How to Make Business Event Wayfinding Less Confusing

According to BoomPop, around 40 million Americans participate in business events every year. What’s important is the content presented and the connections made at these events, but what many people overlook is the literal journey.

The truth is that navigating through a venue can be more difficult than you’d think, so it’s the host’s responsibility to make business event wayfinding less confusing. Here are some key strategies to use.

Map Out the Attendee Journey Before Designing Your Signs

The first thing you should do is understand how attendees will move through the venue, and this is doable by putting yourself in their shoes. Walk through the entire journey, starting from the parking lot to:

• Registration
• Meeting rooms
• Breakout sessions
• Restrooms
• Dining areas
• Exits

Find out where they might hesitate or make a wrong turn; don’t just assume everyone knows the layout, either. There may be similar-looking corridors or multiple entrances that can make navigation confusing. This can help you determine where directional signs are necessary.

Use Consistent Visual Cues Across the Entire Venue

It takes a split second to find and recognize signage, but it must be easily recognizable first. This is why you should use consistent colors, fonts, symbols, and layouts for your signs, as this creates a visual system that people understand immediately.

For example, you can use specific colors for different activities, such as:

• Blue = conference sessions
• Green = networking spaces
• Orange = dining areas

There should also be clear text and icons so that even those with vision impairments can still read and understand.

Keep Sign Messages Short, Clear, and Actionable

Attendees don’t have all the time in the world to read signs; they’re often hurrying off to the next thing or talking with others. That’s why it’s essential to use straightforward wording and no elaborate descriptions.

If you’re making directional signs, you should write down the destinations and have clear arrows. And if there’s an event app, use the same terminology everywhere so visitors don’t get confused. The room names should also match those printed on materials for the event.

Choose Readable Sign Sizes, Fonts, and Materials

It’s common for people to think that the font on their signs is big enough, but they’re often wrong. In reality, text that’s easy to read up close may be difficult to make out from the back of a crowded room.

When using a sign maker, you should select font sizes based on:

• Viewing distance
• Mounting height
• Lighting conditions
• Expected volume of foot traffic

Consider the materials as well, as the readability can change with shifting light conditions or outdoor weather.

If you work with a professional, they can help you pick suitable substrates, finishes, and print specifications based on the venue itself.

Separate General Directions From Detailed Event Information

You don’t want to overwhelm your attendees, so don’t try to put every single detail on a sign. Instead, you can have larger and smaller signs. The former can be directional and identify major destinations, while the latter can provide details like room numbers or schedules.

It may be tempting to put promotional messages or sponsor branding on these signs, but keep them separate from essential navigation as much as possible. When you have information in manageable layers, it’ll be much easier for people to find the information they need quickly, without confusion.

Place Directional Signs Where Attendees Need to Make Decisions

You can make the best signs possible, but if you don’t put them in the right places, then they’ll still fail. In general, the best places for signage are immediately before or at decision points, such as:

• Intersections
• Stairwells
• Elevator banks
• Corridor entrances
• Transitions between floors

In addition, consider the sightlines; your signs should always be visible above crowds, furniture, temporary displays, or registration lines. A quick walkthrough during the planning stage can help you determine if they’re at the right height.

Make Wayfinding Accessible to Different Attendees

People from all walks of life attend business events, and you don’t want to make them feel excluded. Your wayfinding should support people with different needs.

In addition to readable text, your signs should also have clear symbols and clear contrast. You may also need tactile or Braille information where required.

It’s beneficial to mark all accessible:

• Entrances
• Elevators
• Ramps
• Restrooms
• Route between event spaces

Don’t just point toward a vague destination, either, as they may include stairs or narrow passages. Your directions should be to the actual accessible path.

If you’re holding an international conference, then pictograms and straightforward language are particularly useful. You can then use multilingual labels at critical locations.

Combine Physical Signage With Digital Navigation Tools

Digital navigation tools can definitely complement physical signage, especially if you’re holding a large conference and there are multiple buildings involved. Whether you use an event website or a mobile app, you can provide:

• Searchable maps
• Room locations
• Session details
• Updates when a meeting moves to another place

You can easily generate QR codes to place at registration desks and major junctions. Attendees can them quickly scan them to get access to these resources.

Make sure that technology is just a supporting layer instead of the sole way to navigate the event. Not everyone will have reliable connectivity or sufficient battery life, and many won’t want to download an app, either.

Test the Signage Plan and Update It Throughout the Event

It’s imperative that you test your signage plan before the actual day, as you’ll have time to tweak it accordingly. You can ask your colleagues or volunteers who are unfamiliar with the layout to try walking the proposed routes. Take notes on where they hesitate or take incorrect turns, and then adjust your signage if you need to.

During the event, have staff members report confusing locations and monitor the areas where attendees keep asking for help. And if the schedules or room allocations change, make changes to both physical and digital resources promptly.

Make Your Business Event a Success

When you’re proactive about wayfinding for your business events, you ensure that visitors can get to their desired locations easily and efficiently. This will lower their stress and allow them to fully enjoy what the days have to offer them.

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