How Signage Elevates Customer Experience

In businesses, signage isn’t merely directional; it’s an integral aspect of the customer experience. Jochem Van Geest, a seasoned Wayfinding Specialist at the Modulex office in The Netherlands, sheds light on the significance of signage and its impact on customer interactions.

“Signage is not just about finding your way; it’s about feeling at ease and relaxed, even in unfamiliar surroundings,” says Jochem. There are three primary functions: orientation, navigation, and information. Orientation answers, ‘Where am I? Where is my destination?’ Navigation guides the journey, with cues like signs and landmarks, and data provides essential details about the surroundings, be it health and safety instructions or organizational insights.

Creating a positive first impression hinges on effective wayfinding, but it extends beyond. “Apart from wayfinding, signage serves goals like health and safety instructions, spatial architecture information, and branding,” notes Jochem. The visual appeal and consistency of signage contribute to visitors feeling valued and taken seriously.

Crafting Success: Jochem’s Design Principles for Effective Wayfinding and Brand Identity.

When asked about design principles, Jochem emphasizes starting with a signage strategy. “Identify target groups and traffic flows. It’s about guiding people to their destination and doing so without inconvenience or stress,” he adds. Design involves creating a family of coherent sign types tailored to content, location, and flexibility needs.

He stresses the role of signage in shaping brand identity. “Start with core values. Propagate them internally through signage to express the organization’s identity consistently,” he advises. A poorly executed wayfinding experience can lead to confusion, stress, and a negative perception of the establishment.

Different industries place varying importance on signage. Retail, where branding is crucial, and hospitality, focusing on creating a perfect experience, stands out. In transport hubs like airports, ensuring smooth connections is paramount.

Addressing diverse demographic groups requires early planning. “Select target groups and consider their physical and mental conditions. Icons or animals can aid understanding, especially in places like Children’s Hospitals,” explains Jochem.

Signage in the Technological Era: A Dynamic Evolution for Enhanced Experiences.

As technology evolves, so does signage. Traditional tools persist, but new technologies like narrowcasting screens, audible information, tactile elements for the visually impaired, and even artificial intelligence are becoming integral to the signage landscape. Jochem highlights Modulex’s commitment to exploring sustainable materials and staying at the forefront of technological advancements.

In essence, signage isn’t just about pointing the way; it’s a dynamic element that shapes perceptions, enhances experiences, and evolves with the ever-changing landscape of business and technology.

Meet The Author.
Jochem Van Geest is a seasoned wayfinding specialist and signage consultant based in the Netherlands. With a dedicated career spanning over three decades, Jochem has been an integral part of the Modulex team since 1991. Throughout his tenure, Jochem has played a pivotal role in shaping the wayfinding landscape, bringing his expertise to various projects and contributing to the success of Modulex. His deep understanding of the intricacies of signage design and navigation systems has made him a go-to professional in the field.

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