Marketing Asset Essentials: Wayfinding Signage

If you own a large office or commercial space, or if you manage an outdoor or education facility, then you know how important it is to have clear and easy-to-understand wayfinding signage. Most business owners are familiar with the term “wayfinding” in relation to directional signage inside a building. But what they may not realise is that wayfinding can also be used as an essential marketing asset, both internally and externally. Here are five reasons why wayfinding should be part of your marketing strategy:

Helps customers find your business

Whether you have a brick-and-mortar store or an online presence, wayfinding can help customers find you. By using signposts, banners, and other visual cues, you can guide customers to your door (or website) and make it easy for them to find what they’re looking for.

Increases foot traffic

Well-designed wayfinding systems not only help customers find your business, but they can also increase foot traffic by making it easy and convenient for people to move around your premises. This is especially important for businesses with multiple floors or large facilities.

Makes a good first impression

First impressions are important, and wayfinding can play a role in making sure yours is a positive one. Well-designed signs and graphics will give your business a professional appearance and make it easy for customers to navigate your premises—both of which can lead to increased sales and repeat business.

Signage Occombe
Signage Torbay Coast & Countryside Trust

Boosts branding efforts

Wayfinding provides an excellent opportunity to promote your brand identity and reinforce your marketing message. By using consistent colours, fonts, and imagery throughout your wayfinding system, you can create a strong visual identity that will leave a lasting impression on customers.

Enhances the customer experience

Good wayfinding doesn’t just make it easier for customers to find their way around—it can also enhance their overall experience by reducing frustration and making it more enjoyable to shop or do business with you. And that’s good for everyone involved.

Designing Effective Wayfinding Signage

Now that we’ve looked at the importance of wayfinding signage, let’s take a closer look at our approach to design. Wayfinding signage should be created using simple icons and colours that are easy to see from a distance. The font you use for your wayfinding signage also needs to be legible from a distance. In addition, your wayfinding signage should be placed in strategic locations so that it is easily visible to people as they move around your facility.

Andy Beer

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Wayfinding is a system

A good wayfinding signage system will use a hierarchy of signs, starting with the most general signs that everyone will need to see, such as directional signs pointing to the different areas of your building. This means using the same colours, fonts and icons on all of your signs so that people can easily identify them as part of a cohesive system. These general signs should then be supplemented with more detailed signs as people get closer to their destination. For example, if you have a retail store with different departments, you would use direction signs to point the way to each department, and then use additional signs within each department to help people find specific items.

Wayfinding systems need to be durable

Signs need to be durable enough to withstand heavy use and the elements. They should be made from materials that won’t fade or deteriorate over time, and they should be able to withstand wind, rain, and harsh sunlight. This is especially important for outdoor signs, but it’s also something to keep in mind for indoor signs that might be located near windows or doors.

Good wayfinding design makes it easy for people to get where they need to go without having to stop and ask for directions. A well-designed set of wayfinding signs can add a touch of elegance and style to any public space. In a world where first impressions are everything, good wayfinding design can make all the difference.

Interested to learn more?

As you can see, there are many good reasons to use wayfinding as part of your marketing strategy. If you’re not already using this powerful tool, now is the time to start! And if you need help getting started, our team is here to assist you every step of the way. Contact us today to learn more about our services or request a free quote. If you’re responsible for designing a public space, be sure to get in touch with our team of design experts at or ring us on 01803 295 959.