Directional Zoological Signage Image PReferences An Inclusive Design Perspective

When the design of directional signage takes into account both the needs of different types of end users and the nuances of a specific environment, this can greatly enhance a localised wayfinding system. This need for contextualised wayfinding design is particularly apparent within zoological gardens, as the presence of captive animals represents a distinctive challenge in terms of sign design. Equally, zoological gardens are visited by a wide range of people, including foreign tourists, hence the increased need for signage to be universally comprehensible. Observations from four United Kingdom zoological gardens revealed that on-site directional signs display either text alone, or pictograms and text. This finding highlighted a missed opportunity in terms of depicting species-specific detail, as photographic imagery can offer an enhanced level of detail, when compared to equivalent pictograms. Importantly, from an inclusive design perspective, photographs can increase access to information. Visitors at the Welsh Mountain Zoo were asked which of two directional sign designs they preferred, using self-report measures. One sign displayed a photograph and one displayed a pictogram. Results were recorded at three separate viewing distances. The experiment hypothesis was that people would prefer the photographic sign, due to its vibrancy and clarity. Quantitative and qualitative results from 219 participants show that overall the sign that displayed a photograph was preferred. This has indicated that in a zoological context photographs should be considered as a communication medium on directional signage.