SIGNAGE - A TOOL OF COMMUNICATION

Largely in a urban city the moment we  step out we are bombarded and surrounded by numerous sign designs (Signage’s).Each trying to grab attention of the people and the target audience in no. of ways.Some large, some lighted,some 3D animation,some in larger than life poster forms.

In today’s world signage plays an important role in our everyday life and has become an integral part of the urban landscape.

In olden days we used to see signages mainly in the form of posters,hanging signs,and banners.With the advancement of technology the scenario keeps changing every day.

Today sign design is an industry by itself.Artist,designers,manufacturers, legal experts(copy right issues) installers all being a part of it.A designer need not be a qualified person.For a small name plate he can be just the local painter.

Some signs are permanent like those displaying building name,street name some change over few days like posters,banners.

Signage have a purpose.They give us direction,information,help to identify,educate,regulate.We even have statutory signs.

Different types of sign categaries:

Direction-In high stress areas like hospitals,airports,railway stations,they help the people to navigate in the surroundings.Many times even symbols are used with them.Symbols like male female,escalators etc or general direction symbols.

Information-tell us about the establishment the dos and don’ts.What to expect of the place eg:restaurants, shops. 

Orientation-They help to guide a person in the surrounding environment say mall where maps are there at the entry points and on all floors.

Identification- Help to identify a brand,structure or personal property.In identification we have corporate identity like a company, organisation, institution. 
 
In service and corporate sector signage is the only face it has to present to the customers.

Statutory-These are compulsory signs which are to be used for safety of the people eg:fire exit.

Ornamental-eg: sculptural,Banners,flags.They help to beautify the immediate area.They may be temporary or permanent.

Many times architectural buildings and monuments become signage of the country.Say the moment you mention Eiffel tower one thinks of paris-france,Taj mahal- India,Statue of liberty-America.

Signs influence people,customers and peoples attitude.They may be pictorial,graphical,text,multilingual or a combination of above.With the help of sign design a message is conveyed to the people and there is no wastage of time.From sign design we come to know the development of the country and it shows the attitude and change within the country.

When designing a signage what is important is the location,sight lines,lighting,the shadow they cast,background,whether easily visible and whether the required message is being conveyed.

Lots of design elements are involved in a sign design.Eg:If you are searching for a particular bank you try to search it by its name and logo something you are familiar with and the image of which is imprinted on your mind.In the bank name you get familiar with the font type and colour.

Materials used in sign design are varied plastic,vinyl,acrylic,pvc,adhesive transfers,cloth and decals.Metals like brass,steel,bronze etc fibreglass, wood,glass,stone etc.They may be 3D,illuminated or electrical signs.

There are various processes used in the making of signages eg:screen printing,casting,spray painting,engraving,sandblasting,carving etc.

As the population is growing sign design has become a necessity and integral part of the city,town planning and urban design..People today are travelling all over the globe and thus the need for international signages.

Sign design also called signage is something that leaves an impression on the people’s subconscious mind and everytime a person sees the sign they relate it with the message,product or company identity.

For any signage to be effective it has to be visible and not ambiguous.The message it wants to impart should be crisp and clear.