Directions Volume 1 by Studio Graphique

DIRECTIONS a wayfinding collection JANUARY 2015

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Determining whether you need a sign program isnâ&#x20AC;&#x2122;t rocket science, but there is a science and strategy behind Wayfinding.

Wayfinding: Start Here

W H E R E D O E S O N E B EG I N TO D E V E LO P A WAY F I N D I N G P R O G R A M ?

Maps: Plotting the Course

FO R S U CC E S S F U L M A P D E S I G N

Maps: How We Get There S T R AT EG I E S , TO O L S & G R A P H I C E L E M E N T S FO R E F F EC T I V E M A P D E S I G N

NOVEMB ER 20 14 | ISSUE 27

Wayfinding: Start Here

WHERE DOES ONE BEGIN TO DEVELOP A WAYFINDING PROGRAM?

by Rachel Downey and Cathy Fromet

A lot of our projects begin with a call from a future client with a statement of “We need a wayfinding program.” After a conversation addressing the issues they’ve experienced to bring them to this conclusion, we get to the reasonable questions such as: “What is this going to cost?,” “How long will this take?,” Who will need to be involved?,” How do you determine what signs we will need?,” etc.

Determining whether a place needs a wayfinding program isn’t rocket science, but there is a science and strategy behind how to plan for wayfinding. It’s safe to say that most people may participate in the development of a sign program once in their lives, if ever. Knowing that, it would be unfair of us, as wayfinding consultants to expect our new and prospective clients to understand what constitutes a wayfinding program. But if you’ve identified an issue with your place navigation, where do you begin?

Understandably, every place has a different set of answers. But how do we answer these questions for you? How do we make recommendations for your specific project? How do you know the solution is appropriate and unique to you? This position paper seeks to answer some of those questions.

Wayfinding is a logical process of visual cues and information used to navigate a place or space. Through our lifetime of behaviors and experiences, we’ve learned patterns, sequences and symbolic information that help us understand and move through our built environments. As consultants,

Wayfinding is a basic functional necessity of any public place. A sign that identifies a business or building can survive on it’s own; but when a visitor is trying to find that destination, the area where it’s located or the lot where they need to park, that’s where a system of information is required. A well-planned sign system can identify arrival, direct to hidden visitor attractions

or parking and encourage people to lengthen their stay by communicating additional nearby amenities. In addition to their function, sign programs also signal that something worthwhile is happening in a particular place; it serves as a catalyst to enhanced pride and image.

WHERE DO WE START?

Determining whether you need a sign program isn’t rocket science, but there is a science and strategy behind Wayfinding. Every person who has ever experienced a public space or place can identify whether there is a problem with finding your way around.

we leverage these learned human behaviors and the solutions associated with them in the correct and appropriate context to aid

people in finding their way. We use signage and other visual cues to help people orient to where they are and understand where they need to go. While there are standard processes and strategies that establish good wayfinding, not all of them need to or should be applied to your unique space or place. And while the process of developing a wayfinding system is methodical and repeatable, the exact needs of any given destination can vary widely. So when a client asks us questions about how we will develop the program, what we think needs to be designed, how much it will cost and how long it will take, those answers arenâ&#x20AC;&#x2122;t immediately clear. It is our job to be able to identify the strategies and processes that would bring the most value to your place. WE START WITH AN ASSESSMENT

Youâ&#x20AC;&#x2122;ve discovered the problem, but consultants need to understand the situations that created the problem before a wayfinding program can be developed.

TOOL BOX!

There are two types of project tools that are often used for this purpose â&#x20AC;&#x201D; a Wayfinding Audit or a Wayfinding Plan. A Wayfinding Audit is a diagnostic tool used to determine the current use and navigation conditions of a place. It identifies problem areas where information is lacking, where signage or information is inconsistent or confusing, and can provide ideas that address these problems on a conceptual level. These studies are often part of an overall plan that may include other development improvements to the area. A Wayfinding Plan is a tactical and comprehensive tool that begins to identify the system and process of wayfinding for a specific place. There can be varying levels of detail for these plans depending on how ready for implementation a place may be. Some may simply identify travel patterns and decision points. Some may detail the types of signs that may be needed along these routes. Others go as far as identifying the types, quantities and information presented on each sign type, accompanied with conceptu-

WAYFINDING AUDIT

al designs for the sign structures themselves. QUESTIONS ANSWERED

Q: Which is right for me? If a place is large, complex and built over a period of time, such as a hospital campus or cross-boundary civic area, an Audit is often the best place to start. The Audit allows the consultant the opportunity to understand current conditions, navigational systems, current signage usage and existing infrastructure that can be utilized within the wayfinding program. It will seek to assess your starting place so that reasonable proposals can be crafted to develop a more comprehensive plan. It may identify ways to parse out needs in chunks or phases which may be easier on your budget. Everything learned in this stage is imperative to designing a system that will work, based on the environment as it stands today. Comparatively, a Wayfinding Plan is best used when you are committed to the need for a comprehensive wayfinding system and you need

WAYFINDING PLAN

use this!

then this!

New Environments

use this!

3. Assess current conditions

use this!

