Directional signage fixes that, but only as part of a system that includes exterior signs, interior arrows, directories, identification signs, and maps. In a recent Harris Poll survey commissioned by Signarama, 84% of US adults said signage affects their purchase decisions. That is a self-reported, industry-sponsored result, but the direction is clear.
This guide covers sign types, design, accessibility, installation, and cost planning.
Key Takeaways
- Directional signs tell visitors where they are and which way to go next.
- Strong systems mix exterior, interior, identification, informational, and regulatory signs.
- Short copy, high contrast, consistent arrows, and sign placement before decision points drive readability.
- Budget for design, fabrication, installation, permits, and maintenance, not just the sign face.
What Is Directional Signage?
Directional signs guide people toward a destination: an entrance, parking area, department, restroom, pickup zone, or exit.
Wayfinding is the broader system. According to SEGD's wayfinding guidance, it combines information and decision-making to help people reach destinations. Directional signs are the arrows and route markers inside it. Identification signs confirm arrival.
The practical payoff:
- Fewer "where is...?" questions for staff
- Less visitor frustration
- Smoother foot and vehicle traffic
- A more professional impression of the property
Ski resorts show this well. A single sign at Sun Valley points to River Run Lodge, skier drop-off, lower and upper parking lots, and the town of Ketchum. One glance, four answers.
Types of Directional Signs That Guide Customers
Exterior Directional Signs
These move people from the street to the right door. Common types include:
- Entrance signs
- Parking and overflow signs
- Drive-lane markers
- Building directories
- Loading or pickup signs
Interior Directional Signs
Inside, customers need clear cues at each decision point:
- Hallway arrows and hanging signs
- Floor directories
- Elevator and stair signs
- Department, checkout, and restroom markers
Identification, Informational, and Regulatory Signs
These three do different jobs:
- Identification: room plaques and destination names that confirm arrival
- Informational: maps, hours, and policies
- Regulatory: emergency exits, restricted areas, and safety instructions, some of which may be legally required
Temporary, Portable, and Digital Signs
Use A-frames, banners, floor graphics, and event or construction signs when routes change. Digital displays suit current information, such as parking availability. Approval is property-specific; UW-Madison, for example, generally restricts exterior digital signs.
Floor graphics need care. 3M specifies slip-resistant overlaminate for indoor floor use, because loose graphics cause trips.
Choosing the Right Mix
Match signs to the customer journey:
- Retail and restaurants: parking, entrance, department, queue, and checkout
- Commercial campuses: building directories and visitor parking
- Resorts and recreation: trail, lift, rental, and ticketing markers
- Government and public safety: identification, regulatory, and emergency signs
Ski areas also use standard trail symbols: green circle for easier, blue square for more difficult, and black diamond for most difficult. Difficulty is relative between resorts, so ratings stay consistent only within a single resort.
How to Design Directional Signage Customers Can Follow
Start With the Customer Journey
Walk the route from arrival to destination. Mark every point where a visitor chooses between two or more directions.
Place signs before the decision point, not after someone has missed the turn. Build a simple site map or sign schedule first, then design individual signs.
Keep Messages Short and Specific
Lead with the destination, then the direction, then any floor or building identifier. Cut promotions and internal jargon.
- Weak: "Please proceed down the corridor to our Guest Experience Center"
- Better: "Guest Services ←"
Pick one term and keep it. If "front desk," "reception," and "guest services" all appear, visitors assume three places.
Use Readable Type, Contrast, and Icons
ISA offers a rule of thumb of at least 1 inch of letter height per 25 feet of viewing distance. Difficult lettering needs larger letters.
- Choose plain sans serif fonts; skip script and decorative faces
- Use light-on-dark or dark-on-light, with non-glare finishes
- Keep arrows and icons identical across the property
- Check signs from the real approach distance, not a monitor
- Test in daylight, low light, glare, and weather
Clutter hurts too. In a Harris Poll, 79% agreed too many signs cause confusion.
Build Consistency Into the System
Use one palette, typeface, arrow style, icon set, and numbering scheme. Branding should support navigation, not bury it. Alta's directional sign is a good model: stacked dark-blue panels with yellow arrows pointing to Wildcat Base, Albion Base, the lodge, and the ski shop.
