In the late 1300’s, all pubs and hotels were required to hang identification signs outside of the establishments. Thanks to iconic signage, our ancestors were always able to find a local pub and then find their way back to a neighboring hotel at the end of the night. Today, iconic symbolism transcends cultural boundaries, encourages communication and cooperation, and will continue to evolve along with us.
Every day, signs help us observe, process, and respond to their icons visually without ever saying (or spelling) a word. Some of the signs you might have seen already today would include: First Aid, Restroom signs, Information, Smoking areas, Handicap signs and even the newly-popular “apps!”
These are not the only icons we identify daily; the nation’s leading retailers have employed wayfinding strategies and customized icons to best communicate and guide their customers. In retail signage, uniformity and ease-of-identification allows the customer to view directional signage and make their way to the desired department with minimal assistance!
Not surprisingly, all of the “big box” retailers are skilled at providing this kind of directional and departmental signage. In your next tour through one of your favorite retailers, take a moment to appreciate the simplicity of their signature look, organized and uniform signage display, and finally the use of simple iconic signage guiding you through the store unassisted.
The success behind these icons lies in their power and flexibility within the organization. They function as visual cues and assist customers in navigating toward another purchase. A retailer might break up their entire shopping experience into several icon categories and sub-categories. For example, your neighborhood hardware store might be separated into “Service,” Departmental,” and “Other” icons. Service icons might remind customers with “delivery,” “installation,” and even “financing” icons, while the departmental icons would guide customers to “tools,” “washers & dryers,” or “lighting.”
The art behind icons in our personal and professional lives is here to stay. As the need arises, new icons are created and installed. We are living in a world increasingly dominated by iconic images (as a “shorthand” form of communication.) Funny observation: this same world used to only focus on signs that told people where to go to get a tasty beer and a nap. Are we certain we are going in the right direction?
