Helping visitors easily navigate venues and stadiums

November 25, 2022

The importance of wayfinding

For most people, wayfinding will be their first touchpoint of an event experience and consequently, their first impression.

Wayfinding is something we rely on every day, quite often without realizing it. Only when wayfinding is absent or ineffective do we truly notice its impact.

It should be creative yet functional, easy to identify and navigate, yet remain unobtrusive. This is especially important in large public spaces and events where the focus is on people’s movement.

The ease with which spectators can view and understand wayfinding will not only guide them around the venue, but ultimately determine their venue experience and lasting impression.

Key principles

An effective wayfinding and signage programme is critical to the customer experience. Our key principles include:

  • Integrating design and graphic language
  • Ensuring consistency across all media
  • Considering everyone
  • Communicating with all stakeholders
  • Adopting a process-driven approach

Six steps to delivering a successful wayfinding programme

These are coupled with our six keys steps to delivering a successful wayfinding programme:

  • Clarity
  • Practicality
  • Simplicity
  • Universality
  • Consistency
  • Inclusivity

A key component of the overall experience is the ease with which people can move around the venue. Clear, consistent and visible wayfinding is essential.

Our approach is to create a suite of wayfinding signage that is modular in design allowing for greater flexibility in both appearance and functionality.

To ensure visitors have a seamless and enjoyable journey, it’s important that information is delivered clearly and efficiently, whilst ensuring a coherent experience, irrespective of the route taken.

Concise, identifiable, legible and integrated wayfinding is essential in contributing to the individual experience, but also for the safe and functional operations of the whole event experience.

Effective wayfinding begins with purposeful and considered design. However, understanding user journeys, legibility standards, reading distances, and even end-product sign production and installation are all vital contributors to developing signage design that will result in an effective wayfinding system.

Successful wayfinding is built on the key elements of design, strategy, scope, artwork, production and installation. If any step in the process is not implemented correctly, there is a risk the whole signage system will fail.

Our approach to wayfinding and sign design is focused on providing a high-quality, functional yet flexible design to suit the temporary nature of event environments.