A SIMPLE Guide to Wayshowing
The Design Office of Steve Neumann & Friends
[or how to use the “Aunt Betty Factor”™...]
This booklet was prepared by The Design Office of Steve Neumann & Friends to assist our future and current clients in understanding the needs associated with the development of a comprehensive wayshowing signage program, be it a design solution or a design-build project. Enjoy the thoughts...
wayfinding/WAYSHOWING
As the fable once was told, “wayfinding” is the unscientific art of discovering, predicting, or anticipating one’s way through a new or confusing situation or built environment. Maybe it was the act of planning or designing for the most natural flow of people through an environment. Or it might have been that we came upon our destination, often encountering, stumbling, finding or discovering it quite by accident. But many times it is undertaken by those who know their facility very well, and take for granted the simple fact that people, when confronted with a new encounter, are anxious, scared and even intimidated when it comes time to traverse new architectural facilities.
The Design Office of Steve Neumann & Friends
So with time, we travelers became observant to cues within our environment which help us find our way. Be they signs, murals, objects or even textures, sounds, lights or temperatures, the event we now call wayfinding, was the name we gave the event that we all have come to appreciate. But, why try to FIND our way around a facility, when we should be SHOWING our guests, visitors, friends and employees how to get through our environment?
Wayfinding/Wayshowing
So with time, we now approach WAYFINDING not as the “chance� of finding our objective, department, area or destination, but we at The Design Office of Steve Neumann & Friends have chosen to take the lead in SHOWING how to traverse a given institution or facility. A novel approach indeed, SHOWING someone how to navigate the built environment. It is a more appropriate, politically correct and positive participatory mode to gain the confidence, reassurance and positive experience your visitors, guests, friends and staff now come to expect.
The Design Office of Steve Neumann & Friends
Branding, graphics, planning, architecture, identity, wayfinding. The modern facility must integrate all these elements to a high level to gain the highly perceived level of user satisfaction. How does an institution create the design values and culture necessary to support design excellence? What does an attractive and successful environment lend to the bottom financial line? Can we improve the institutions' reputation, gather more donors, improve the experience and the surrounding community? OK, so how can the Aunt Betty Factor™ help to define and refine the solution for your architectural conditions?
Wayfinding/Wayshowing
So who is "Aunt Betty"? We all have an "Aunt Betty" in our lives. But more importantly, how can she help us discover solutions to showing guests and visitors around a facility?
The Design Office of Steve Neumann & Friends
Our fictitious darling little old lady establishes the needs and expectations that, when fully addressed, create a seamless stream of subtitle information, cues, elements, remembrances, milestones and most importantly, feelings, which when combined as a complete unit, allows her to be comfortable in visiting a facility at which she has never been to before. She's the one who knows everything about everyone, but she is also the one who is timid, partially sight challenged, has to read everything two or three times to make sure she is comprehending everything, does not want to inconvenience anyone by asking instructions and now wants to rationally think out where she is going. She wants to be constantly reminded that she is, indeed, going in the right direction; knows where the nearest restroom/telephone, Starbucks and Gift Shop is as well as how to get back to her 1990 Volvo, parked in the (inexpensive) remote parking ramp on the blue coral fifth level near the elevator bank.
What’s Wayshowing ...
So what's this big deal about "Aunt Betty"? It seems that many design consulting firms have found patented modes, concepts, processes and "models" from which they can, in a sterile environment, develop a wayfinding system with positive, perfect precision every time, with little or no input from the User/Owner.
The Design Office of Steve Neumann & Friends
Experience notwithstanding, the Aunt Betty Factor is not based upon scientific theory, mumble-jumble, smoke and mirrors, or a canned computer program of which all you do is fill in the blanks. The Aunt Betty Factor is based upon one simple premise: use the imaginary Aunt figure to transition thru the built environment and place yourself in her shoes, then ask "What would Aunt Betty do?"... The answers will surprise you. First she needs a set of tools, logical building blocks from which decisions, actions and reactions can be undertaken. With these at hand, asking the question, the answers will be self evident. Then place yourself in her shoes, and see how logical it will be to properly sign a facility, with minimal, concise, visual queues that answer those very questions you might encounter while doing a virtual walk thru an architectural facility.
