Good wayfinding is invisible. Customers only notice it when it is missing.
Customer wayfinding is the set of signs that takes a visitor from the street to the exact place they came for. At a medical office, a business park needing Parsippany directional signs or Somerset wayfinding signs, or a small plaza, customers often find the building easily and then lose their way between the parking lot, the entrance and the suite.
The fix is rarely more signs. It is the right sign at each point where a visitor has to make a choice. This guide shows how to plan that route for a smaller property. For hospitals, campuses and buildings with many floors, see our guide to creating a signage system for large buildings.
Walk the Route Like a First Time Visitor
Start outside, ideally with someone who has never been to the property. Drive in from each main road, park, walk to the entrance and find a specific suite, noting every place they pause, look around or ask. Those pauses are your decision points, and each one needs a sign.
Repeat the walk after dark and in bad weather, because a route that is obvious on a sunny afternoon can be confusing at night. Our guide on exterior sign placement covers sightlines from the road.
Match the Sign to the Decision Point
| Decision point | What the visitor needs | Typical sign |
|---|---|---|
| Street | Confirm this is the property | Monument or pylon sign with the address |
| Entrance drive | Which way to turn | Directional sign with arrows |
| Parking | Where to park and which door to use | Parking and building identification signs |
| Building door | Is this my building or entrance | Door vinyl, address numbers, tenant names |
| Lobby or corridor | Which floor or hallway | Directory and directional signs |
| Suite door | Have I arrived | Suite number and tenant name sign |
Keep each sign focused on that one decision. A sign at the entrance drive should not try to list every tenant, only the routes that split there.
Name Destinations the Same Way Everywhere
Visitors follow words, so the destination names on every sign must match each other and match what customers were told. If the appointment confirmation says “Suite 210”, the directory, the corridor sign and the door should all say “Suite 210”, not “Second Floor East” or the practice’s old name.
Agree a short list of destination names before anything is designed, and use the same list for the website, directions and appointment reminders.
Make the Signs Easy to Read on the Move
- Short wording: a few words per line, read at a glance.
- Clear arrows: one arrow style used the same way on every sign.
- Strong contrast: light text on dark or dark text on light.
- Consistent position: the same height and side of the path, so people know where to look.
- Lighting: exterior directional signs lit or reflective where people arrive after dark.
Letter size depends on reading distance, covered in our guide on sizing letters for viewing distance.
Include the Required Signs
Some wayfinding signs are not optional. The 2010 ADA Standards require tactile, braille signs for permanent rooms such as restrooms, suite doors and exits, and the Access Board’s guide to signs explains where they go and how they are mounted. Directional and informational signs need readable characters but not braille. Plan these with the rest of the system so they look like part of it. See our ADA Signs page for compliant styles.
Plan for Changes
Tenants move, suites are renumbered and practices rename themselves. Directories with slide out inserts, modular panels and vinyl names on a permanent backer let a property manager update one line without replacing the whole sign. See our Directory Signage page for changeable systems, and our guide on property management tenant signage guidelines for keeping updates consistent.
Do Not Forget the Way Out
Visitors leaving a suite need to find the elevator, the exit and the parking lot again. Signs placed only for the inbound route leave people guessing on the way back, so check the return route on the same walk.
Common Questions About Customer Wayfinding
What is customer wayfinding?
It is the system of signs that guides visitors from the street to their destination and back, using directional, identification and directory signs at each decision point.
How many wayfinding signs does a property need?
Usually fewer than owners expect. One clear sign at each decision point works better than many signs repeating the same information.
Do wayfinding signs need braille?
Directional signs do not. Signs that identify permanent rooms, such as restrooms, suites and exits, need tactile characters and braille under the ADA Standards.
What is the best sign for a tenant directory?
Usually a changeable directory with slide out inserts or modular panels, so names can be updated without replacing the sign.
How do I test a wayfinding plan?
Walk the route with someone who has never visited, in daylight and after dark, and note every place they hesitate.
Should wayfinding match our brand?
Yes, within reason. Brand colors and fonts can be used, as long as contrast and legibility come first.
Wayfinding Planned From the Street In
Gogi Signs plans, builds and installs wayfinding, directory and ADA signs for plazas, offices and medical buildings across New Jersey and New York City, starting with a walk of the route.
See our Wayfinding Signs page, then request a free quote or book a site survey for your building.
