Signage – What it is and Why is it so important?
What is the purpose of Signage?
We see signage every single day – they’re an essential part of life. Drive down the street and you’ll be confronted with road signs indicating which speed to drive at or directions to the nearest town. In the workplace, you’ll discover health and safety signs littered here, there and everywhere. Pop to town for groceries and you’ll notice that shop signage is plentiful, detailing opening hours plus displays of discounts and deals. Even the infamous golden arches of McDonalds can be considered signage!
So, what exactly is signage? Signage is generally defined as any kind of graphic display intended to convey information to an audience.
What is the purpose of signage?
Typically, signage tends to serve a few common purposes: to promote, identify, provide information, give directions or to raise awareness. Allow us to expand:
- Advertising and Marketing:
Signs are often used for advertising and marketing by companies or organisations. While advertising hoardings may initially present themselves as the obvious solution for companies, there are other signs that can be used for this purpose. Other outdoor signage solutions and building wraps are an alternative and successful way to advertise a brand.
2) Entice customers
Relatedly, shop signage (both inside and out) can attract business to a company. To entice customers from the outside, window displays can be successful at creating curiosity and encouraging customers to venture inside.
Quite simply, signage is often designed to help individuals recognise or identify a place or brand. For instance, signs help us to identify which restroom to use. In terms of brands, over the years, Coca-Cola and Starbucks have become instantly recognisable signs.
Directional signage is necessary for vast locations such as shopping malls, hospitals and corporations. With these signs, visitors or customers are less likely to get lost which helps to avoid a situation that could reflect badly on the business. Directional signage can also be useful for large scale outdoor events such as festivals or places where there are multiple buildings or entrances.
5) Standard and Safety signage
Safety signage is one of the main means of communicating health and safety information. They can be found in places such as workplaces, nurseries, schools and offices. Signs provide information and warnings about hazards or threats which are essential to safety. Standard signs include those of Bathrooms, Exit, Fire Exit, Name Banners etc.
Finally, not all signage necessarily serves an overt purpose! Sometimes a sign may be used simply to enhance the overall appearance of a space or its surroundings, like this one we made for the Kolkata Airport.