Wayfinding: Enhancing the Guest Journey
April 29, 2025
Imagine wandering through an attraction, struggling to find your way, missing exhibits that were on your “must-see” list, or being unable to quickly locate a restroom when needed. Those moments can quickly turn a fun day into a frustrating one.
That’s why wayfinding is more than just signs on walls—it’s a strategically designed experience. Graphic designers thoughtfully map out the guest journey to ensure that every step feels seamless and cohesive.
Jess Solomon, PGAV Graphic Designer, explains, “Wayfinding is not just about directing people—it’s about shaping an effortless, enjoyable experience through intuitive design and easily digestible information.”
That confidence translates into measurable success. PGAV’s Voice of the Visitor 2025 indicates that the Net Promoter Score has increased to 52% from last year’s 51% and the industry average of 45%. It also reveals the second-highest overall satisfaction rating in the past decade. What’s driving that guest satisfaction? Meeting guests’ basic needs—and one of those needs includes clear, intuitive wayfinding.
Designers spend weeks considering the message, look, feel, materials, and placement, all for them to—hopefully—blend with the environment. The best wayfinding doesn’t demand attention. Instead, it subtly guides through clear visual cues and a logical flow that aligns with human instinct.
Effective wayfinding also enhances cognitive ease without overloading mental processing. Tools like color coding, iconography, and typography help optimize guest flow, improve accessibility, and reinforce brand identity.
Key Elements:
Clarity & Readability
The best signage is easy to understand at a glance. Typography, high-contrast visuals, and iconography should be carefully chosen.
Strategic Placement
Signage should be strategically positioned at key decision points, including entrances, intersections, and major attractions. Solomon says, “For SeaWorld Abu Dhabi, we studied the spots where guests would need to make key decisions to maximize guest flow, reducing bottlenecks and the need for staff to direct people. We started by marking locations for the signage on plans and then had someone on-site walk through to check placement. If a tree was in the way or a placement needed adjustment, we made the necessary changes to ensure everything was in the right place.”
Hierarchy
All the information on wayfinding signage should be valuable, and there should also be a clear hierarchy. Solomon notes, “SeaWorld Abu Dhabi has eight realms with multiple paths for the guest journey, so the signage needed to include a clear hierarchy to avoid being overwhelming. There are key priorities—the ‘absolutes’ like restrooms, exits, and major exhibits. Next, secondary signage guides guests to retail shops and other points of interest. We used a tiered system to organize content, enabling guests to focus on what matters most while allowing them to seek out additional details as needed.”
Integration with the Environment
Wayfinding should feel natural within its surroundings. In themed environments, signage can enhance storytelling rather than disrupt it. Thoughtful material choices and cohesive design elements help signs blend with the guest experience.
Story and Collaboration
Graphic designers work closely with the entire team to ensure that each element works, from storytelling to placement. Solomon explains, “Graphics start with the story. My job is to bring that story to life visually, and I want to know everything—the history, what’s in the client’s mind, and how we translate that to a sign. I collaborate closely with architects and interior designers to ensure the graphics complement the space, selecting materials, determining whether a panel should stand out or blend in, and ensuring it enhances rather than obstructs the environment. It’s a multidisciplinary effort that balances storytelling, safety, visibility, and lighting. Every detail is carefully considered to create an engaging guest experience.”
Solomon says, “If wayfinding is something the guest isn’t thinking about, we’ve done our job. We’re leaving navigational breadcrumbs and subtle visual reinforcements. Guests may not remember a specific sign they saw, but they will remember how effortlessly they navigated the space, how stress-free their experience felt, and how they never had to stop and wonder, ‘Hold up, where do I go next?’”
Date
April 29, 2025
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