4. Stakeholder engagement

use this!

Develop budgets

use this!

Complex environments

2. New environments

5. Develop budgets 6. Identify wayfinding strategies

use this!

then this!

use this!

Determine sign types

8. Determine wayfinding issues

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to understand the type of process and investment required for implementation. If you’ve engaged in an Audit, a Plan will often follow as a next step. Wayfinding Plans can be developed in conjunction with Master Plans, which look at the bigger development picture and recognize that signage is a key step in realizing a place’s long term goals. Wayfinding Plans may also include a phasing schedule, should always include a budgetary component and will provide an outline of the implementation process that allows the community or campus to prepare to get the project completed. Q: What is the actual wayfinding problem? When you say “people can’t find us,” it is our job to understand WHY — in the context of YOUR place. If you aren’t constructing a brand new building or campus, we will almost always recommend an Audit so that we can put on our visitors’ lenses and experience your place and understand where the problem truly lies. Q: How much will our wayfinding program cost? We don’t know yet. The Wayfinding Plan will begin to paint the picture of what the signage needs are for your place and space. A plan begins to formulate the family of signs and where they will need to go to be effective. This will give you a list of sign types and their quantities to which we would then apply budget numbers to help you understand your total investment to get a sign program built and in the ground. It is important to note here that wayfinding costs have less to do with the size of your city or campus and more to do with the complexity. A grid is more intuitive to navigate than a winding road system with short sight lines. Destination quantity is also a factor, as it the ultimate signage design. We do have historical data we share

Understanding the types of programming information each tool possesses will allow our clients to begin development projects they can realistically pursue. upon request. Please contact us if you’d like to see what past wayfinding programs at places comparable to yours have cost. Q: How do you know what signs will be needed? We are most concerned with understanding how and when people are likely to look for information and what kind of information we should provide them with at that time and location. Mapping travel paths and decision points help identify these various needs. Once we know what kind of information should be provided, there are a number of basic sign functions that we consider when developing a Wayfinding Plan: identification, directional, regulatory and feature or entry signs. There might be multiple versions of each of these sign type functions, but the premise for establishing a system of thought and navigation starts with understanding how people relate to their environment and seek navigational information. Q: Who needs to be involved? For community wayfinding, there may be benefits in a degree of public engagement. During an Audit, it may prove helpful to talk with or survey those on the “front lines” of visitor experience — people who work the concierge desk or customer service phones that hear firsthand where people are getting lost. And since signage may become an expression of your brand, it helps to hear from the community members or CVB responsible for brand or place identity. On campuses, we may recommend that your marketing department participate, and

that facility managers weigh in on design, function and maintenance needs. Staff or students may help solidify message criteria as we seek to nail down place nomenclature. Regardless of what kind of place you manage, a steering committee representing different kinds of constituents should be identified to shepherd the process and make the necessary decisions. Q: How do you quote this? At Studio Graphique, we frequently suggest that communities or campuses initially engage us for a Wayfinding Audit or Plan rather than the full project through implementation. It is precisely because, at first, we don’t have those questions fully answered and we don’t know what our engagement might look like yet in the later stages. We can’t presume to understand the complexity of your wayfinding challenges until an audit or plan are conducted. A Wayfinding Plan will answer these questions, including costs for consulting fees and implementation. Q: How do we fund this? Wayfinding is generally considered a capital expenditure and should be put into an annual budget. A good Wayfinding Plan can identify phasing breaks so that programs can be implemented over several years if needed. If you are a city or a non-profit, a solid plan can even garner support and funding because you will be armed with so many of those

answers you had in the beginning. You will have a tangible document to share with potential partners and funding entities and can rally community support as well. Q: How long will this take? We have implemented programs from start to finish in less than a year and have had a few with five year birthdays. On average, a community project may take 18 months and a campus project a bit less for Phase 1, but these are more likely to be phased over several years. Wayfinding Plans should present an

appropriate timeline for your team. KNOW WHAT YOU ARE GETTING

In all situations, we know that understanding the process and project tools used for wayfinding can make the difference for our clients. If an organization knows that the recommendation has come in the form of a Wayfinding Audit and they understand what it should accomplish, they will feel comfortable moving into that next step of developing a Wayfinding Plan. And if a Plan features recommendations

based on comprehensive, tactical information, the organization will be ready for the next step â&#x20AC;&#x201D; design and implementation of the Signage Program. Either way, understanding the types of programming information each tool possesses will allow our clients to begin development projects they can realistically pursue.

About the Authors Rachel Downey, President and Founder, Studio Graphique rachel@studiographique.com As principal and founder of Studio Graphique, a Branding Consultancy and Environmental Graphic Design firm, Rachel is the resident visionary for the organization and its staff. She has established the philosophy, direction and culture of the firm which is a highly collaborative and creative environment focused on improving life experiences and opportunities for the immediate community and beyond. Rachel holds a BFA in Visual Communication Design from Kent State University and is a graduate of the Cleveland Bridge Builders, a year-long program for aspiring leaders. Rachel resides in South Euclid, Ohio with her son Simon and husband Jason, an architect.

