Wayfinding Systems - Idea 4/ Reflective Type

IDEA 4

reflective type -

'another rule: type can have a gender. The understand is that heavy bold jagged fonts are mostly male and whimsical lighter curly fonts mostly female.You can subvert this form but never the automatic associations '  Simon Garfield, Just My Type

Simon Garfield talks how type style can imply different theme and even have a gender in his book, this is the basic for this concept and idea, that type can imply and have a meaning which transcends the actual words. The typeface itself can communicate the ideas of each genre so it can be recognised automatically therefore creating a wayfinding system that uses different typefaces for each genre will create a intriguing wayfinding system that uses the audience visual literacy and automatic associations. Different typefaces have different purposes and imply different themes this is because of the way they are created and how they are normal used, what we see them associated with over time add to their meaning.

 Reflective type - This idea uses different typeface styles for each theme that reflect them by showing feature of the styles/using fonts already associated with the genre. Using different fonts for each section would differentiate the genres automatically and straight away, it would be useful because the audience will recognised the style before they can read the title, this would group the different genres with a major feature needed by the new wayfinding system. This would also be easily recognizable as the font picked for each genre would show aspects of the style and uses typeface that people will associated directly with each genre. 

Using signs that take advantage of the psychology of fonts will mean that the signs will be creatively different, this adds to the asethecical look of the over all shop because the fonts will add more detail/artistic look will will appeal more to the target audience as they will see the shop as a nicer place to be.

Although this idea doesn't work for the aim that the signs might get lost in the over contextual styles of typography around the shop so wont stand out but this can be changed by placing the signs in places the audience will look or by separating the signs via a  colour ect. The signs could even be hung down from the ceiling like in tescos/asda where they face this issue to, this would make it separate for the background and make it grab the audience attention as it'll be directly where they will look so directly in eye line. The signs could be held down over the different sections like aisle in a supermarket and this is differentiate the areas whilst being clear and obvious from afar.


primary example - This style of wayfinding is used to direct people around the Primary shop in the Trinity Shopping centre seen in my primary research, it allows the audience to be attracted to the area they are looking because typefaces have meaning.

childrens reflective interactive signage -
for the signage for the children's section of waterstones, my idea was to create letters our of games/childhood memories that any audience will automatically relate to children/youth. They will relate these items as associated with a younger audience as it will be items used by/created for them, this show the age of the intented audience for this section. This will work as the audience of a younger age will have a more immature visual literacy but will be attracted to something they recognise and are used to seeing suddenly as thy can see it as fun and associated it with positive emotions making it appeal to them. the idea was to do it in a way that the audience can change/play with the interior, as this will promote creativity and entertain them rather than just informing as this could be less intriguing . To attract children the designer needs to create an environment thats visually pleasing in a positive playful way but also create a environment that simulates their minds as otherwise they will get distracted easily.  Creating an environment that they can interact with will appeal to them while also simulating their thought process and causing them to pay attention as they will have to think about it, they will see it as more engaging this will cause them to be drawn to it first. Making it studiedly obvious to children will be need as they will be looking for this section first, it needs to be obvious incase they can't read/see the signs at first so it has to be very visually obvious and a direct route to this part of the store will be needed to be clear for its intended audience.

aims -
colourful
bright
positive
bold
iterative
fun
recognisable
works for all scales
multilingual
simple
readble

design sketches - 

reflective type - children selection 1 

this idea is based off the forms of scrabble letter that the audience can change and experiment with, this letters are old string form that are clear from almost any size. they are instantly recognisable as scrabble with is a children game, this associate the idea with fun and a less serious environment as it s a game. these are also forms more children will have seen/used before with means they will be associated with them, this will mean they will run to see them because its what they are used. Being iterative will mean that the audience can mess around with the letter forms, play with their order and make up words themselves this likes to situating their brine and helping them learn while they have fun. Its and education yet fun game so it would work well because adults will also recognise it as a positive game that will enhance their children's experience. 

colours too serious here, children are attracted to bright interesting forms which these aren't there fore they need to be changed so they appeal to this audience more

Here i lighted the images as i wanted a more causal playful look, also the colours needed  realistic feel to the text as its a brighter more modern colour.

reflective type - children's section 2

Again this idea is based around a fun yet educational form of children game, this relate t this idea of trying to show the book titles and genres in amore bright bolder fashion, these colours of the letter here are stronger more youthful selections because these are primarily just used by a younger audience. Using an item the audience is associated with and cows well will help them be intently direct towards the intended area because this will stand out to them. he forms of the letter are very simple sans seri forms, this means they are very easy readable even for a younger audience, they can see the bold strong letter forms and these are fonts they see a lot so it will make it easier to read. Making the signage readable is important too because the audience will need to clearly read which genre they are looking for.