Effective Library Signage: Tips, Tricks, & Best Practices (May 2020)
- 1. Effective Library Signage: Tips, Tricks, & Best Practices An ALA Webinar Wednesday May 20, 2020 Mark Aaron Polger Assistant Professor | Coordinator of Library Outreach | LIB 102 Instructor College of Staten Island, CUNY MarkAaron.Polger@csi.cuny.edu
- 2. Agenda ● Signage as visual marketing ● Why is signage important? ● Why do an audit? ● Types of signs ● Audit Stages ● Phase 1 of Assessment ● Phase 2 of Assessment ● Replacement ● Before & After Examples ● Best Practices for Print and Digital Signage ● Maintaining Effectiveness ● Continuous Assessment ● Conclusion
- 3. The College of Staten Island (CSI) Library The College of Staten Island is one of the 25 colleges of the City University of New York (CUNY). We are a comprehensive college and one of the seven 4-year colleges within the system. ● 13,000 students ● 204 acre campus ● New student residences ● 30,000 square foot library ● 14 full time librarians, 10 adjuncts ● 65 staff in total ● We offer a popular, one-credit Information Literacy course
- 4. Question? What are some of your signage problems?
- 5. Signage as Marketing Communications Signage is an example of visual marketing and one of the most important forms of marketing communications: ● promotes Library events, programs, and courses ● outlines Library policies ● provides directions to Library materials and facilities ● identifies services and spaces within the facility
- 6. Why Perform an Audit? Performing an audit allows you to quantify and better understand your current signage, as well as to help identify issues that may be leading to less effective signage, such as: ● Unclear/mixed messages ● Outdated messages ● Too many signs ● Poorly placed signs ● Punitive or passive aggressive ● Inconsistent design ● Text heavy
- 8. Categories of Sign Production (optional) 1. Produced in-house (DIY) 2. Institutional (permanent wayfinding) 3. Temporary (according to ADA, 7 days or less)
- 9. Question? Have you ever conducted a signage audit? If yes, what problems did you encounter?
- 10. Audit Results = Mass Removal As a result of our audit, we removed: ● outdated and punitive signage ● signage that was text heavy ● handwritten signs
- 11. Phase 1 of Assessment Approximately 60 library employees participated Faculty and staff identified preferred font face, font size, and language preference Buy-in was challenging
- 12. Phase 2 of Assessment Signage preference questionnaire (N=325) Students received 6 signs with identical messages in both old and new designs Students were asked to select their preferred signs Solicited open ended comments Incentive for participation: pens and chocolate
- 13. Cell Phone Policy Signs
- 14. Textbook Signs
- 16. Replacement Strategy Created design templates Tracked signage location Replaced with half the number of signs
- 17. Print Signage Best Practices 1. Consistency (visual/textual) 2. Sans Serif font type 3. High Contrast 4. Sign orientation 5. Branding 6. Language/Controlled vocabulary 7. Message (is it punitive?) 8. Images (photos) 9. Mounting/ Placement 10. ADA compliance (no glare, high contrast, sans serif typeface)
- 18. Criteria for Developing Digital Signage 1. Software (standalone images vs. media player) 2. Hardware (TV display vs. commercial display) (Passive vs. interactive signage) 3. Design 4. Strategy planning
- 19. Digital Signage Best Practices 1. 3 by 5 rule (3 lines of text, 5 words) 2. Sans Serif font 3. High contrast 4. Justify to the left 5. ADA compliance (display cannot be more than 4” deep) 6. Digital screen interactive buttons (36-42 inches from the ground) 7. No more than 2 font types 8. “F” pattern 9. Placement (eye –level, place at point of transfer, point of wait, point of sale) 10. 60-30-10 rule (60% dominant colour, 30% secondary, 10% accent)
- 20. Digital Signage Best Practices 11. Visual hierarchy (3 parts) (title, body text, & call to action) 12. Add real images 13. Pixilation 16:9 ratio- 1280 by 720, 1920 by 1080 14. Distance (100-point font = 26 feet away) 15. Leave enough space around the edges
- 21. Best Practices… ALL CAPS Clutter Using images Walls and Furniture Visible Tape Handwritten signs Fancy typefaces (not legible) Passive Aggressive Tone Confusing/Contradictory Signs Glare (ADA compliance)
- 22. Avoid ALL CAPS (we don’t want yell)
- 23. Avoid Clutter Clutter= negative user experience
- 24. Avoid Clipart
- 25. Avoid Handwritten signs Handwritten signs are: Unprofessional Unwelcoming Often illegible and are not considered official
- 26. Mounting on walls, doors, & furniture (use frames, bulletin boards or easels)
- 27. ADA compliance avoid glare, sans serif, & high contrast (70% or higher)
- 28. Clarify Your Message (contradictory messages are confusing)
- 29. Be welcoming, not mean Threatening message? Construction zone? All caps = yellingRed stop sign?
- 30. Create Templates & A Signage Policy
- 32. Evolution of our “Code of Conduct” Poster Before Revised Current
- 33. Use Real Images Before After
- 35. Be Large Scale
- 37. Discover Bump Points/Touch Points
- 38. Create a Signage Locator Map
- 39. Keep Track of Your Signs Fake Sign Real Sign
- 40. Mounting Tips Avoid glare 48”-60” inches off the ground (ADA compliancy) On latch side of the door Avoid Visible Tape Use double sided tape. Avoid crooked signs. Mount signs in a straight and centered manner
- 41. Mounting Tips Part 2 Mount at eye level Be mindful of sightlines Make use of holders, frames and bulletin boards Avoid mounting on furniture
- 42. Getting Buy-In Be patient Listen Compromise Hold in-person meetings Designate a signage contact/team Show proposed changes with supporting data Develop allies like student government
- 43. Maintaining Effectiveness Policy signs are ineffective if not enforced Understand your audience: >Ask questions of your patrons, use focus groups and partner with campus groups Signs are living documents! >Continuously evaluate signs >Assess bump points >Revise and improve signage >Revisit your signage policy
- 44. Question? Do you have trouble getting buy-in?
- 45. Continuous Assessment Every semester we administer mini questionnaires and semi-structured interviews. Interviewees were given trail mix and bottled water
- 46. Sample questions Q1. Please rate your level of awareness to the specific library policy signs
- 47. Q2: Please rate your level of awareness of our promotional signs
- 48. Q3: If you eat in the library, what are some the reasons? (check all that apply)
- 49. Q4: If you speak on your cell phone in the library, what are some the reasons?(check all that apply)
- 50. Semi Structured Interviews (45 mins) Asked groups of students (3-5 students) Asked about feelings about policy signs Policy signage (food, noise, and cell phones use) Interviews were anonymized, recorded on digital recorders, then transcribed using Dragon software
- 51. Emerging Themes from the Interviews Food policy needs to be more flexible Students should use their own judgement. Cell phone use (speaking) should not be prohibited but allowed in designated areas Noise should be directed to specific floors (like zones) Policy signs are more effective when consistently enforced by library employees and security Students also believed that signs should be funny, have bright colors, and be very large so students won’t miss them.
- 52. Lessons Learned & Recommendations Be friendly and consistent Avoid jargon, all caps and the word “no” Develop a clear message with few words Incorporate realistic images (avoid clipart) Placement is key Create a signage policy Create signage templates Create a library brand Get buy-in from your department Don’t forget about ADA compliance Revisit your signs and bump points regularly Signs are living documents--be flexible and embrace change
- 53. Thank you! Mark Aaron Polger, Assistant Professor Coordinator of Library Outreach MarkAaron.Polger@csi.cuny.edu http://www.markaaronpolger.com
- 54. More Questions?