Cathy Fromet, Director of Strategy, Studio Graphique cathy@studiographique.com For most of her career, Cathy has cultivated a solid and diverse branding and environmental graphic design expertise. Her sweet spot and greatest value to our clients is seeing all aspects of a project challenge and guiding teams to exciting and connective design solutions. Cathyâ&#x20AC;&#x2122;s core service strengths are identifying and implementing planning and design strategies for branding and wayfinding challenges experienced by public places and spaces. Cathy lives in South Euclid, Ohio with her co-worker husband, Kevin and their two sons, Jack and Nicholas.

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In todayâ&#x20AC;&#x2122;s complex and fast-paced world, using maps to communicate information clearly and quickly is critical.

detroit ave

D Sinagra Park

Grant Elementary

victoria ave

by Kevin Fromet

Board of Education

Ever since curiosity got the best of man and he ventured out to discover and explore uncharted territories, maps have been an essential communication tool to help navigate, DESTINATIONS OINTS & PATHS PARKING and D gateway understand parkinggeographic - public park and document information. D entry point spatial parking - metered institution P

travel path

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Maps dating as far back as 2300 right, can greatly elevate the visitor D R parking - reserved for patrons hospital B.C. have been found and were used experience. not only to depict geographic Sobjectsparking structure,FUNCTION fee to park FORM- FOLLOWS and physical space, but also as story- Much like signage, a map may be telling devices that help explain beautifully designed, but it is only cultural, political, environmental successful if it functions effectively. issues and more. In today’s complex Before sitting down to design a map, and fast-paced world, using maps to key objectives must be considered: communicate information clearly and quickly is critical. As wayfinding consultants, “mapping” is at the core of what we do—providing the public a visual and simplified representation of a place. Even if we do not provide a physical map as part of the end solution, we must go through mapping exercises to understand the space and determine the most effective navigation plan for the public. Simply put, maps and “mapping” are essential components of a wayfinding program, that if done

D Post Office Our process requires us to look through the eyes of the visitor to uncover the true challenges of the place or space. Once those challenges are defined, we can begin to conceptualize what the map will look like and how it will convey information.

From I-90 via Warren Exit

Who and Why—It is critical to consider what audience will be using your map and why it is being implemented. For example, is this map going to help orient and direct pedestrians who are visiting a city for the first time? Or is this map meant for a hospital visitor who, under great stress, needs to find a loved one in the Intensive Care Unit? As you can imagine, these maps will

In today’s complex and fast-paced world, using maps to communicate information clearly and quickly is critical. • What is the purpose of this map? • What “problem” does it need to solve? • Where will it be viewed? • What will be represented? • How will information be conveyed?

vary greatly both from a visual standpoint, as well as the amount and kind of information presented. A goal of a city map may not only be to direct new visitors to their destination, but to encourage them to explore the “in between” places, which ultimately can increase that

belle ave

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st. charles ave

Maps: Plotting the Course

warren rd

elmwood ave

mars ave

arthur ave

Lakewood Public Library

A P OSITION PAPER

ok ave

dys ave

ndrews ave

DIRECTIONS

city’s economic vitality. If visitors have a positive experience by not only having confidence navigating the city, but by “discovering” great new places along the way, they are more likely to recommend the city to friends and will return themselves. This typically requires a more detailed map of the city, showing street names, landmarks, restaurants, bus stops, parking, where information kiosks are located and more. In contrast, a hospital map should be simple, or abstract, depicting only what the visitor needs to find his or her destination quickly. Here, accuracy may be sacrificed because of the primary goal and function of the map itself. (For a visual comparison, see fig. 2, pg. 4).

THE RIGHT INFORMATION WHEN YOU NEED IT

Designers will often manipulate the graphic representation of a space to provide only relevant and essential information in order to manage traffic patterns and influence human interaction with their environment. For a recent project with a hospital, Studio Graphique was tasked to increase the effectiveness of the hospital’s interior wayfinding program. A key component of our solution includes simple wall mounted maps (fig. 2, pg. 4) located at major decision points, which are accompanied by a matching take-along map. Our plan emphasizes color-coded elevators as “landmarks,” dispersing pedestrian

Encourage (people) to explore the “in between” places, which ultimately can increase that city’s economic vitality. What, Where and How—After deciding who the primary users will be and why, we must turn our attention to what the map will depict and how the information will be communicated. Is this a pedestrian map, that a visitor can take with them? If so, the user will have time to study the map and process the information continually as they travel. This allows the map to have a higher level of detail (of course, without sacrificing clarity). Conversely, it may be a stationary map that is placed in a kiosk or mounted on the wall. In this case, the map should be simple and concise because the user must first take in the information and then remember it as they navigate. Determining the primary users and what purpose the map serves will dictate the style and detail level of the map.

traffic systematically on the ground floor and THEN up to their destination. Only main hospital destinations along with restrooms, the gift shop, and other public amenities are included via simple icons and text. For even greater clarity, only public corridors are shown, while restricted hallways and rooms are removed. The visitor is provided a greatly simplified graphic depiction of the hospital. The map contains only the relevant information that visitors need to navigate the facility quickly and as stress-free as possible. STYLE

