How to Effectively use Directional Signage in a Commercial Setting


How to Effectively use Directional Signage in a Commercial Setting

Businesses need to leverage every tool at their disposal to create an approachable and seamless experience for their customers. Directional signage is an important but often overlooked sign type that plays a crucial role in guiding visitors, enhancing their customer experience, and ultimately promoting a positive association with your brand. This post sheds some light on using directional signage effectively and how it can impact your business. Let’s get into it:

Understanding the Power of First Impression

Customers’ perception is shaped by what they see around them ever before they set their first step into your commercial space. Think of your directional signage as an office receptionist, they welcome and direct visitors to wherever they want to go within the space. Good wayfinding or direction signage provides consistent and considered points of contact that allow stakeholders to navigate spaces efficiently. While directional signage is inherently utilitarian, its potential can impact your entire brand. You can give stakeholders a taste of what to expect with the quality and aesthetics of the rest of the space, what your brand stands for, its values and beliefs. Directional signage can substantiate the less tactile elements of your brand identity. Practically speaking, even those that are not enticed or already passionate custodians of your brand can be converted into confident advocates of your offerings thanks to your signage.

Navigating the Customer Journey

Impressing your customers does not end when they walk through the front door. They need help navigating your commercial space, especially those first-time visitors. A well-designed customer journey can significantly enhance the overall experience, transforming a good first impression to brand buy in. Directional signage acts as a silent tour guide, ensuring visitors don’t feel lost or frustrated as they explore. To execute this effectively, consider the flow of foot traffic and strategically position signs at key decision points – from the entrance to specific department areas. You must also consider not all your stakeholders will be of equal capacity – so designing directional signs that cater to a wider range of needs is essential. This does more than help customers easily find what they need because it also showcases your commitment to their convenience and individuality.

Showcasing specific messages

The function of your directional signage can go beyond wayfinding; it can also be a tool to drive targeted messaging. You can strategically direct customers to promotional areas or highlight special deals using eye-catching signage. You can also use this knowledge to ensure the safety of your space. Transforming directional signage to introduce safety signage when necessary, facilitates a set of individual but connected and considered environments. Including digital signage as part of this offering at key touchpoints like reception or waiting areas can provide more interactivity and engagement too.


While functionality is very important, directional signage can also be an extension of your brand’s identity. No matter what your brand offers, signage speaks volumes about your understanding and consideration of your customers. Partner with SignManager – we understand the art of blending functionality with your brand’s specific identity and can help you tailor a network-wide wayfinding or directional signage program that is as effective as it is relevant.

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