What’s Wayshowing ...
So what makes for a good program? • Point of View:
All wayshowing must have a common reference. Everyone should speak the same language, speak in the same terms, and give the same directions.
• Point of Origin:
All journeys have a beginning. Sometimes you must return to where it all began.
• Point of Destination:
All journeys have a goal. What is it, can you find it, how do you know if you REALLY have found it?
• Point of Confirmation:
All travelers must feel secure of the path taken and receive continuous reassurance that they are indeed going in the right direction. Never let them feel insecure, in doubt or anxious in their travels. Sometimes, we need to tell it to them multiple times, but do it politely.
The Design Office of Steve Neumann & Friends
• Point of Frustration:
When travelers finally rely on signs instead of their own sense of direction (typically a gender-specific trait).
What’s Wayshowing ...
• Point of View All wayshowing must have a common reference. You could always get there from here as long as everyone had the same Here and There. The best wayshowing point of view is also a Worst-Case scenario: the point of view of the sick, the late, the stressed, and the otherwise “directionally” challenged. The view should never be that of the client, the clairvoyant, or the members of MENSA.
What’s Wayshowing ...
• Point of Origin: All journeys have a beginning. Everyone and everything start somewhere. It could be to your left, right, behind or in front of you. No matter where it is, it must be clearly identified.
The Design Office of Steve Neumann & Friends
Identification is the best way to begin. Your parents thought so when they gave you your name. Only later you did become confused, when they started using: “Hey YOU! Get over here!”
What’s Wayshowing ...
• Point of Destination: All journeys have a goal. Goals are a destination, a point of deliverance, a place of “Arrival”. Destinations should be clearly identified with at least one direct route to each. Travelers must receive the satisfaction that they arrived where they wanted to be, in a timely manner. In some cases, they need to be hit over the head with something which might say "congratulations" you HAVE arrived. [Most of the time, we just walk by our destination without even knowing that it was what we were looking for....]
What’s Wayshowing ...
• Point of Confirmation: All travelers must feel secure of the path and receive continuous reassurance. Hansel & Gretel used bread crumbs. Dorothy used a yellow brick road.
The Design Office of Steve Neumann & Friends
“Follow the blue stripe on the floor and you’ll go through the double doors, then turn right and ask the secretary for additional instructions...Have a nice day.”
What’s Wayshowing ...
• Point of Frustration: When travelers finally rely on signs instead of their own sense of direction (typically a gender-specific trait). Moses was lost for 40 years. If it weren’t for God’s gift of smoke and fire, he would have been there a lot longer. Guys (even Charlton Heston) don’t like to ask for directions. Fortunately, they’ll wander over to a sign rather than ask for instructions from the nearest person. (No beneficial gene mutation has been noted for this male-specific trait.) I guess this is why women are always the information givers.
Wayshowing /Toolkit
The Design Office of Steve Neumann & Friends
Aunt Betty's “Really Special Toolkit”
Wayshowing /Toolkit
Wayshowing relies on a special kit of tools and parts to achieve success.
• Repetition:
Multiple/sequential messages aid retention.
• Similarity:
Similar proportions are seen as “family”.
• Memorability:
“Good design” is the ability to be recalled.
• Understandability:
Clear, precise messages with proper semantics.
• Placement:
Putting signs where they belong.
• Legibility:
Ability of both people with normal vision and the color blind to read signs at a certain distance, with typical light levels and weather conditions.
• Flexibility:
To quickly adjust to new requirements.
• Changeability:
Like people, messages should change with the times.
• Modularity:
To reinforce recognition.
• Affordability:
Signs clients can afford to purchase and maintain.
• Repairability:
Signs are always vandal-targets.
• Functionality:
Form Follows Function.