Depending on the needs, a map may be simple or detailed, literal or interpretive, diagrammatic or geographic. Other factors to consider when determining the look of a map may be whether

or not the space is shown two dimensionally in plan view or three dimensionally in perspective or axonometric projection. While plan view is probably the most common and simplest form of map design, perspective and axonometric views may be needed to convey information that cannot otherwise be achieved or to enhance geographic or structural details so that visitors can use them as landmarks to orient themselves. Take for instance, Cedar Point, the “Roller Coaster Capital of the World.” The amusement park’s map (fig. 1, pg. 3) utilizes an illustrative style and is shown from a bird’seye perspective. The illustrative style captures the fun, familyoriented essence of the place, while the extreme perspective view allows visitors to use the park’s iconic roller coasters and rides as landmarks for orientation and travel planning. MENTAL MAPPING

The theory of “mental mapping,” also called “cognitive mapping,” is based on the principle that a person builds a map in their mind according to his or her own perceptions and knowledge of the area. Research has shown that people use their “mental maps” as a guide, based on familiarity with sites and locations. Visual prompts, like detailed depictions of key landmarks, provide more literal interpretations of a person’s surroundings. This can help those that struggle to read and understand maps gain confidence as they travel, while developing their own “mental map” of the city, amusement park, cultural district or any other space. MAP OR DIAGRAM

The New York City Subway map has been a subject of great debate (and change) through out its life span. How to distill the complex p.9 of 17

subway system has sparked an on-going argument between advocates for design liberties and those that insist on geographic accuracy. The information has been organized through different graphic methods, most famously, the 1972 diagrammatic version by Massimo Vignelli (fig. 3, pg. 4). Those in favor of the diagrammatic style argue that first and foremost, a subway map should tell the user how to get from one stop to another—geographic accuracy is not important. The “mental mapping” theory is no longer as useful. A busy subway system, with it’s complex underground routes, will have different mapping needs than, say, a cultural district with identifiable landmarks to reference.

CHOOSING A SIDE Map Styles and Functions

Diagrammatic

vs.

Geographic/Topographic

Literal

vs.

Interpretive

Realistic

vs.

Abstract

Flat (Plan View)

vs.

Perspective/Axonometric

Illustrative

vs.

Geometric

Encourage Exploration

vs.

Get There Quickly

Direct To (Ingress)

vs.

Evacuation (Egress)

Cleveland’s RTA System map depicts a similar but (naturally) far less complex diagram (fig. 3, pg. 4). It clearly defines an order of stops along each line. While it may seem over-simplified, the diagrammatic approach has its purpose in the correct situation. FINDING THE RIGHT BALANCE

How do you decide between diagrammatic or geographic, literal or abstract, simple or detailed? Too much information can lead to “information overload,” while too little lacks sufficient direction. It is important to refer back to the inherent need and purpose of the map to determine the appropriate approach. One must consider the “Form Follows Function” principles to discover the true needs and purpose of implementing the map. Only then can an effective design begin to take shape.

FIGURE 1—Cedar Point’s map utilizes an illustrative style and perspective view to help convey the park’s personality, while providing visitors a way to orient themselves by easily locating iconic roller coasters and rides. Image obtained from cedarpoint.com ©2013 CFEC Cedar Fair Parks/©2013 Peanuts Worldwide LLC

WADE PARK AVE

VESTRY AVE.

Magnolia Clubhouse Inc.

Montessori High School The Church University of Jesus Hawken Christ Junior School Circle Inc of LatterLeague Day Saints

Mount Zion Congregational Church

OLIA D R

ST E 108T H

TO GLENVILLE

E 105TH ST

VA Medical Center (Louis Stokes Veterans Administration Medical Center)

L VA

You Are Here

MEDICAL ARTS

Information Center

Cleveland Botanical Garden

BL VD

Spanish translation.

Pharmacy & Gift Shop

Spanish Translation

Map Legend

Spanish Translation

Registration

Spanish Translation

Glidden House

Gund Hall

You Are Here

Spanish Translatio

Information

Cardiovascular Medicine

Spanish Translatio

Spanish Translation

TO EUCLID AVE

MSASS

Wound Center

Elevators

Castele Auditorium

Spanish Translatio

Spanish Translation

Outpatient Lab & Eye Clinic

Spanish Translation

E 105TH ST

Restrooms

Spanish Translatio

Spanish Translation

ER KING JR DR ARD BIK E WAY

Peter B. Lewis Building

COURTYARD

Spanish Translation SL

Dively

School of Law

DIL L

MA RT IN HA LU TH RR ISO N

JEP THA

Hudec Dental

Cafeteria Spanish Translation

Spanish Translation

Cleveland Institute of Music

Stage

Cancer Survivors Plaza TO CHESTER AVE TO EUCLID AVE

Ground Floor

Spanish Translation Western Reserve Historical Society

You are on the Imaging

Alumni House

The Cleveland Museum of Natural History

Spanish Translation

Gestalt Institute

TO ROCKEFELLER PARK TO CLEVELAND CULTURAL GARDENS

a Cleveland Clinic

EMERGENCY

Spanish Translation

Leutner

5 Minute Walk

10 Minute Walk

Lobby Spanish Translation

W. 25TH ST. ENTRANCE

The Music Settlement

Cleveland Friends Meeting

Stephanie Tubbs Jones Community Plaza

D E A S T B LV

Tennis Courts

Spanish Translation

WEST 25TH ST.

