The science of signageHow empirical research can contribute to user-centered design
The science of signageHow empirical research can contribute to user-centered design
Simon J. Büchner1, Christoph Hölscher1, Martin Brösamle1
and Tobias Meilinger2
1IIG, Center for Cognitive Science, Uni Freiburg2MPI for Biological Cybernetics, Tübingen
EDRA 2006, Atlanta,GA
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OverviewOverview
Analysis of the settingDevelopment of a signage systemEmpirical evaluationConclusion
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Analysis of the settingAnalysis of the setting
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Buildings KG I and III (Univ. Freiburg)Buildings KG I and III (Univ. Freiburg)
Uncommon room numbering system:
3120 = 3___ KG III (building)_1__ 1. floor__20 room no.
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Old SignageOld Signage
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Development of the signage systemDevelopment of the signage system
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Design of the signage systemDesign of the signage system
Cooperation with Prof. Ulrich Falk an students from Freiburg Design School (Freie Hochschule für Grafik Design & Bildende Kunst Freiburg e.V.)Design process (Psychologists and Designers)
First contactCognitive aspects in the design of a signange system
On site meetingDesigners participated in a pilot study
Analysis of the current state by the designers and psychologists separatelyJoint development of the requirements for the signage systemIterative design process
Design – Evaluation – Re-Design
Assessment of a prototype on siteInstallation of a paper version of the signange system (full size scale)Experimental evaluation
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Requirements of the signsRequirements of the signs
based on Passini, 1992Clearness (color coding)SimplicityLegibility (font size)Conventional (International Pictogram System, Otl Aicher)Communication of the uncommon room numbering systemand the misaligned floor between buildings
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New SignageNew Signage
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Floor Plans in DetailFloor Plans in Detail
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Empirical evaluationEmpirical evaluation
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Formative EvaluationFormative Evaluation
Wayfinding tasks (directed search) before and after theinstallation of the new signage systemFirst-time visitors vs regular visitors, with and without a map
New signs are used more frequently than old onesSigns are the main attractors, maps are used rarely and provide no advantage in performance (neither to first-time, nor to regular visitors) (c.f. e.g. Butler et al., 1993)
Stops at maps
0,000,200,400,600,801,001,20
reg. Visitors (old) first-time (new) first-time (old)
Use of signs
0,000,501,001,502,002,503,003,50
reg. Visitors (old) first-time (new) first-time (old)
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Formative EvaluationFormative Evaluation
Directions of arrows were sometimes ambiguous
First-time visitors with the new signs perform almost as well as regular visitors with the old signs
length of detours
0
10
20
30
40
50
reg. Visitors (old) first-time (new) first-time (old)
m
no. of stops (not at maps/signs)
0
1
2
3
4
reg. Visitors (old) first-time (new) first-time (old)
n
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1021 – 1099
Globality of signsGlobality of signs
People expect to find their target on every sign which points into thecorresponding direction. (Hesitate to follow any sign not explicitlyrefering to their target.)
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ConclusionConclusion
Successful collaboration between designers and psychologistsIterative design process turned out to be very fruitfulParticipation of the designers in wayfinding studiesallowed them to take the perspective of a commonvisitorEven well-planned design features turned out to bedifferently interpreted by the visitor than it was intendedSignage system will be permanently installed
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Thank you!Thanks to my colleagues
Christoph HölscherTobias MeilingerMartin Brösamle
Prof. FalkCarolin Baranski, Alexander Blattner, Saskia Damerau,
Anja Kienzler, Meike Staatsmann, Stefanie Wolf
Simon J. BüchnerIIG, Center for Cognitive ScienceUniversity of Freiburg, Germany
