Reading town centre wayfinding

Wayfinding and Signage design for Reading Town Centre Design document

Arun Krishna Rajendran yd864992@reading.ac.uk 075345 09177

CONTENTS Executive summary Introduction

III V

Approach Understanding the context Imageability of Reading Imageability of Reading town centre Existing wayfinding system User analysis Persona User journey Mental maps Sign family Reading Explorer App

1 2 2 4 19 21 21 23 25 27 33

Specifications

36

Summary Acknowledgement

38 38

I

Executive summary

Executive summary There is a need to improve the quality and effectiveness of wayfinding in the Reading town centre in the town of Reading, Berkshire, UK. This ensures tourism, cultural and commercial destinations, products and assets easier to find more effectively and are integrated and consistently represented. Wayfinding is becoming a bigger priority for communities that wish to encourage tourists to stop, stay longer and spend thus making a positive impact on the economy of Reading.

Reading is one of the closest towns to London and is a fast growing city. The town is progressing in a fast pace with a lot of infrastructural developments projecting its presence in the South-west part of the country. The project is designed in tune with the same aspirations of the planners and various stake holders who are taking measures to make Reading a smart city.

This assignment is about creating a signage and wayfinding system for the Reading town centre which will enhance the urban experience of the people and make Reading a user-friendly town to the various types of users Reading is expecting.

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Reading Town Centre Wayfinding and Signage design

Introduction The Reading town centre wayfinding project is a design project where the design interventions will have an influence of the way people navigate through the urban environments.

The town centre is the heart of Reading and forms a commercial and cultural hub of Reading and its nearby villages. Because of its eclectic functions the town centre demands unique solutions which will cater to the different users and their needs. It is of prime importance that the design interventions shall augment the perception of the town and shall aid in creating a stress free navigation.

Reading is known for the University of Reading. It has a rich 100 years shopping heritage. It is one of the major shopping destinations in the south west. Reading is also a major historical location with its importance being referred from the medieval times. The wayfinding project tries to reflect all the importance of Reading and thus make it a tourist destination as well because of the number of festivals it hosts.

This document gives an overview about the background research, on which the designs are based, the initial design development of the design, its evolutions and finally the final design scheme giving an overview about the sign family and the digital channel used in wayfinding.

Aim The aim of the project is to design a legible wayfinding solution for Reading town centre. The primary goal of the solution is to cater to the different needs of the various user groups identified and to provide a solution which is in tune with the scale and the setting of Reading town centre. In addition to the wayfinding system, a digital channel will be proposed to enhance the navigational experience in Reading.

Arun Rajendran

Introduction

Objectives The following are the objectives of the wayfinding project. ▶▶ To analyse and understand the site, the Reading town centre ▶▶ To analyse and understand the needs of different user groups through persona and user journey mapping. ▶▶ To identify particular user groups and address the wayfinding issues pertaining to the user groups. ▶▶ To provide a responsive solution to the chosen user group’s needs. ▶▶ To develop design specifications of the sign types ▶▶ To design a digital channel of delivery addressing the wayfinding issue taken at hand.

V

Approach

Approach The first and the foremost step in the design process is to choose the approach. For this project, a three stage process was employed.

Three stage design process The three stage design process is a linear process. However, the linearity between the stages is often broken and is the process moves back and forth when required.

The three stages of the process are: ▶▶ Discovery ▶▶ Transforming and ▶▶ Making Discovery The discovery stage involves the understanding of the Reading town centre: its functions, the culture and heritage, and the users.

Transforming The transforming stage involves the generation of ideas and concepts and working on them.

Making The making stage involves the refinement of the ideas and finalising the sign locations, sign types, colour, scale and typography.

Discovery ▶▶ Understanding the site & context ▶▶ Site audit ▶▶ User group analysis

»

Transforming ▶▶ Concept generation ▶▶ Design development

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Making ▶▶ Design refinement ▶▶ Specifications ▶▶ Handing over

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Reading Town Centre Wayfinding and Signage design

Understanding the context For any project to respond well, it is highly essential that the context of the design is kept in mind while designing. What type of town is Reading? What type of people visit Reading? What are its existing infrastructure? Does it have any cultural or historical heritage? These are some of the questions which will be answered by understanding and defining the context.