MAGN

Lutheran Ho

EMERGENCY ENTRANCE

University Circle B & B

Cleveland Institute of Art The Cleveland Museum of Art

Mather

Health Center

D ER R

FRA

Church of the Covenant

TO EUCLID AVE

The Temple-Tifereth Israel

Spanish Translation

Visitor Center

Spanish Translatio

Spanish Translation

HEALTH CENTER ENTRANCE W BELLFLO

Accessible Re

FULTON TOWER

Spanish Translation

Cinematheque

NKL

Building Entra

FULTON TOWER ENTRANCE IN B LVD

Spanish Translation

. FU

Spanish Translatio

Destination En

Spanish Translatio

Elevator Access to Destinations on Other Floors

FIGURE 2—The University Circle pedestrian map (left) encourages visitors to see the many sites within the disctrict by providing a detailed plan of the area, as well as how long it will take to walk from Spanish Translation where they are. In contrast, the Cleveland Clinic Lutheran Hosptial map (right) is simplified, providing visitors only the most relevant information they need to get to their destination quickly. Both projects by Studio Graphique. All rights reserved. Administration

Chapel

Inpatient Medical Unit 4D - Rooms 401–427

Adult Behavioral Health - Unit 2B

Credit Union

Inpatient Surgical Unit 5D - Rooms 501–514

Adult Behavioral Health - Unit 3B

Dr. Floyd Loop Board Room

Health Information Management (Medical Records)

Meeting Room B

Spanish Translation

Spanish Translation Spanish Translation Spanish Translation

Neurology & Sleep Lab

9/12 Line North Coast

Spanish Translation

Flats East Bank

Tower CityPublic Square

Settlers Landing

22 49

75 83 86 78

W. 117Madison Triskett

45*

West Park Puritas- W.150

Vignelli’s New York Subway map, via Skylar Challand, from the blog idsgn.org,Brookpark “Designing a better subway map”, 54 78 86 September 2, 2010.

20*

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45A* 51

Cleveland’s RTA Rapid Transit System map, via riderta.com, December 2013. 79A/B* 37 Regional Bus Route Connection © Greater Cleveland Transit Authority 14* 81

11 6

ill

10 11

Medical Arts Physician Offices

E. 34Campus

41 41F 37 40

W. 25Ohio City

Spanish Translation Spanish Translation

11 48/48A

Trolleys

W. 65Lorain

(Eco-Village)

22*

E. 79

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Telemetry Patient Rooms 515–516 & 521–527 Spanish Translation

L Av ee a en lon Ly mo n re Fa nfie l r W ns d ar le re igh ns vi lle

West BoulevardCudell

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32 48/48A

GREEN LINE BLUE LINE

25 78

10 11

HealthLine

Spanish Translation

Spanish Translation Spanish Translation

Nursing Operations E. 105Quincy Spanish Translation

Spanish Translation

Outpatient Physical Therapy

Senior Behavioral Health Unit

Inpatient Alcohol Drug Recovery Center CedarUniversity 7 8

Amtrak

3 (On Request) Pre-Admissions W. Testing

Spanish Translation

(E. 9)

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HealthLine* 38*

S. Dre So Wo xm or o ut e hi dla nd ng O to na n w A sh ay by

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Spanish Translation

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Spanish Translation

39 39F

Spanish Translation

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WATERFRONT LINE

PACU

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Spanish Translation

Superior Adult Behavioral Health - Unit 3C

Outpatient Surgery Spanish Translation

Spanish Translation

Mood Disorder Unit RED LINE

Louis Stokes Station at Windermere

Spanish Translation Spanish Translation

Spanish Translation

Intensive Care Unit (ICU)

RTA Rapid Transit & Connecting Bus Routes Spanish Translation

Outpatient Alcohol Drug Recov

Spanish Translation

22*

Connection Within Two Blocks

14 41

41F

Station

FIGURE 3—Massimo Vignelli’s famous New York Subway map (left) and Cleveland’s information and accuracy is sacrificed. 37 Free Parkingmaps, where geographic Cleveland HopkinsRTA map (right) are examples of diagrammatic

International Airport

Wheelchair Accessible Station

Connection Station

About the Author Kevin Fromet, Design Consultant, Studio Graphique kevin@studiographique.com With over 16 years of design and project management experience specializing in environmental graphic design, Kevin thrives at providing solutions that connect people to spaces. Having worked for both design firms and fabrication companies, he has a comprehensive understanding of the entire design and implementation process. Kevin is proficient in ADA guidelines as they pertain to signage, having been certified as an AIA presenter on the topic. He excels at creating innovative, yet practical solutions and believes that this approach delivers the most valuable results. Kevin resides in South Euclid, Ohio with his two sons and wife Cathy, Director of Strategy for Studio Graphique.