Design for Accessibility
Review current ADA requirements before fabricating permanent signs. Key points:
- Signs identifying permanent rooms need tactile characters and Braille
- Raised characters are uppercase, sans serif, and 1/2 to 2 inches high
- Mount tactile signs 48 to 60 inches above the floor, on the latch side of the door
- Directional signs need compliant visual characters but generally not tactile ones
- Temporary signs (7 days or less) and building directories are generally exempt
Scope varies by sign, so confirm with a qualified accessibility professional or your local authority.
How to Plan, Install, and Maintain a Directional Signage System
Conduct a Site Audit First
Review entrances, parking, pedestrian paths, sightlines, lighting, obstructions, traffic speeds, and landscaping. Note where visitors currently ask for help. For each sign, record:
- Purpose and destination
- Mounting location and viewing direction
- Likely audience
- Permanent or temporary, illuminated or not, accessible or not
Match Materials to the Environment
Indoor lobbies, snowy parking lots, and wet industrial floors demand different substrates and finishes. Prioritize UV and weather resistance, cleanability, and vandal resistance over looks.
3M's bulletin cites a 5-year expected life for most vertical signage film, not a warranty. Sun exposure, substrate prep, and maintenance can shorten or extend that figure.
Coordinate Permits and Site Rules
Requirements are local. In New York City, signs over 6 square feet need Department of Buildings approval, and zoning can still apply to smaller signs. Illuminated signs often trigger electrical code review.
Get landlord or property-manager consent early, and schedule installation around business hours and pedestrian safety.
Follow a Design-to-Installation Workflow
- Discovery and site measurements
- Concept development
- Copy and accessibility review
- Proof approval
- Fabrication
- Installation
- Final walkthrough
Keeping design, production, and installation with one team helps that sequence stay consistent. Corporate Image, a Salt Lake City company with more than 30 years of experience, does this under one roof with 3M-certified installers. It can match existing signage or build a full system, including for harsh alpine environments.
Test, Maintain, and Improve
Walk the finished system as a first-time visitor. Every destination should be reachable without guesswork, contradictions, or missing signs.
After that, stay on maintenance: clean signs, replace damaged panels, update tenant and department names, and check lighting. UW-Madison's standard suggests a 5 to 7 year cycle for post-and-panel signs because fading cuts contrast. Treat that as a campus benchmark, not a universal schedule.
How Much Does Directional or Storefront Signage Cost?
Main Cost Factors
- Sign type, size, and quantity
- Materials and illumination
- Custom shapes and mounting method
- Accessibility features
- Site conditions
- Design, fabrication, and installation
- Permits, shipping, and future maintenance
A single storefront sign and a full directional system are different scopes. Don't compare their quotes directly.
Setting Realistic Expectations
Costs vary widely by property, sign count, materials, and local rules, so a generic price range would mislead. Ask for an itemized estimate separating design, fabrication, installation, permits, electrical work, and maintenance.
Controlling the Budget
- Start with safety-critical and high-confusion locations
- Standardize sizes and layouts where possible
- Choose materials for actual exposure
- Plan future message changes before fabrication
A coordinated system can reduce rework compared with buying disconnected signs from several vendors. Corporate Image handles design, fabrication, and installation as one provider, so wayfinding can match your site and budget without juggling multiple suppliers. Request an itemized estimate to compare options clearly.
Frequently Asked Questions
Can you give me some examples of directional signs?
Exterior arrows, parking signs, building directories, hallway signs, room plaques, maps, floor graphics, restroom and checkout markers. Temporary event and construction signs count too.
What are the do's and don'ts of signage?
Do keep copy short, contrast strong, arrows consistent, and signs placed before decision points. Don't overcrowd, use vague or inconsistent terms, or block sightlines.
How much does storefront signage cost?
It depends on sign type, size, materials, lighting, design, installation, permits, and site conditions. Get an itemized quote instead of trusting a generic online estimate.
What is the difference between directional signage and wayfinding signage?
Wayfinding is the complete navigation system. Directional signs are one component, telling visitors which route or turn to take.
How can I make directional signs easier to read?
Use concise wording, plain type, high contrast, clear arrows, and familiar icons. Size for the viewing distance, light them well, and test from where visitors actually stand.