Wayshowing /Toolkit
• Repetition Multiple/sequential messages aid in retention. Sign users (readers) are not dumb, they’re just looking at a lot of other things and never comprehend or perceive there is a sign to read. We must treat users with patience. “Turn Right at the next stoplight.“ “Turn Right where that red truck is turning...” “Turn Right... HERE.”
The Design Office of Steve Neumann & Friends
“At the next corridor, turn around and go back.”
Wayshowing /Toolkit
• SIMILARITY Similar proportions are seen as “family”. Recognition of a message is the first important step. Similarity becomes Familiarity after the third, fourth or even fifth sign. By then, only the message is apparent. Familiarity breeds comfort when the user has learned to anticipate your next instruction. But sometimes, when the anticipated sign is missing, it only breeds contempt and confusion...
Wayshowing /Toolkit
• MEMORABILITY “Good design” is the ability to be recalled. Remembering a message is the next important step. “MAN BITES DOG”... that’s memorable.
The Design Office of Steve Neumann & Friends
“There was a certain MAN who encountered a ferocious DOG in a dark alley one night. Weaponless, he was forced to BITE back to escape”. ...but this is a novel, not simple, direct, communication.
Wayshowing /Toolkit
• UNDERSTANDABILITY Clear, precise messages with proper semantics. The correct comprehension of a message. Not everyone speaks the same language. Some we can comprehend; some we need a translator. Every profession has its’ own jargon. The message should always be presented in the user’s language and experience. P.T. Barnum used “This Way to the Egress” in his sideshows to lure people through an EXIT before they intended to leave.
Wayshowing /Toolkit
• PLACEMENT Putting signs where they belong. Finding the message is important. The user’s reference point begins at their eyes. The message should be evident, not discovered. [This is where Wayshowing plays an important role, as we take the aggressive position to lead and not follow.]
The Design Office of Steve Neumann & Friends
Placement includes: angle, distance, lighting, size, sequence, color, need and importance. But more importantly, where it is located will become a direct function of its' usefulness.
Wayshowing /Toolkit
• LEGIBILITY Ability of both people with normal vision and the color blind to read signs at a certain distance, with typical light levels and weather conditions. Legibility is the mark of good visual communication. Signage should instantly communicate. Message before Materials, not Materials before Message. Remember, Aunt Betty has always worn glasses and can't read well to start with.
Wayshowing /Toolkit
• flexibility To quickly adjust to new requirements. Rapidly changing requirements cause sign legends to change at a comparable rate. If the signs can be changed, the message will not become stale, outdated or worse, incorrect.
The Design Office of Steve Neumann & Friends
“The original sign contractor went bust. Who can supply that funky, clip art [free] typeface that looks just like Japanese?”
Wayshowing /Toolkit
• changeability Like people, messages should change with the times. Plutonium is forever. Signs must always be adaptable. Dr. Susan Smith got married. She decided to use Smith-Skrynopskovich. (Yes, its’ a real person’s name.) ... and a new name plaque for her office was ordered. If it won’t fit the plaque...what should we do?
Wayshowing /Toolkit
• modularity To reinforce recognition. Similarly-proportioned signs are more memorable. The paradox of signage is that it must be there and not be there. Less is better, or is it? Similarity reinforces recognition, trust and a sense of belonging.
The Design Office of Steve Neumann & Friends
Modularity allows flexibility, changeability and a consistent visual approach reflective of organization and continuity.
Wayshowing /Toolkit
• affordability Signs clients can afford to purchase and maintain. Sometimes good signage costs good money. Bad signage costs just as much money when you do it over again and again. Proper paint coating, called a base-coat/clear coat application, (proper paint specification thickness and a UV-inhibiting clear coat) will maintain the finish 5x longer than just paint sprayed onto the sign. (That’s called “paint-to-color”, and it is probably applied too thin to last more than 18-24 months...) Good judgement spends reasonable money. Better judgement spends money on quality. Where Nice matches Price.
