town to the next, they’re predictable, dependable and, well… boring! Although highway signs do a great job at moving people across our country, they, in many cases guide people through communities and out to other places. Highway signs don’t promote the Main Street experience. Because of their homogenous character, they don’t differentiate one community from another. From one town to the next, there is nothing unique that creates a memorable sense of place or will encourage travelers to explore an otherwise unknown historical downtown quaint retail area. This is where the specialized art of strategic wayfinding comes in.

The primary benefit of a strategically designed wayfinding system is to help people find their way to your community and to destinations within it. When visitors are able to navigate easily through a new place, their stress level drops and they develop a positive first impression. If a visitor can’t find their way within an unfamiliar environment, they become anxious and frustrated. Chances are they will leave sooner and probably never come back. A well-designed and efficiently organized wayfinding system reassures people they are headed in the right direction. They feel safer and tend to stay longer. Nice looking wayfinding signs are like a friendly face. Attractive vehicular guide signs reassure drivers they are on the right path to a friendly neighborhood. Visible pedestrian guide signs reassure people on foot they are in a safe and welcome area.

Another important benefit of a wayfinding system is it’s visual effect on a visitor. How it makes them feel and sense of place it conveys. When you add theme or brand supportive graphics to signs within an environment, you help create an experience. These elements add to the positive first impression you want visitors to have. Thematic graphics on a can sign generate anticipation of a good experience. If you’ve ever been to a major urban zoo or theme park, you’ve seen vibrant guide signs that make you want to walk a little faster to an attraction or exhibit. A well-designed sign can do more than just guide people, it can influence behavior by evoking an emotional feeling. Signs can encourage exploration and offer the choice for diversion.

Gateways at the perimeter of a community welcome visitors. If designed right, they will tell visitors, “We’re glad you’re here and we want you to stay for a while”. Gateways serve as your community’s “product wrapper” or label. Studies have shown that people tend to judge products by their labels even before they read the small print. If the best tasting potato chips in the world are packaged in dull, mundane bags, they don’t move off the shelf as fast as the colorful ones with the cool leopard character on the front. A good product is what people want and will come back for, but if you don’t promote it right, lead them to it or put it in an attractive package, few people will know it exists. One of my favorite t-shirts has a simple slogan on the front: “You can never make a second first impression”. It’s true, image is everything. When eye-catching graphics are paired with a good product, it’s “all that and a bag of chips”. Your community and the resources within it is your product. The great experiences you offer in your community go undiscovered if they not promoted and packaged well.

In many small towns and cities, near or just beyond the city limits are industrial areas, salvage yards and car dealerships. These types of businesses seek out areas where they can find large plots of inexpensive land space. Unfortunately, these areas are usually right along highways or primary routes into a town or city. If alternate routes are available, wayfinding signage can be placed to steer visitors around less attractive areas and through more scenic routes, thus creating a better first impression. If alternate routes are not possible, gateway signs can be located after these areas, closer to the more attractive part of a community. A strategic wayfinding plan will steer visitors away from less desirable areas and to places that represent the best face of your community. It will guide them to places where you want them to spend their money. This helps grow local your economy, encourages development and increases neighborhood vitality. Attractive community wayfinding is literally a positive “sign of life”. It tells people that this is a safe place and worth exploring. A well-organized city not only attracts visitors, it helps to retain residents and focus economic activity.

A first objective for a wayfinding system is to bring people to your community. Once there, they have to be guided to desirable destinations within it. It’s really about getting more dollars to places within your community.

For visitors who stay more than a day, their first objective will be lodging. If hotels are not easily found, guide them to areas where hotels tend to cluster. Once they are settled in, or if they are visiting for just the day, provide guidance to likely destinations. As they arrive near their targeted destination, guide them to where they can park. Once visitors are parked, kiosks or directory maps give pedestrians an overview of the immediate area. Pedestrian guide signs pick up the task of marking pathways to opportunities within reasonable walking distance. Of the most important places a pedestrian will want to find first are public restrooms. Guide signs that clearly mark restroom access should be evident.

A pedestrian’s next objective will be to find either a place to eat, attraction to visit or a retail area to go shopping. Whenever possible, pedestrian guide signs should be clustered in highly visible areas at path crossroads or where pedestrian traffic is the most concentrated.

Most towns and cities have big box areas. Here is where stores like Walmart, strip malls and fast food chains cluster together. They primarily market to locals and residents of neighboring communities who don’t have such services and products. These businesses are not typically the reason out of town visitors come to a community. They do serve a purpose for visitors who need to replenish supplies, shop or go to a movie. Wayfinding signage will help guide people to these areas, especially, if they are not visually apparent from visitor destinations.

Because of our growing success in 2010 and 2011, we have decided to rebrand ourselves and take the company to the next level. This means improved processes, practicing higher excellence in design and strengthening alliances with specialized consultants in order to provide more comprehensive solutions to our clients.

In the coming months, we will be putting on a fresh coat of paint and change our name to AXIA Creative. This will include a sexy new website, the launch of our newsletter called Graphic Language and several free tools to help our clients understand and manage their own visual communications.

Many business owners and city managers understand the value of a strong brand and the benefits that come from a strategic visual communications program. They also know that you can’t make a second first impression. Engaging with the right creative consultant can be the best investment you make.

If you would like to know more about us, visit us online at mayfieldcreative.com or call Todd Mayfield at 561-282-6205.

Mayfield Creative is an award-winning visual communications company specializing in Branding, Advertising and Wayfinding for City, Corporate and Retail markets.

The Florida-based company provides solutions to move people forward, companies upward and communities onward. As Axia, it will continue to be a is a place where great ideas take flight. We believe that there are no bad ideas, just steps in the process of creating winning solutions. Our clients are always encouraged to participate in the design process.

Our motto is simple. “Provide the best creative solutions for the best clients for the best results– and have fun doing it”.

Our Branding services develop strategic identities to promote desired messages to targeted audiences. Beyond the development of a Brand Promise and a Marketing Plan, we develop visual communications to deliver the right message to the right audience for the right response.

Mayfield Creative has established long term strategic partnerships with brand specialists and marketing consultants who we collaborate with on small to large branding assignments. As Axia, we will continue to seek powerful alliances with individuals who bring added value to our clients.

The primary goal of our Advertising services is to increase and retain our clients’ customer base while strengthening their brand equity. The desired results are continued market growth, brand recognition and sustained credibility.

We accomplish these goals by fully understanding our clients’ industry, their unique offering, competition and target audience. We develop a strategic marketing road map which identifies calendared marketing opportunities and trends. We collaborate with each client’s marketing team to develop creative campaigns that align with these opportunities for efficient and measured results.

Wayfinding is the art and science of moving people through an environment to a desired location using a number of visual cues including, but not limited to, directional signage, place identity, visual landmarks and all forms of environmental graphics.