Organic orientation

6 questions for our Executive Creative Director Roger Stämpfli on the subject of signage:

1. how has the importance of signage changed in recent years, particularly in relation to architecture and live communication?

Firstly, the customer perspective – people are now thinking much more consciously about how signage works from the user’s perspective. Secondly, individualization: signage is increasingly being adapted to the specific brand or project. And thirdly, we are increasingly seeing digital elements that can adapt to changing conditions.

2. what role does digital signage play today, and how do you see the balance between analog and digital solutions in the future?

Digital signage systems have become increasingly important in recent years. Due to falling costs and increasing reliability, digital solutions are being used more frequently. Digital systems only make sense where something changes. A good example is an underground parking garage, where the exit will hardly change, but the number of free parking spaces will. The future will therefore involve a mix of analog and digital solutions, depending on what makes sense for the particular space and its use.

3. how can signage help to make complex spaces or events more inclusive and barrier-free?

For inclusive and barrier-free signage, a well thought-out design that is consistently developed from the user’s perspective is crucial.

4. in your opinion, what are the biggest challenges when designing and implementing signage in large projects?

It is important that the signage elements are aligned with the users’ lines of sight in order to provide the best possible orientation.

5. what trends do you see in signage that will become more important in the next 5 to 10 years?

One trend is the curated use of light, color and deliberately used surfaces as orientation elements. Through targeted staging, users are guided organically without having to rely on classic signage with arrows, typography or icons.

6. will artificial intelligence (AI) play a role in signage in the future?

AI will have a significant impact on the future of signage and the use of AI can create dynamic and adaptive guidance systems that adapt to the individual needs of users in real time.