Why good wayfinding is the backbone of public service
Craig Brown, chairman of the British Sign and Graphics Association, explains why thoughtful signage, accessibility and long‑term design are essential to building trust, safety and confidence in public services
Finding your way around a public building should not feel like a test of endurance. Yet many of us have walked into a hospital, council office or transport hub and felt a moment of uncertainty about where to turn next. Wayfinding is one of those public services that is barely noticed when it works well and keenly felt the moment it does not. It shapes how people move, how they feel in a space and, importantly, how they judge the competence of the organisations that serve them.
After more than four decades in the sign industry, I have seen public wayfinding evolve from bold and highly visible signage to systems that try to blend into architectural design. There is nothing wrong with wanting signage that complements its surroundings, but aesthetics can sometimes take precedence over function. When that happens, visitors are left scanning walls or corridors for information that is too subtle, too small or simply missing. We should never forget that wayfinding exists for the newcomer rather than the regular occupant. A building manager who has worked in a place for five years does not see the environment in the same way that a first-time visitor does.
The value of starting with the basics
Most of the problems we see start at the very beginning of a project. A clear brief should specify the typefaces, colours, materials, mounting heights and the logic behind the directional flow. Too often that detail is not captured or, if it is, it is not passed on to future contractors. Public buildings rarely remain static. Departments shift, rooms are repurposed and functions change. When this happens, new suppliers come in, often using different materials and making their own interpretations of the system. Over time, fonts change, colours drift and signs are placed at inconsistent heights.
All of this erodes clarity and trust. A visitor will not consciously analyse typography, but they will recognise when the environment feels muddled or inconsistent. A well-planned system prevents this. Procurers should insist on a detailed design manual and should be prepared to invest in it. This is not an optional extra. It is the foundation that keeps a wayfinding scheme coherent over its lifespan and makes it possible for different contractors to produce signage that looks and feels like part of a single system.
Common mistakes and how to avoid them
One of the most frequent errors is designing a system through the eyes of people who already know the building. They are tempted to minimise signage because they believe the route is obvious. A visitor does not enjoy that advantage. They need clear confirmations at decision points such as stairwells, lifts and corridor intersections. They need signs placed at a height that is easily readable whether they are standing, seated or using a wheelchair. And they need simplicity. Overcomplication is the enemy of good wayfinding.
Hospitals offer an instructive example. Many now use coloured zones supported by simple alphanumeric identifiers. This dual approach helps people who respond better to visual cues while also supporting those with colour vision deficiencies. Combining colour with a zone such as Red A or Blue C on a contrasting background helps avoid confusion and gives people more than one cognitive anchor as they make decisions about where to go.
Readability is another area where a small adjustment can make a considerable difference. Signs set in uppercase may look tidy, but mixed upper and lower case is easier to read at distance and helps users identify word shapes more quickly. These small design choices matter because they allow people to make decisions before they arrive at the sign itself.
Designing for everyone
Inclusivity has rightly become a central consideration. Public spaces must serve people with limited vision, reduced mobility, learning differences and language barriers. Technology is giving us new tools to do this well. I recently saw a system that included a discreet button with an embedded processor. When pressed, it gave spoken instructions about the user’s location and how to reach nearby destinations. It could also be updated remotely if departments moved or information changed. It demonstrated how thoughtful technology can support people who cannot rely solely on visual cues.
This is not about replacing traditional signage. It is about enhancing it. Raised text can help those who cannot read braille, and braille itself still has an important role to play. Only a minority of blind people read braille, but those who do rely on it, and tactile lettering benefits a much wider group. The real question is about proportion. There is no point adding tactile surfaces to hanging signs that sit three metres above head height, because no one will ever be able to touch them. The investment should go into the places where people can reach and use it.
Sustainability and longevity
Sustainability is more than a matter of recycled content. In many respects, the most sustainable sign is the one that lasts longest. Materials such as aluminium, particularly when sourced through established recycling streams, have a long life and can be refurbished or adapted when a building changes function. Some tactile materials, by contrast, degrade more quickly due to constant hand contact and exposure to oils from the skin.
Public authorities should consider whether components can be reused elsewhere in the building and whether standardised profiles will make future adjustments easier and cheaper. The objective is to avoid a system becoming obsolete within a few years. If a sign can be dismantled, cleaned, refinished and redeployed, that extends its life and reduces environmental impact.
The growing role of digital technology
Digital and interactive signage is becoming more common in transport hubs and city centres. Screens offer flexibility because information can be updated instantly. They are, however, expensive to maintain. When a screen fails, it usually has to be removed and replaced rather than repaired in situ. This raises a critical procurement question. Should local authorities hold spare units or should suppliers guarantee replacement within a fixed time frame It is better to agree this at the start rather than deal with expensive surprises later on.
Technology will continue to evolve. Viewing angles have improved significantly in recent years and further progress is likely. Touchscreens remain problematic in certain settings, particularly in healthcare environments where hygiene is a concern. Voice-enabled interfaces may offer a safer and more intuitive solution in the long term, although they raise privacy issues in places such as GP surgeries.
Safety, compliance and the importance of clarity
Wayfinding is not only about convenience. It is a safety issue. During an evacuation, people need unambiguous guidance to reach an exit. These signs are governed by strict health and safety standards and are designed as pictograms to avoid language barriers. The familiar running figure can be placed at either end of a sign to indicate the direction of travel, although many people are unaware of this. Compliance with these standards is vital, especially following national tragedies that have prompted greater scrutiny of building materials and fire safety.
A building that communicates clearly in an emergency builds confidence in everyday situations too. People feel more relaxed when the environment is well marked, logically organised and visually consistent. Even small touches, such as using colour thoughtfully or integrating artwork and patterns, can lift the atmosphere and make civic spaces feel more welcoming.
Why good signage builds public trust
Public trust is not built solely on policy or service delivery. It is also shaped by the physical experiences people have when they walk into a government building. A well-designed wayfinding system signals competence, care and respect for the public. A disjointed system suggests the opposite. Clarity, consistency and accessibility are not technical concerns. They are markers of how well institutions understand and support the people they serve.
When wayfinding is done well, it fades into the background and allows people to focus on their purpose for being in the building. When it is done poorly, it becomes the story. The public sector has an opportunity to treat signage not as an afterthought but as an essential part of the civic experience. Good wayfinding helps people feel confident, safe and welcome. That is a goal worth investing in.