Wayshowing /Toolkit
• repairability Signs are always tender, juicy targets for vandals, graffiti, walls in student rooms and a place to "tag" your thoughts for all to see. Some things never change, they just get thrown away. Good signage is a capital investment. It should be designed to be repaired and maintained. Standard materials and good construction practices will allow for quick and reasonably affordable maintenance.
The Design Office of Steve Neumann & Friends
And sometimes, as well, they may need a little soap and water to make them look new and refreshed. Add a little wax, and a good buffing, and it will even look better, maybe almost brand new.
Wayshowing /Toolkit
• functionality Form-Follows-Function (but Mother Nature always calls the shots). Museums keep objects safe. Very little of the world resides in a museum. Lasting value is a perception by those who appreciate it.
Wayshowing /Toolkit
• and..."You are here".... Ultimately, the final tools are little elements which give those independent men and women the chance to do it themselves..... so give them a MAP! Make sure that the plan is oriented so that what is in front of you is at the TOP; what's to your left is on the LEFT side of the plan; (same goes for what's on the right..) and behind you IS ON THE BOTTOM of your plan. Don't forget to put a "You Are HERE" with a big arrow, as some of us still have to use glasses. And don't make the assumption that we passed “Map Reading 101” in the Army or high school, as most of us still cannot read a city street map.
The Design Office of Steve Neumann & Friends
(And while you are at it, print something so they can take it home, give to a friend, or receive in a Registration Package to refer to before their visit.)
Successful wayshowing projects are only as good as the sum total of the participants, the schedule, the budget and the confidence, knowledge, professionalism and experience of the wayfinding signage consultant available to you. Most of the time it is an Owner, catalogues in hand, are trying to put signs where they think they might need it. Or it is a sign shop selling only products from vendors they have relationships with. Sometimes it works, but most of the time, it does not! And the project suffers. We at The Design Office of Steve Neumann & Friends have experienced 43+ years of hands-on, daily participation on nationally recognized Healthcare and Institutional Wayshowing Programs. No, we are not part of an architectural studio, nor do we wear the hats of an interior designer, branding, graphics, web or corporate Identity designers. We plainly just design signage programs, with nothing else to divert our attention.
The Design Office of Steve Neumann & Friends
Our perceived value comes from establishing long term relationships with our clients, successfully addressing the needs, expectations and schedule/ budget constraints to assure an outstanding wayshowing effort, time and time again. Ultimately, our goal is to exceed your expectations as well as patient/guest satisfaction!
Gotcha! Don't just copy this brochure, give us a call and allow us to make as many copies as you may need. Just give us a little credit for doing something which may make your job a little easier explaining how to do an outstanding, fully functional wayfinding program, while gaining the confidence to hire a 43+ years young design firm who is one of the best kept secrets within the signage/wayshowing design industry. You never know, someone at your facility may actually thank you for bringing us in to help you do it right, the first time! Afterall, we have been known to fix $2 haircuts.
The thoughts herewith have been "lifted" from throughout our Signage Industry. Friends, associates, books, lectures and White Papers all have had an influence on the development of the logical core of what it takes to make an outstanding wayfinding/wayshowing effort. For that I give my profession the necessary noted credit. It is compiled here so one can understand the nuances and needs necessary to achieve a successful wayshowing effort.
The Design Office of Steve Neumann & Friends Environmental Graphics & Design Consultants Celebrating 43 years of Wayshowing Design
2405 Bartlett Street, Houston, Texas USA 77098 voice: 713.629.7501, fax: 713.520.1171 www.snfriends.com For additional information: e-mail: info@snfriends.com and we'll send you more outstanding thoughts on how to do it right!
Copyright:
1986-2016, SN&F, Houston, Texas USA
"Aunt Betty"™ is a Registered Trademark of The Design Office of Steve Neumann & Friends, and cannot be used without written permission.
Copyright: 1986-2016, SN&F, Houston, Texas USA
The Design Office of Steve Neumann & Friends
Environmental Graphics & Design Consultants, 2405 Bartlett Street, Houston, Texas 77098 USA v: 713.629.7501 e: info@snfriends.com