Wayfinding signs and Directory signs – more than marketing!

Way Finding Architecture signs are finally being integrated into more the greater communications realm.

A few years back, but not that long ago, when SignForce did the way finding signage for Morningside Medi-Clinic, a large private hospital in Sandton, Johannesburg, South Africa, we did our best to make sure that all the signs on the premises – from when people drove into the parking area until they reached their desired doctor or other destination – was all integrated and clear, especially as there was a lot of renovations and construction taking place at the time.

I had been working on the project for about five months when I was standing in one of the many foyers, and watched as a number of people evidently searching for something. Being the nosy person I am I asked if I could assist, and all, bar none, were lost – so much for my boards and ego. They had followed our carefully planned signs, yet were didn’t feel like they had been helped at all. The challenge we had failed was leading people through the labyrinth of passages and stairs, without making the hospital look like the proverbial Christmas tree.

Today, with the advent of YouTube and so many other digital aids, this can be made so much easier. I was reading an article on LinkedIn, for a group titled Architectural Signage, and the writer (and subsequent comments) were chatting about what is being done at the Royal Melbourne Hospital where patients are issued with a letter when they book their procedure, and the letter refers to a web based video that can be watched so the patient’s can see where they are going in advance, reducing their stress on arrival. A similar video is also made available to visitors on site at the hospital.

What a brilliant concept. While this will certainly not remove, or even reduce, the need for way finding signs and directory boards, because of it’s integrated nature it is certain to make finding one’s way around any facility a lot simpler. And from the perspective of a sign maker, this is the first time I have come across any idea where technology and way finding and directory signs are integrated. I believe if designed and implemented correctly, the integrated approach can make visitors lives much simpler, possibly for no other reason than what is referred to as using the mind as a magnet – that is being prompted in advance what to look for.

SignForce’s is a full service sign company, and with our understanding of consulting, internet, design and signs, we are well positioned to assist you to integrate your way finding architecture and signs. Contact the writer now for more information.

Arnold N. Pollak

arnold@signforce.co.za

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What Should One Know BEFORE Entering the Signage Industry?

What Should I know BEFORE I go in to the sign business?

While this SignForce blog space is generally focused on the benefits of signs, the pitfalls of signs and general selling of signs, this post will be different as the writer was recently approached by a family looking to get into the signage industry, and asked about it.

After my initial shock – wondering why would any ‘sane‘ individual – the mom who spoke to me looked and sounded VERY sane – WANT to get into the signage industry.

It is quite possible that I was stressed at the time and thus I was too quick to forget that this was me about 22 years ago. Someone looking to get out of the financial / consulting industry I was in and looking for a new challenge – they do say be careful what you ask for!

I guess that at a time when business is tough I had forgotten all the positive aspects of the signage industry that have served me well for the past two decades, and was more focused on the day to day challenges I was facing.

As a colleague recently mentioned, the signage industry is not for feint of heart, sane people ho want a boring, predictable, regular job where you have structure and know days in advance what your schedule – and life – will look like.

Signage is an extremely dynamic business where, if one is not disciplined, your daily schedule can change every other minute.

On the positive side the signage industry requires one to be a jack of many trades, possibly a master of one or two, with the ability to design, work with multiple materials and SEE (visualize) some things that don’t exist – in the sense that one has to be able to imagine what the end product (that does not exist) will look like AND be able to work backwards from what the end product looks like through the step by step manufacturing process – which may change when actual production begins, so lets add in that being in the signage industry one needs to be extremely FLEXIBLE – to the start which includes determining what materials will WORK to achieve the desired outcome. All this in the most cost effective manner.

While traditional sign writers in the 21st century tended to be artisans that came through the ranks of artists who did some apprenticeship and could go into a one man business, modern signage is more computer generated, and more business like than ever before.

For a modern sign business to be successful the head of the business tends to need to be a marketer and sales person with a BIG PICTURE mentality where one is able to talk to, motivate, lead, inspire and deal with the widest possible range of people – from the MD of a large publicly listed business to an ego driven politician who will never have done a days work in your industry but will always know how to do it better, to the slowest, lowest paid employee in a business who may be required to do the simplest and most important of tasks, without which the work comes to a sudden – not even grinding – HALT.

The need to be able to get all individuals to work together is possibly the second largest challenge, second only to the need to be able to turn off and take time away from work in the modern world where one tends to be expected to be online, on call and available 25 / 8 / 366.

On the other hand, if one possesses the necessary mind set and skill set and is prepared to put in some HARD WORK, working what can be insane hours with little gratitude or reward, then signage can be the most amazing and rewarding industry.

Working in signage can be amazing because it opens doors for a person with a flair for design to put their skills into practical operation. There are seldom two days in a row where signage wok is the same. Signage requires one to think out of the box a LOT more than one would expect, possibly because the industry is dynamic, and client’s can have some EXTREME expectations, from how long a sign will take to produce to what the sign will cost to how long the sign will last to what the sign may look like. 

The signage industry has almost ZERO limitations in design. This means that ten sign businesses – or ten estimators within one sign business – can quote the same sign and come up with 10 different designs, 10 different costs and 10 different structures. It cannot be stressed enough that all 10 designs will ALL look the same on paper, and they will surely ALL work – at least in the short term – but they can (and most likely WILL) be VASTLY different in design, (finished) look, appeal and cost. This is one of the reasons it is so difficult for buyers of signs to compare the offerings of one sign business with another if they do not have detailed specifications on EXACTLY what materials will be used in the manufacturing of the sign, as well as how they will be assembled.

Signage is also an ancient and static yet changing and dynamic industry. Signage is possibly the third oldest profession – ok, that is an exaggeration, especially as physical businesses needed to come first – because it has been around a LONG time. Some ancient techniques are still used to manufacture certain signs, yet there are also new and exciting developments, new materials and a lot more digital processes used in modern day signage.

BUT, even with the new materials and the -progress of digital signs, for the large part signage is still an EXTREMELY LABOUR – read that as PEOPLE – intensive and oriented business. Yes, machines can make a number of modern signs, BUT machines (and AI) have limitations that may mean the client’s reject the signage or the machines cannot make signs with certain materials or they cannot be used to DESIGN certain signs or processes.

This means that until AI can (a) design and think out of the box, (b) get on it’s – their? -hands and knees and climb ladders and drill holes that are nor necessarily ‘straight’ – people employed in the signage industry are sort of secure in the knowledge that like many artisans – plumbers, electricians and the like, the physical elements of the work will not be done away with in the foreseeable future.

SignForce believes that the market is large enough for all competitors, and collaborators, so we at SignForce work closely with a number of our competitors. Because this is our philosophy, we are glad to assist any folks that are as insane as we are and looking to enter the signage with information on the good, the bad and the ugly aspects of the signage industry as we see it.

For more information – or for signs – contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce by visiting our website at http://www.signforce.co.za

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