Imageability of Reading Reading is a large town and unitary authority area in the ceremonial county of Berkshire, England. It was an important centre in the medieval period, as the site of Reading Abbey, a monastery with strong royal connections. The 19th century saw the coming of the Great Western Railway and the development of the town’s brewing, baking and seed growing businesses. Reading is an important commercial centre in the Thames Valley and Southern England. The town hosts the headquarters of several British companies and the UK offices of foreign multinationals, as well as being a major retail centre.

Whilst located close enough to London to be sometimes regarded as part of the London commuter belt, Reading is a net inward destination for commuters. Every year Reading hosts the Reading Festival, which has been running since 1971, in addition to a number of other festivals.

Today Reading is a commercial centre, with involvement in information technology and insurance, and, despite its proximity to London, has a net inward commuter flow.

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Understanding the context

Reading skyline

Reading aerial view

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Reading Town Centre Wayfinding and Signage design

Imageability of Reading town centre Reading town centre is a major shopping centre. In 2007, an independent poll placed Reading 16th in a league table of best performing retail centres in the UK. The main shopping street is Broad Street, which runs between The Oracle in the west and Broad Street Mall in the west and was pedestrianised in 1995. There are three major department stores in Reading: John Lewis Reading (formerly known as Heelas), Debenhams and House of Fraser.

Besides the two major shopping malls, Reading has three more smaller shopping arcades. An older form of retail facility is represented by Union Street, popularly known as Smelly Alley. Reading has no indoor market, but there is a street market in Hosier Street. A farmers’ market operates on two Saturdays a month.

Forbury Gardens, a nationally acclaimed Victorian formal garden, the ruins of Reading Abbey, the Kennet and Avon Canal, Reading Town Hall and museum, the Museum of English Rural Life, theatres, Council buildings, railway station are all located in a close proximity making it bustling with activities throughout the day and night.

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Understanding the context

Forbury Gardens: A symbol of Victorian influence in Reading

Broad street mall: The transformation of Reading into a shopping hub

Town Hall: Rich architectural heritage

Oracle: Vibrant night life in Reading

St Mary’s Church: City of medieval churches and ministries

River Kennet: The Kennet river reflecting the town’s history as a river port

Reading station: An important link connecting the captial with the South-west

University of Reading: Young population in the city throughout the year

Reading festival: A vibrant city celebrating a range of festivals

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Reading Town Centre Wayfinding and Signage design

Reading Town Hall The town hall was built in several phases between 1786 and 1897, although the principal facade was designed by Alfred Waterhouse in 1875. Situated close to the site of Reading Abbey, it is adjoined to the north by the Hospitium of St John and to the south by St Laurence’s Church.

Town Hall

No longer the home of the town’s administration, the Town Hall now houses the Museum of Reading, a large concert hall, several smaller halls and conference rooms, and a public cafe. It is a listed building, with the block designed by Alfred Waterhouse being listed grade II*, whilst other parts of the building are listed grade II. Forbury Gardens The park is on the site of the outer court of Reading Abbey, which was in front of the Abbey Church. The site was formerly known as the Forbury, and one of the roads flanking the current gardens is still known as The Forbury. Fairs were held on the site three times a year until the 19th century.

Forbury Gardens

Reading Borough Council organises summer concerts in the bandstand on Sunday afternoons during July and August.

Forbury Gardens is home to Reading’s YouTube gatherings, which are frequently held throughout the year.

St. Laurence’s church It is situated alongside the site of Reading Abbey, formerly bounded by the main Compter Gate to the south and the Hospitium of St John to the north. What was once the private chapel of the latter institution still remains in the north aisle.

