Signs of the times at the Expo
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Signs are helpful for visitors when locating places in the Expo Garden. But if the signs are not designed in a logical way, they can be misleading or confusing.
That's why a signage and directional system is so important, because it synthesizes information to make things accurate and concise.
The word "signal" originates from a French word "signaltique", meaning making a mark, and was translated into Swedish and German as "signaletik" which later became "signage" in English.
A signage and directional system is made up of four parts. First is the signage system. Of all the forms of communication we have using our five senses, visual communication is the dominant sense. That's why we mainly use signals, logos, colors, texts and icons for indicative, symbolic, descriptive, imperative and decorative functions.
Second, is the "way-finding" system. This system aims at helping visitors to locate their surroundings and to plan a route to their destination.
Third is the directional system. This system directs visitors along the route by showing directions - like forward or backward, turning left or right, going up or down - using logos or icons, like arrows.
Fourth is the sponsor signage system. This system incorporates a sponsor's promotional signs and text.
This information is important for visitors to locate where they are and find their destinations within a large place like the Expo Garden.
Colors and fonts also play a big part in signs and the need for them to fit into the environment of the Expo Garden. For the World Expo Culture Center, we chose the colors of pearl charcoal and oyster gray to realize the idea of "diamonds shells and pearls".
For the font, we used the simple and neat Avenir. We hope visitors will find this system easy to use.
The author is project manager of Mondu Visual Communication for the signage and directional system at the World Expo Cultural Center. He is also a visiting lecturer with Shanghai Institute of Visual Art at Fudan University. He holds a BFA in Graphic Design from Shanghai University, along with a number of degrees from French universities.
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