Use of Signs to Enhance Way-Finding in a University Bookstore

Abstract

The major goal of this study was to design signs which reduced the time and distance students required to locate textbooks in a college bookstore. Based upon the 1992 research of Arthur and Passini, three new sign conditions were devised-. (a) iconic presentation, (b) new verbal labels, and (c) a combination of icons and new words. It was hypothesized that the changes to the design of the sign system would decrease the time and distance students traveled to locate textbooks. The 328 subjects had no previous experience or knowledge of the university bookstore. During the iconic presentation condition the signs used only drawings to display the message. This change to the sign system resulted in a significant increase in the time and distance students traveled to find their textbooks in comparison to the original signs. Conversely, the redesigned signs using new verbal labels or a combination of icons and new words to display content significantly reduced the time and distance students traveled to locate their textbooks compared to the original signs.