SIGN OF THE TIMES

Branding - Signage & Wayfinding Post-Lockdown

For the past few months, the world has been put on hold due to the various restrictions of lockdown during the current coronavirus pandemic. As restrictions start to ease, retail, schools and workplaces are beginning to reopen. However, it won’t be a return to normal, so how are these spaces going to be redefined for the New Norm?

As employees, consumers and society return to their offices, shops, restaurants and classrooms, the shift in our behaviours, interactions and how we navigate these spaces will require redefining. In this article we look at ways in which signage and graphics can help with this migration and ease the level of uncertainty that people are experiencing at the moment.

The following are the four best ways in which you can utilise graphics and signage in this post-Covid19 world:

User-Friendly Signage

Existing signage can be quite stressful. Existing communication signage is predominantly a directive and as such will be clear and to the point. While the messages are important, the appearance can help to soften the communication by being more friendly and human which helps to instill a sense of community. Instead of being direct such as “Put on your mask!”, try something like “Please wear your mask” which will be far less intimidating.

Assist the User Journey

A signage system should consider what is important to people returning to these spaces. Consider their emotions – how are they thinking, how are they feeling, what are their requirements? The journey starts with them leaving the safety of their homes and ends with them sitting at their desk, shopping in a retail store or sitting at a table in a restaurant. It is these situations where friendly messages can be used such a “Welcome back” at the entrance, social distancing floor decals to provide security within their surrounding space and “Please wash your hands” or “Please use the hand-sanitiser” in communal areas.

Positive Communication

Instructional signage, iconography and positive messages when used correctly can all help enhance the user experience. Signage needs to be helpful, for example meeting room protocols, number of people admitted into store, welcome signs etc. This is where people need help and guidance to make them feel comfortable before they venture into a new environment. Use of emails, social media or even printed material prior to the event can all help towards informing people what to expect upon their return to these spaces.

Brand Values

Reflect your companies brand message and its values into your signage. Well executed brand values make people comfortable about what to expect within that environment. Uplifting phrases, imagery and illustrations can all be used in line with your brands personality. Materials, colour and size of signage also need to be taken into consideration as these will help to transform a restrictive and daunting space into one that has a positive and inspired atmosphere.

These are unprecedented times and with easing of lockdown restrictions, the user experience of the journey back to the New Norm is now more important than ever. Signage and graphics when designed and installed correctly will help this journey to be both informative and reassuring.

Please note that the views, thoughts, and opinions expressed in this article belong solely to the author, and not necessarily to any other group or individual. To ensure you are fully compliant with all current legislation, please take legal/professional advice and do not rely solely on the information provided in these articles.