St. Laurence’s church

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St Laurence’s was one of the three original parish churches, along with St Mary’s and St Giles’, serving the medieval borough of Reading. It was built to serve the people of the eastern part of the town. Its location next to the Abbey stimulated trade in that part of the town and St Laurence’s soon became surrounded by a large market place which included a pillory and stocks

Understanding the context

Greyfriars Church It is the oldest Franciscan church still in use as a place of worship in the UK, and is said to be the most complete surviving example of Franciscan architecture in England. As a consequence, it has been listed as a Grade I listed building.

Reading Minster

The Franciscan order of friars first arrived in Reading in 1233 with the intention of creating a community to minister to the poor and the oppressed. This arrival was not welcomed by the established Reading Abbey, but the fact that the friars had royal patronage meant that Adam de Lathbury, the then abbot, was obliged to assist.

Reading Minster Reading Minster, or the Minster Church of St Mary the Virgin as it is more properly known, is the oldest ecclesiastical foundation in the English town of Reading. Although eclipsed in importance by the later Reading Abbey, Reading Minster has regained its importance since the destruction of the Abbey and is now an Anglican parish church

Reading Minster

In 1121, King Henry I founded Reading Abbey which grew to become one of the most important religious and political centres of England. For the following 400 years the Abbey was the centre of ecclesiastical power in the town, and the Abbot also held the post of Rector of St Mary’s.

Readign Abbey The Reading Abbey is a large, ruined abbey in the centre of the town. The abbey was founded by Henry I in 1121. As part of his endowments, he gave the abbey his lands within Reading, along with land at Cholsey.

Reading Abbey

The inner rubble cores of the walls of many of the major buildings of the abbey still stand. The only parts of the Abbey Church that still exist are fragments of the piers of the central tower, together with parts of transepts, especially the south transept. In a range to the south of this transept are, in order, the remains of the vestry, the chapter house, the infirmary passage and the basement of the dorter or monks dormitory.

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Reading Town Centre Wayfinding and Signage design

River Kennet The Kennet is a tributary of the River Thames. The lower reaches of the river are navigable to river craft and are known as the Kennet Navigation, which, together with the Avon Navigation, the Kennet and Avon Canal and the Thames, links the cities of Bristol and London.

River Kennet

Originally a short stretch of navigable river was under the control of the Abbey; today it, including Blake’s Lock, is administered by the Environment Agency as if it were part of the River Thames.

Reading Railway station It is on the northern edge of the town centre, near the main retail and commercial areas, and also the River Thames. Next to the railway station is a bus interchange, served by most of Reading’s urban and rural bus services.

Reading station

Reading is the ninth-busiest station in the UK outside London and is the second busiest interchange station outside London, after Birmingham New Street. The station plays a key role in serving the Great Western Main Line, the line which runs west from London Paddington station to Reading. To the west of Reading station, the line splits into two branches, allowing it to serve a variety of communities in the West and South West of England and onward into South Wales.

The oracle The Oracle is a large indoor shopping and leisure mall, located on the banks of the River Kennet on the site of a 17thcentury workhouse of the same name. The centre contains 90 shops, including department stores from the Debenhams and House of Fraser chains. A third and larger department store, John Lewis, is adjacent to the Minster Street entrance but not part of the centre itself.

The Oracle

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There are also 22 restaurants, cafés and bars along the riverside of the Kennet, and an 11-screen Vue cinema. The Oracle increases Reading’s retail footage by one-third, and it has attracted some retailers who would otherwise not have located in Reading.

Understanding the context

Broad street mall Broad Street Mall is a large indoor shopping mall located in the town centre. The mall was originally known as the Butts Centre, and was named after the adjacent St Mary’s Butts.

The current name relates to Reading’s principal pedestrian shopping street, Broad Street, and the mall is situated at the west end of the street.

Broad Street Mall

It was opened in 1971 and later refurbished contributing to the economy of reading before The Oracle was opened.

Shopping Shopping in Reading ranges from John Lewis - one of the country’s largest department stores based on Broad Street - to the many boutique style stores situated in the side streets and arcades. St Mary’s Butts, The Walk and Harris Arcade offer a mix of small specialist shops, while West Street is home to the biggest name in discount shopping - Primark. Other regular supermarkets such as Tesco, Sainsbury’s and Mark & Spencers are well within the walking distance.

