The brand’s primary concern is to cement itself in the mind of its customer as a one-stop solution for a specific problem. However, as the brand expands, it evolves from providing specific solutions to ––a one-point stop solution to all problems. Because monopoly is a thing and many would rather serve as a walking banner than betray the brand. To achieve that perception, the brand focuses on the experience of the customer, creating a sense of trust and togetherness.
But again, how? How does the brand inspire such loyalty that they would wait through the storm for a new Toffler Wave, where everyone is a bit too much in their character. It is not like there is one unique answer to making the experience positive. It is a collaboration of all the small efforts and modifications done, that results in a quality experience strengthening the customer-brand bond.
One such supporting segment is the wayfinding signage design. Extremely useful, requiring a subtle approach to application. With the advancement in technology, wayfinders are evolving as well. Increasing the accessibility and ease of operations. However, they are no longer be relegated to the background as utilities but come forward and become a factor like aesthetics and brand identity.
Wayfinding signs are designed to assist people to navigate effortlessly through any space, which brings them to the intersection of architectural design, interior design, and brand message. Hence, it can optimize the in-store environment and enhance the shopping experience. You can streamline the process and make it simple and easy for the customers to navigate in the store, without the hassle.
SAY MORE WITH LESS
Communicate directly, and succinctly. Nowadays people have a short attention span and therefore what you communicate should be straight, short and simple. Be direct and concise with the message you want to convey, which should also be easy to understand. If a message can be expressed in one line, don't add five. Navigation is not about informing the audience but pointing them in the right direction.
COMMUNICATE WITH VISUAL SIGNS
Colour, pictures, images, and patterns tend to stick in a person’s mind much longer than words alone. That’s what people prefer. That’s why more people prefer movies over books of the same movie. The same principle applies to other places as well. That’s why signage is such a great tool for reminding customers of your presence.
The first-hand experience of slipping over a banana peel would be remembered over the same second-hand account. The only thing that can top the visual element is experience. (if the person slips over the peel themselves.) But as far as the visual elements are concentrated, every advantage should be used, thus, use your logo, brand colours, and attention-grabbing visuals to make your signage stand out.
ARTIFICIAL INTELLIGENCE
It is not news that AI is a rising trend lately. A smart algorithm that is able to do any specific task or grunt work while also being able to problem solve and pivot the situation is extremely tempting. And as AI becomes more interactive and human. Artificial intelligence is likely to influence how navigation is done within the store.
AI-powered navigation boards can deduct the best pattern for the crowd within the store and adjust their digital navigational signage accordingly. The navigation can change to accommodate a larger crowd during peak time or to promote browsing in the holiday season. The options are near endless.
Directional signages are necessary for vast areas such as multiple-story buildings, shopping malls, etc. Customers are less likely to get lost with these signs in place and they can easily navigate through without wasting their time. And thanks to AI, there are automated apps available that simplify navigation and make it much easier for visitors to find what they want and where to go, the moment they enter the premises.
It can work as a store assistant, directing the customer towards the product and informing them, if the item is in stock or not. If not, they can directly inform the brand representatives either to get the product shipped to their home or notify them when it is in stock to collect it later.
