How to Plan Event Wayfinding Like a Pro

The key to effective wayfinding signage is a combination of great design and strategic placement for attendees. Clear signage can help attendees quickly locate areas like registration and restrooms and affect the overall flow and success of the event. In this blog, we’ll share practical steps to plan wayfinding signage that not only looks good but is strategic from start to finish.

Why Strategic Planning Matters: You Need both Brains and Beauty

There is a difference between using signage as décor and signage as a tool. The impact of signage extends to the attendee experience, dwell time, and overall brand perception. It’s also an opportunity to reinforce brand messaging that can influence both the event itself and the outcome afterward.

Step 1: Map Your Attendee Journey

• Consider your space: Think about the dimensions, purpose of the space, event flow, whether it’s indoor or outdoor or both, and how long the event will last. This will inform whether you need weather-durable materials, how large or small the graphics should be, and how long they need to hold up. It'll also help you gauge how much wayfinding signage is necessary, depending on the size and complexity of the venue.
• Identify key decision points: Entrances, registration desks, escalators, major intersections, and breakout rooms are critical areas. Think carefully about where to place important signage to direct attendees.
• Understand attendee flow: Determining factors like peak arrival times, traffic bottlenecks, and high traffic areas can inform you on key signage spots to ease congestion.
• Consider different personas: Whether your attendees are first-timers, returning guests, VIPs, local or traveling from elsewhere will determine what level and type of signage you need. For example, first time attendees might need more navigational maps and informational help, while VIPs might have exclusive event zones, and international guests might need multilingual signage.
• Try an on-site assessment: Consider performing an on-site assessment with your graphic vendor in the planning stage to get measurements, restrictions, and ideas.

Step 2: Determine Sign Types and Functions

Here are some questions to ask yourself:

• What message are you trying to display?
• Is this signage for directions, identification, or information?
• Will the signage be temporary or permanent?
• Are you trying to direct people towards a space, promotion, activity, etc.?
• Is this signage going to be interactive?
• Is the event going to be indoor or outdoor, or both?
• Are there other attendees such as the press or photographers who need wayfinding?
• Will your attendees need multilingual signage?
• Do you need signage for restrooms, concessions, charging stations, or other functional spaces?
• Are you creating signage that meets any sustainability regulations for your company?

There are countless options, from large-scale installations to small directional signs. Explore ideas for different types of event signage here.

Step 3: Strategize Placement and Positioning

This is the stage to choose the optimal height, angle, and size for visibility and readability. If you’ve performed a site visit, use your measurements to create a virtual mockup. This allows you to preview placement and scale before moving from rendering to reality.

When positioning signage, place it before decision points, rather than at them. Plan for for ADA compliance and accessibility best practices to make them inclusive. Troubleshoot any height restrictions or obstructions within the venue beforehand, along with deciding if the signage will be standing, stacked, hanging, mounted etc. You might have to adapt your signage strategy to align with event layouts, budget constraints, and your production timeline.

Step 4: Create Consistent Design and Branding

Now that you have all the stats down and have decided what you need, it’s time to bring style and design to the table.

• Use unified colors and typography throughout all signage.
• Develop consistent messaging that supports event goals and has been pre-approved internally.
• Make sure to use clear iconography for universal understanding when people are navigating the venue.
• Use visual hierarchy for quick scanning.

See some examples of past projects here that show branding, color choice, and space usage.

Step 5: Plan for Pre-Event and Post-Event

With the inevitable chaos of event management, prevent a last-minute rush by scheduling the signage and graphics installation with buffer time for weather delays, venue changes, or emergency reprints. Test the event with a walkthrough beforehand, if possible, to avoid any pitfalls and check for quality control, proper installation, and to make sure the signage looks good. Or you can do a mock-up or virtual walkthrough to see how the graphics look and how the flow works. You can also ask event staff to take a look and make any adjustments before it’s showtime.

Remember to consider your event wayfinding signage as part of your overall event strategy. Ensure your event collateral, from your first event direct mail invitation to your programs thank you goodie bags matches the event vision and messaging. We have some other tips for pre and post-event planning in this event planning blog.

Troubleshooting Common Mistakes

Here’s some common missteps that can throw off your budget or timeline:

1. Skipping the mapping stage
2. Overcomplicating messaging or inconsistent branding
3. Forgetting about exit and post-event navigation
   
   

Remember, great event wayfinding signage starts with strategy, not just design. Vomela’s expertise in creating strategic wayfinding systems covers everything from creative services to installation. Contact us today to schedule a signage strategy session.