John Lewis in Broad street

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Reading Town Centre Wayfinding and Signage design

Site audit Site audit helps one to understand the site better. It helps to understand the linkages in the city and how the city is perceived by different individuals. The site audit is based on Kevin Lynch’s five elements of a legible city: paths, boundaries, nodes, landmarks and districts. For this document the findings are grouped under the following categories. ▶▶ ▶▶ ▶▶ ▶▶ ▶▶

Scale Architecture Nodes Paths Landmarks

Scale The Reading town centre is dotted with a lot of buildings of historical value and ones that are built in recent times as well. The Reading Abbey, Town hall, the churches reflect the historic past of the city. At the same time, there are many recent multi-storied office buildings.

The Blade is the tallest building in Reading and can be seen from various points of the city. The building could be seen from the trains. This building acts as a major landmark announcing the presence of the city. However, due to the topography of the town centre, the building is not seen from all the points in the town centre.

The Oracle is the largest building in the town centre area.

The Oracle itself is a 22 acre development. The building is of four floors. The great topographical differences within the site makes the building to be perceived as segments. The massiveness of the building is felt only when the building is viewed from the A329.

The Town hall is one of the dominating buildings within the Town centre. The clock tower dominates the surrounding area. Though it has only four floors, the clock tower exaggerates the presence of the building.

The Blade: The tallest building in Reading

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Site audit

The churches within the Town centre area are two or three stories high but their spires are very prominent. However, these spires are now dwarfed by the houses and commercial establishments around them. The other buildings in this area are not more than three to four floors high. But, a lot of multistoried office buildings could be seen along the periphery of the town centre. This forms a boundary between the town centre and the rest of the buildings.

The Oracle

Reading skyline

New high rise structures

Changing scale along the periphery

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Reading Town Centre Wayfinding and Signage design

Architecture The eclectic nature of activities in the town centre can be seen reflected in the eclectic architectural styles found in the architecture. There are very modern buildings like The Oracle and The Blade and very historical ones like the Town hall and the Reading Abbey. However, there can be a pattern observed in the spread of the styles. The heart of the town centre mainly has buildings in the traditional style, whereas the buildings along the periphery of the town centre are very modern. Modern buildings, however dot here and there within the town centre.

Town Hall square

St Marys church

Broad street

Reading station

Office building along the Forbury road

Broad street mall

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Site audit

Nodes Nodes are points within the city, strategically located, into which the individual enters. These can include: junctions, plaza areas and squares. The identification of the nodes are very essential as the nodes are generally the areas of high activities. These are places were people meet for recreation and other activities. Also nodes can also include roundabouts and intersections where people switch paths. These nodes acts as decision points so they make good locations where the signs can be planned.

Major nodes in the town centre: There are nine major nodes around the periphery of the town centre. However, the most lively ones are found within the town centre.

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Reading Town Centre Wayfinding and Signage design

The nodes shown in the map indicate the nodes only based on their scales. The are however smaller nodes which the people casually form themselves and are perceived as nodes by them.

Town Hall square The town hall square is one of the most important nodes. It is of great cultural and historical importance

St Marys church There are historic nodes like these which still remain relevant today

Broad street: Many roads criss-cross through the Broad street creating interesting nodes along the path. These nodes are further emphasized by different street furniture

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Entrance court at the railway station

Market: Weekly markets change the ambiance of the nodes which contribute in creating a sense of place with its tents and aromas coming from the street food

Site audit

Paths Paths consists of the “channels along which the observer customarily, occasionally, or potentially moves.� These can include: streets, paths, transit routes and any other defined paths of movement. The understanding of the paths is an essential component of the project as to assess the possible navigational routes the user will have to take.

The road network in Reading town centre: The Vastern road on the top, Caversham road on the left, the A329 on the bottom and the Queens road on the right envelope the town centre. This acts as a threshold between the town centre and the other zones of the town. The minor vehicular and pedestrian paths within the town centre are more organic and there form only a few axis.