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Whether printed or programmed, brand consistency, nomenclature, symbol usage, color and font choice all remain crucial aspects to consider in order to design a truly effective map.

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DIRECTIONS

A P OSITION PAPER

FEB RUARY 20 14 | ISSUE 24

Maps: How We Get There ST R AT EG I E S , TO O L S & G R A P H I C E L E M E N TS FO R E F F EC T I V E M A P D E S I G N

by Kevin Fromet

They say you only have one chance to make a first impression. There is no doubt that saying applies to organizations, entities and physical places. Now more than ever, the world is competing for customer time and money. Therefore, that first impression better be a good one. Whether looking for the ICU department in a hospital, visiting a university campus for the first time, or exploring a new city, how easily a person can navigate will make an impression—either positive or negative—about a place or organization. In Part of 1 of this white paper series, Maps: Plotting the Course for Successful Map Design, I discussed how decisions on style and function can influence the look of a map and how those same decisions greatly affect the visitor experience. Map styles and functions may vary from place to place, but there are common strategies and design principles that, when utilized, can result in a more effective map.

WHICH WAY’S UP?

Most of us have seen (or embarrassingly been) that tourist or college freshman frantically rotating their hand-held map trying to get their bearings and navigate an unfamiliar environment. Traditional mapmaking has conditioned us to think of north as pointing up. This, however, creates confusion once a person is placed in an actual environment. “Up” no longer exists and that disoriented person is left to figure out which way is north before they can even begin to navigate. To compound matters, if the map is stationary (for example, mounted to a wall) there is no ability to turn the map to orient oneself. A better solution is to turn the map on it’s head, literally, and

use the “heads up” philosophy of mapping. Instead of north always being up, the direction that person is facing while viewing the map is up. This provides a contextual understanding of the space—what’s left on the map is now actually to that person’s left, what’s to their right is shown to the right and straight ahead is now up. The visitor can now orient themselves to their current, and relevant, surroundings. While the “heads up” style will require the design of multiple rotations of the map for use in an environment, understanding north, south, east, and west are no longer crucial—straight, left, right, and behind become much more effective. LOOK THE PART

Like any other aspect of design, a map should align with your organization’s brand message. Is it a whimsical, illustrative depiction of an amusement park or zoo meant to communicate fun, adventure and discovery? Or does it serve a more utilitarian role for a place such as an office park or hospital? The map is not only a visual representation your place, but it can greatly affect public perception about your place. Getting lost in an unfamiliar environment induces stress and increases frustration. This leaves a lasting impression

and will no doubt influence whether or not that person will once again visit your city, shop in your store, or book their next trade show at your convention center. If an organization provides their map in multiple mediums (on a website, printed to be hand-held, or wall mounted as part of a signage program), careful planning and coordination is key. The maps should appear as one cohesive system and influence the same navigation patterns. SPEAK THE SAME LANGUAGE

Nomenclature is a system of names or terms. In wayfinding, it is paramount that destination names and navigational terminology are used consistently.

images to map out stars, villages and more. A pictogram (or pictograph) is a kind of symbol that is a simple picture or image which represents an object, place or concept. Pictograms are typically associated with signage and maps, while the term “icon” typically refers to the computer and other electronic devices. If used properly, pictograms and icons are great tools for providing quick and clear information—critical for successful map design. They can also simplify the map by reducing the amount of text needed to provide information. Symbols, pictograms and icons can be so recognizable, people can universally understand their

Whether printed or programmed, brand consistency, nomenclature, symbol usage, color and font choice all remain crucial aspects to consider in order to design a truly effective map. With the internet and smart phones, wayfinding now begins before one leaves their home. Therefore, names and terminology must be the same on your website, literature, signage, and maps. For example, if a hospital uses the name “Radiology” on their website and signage, their map should not say “Imaging” or “X-Ray.” It is also important that the staff consistently refer to destinations in the same manner. Lack of consistent nomenclature leads to confusion, which negatively impacts the perception of a place or organization. A PICTURE’S WORTH A THOUSAND WORDS

From Egyptian hieroglyphics to the modern alphabet, symbols are the cornerstone of communication. Cave paintings and rock carvings discovered in ancient Egypt and Mesopotamia depict dots and simple

meaning without accompanying text. Take, for instance, the International Symbol of Accessibility (ISA). This symbol is used to indicate accessible entrances, ramps, restrooms, elevators, parking, and other conveniences for people with limited mobility. As the name would suggest, this symbol is understood around the world, having been adopted by the International Organization for Standardization (ISO) after testing its comprehensibility in various countries and cultures. Other universal or commonly known symbols (pictograms) are the men and women restroom symbols, stairs, elevators, transportation and many more (fig. 1, page 3). A designer may choose to create his or her own set of symbols, however,

