Picture, Symbol, Icon – Sign

Research

For this project we were tasked in groups of 3 to design and build a signage intervention with the building of DJCAD. As research, our company undertook an observational study of the signage already existing within DJCAD itself:

The signage around DJCAD mostly pertained to fire safety; the signs were bold with their obnoxious green and white colouring against the natural tones of its surroundings and were often illuminated to further provide emphasis onto the information which was indicated through a minute amount of text, mainly symbols, as a way to quickly portray information to those hastily passing; foreigners or in the event of an emergency. However, the sign itself was widely ignored or placed over, with members of the team not even noticing its presence before – this began our inspiration into the use of expected symbolic elements in a manner that subverted expectations and provided emphasis on the open space of the corridors as placement for flexibility and clarity.

Another contrasting element found was the fire exit’s green and white text (the colouring defining positivity and inferring guidance) as a majority of signage within DJCAD portrayed red and white text; this led to our first covert observation (allowing for the notation multiple factors including human behaviours within the environment for a more tailored design) using the aforementioned elements, the text of which will further dictate our design indicating the reaction to dictating language (red sign) and inference (green sign):

R&W: Followed: 50% Observed: 64%

G&W: Followed: 68%* Observed: 26%

• Dictating signs were often ignored
• R&W more effective as signage (caution signage)
• Eye-level signs/objects are noticed more
• Abstract designs are more intriguing and looked upon
• Bold typeface/designs is more distinguished

*Affected by the crowding and general interest of others viewing the ‘exhibition’

Concepts and Ideology

Through the data collected a series of concepts were generated focused on direction literally or socially, decided by the positive reaction to the caution signage) the latter of which being dictated through the silhouette design which focused on showcasing the positives and negatives people carry out. However, to align the text with the brief the decision was made to create the forms into the iconic sign people subverting our expectations for us to follow them and instead rebelling after ‘escaping’, wanting attention – creating memorability and noticeability through humour.

To fine tune this concept, further insight was undertaken with two mock-up specimens, allowing for investigation into placement, reaction and effectiveness:

To fine tune this concept, further insight was undertaken with two mock-up specimens, allowing for investigation into placement, reaction and effectiveness:

Signage: 40%                   Corner Placement: 64%                Along path map: 73%

• Statues: increase in size to attract more attention from afar
• Colour: black/white to oppose natural environment tones and suggest caution/guidance
• Signage: ineffective compared to placement, providing a hierarchy of importance for display

Final Concept

Aspects:

• Signage: use of relevant signs for context, utilising creator Margaret Calvert’s Official Motorway font for clarity (in quick looks and from afar).
• Bases: Triangulated to point in the direction of the next piece, creating a natural flow between each.
• Composition: Variation in offensiveness for a varied reaction.
• Exploration: LEDs and sound integration explored in two specimens, inspired by original illuminated sign, but was seen as awkward.
• Colouring: Matte white and black outline, conveys 2D nature/illusion and provides contrast to natural toned environment. Other colours added to break up monotony and add life to objects.

(all escapees were returned soon after.)

Final Findings:

• Diverted pathways of students due to interest.
• Placed ‘No ball games signage in front of ball games which decreased usage.

Brick Thrower: Observed: 52% .  Humorous: 80%

Arsonist: Observed: 21%    Humorous: 75%

Dancer: Observed: 21%    Humorous: 25%

Urinator: Observed: 16%     Humorous: 66%

Runner: Observed: 74%    Humorous: 71%

Electrocution: Observed: 42%    Humorous: 50%

Nauseated: Observed: 32%    Humorous: 17%

Conclusion

The task itself was an intriguing first for myself and, although intimidating, was an overall fascinating brief to undertake. The covert observation aspect will be an aspect I will further implement into future design research alongside the overall research of signage.

If reattempting a similar task, I would undertake more research into the use of symbols within the area and the exploration of extras for optimum effectiveness. (Overall, the task was challenging but extremely rewarding when all aspects of design and research are then reacted to.)