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Reading Town Centre Wayfinding and Signage design

A329 road: This view of the A329 near the Forbury Gardens shows that the skyline of Reading is rather humble on the other side of the town centre.

Broad street: This view of the Broad street shows the contrast between the inner and the bounding paths of the town centre. These paths not only vary in scale but material treatment as well.

Framed vistas

Pedestrian pathway along the river

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Site audit

Landmarks Landmarks are also a point-reference (similar to nodes) The range of landmarks is extensive, but the commonality is that there are used by the individual to better understand and navigate the built environment. These can include: buildings, signs, geographical locations or sculptires. People use landmarks in their every day life. They give a sense of arrival. Some use it to direct people. Some have an emotional attachement to certain landmarks. They are one of the most efficient ways of wayfinding. The landmarks in the town centre are studied. People were asked to name the landmarks both by conducting interviews and by an online survey.

The Oracle:

The Blade:

Land mark classification: The landmarks were classified into commercial, cultural,institutional, transformational and natural. This forms the base for the design development

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Reading Town Centre Wayfinding and Signage design

Railway station:

St. Marys Butts

Tall building near the station

Broad street mall

Forbury Gardens

Shops

Town hall

The river kennet

St. Marys Church

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Site audit

Existing wayfinding system As part of the site audit, the existing Wayfinding system is studied. This is to analyse the existing infrastructure available in the site. It is noted that there is an existing wayfinding system for the town centre. There were some positive elements that could be carried on to the design development.

The components of the existing wayfinding system are: ▶▶ Railway station boards ▶▶ Totems and ▶▶ Sign posts The analysis on the existing totems and signage system has helped to understand the scope of the work better. Some of the key findings of the study are as follows: ▶▶ The totems are located at the attractions themselves rather than leading to them. ▶▶ The totems do not have an emphasis from the surrounding and are difficult to find. ▶▶ The directional signs rely on light posts and other poles to be installed. ▶▶ There are no signs from the railway station informing about the places in the town centre. ▶▶ There is a lot of space taken up by the bus time tables.

They could be redesigned to accommodate detailed maps. ▶▶ The interpretational signs at the totem are nice idea that could be developed further.

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Reading Town Centre Wayfinding and Signage design

Sign at railway station: The town centre is highlighted along with the way out in yellow colour

Wayfinding totems: The height of the totem is not adequate to be seen from a large distance or in a crowd

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Directional signs: The directional signs are fixed on to electric poles and are often unnoticed

Directional signs: These signs are just fixed on to poles and do not give a impression that they are a part of the system. The text is center

Schematic map: The schematic map rather seems to be difficult to understand

Overall map: The overall map is very cluttered with a lot of information to process

Area map: The area map has a lot of colour and the key on the main map is not highly visible

Legend: The legend is neither alphabetically arranged nor by the grid

Site audit

User analysis After understanding the site, the next step is to understand the users. It is important to know what the user’s needs are and what they look for in a navigational system. The understanding of the navigational patterns of the users are also essential. Things like the mode of transportation options, preferred paths, short routes etc., are studied This is done through persona, user journeys and mental maps.

Persona Persona helps to get an understanding of the user needs and gives a base to approach the problem. Many people were interviewed both in person and online to understand the needs of the various groups and to understand their perception of town centre.

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Reading Town Centre Wayfinding and Signage design

Alex Alex is 27 years old and is from Bulgaria.

Alex is living in a friend’s house in Wokingham and is visiting Reading for its festivals. He is a music enthusiast. He travels around where music festival happen. This is his first time in the UK He is not a fluent speaker of English. He also likes exploring the outdoors. He is not keen on apps using mobile data because of the cost, especially when he is abroad.

Karen Karen is 32 years old and is from Basingstoke.

Karen recently moved to Basingstoke from Yorkshire. She is a mother of two and works as a nursery school teacher.

She visits the town centre once or twice in a month for her shopping needs. She is unaware of the attractions in the town centre area. She is keen to look for places that she would like her children to take with.