certain principles should be followed, as summarized from the book by Craig Berger, Wayfinding: Designing and Implementing Graphic Navigational Systems1: • The number of custom symbols should be taken into account. Universal symbols are a product of a long process that included testing, educating the public, and years of use. Limiting the amount of “new” symbols reduces the need for the public to learn and comprehend their meaning. • They must be simple and clear. The point of using symbols is to be easily understood. Unrecognizable and confusing symbols will greatly reduce the effectiveness of a map. • Similar to the nomenclature, it is important that symbols are consistently used across all communication mediums. It only makes sense that destinations are graphically identified the same way so a comprehensive wayfinding plan is created. • Symbols should be designed to look like they are part of a family and match the style of the map, but must be different enough to be clear. • Consider the type of environment into which these symbols will be placed and how much time the user will have to study the map. For example, whether they will be used by pedestrians or drivers may dictate the simplicity, or conversely, the level of detail or customization of the symbols. • As with the map design in general, audience is key. Familiarity with the symbols, and their meanings, may depend on culture, age, and more. While symbols and icons can represent services and destinations and convey the personality of a place, it is important to remember p.15 of 17

their primary purpose is clear communication. ATTENTION TO DETAILS

Renowned designer Charles Eames once said, “The details are not the details. They make the design.” If we consider a map in general as an outfit, then color and font choice are the jewelry and accessories. Since maps are an extension of your brand, fonts should be consistent and complement those found on signage and other brand materials. They should utilize easy to read, legible typefaces. Depending on the purpose of the map, color may be chosen based on the brand palette or other factors. Colors can also play a functional role on a map to differentiate zones, types of destinations, traffic paths and more. While color-coding a map can be extremely helpful, if done poorly, it can cause an equal amount of confusion. Careful consideration is required when developing the color palette. Colors should appear as part of a family, but differ enough to clearly convey the proper information. If utilizing colors as an identifying device, they should be consistent with those found in the signage program and other wayfinding materials. Age, eyesight, color blindness, lighting and more can affect a person’s ability to comprehend color. Therefore, while colors can be highly effective, they should be used to supplement

other forms of wayfinding communication, such as text and symbols. MILES OR MINUTES

People not only want to know the physical layout of a place, they want to know how long it will take to go from point A to point B. In fact, in today’s world of instant information, it is expected. How that is communicated should be based on how and why the map is being used. When we designed pedestrian wayfinding programs for University Circle and Ohio City (fig. 2 page 4), we included 5, 10 or 15 minute increments to encourage people to walk and take in more of the sites and sounds of the neighborhoods. Based on feedback obtained during our discovery phase, when walking, people tend to translate time more easily than distances. Unlike driving, where we are conditioned to be able to calculate miles per hour rather easily, many of us do not have that same capacity when walking. A person may simply not know how long it takes them to walk a half of a mile, however, understanding that going from point A to point B will be a 10 minute walk may seem more enjoyable and less daunting. THE FUTURE IS NOW

What does the future hold for map design? Technology has already taken conventional mapmaking to a new level and seems to evolve every day. With devices and apps

FIGURE 1—The International Symbol of Accessibility pictogram (far left) is just one of many universally recognized symbols that can be used effectively on signage and maps. Notice each symbol appears in the same style, creating a cohesive family.

such as GPS, Google Maps and LiveMap—a motorcycle helmet that will display maps on the helmet’s visor—the user is provided relevant

“The details are not the details. They make the design.” —Charles Eames real-time wayfinding information. Smartphone apps are also becoming more and more sophisticated. Navigate Central Park with confidence using MyNav: Central Park or Mapbox, to find your friends at local restaurants or search for hotels. You can even prepare for the inevitable Zombie Apocalypse with Map of the Dead, an app that uses your real-life local surroundings to create an immersive gameplay experience. While the sky may be the limit (literally and figuratively) for map design and technology, to achieve maximum results, the fundamental strategies and principles discussed here and in Part 1 of the series still apply. Whether printed or programmed, brand consistency, nomenclature, symbol usage, color and font choice all remain crucial aspects to consider in order to design a truly effective map. THE SUM IS GREATER THAN THE PARTS

Maps alone do not solve all wayfinding challenges. They are a piece to a bigger puzzle. When used comprehensively with wellplanned signage and other visual cues from the environment, a website, smartphone apps and supplemental printed pieces, maps provide comfort, reassurance and confidence for both first time

visitors and local patrons. This increases the likelihood that people will return and spread a positive word to friends and family.

A well-planned and well-executed map can be both highly functional and visually pleasing—an asset that can increase the economic vitality

of your organization, place and surrounding businesses. A map can not only make a first impression, it can make a lasting one.

TO DOWNTOWN  MINUTE WALK VIA LORAIN–CARNEGIE BRIDGE

TO TREMONT

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Ohio City Farm

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Saint Ignatius High School MAP LEGEND You Are Here a family RTA Rapid Station RTA Bus Stop Arrow West SideWest Side Market FIGURE 2—The Ohio City pedestrian map incorporates most of the principles discussed, including heads up orientation, of recognizable symbols, as well as aNorth unique Market 22 ABC the Tavern 64 The Cleveland Hostel We welcome you to explore the pictogram in the same style, brand colors and fonts, and walking time to locations outside the visible map area. neighborhood with this map as your 30 Alaturka 3 Clifford House Bed &

guide to all our neighborhood has to

Banana Blossom

Designed offer. by Studio Graphique. All rights 38 reserved. Bar Cento / McNulty’s Bier For more information, including business addresses, phone numbers, and historical information, visit our website at:

