Updated: Feb 12, 2021
Wayfinding refers to the information systems that guide people through a physical environment and enhance their understanding and experience of the space. This is particularly important in complex built environments such as a hospital, transportation hub, university campus, or urban center. However, it can also be extremely useful for small businesses.
By cueing your customers and employees on where to go and what to do next with color, light, signs, flooring, symbols, and more, we can create confidence and reduce anxiety among our customers.
Research shows that people gravitate to the right when they walk into a store. We also know through research that a well-structured layout that leads customers in a clockwise pattern means they are more likely to linger and buy.
Check out this article that illustrates the topic of wayfinding well. To take a look through a series of images of wayfinding in the built environment, visit this Pinterest board. Finally, if you want to dive deep into wayfinding, check out this technical document.
Use the above resources to create a clear path for your customers to travel from the sidewalk outside of your store to the cash register. Use your store layout, signage, contrasting colors, flooring, fixtures, and lighting to guide the way. By doing this, you're optimizing the traffic flow in your store to lead to higher sales conversions!