Cindy Cindy is 24 years old and is from USA. Cindy is a postgraduate student at the University of Reading.

She visits the town centre at least once in a week. She mostly visits the shops and pubs in that area. She likes to visit museums and historic places. She was unaware of the directions to the attractions in the first few weeks in the town as she could not locate the signs easily. She is keen to use apps for navigation.

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User analysis

User journeys User journeys helps us to understand the patterns followed by the users in the wayfinding task. It shows the steps taken by a user to reach from one point to another. The user journeys of the above three persona are tried to be mapped to understand the typical nature of their respective wayfinding behaviour.

Pre arrival

▶▶ How do I get to Reading? ▶▶ What are the transportation options? ▶▶ What are the other places to visit ▶▶ Are there any offline travel apps?

Arrival

▶▶ How do I get to the town centre from railway station? ▶▶ Are there any signs?

Post arrival

▶▶ Difficulty in understanding language ▶▶ Mostly uses the public transportation

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Reading Town Centre Wayfinding and Signage design

Pre arrival

▶▶ Where am I going shopping? ▶▶ Are there any other places nearby?

▶▶ Wants to explore new events in the town centre ▶▶ Reads reviews online beforehand and invites friend

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Arrival

▶▶ I can’t find the street signs to the attractions?

▶▶ Uses Google maps to look for directions

Post arrival

▶▶ Do I need to take the bus to reach an attraction or is walkable?

▶▶ Uses shop names to guide the lost friend

User analysis

Mental maps Mental maps helps us to understand how different people perceive the city. As part of the discovery stage we went to the town centre and asked people to draw the mental map of Reading town centre and the areas surrounding them. In addition we asked them to give directions from one point to another. Also we asked them to mention the prominent land marks and streets in the town centre. An online survey where the participants were asked to list the important landmarks and streets to understand the same.

Railway station: This participant remembers the places he frequents. The station, Friar street and Mc Donald’s

Food chains: This participant remembers the restaurants that he visits regularly

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Reading Town Centre Wayfinding and Signage design

The persona, user journey and mental maps have given us few interesting observations: ▶▶ Shop names are better remembered than cultural or historic landmarks. ▶▶ The existing totems are hardly used. ▶▶ Street names leading to attractions remain unnoticed. ▶▶ People using own mode of transportation have a different view of the town.

Key places: This participant started drawing the map putting The Oracle as the focus and the places that are South to it.

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Shops: This participant remembers few of the street names but is unaware of the other lesser prominent buildings.

Sign family

Sign family Based on a lot of iterations, reworking, revisiting the brief and the users and evaluation, three solutions having good scope are picked and worked further. The town centre covers a small area. Yet the functions of the town centre are very varied. This means that a lot of design interventions for such a small area will be unsustainable. At the same time, the design shold be adequate enough so that the user will be able to orient himself without any trouble.

The options that are developed further are: ▶▶ Colour coded finger posts ▶▶ Totems ▶▶ Bus stop maps

Sign family:

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Reading Town Centre Wayfinding and Signage design

Colour coded finger post The finger posts are colour coded according to the bus stops and totem. They provide the walking distance to the destinations.

Destination sign: These signs have the appropriate pictogram with their respective colour code

Street sign: When the sign points to a street, there is no coloured box but had a pictogram of a walking man Pole colour: The colour of the pole follows the colour of the boards. This creates a sense of system which is absent at the moment

Location Signika Regular 130pt

Category box 6x6in

Walking man icon

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Walking distance Destination sign: Over all size: 30x6 in

Street sign: Over all size: 30x6 in

Signika Light 130pt

Sign family

Bus stop maps At the moment, there is only a schematic map in the panel on the bus stop. The area covered by the schematic map is also very small and much of the space is taken up by the bus time tables and the branding. As a lot of people use bus, it is a good opportunity to place the maps in the bus stops. Also it is expected that the users might see the map and may prefer to walk by seeing the proximity of places.