The Black Pig

Bogtrotter’s Doorstep

BONBON Pastry & Cafe

China Town

Breakfast

J. Palen House Bed & Breakfast

Stone Gables Bed & Breakfast

Allstate Hairstyling & Barber College

Campbell’s Sweets Factory

WEBSITE LINKS

53 Crop Bistro & Bar or scan the QR code below.Wayfinding: Berger, Craig. Designing and Graphic 51 Implementing Cigar Cigars 49 Farkas Pastry Shoppe Para este mapa en español, visite 24 Daniels Home Furnishings 44 Flying Fig nuestro sitio web www.ohiocity.org Navigational Systems. Mies, Switzerland: RotoVision SA, 2009. 25 Dave’s Market 40 Great Lakes Brewing 6 Deering Vintage Company Book. 1 Elegansia 67 The Harp

Howard Hanna Realty

Jade Salon

Johnnyville Slugger

FRA

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Zen Salon

West Side Market

Voodoo Monkey Tattoo

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Vision Yoga

West Side Market Café

Willet Street Cemetery

US Bank

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The Urban Orchid

Trinity Evangelical Lutheran Church

Unique Thrift

Wendy’s

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Viaduct Lounge

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Touch Supper Club

St. Patrick’s Church

St. John’s Episcopal Church

Third Federal Savings & Loan

Monroe Street Cemetery

Super Mercado Rico

Subway

Steve’s Lunch

Souper Market

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Masonic Temple

DUKE

Kentucky Gardens & Fairview Park

The Studio Salon

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SOHO Kitchen & Bar

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John W. Heisman House

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HISTORIC SITES SITES && ATTRACTIONS ATTRACTIONS HISTORIC

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RR With 9over of design and graphic design, Ohio16 Cityyears Burrito 82 Ohio Cityproject Dry Cleaners management experience specializing in environmental CA 70 Ohio City Ice Cream Co. 7 Ohio City Farmstand Kevin91 thrives at providing solutions that connect people to spaces. Having worked for both design firms and fabrication Ohio City Pizzeria 18 Ohio Savings Bank E 12 Old Angle Tavern AV 35 Orange Blossom Press companies, he has a comprehensive understanding of the entire design GE and implementation process. E Kevin is proficient 73 Old Fashion Hot Dog Inn ID 52 Penzeys Spices Carnegie West Library AV BR M 4 Orale! Contemporary 36pertain PNC Bank to signage, having been certified as an AIA presenter on the topic. Franklin Circle Christianin ADA guidelines as they He excels at creating HA Mexican Kitchen BRIDGE AVE AT Church 27 RAM Electronics H C 75 Palookaville Chili Frank Novak Park 62 R/S Room Service innovative, yet practical solutions and believes that this approach delivers the most valuable results. Kevin resides in N AVE 34 Phnom Penh Restaurant Greenwood Park 61 Salty Not Sweet E AI AV TR Pizza Hut Ohio with his South59Euclid, sons and wife Cathy, Director of Strategy for Studio Graphique. N Guardians of Transportation I 26 two Something Different Gallery RA

For ambassador assistance, call 216-241-4949.

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8 Joy Machines Bike Shop Kevin89 Fromet, Design Consultant, Studio Graphique Momocho Mod Mex 57 Key Bank 11 Nano Brew Cleveland 84 La Borincana Foods kevin@studiographique.com 32 Nate’s Deli & Restaurant 65 Loren Naji Gallery 72

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Mitchell’s Homemade Ice Cream

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Market Garden Brewery

Horizontal Books

Market Avenue Wine Bar

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Hansa Import Haus

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The Market District is a designated Special Improvement District within the City of Cleveland, working to create a clean, safe and attractive place for residents, businesses and visitors. Cleaning and safety teams are available in the Market District at various days and times throughout the week.

Glass Bubble Project

Maggie’s Vegan Bakery

Fulton Foods

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About the Author

IMPROVEMENT CORPORATION

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Light Bistro

Fridrich Bicycle

Le Petit Triangle Cafe

Fit Personal Training

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Koffie Cafe

Family Dollar

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Kan Zaman

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Johnny Mango World Cafe

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Heck’s Cafe

T OI www.designwithdirection.com/maps-plotting-the-course TR DE www.livemap.info C E U AV Y CH A www.mynavcentralpark.com UR CH HO I GA R www.mapbox.com www.mapofthedead.com AVE

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MARKET DISTRICT

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SHOPPING AMENITIES SHOPPING && AMENITIES

COLUMBUS RD

REFERENCES WWW.OHIOCITY.ORG

Market / Speakeasy

LODGING LODGING

RESTAURANTS SPIRITS RESTAURANTS && SPIRITS

WELCOME TO OHIO CITY!

BAILEY

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We promote economic vitality by leveraging our strategic branding and wayfinding expertise to produce and preserve exceptional place-based experiences. Studio Graphique provides consulting and design services for branding, placemaking, and wayfinding programs.

Visit our website to learn more:

www.designwithdirection.com

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