Stop name & stop code Area map

Walking distance

Attractions arranged categorically

Street index arranged alphabetically

Official branding

QR codes & links to further information

Bus stop map Over all size: 20x32 in

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Reading Town Centre Wayfinding and Signage design

Scenario 1: When there is only one bus stop in an area, the map is installed in the bus shelter

Example: This example is from London street where there is only one bus stop

Scenario 2: When there are two or more bus stops in a place, a totem or a finger post is used as wayfinding device. In place of the maps, advertisements are placed. This also serves as a revenue generating solution.

Example: In Friar street there are four bus stops in a row. It is not necessary to have the map in all the stops. So, a finger post is installed at the street junction

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Sign family

Totems The totem is divided into five parts. The location name followed by the direction signs, followed by the area map and the index, Finally there are additional information at the base.

Attraction name with respective colour code & pictogram Directional signs

Area map Walking distance

Attractions arranged categorically and colour coded

Street index arranged alphabetically with grid names

Official branding

QR codes & links to further information

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Reading Town Centre Wayfinding and Signage design

Lenticular panel showing different images Interpretational information

Art work of attractions and important places QR codes & links to further information

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Static image

Sign family

Reading Explorer App The Reading explorer is an offline map providing the necessary information to the tourists about all the attractions, shopping, dining out, current events, promotions and offers. The user can choose to set notifications for particular interests. The history pin option tries to encourage the user to explore the historical points by juxtaposing historical images integrated to the camera view points at certain points.

Historypin integration The user can enable to get notified when the user crosses a historypin location. They will also be marked on the roads/pavements with the historypin icon. Upon opening the phone camera and pointing it at the landmark, the historical pictures will be overlaid onto the camera screen.

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Reading Town Centre Wayfinding and Signage design

iBeacon techology The Reading explorer app lets the user to set alerts to favourite destinations. The app will alert the user with the directions to the locations for which the user has enabled the notifications.

Welcome screen

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Home screen

Categories Swipe right/left to view categories

Sign family

Categories list Upon tapping the category all the places falling under the category is listed. The places are rated and could be added to favourite list. The places having ‘History pin’ are indicated with the icon. The places can be viewed as list or in map

Place details

Photographs: The photographs featured are taken by users. They will be uploaded to photosharing app with the hashtag ‘#ReadingExplorer’ The photos are moderated and featured in the app

Information: There are information about opening hours, contact details and admission fee

List view of categories

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Reading Town Centre Wayfinding and Signage design

Specifications The specification of the final design are as follows.

Colour The colour used in the map is mild and the main buildings are highlighted so that it can stand out better. Both the bus stop panel and the totems are white in colour. This means better visibility and contrast.

Colours used in map

Colour code uses for building classification

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Sign family

Typography The typeface used in the bus stop signs, totems and finger posts is Signika. The type face was designed specifically for wayfinding and legibility. All the secondary information such as travel information about the app and websites are in Alegreya sans. The font compliments the aesthetics of Signika.

Signika Bold 40pt

Signika Semi bold 40pt

Signika Light 40pt

TOWN HALL London Road The oracle Alegreya sans

Alrgreyasans Bold 30pt

Alegreyasans Regular 30pt

About Reading Further information

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Reading Town Centre Wayfinding and Signage design

Summary The design is aimed to be harmonious with the scale and the setting of Reading. The design is carefully executed so that it does not dominate the surroundings but has enough contrast to be seen by the users. To get the utmost results from the system, the signs are to be tested during the day and the night. This will be the next step in the design process. This will enable for better understanding of the legibility.

However, the designer, with the approval from the governing bodies and the project team has finalised on the scope, the design language and type of signs. These shall remain mostly unaltered and necessary alterations shall be made only if there are evidences that indicate any lack of legibility.

The final finishes and the material specifications shall be provided after the consultation and approval from the industrial designer who will provide a detailed report on the material choice and specifications.

Acknowledgement I would like to thank all the people who took part in the online survey, the people who participated in the interviews and the people of Reading for their enthusiasm and participation. I would also like to thank the team mate Evelyn for providing the photographs and for the support until the research stage.

All photographs in the report have been collected from various sources throughout the internet, and have been used for reference only.

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