National Academies Press: OpenBook

Guidelines for Improving Airport Services for International Customers (2016)

Chapter: Appendix A - Common Sign Design Elements

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Suggested Citation:"Appendix A - Common Sign Design Elements." National Academies of Sciences, Engineering, and Medicine. 2016. Guidelines for Improving Airport Services for International Customers. Washington, DC: The National Academies Press. doi: 10.17226/23683.
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Suggested Citation:"Appendix A - Common Sign Design Elements." National Academies of Sciences, Engineering, and Medicine. 2016. Guidelines for Improving Airport Services for International Customers. Washington, DC: The National Academies Press. doi: 10.17226/23683.
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Suggested Citation:"Appendix A - Common Sign Design Elements." National Academies of Sciences, Engineering, and Medicine. 2016. Guidelines for Improving Airport Services for International Customers. Washington, DC: The National Academies Press. doi: 10.17226/23683.
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Suggested Citation:"Appendix A - Common Sign Design Elements." National Academies of Sciences, Engineering, and Medicine. 2016. Guidelines for Improving Airport Services for International Customers. Washington, DC: The National Academies Press. doi: 10.17226/23683.
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Suggested Citation:"Appendix A - Common Sign Design Elements." National Academies of Sciences, Engineering, and Medicine. 2016. Guidelines for Improving Airport Services for International Customers. Washington, DC: The National Academies Press. doi: 10.17226/23683.
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Suggested Citation:"Appendix A - Common Sign Design Elements." National Academies of Sciences, Engineering, and Medicine. 2016. Guidelines for Improving Airport Services for International Customers. Washington, DC: The National Academies Press. doi: 10.17226/23683.
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Suggested Citation:"Appendix A - Common Sign Design Elements." National Academies of Sciences, Engineering, and Medicine. 2016. Guidelines for Improving Airport Services for International Customers. Washington, DC: The National Academies Press. doi: 10.17226/23683.
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Suggested Citation:"Appendix A - Common Sign Design Elements." National Academies of Sciences, Engineering, and Medicine. 2016. Guidelines for Improving Airport Services for International Customers. Washington, DC: The National Academies Press. doi: 10.17226/23683.
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A-1 A P P E N D I X A Overview of Airport Sign Design Many physical aspects of a sign influence how effectively an airport customer can utilize the information presented to them. Following are summaries of these factors, which are not meant to be viewed as a complete how-to manual, but rather as a primer on the elements relevant to international travelers and should be considered when developing the design of a signage system. For a complete discussion for all sign design elements, please refer to ACRP Report 52: Wayfind- ing and Signing Guidelines for Airport Terminals and Landside. Bilingual and Multilingual Messaging The use of more than one language on static signage creates certain design challenges that need to be considered. A few basic considerations include: • Formatting and layout of multiple languages will impact letter heights that can effect legibil- ity and overall sign size, which may be constrained by architectural factors (e.g., low ceiling heights) as illustrated in Figure A-1. • Access to personnel with the skill set or resources to ensure accurate translations of foreign languages and dialects. • Additional cost considerations of updating or changing messages for more than one language. • Visually distinguished English from the foreign language(s) by using graphic devices of differ- ent text weights, and/or copy height, positioning and/or color. Of the eight U.S. airports surveyed, one airport used bilingual messaging in the CBP area on a limited basis, one airport used all static signage, and one airport used 12 languages on selected signage. Two of the eight airports used bilingual signage—English and Spanish—in public areas with no airports using multilingual signage. The results of the survey indicate that, at the two airports with bilingual signage, Spanish-speaking international travelers were more satisfied with their experience as compared to other international travelers whose first language was not English or Spanish. Terminology and Symbology A key companion to terminology is the consistent application of the symbols. The combina- tion of terminology and symbology form the mainstay of an airport wayfinding system. A mes- sage and its accompanying symbol should be perceived as belonging together; the two elements are mutually beneficial. Virtually every research document and every survey confirms this basic philosophy. Common Sign Design Elements

A-2 Guidelines for Improving Airport Services for International Customers With the goal of improving the international traveler’s understanding and utilization of the airport, the consistent pairing of text and related symbols can provide a powerful communication tool for travelers. Once symbols are learned they become a visual shorthand, and a means of com- munication for those who do not understand the local language. This technique offers an added benefit of shortening the time required for a traveler to perceive and process the information. Some symbols are more universally understood than others. For example, the airplane is recognized by any traveler whereas the symbols representing connecting flights or elevator may be less concrete or subject to differing interpretations. Figure A-2 illustrates various symbols for elevators. Other symbols like chapel can be influenced by cultural and religious backgrounds. Even the term chapel is used inconsistently and replaced with a host of other terms, such as prayer room, interfaith room, meditation room, and reflection room, being used. Consistency is the backbone of any wayfinding system, worth understanding how inconsis- tencies can lead to confusion. Airports should have a quality control process in place for periodic assessment that ensures the terminology is applied consistently to all forms of communication, including: • Signs, static and dynamic • Directory maps • Handout maps • Website maps • Verbal communication (e.g., information desks) The following list is provided to improve the international traveler wayfinding experience through consistent use of terminology. The intent of these examples is to help airports be aware of how terminology can impact the international traveler experience and is not intended to be all inclusive. Baggage Claim versus Luggage – While sometimes attached with words like belts or reclaim, Baggage is the term most commonly used at airports worldwide. Connecting Flights versus Transfers – The term connecting flights is used consistently in North America but varies internationally. Source: ACRP 03-35 Research Team Figure A-1. Bilingual signage used airport-wide at Atlanta International Airport. Signs with four languages at Changi Airport.

Common Sign Design Elements A-3 Gate versus Concourse – Gate is the actual destination. Concourse is an architectural term that is not always well understood. Using gate in lieu of concourse provides a simple and clear message. Ground Transportation is commonly used on a global basis. However, it is an umbrella term used to describe multiple modes of transportation including taxis, buses, shuttles, trains, rental cars, etc. Passport Control versus FIS, Federal Inspection Service or CBP, Customs & Border Protec- tion. Communication of this fundamental procedure is based on the fact that international travelers are required to have their passport to enter the country. Restroom versus Toilet – The term restroom is used consistently in North America, but toilet is more commonly used internationally. Regardless of which message is used, this is one example where the symbol can stand alone without using either term. Welcome – Many airports use the term welcome on signage where passengers can see it imme- diately after deplaning or at some point along the journey through the terminal. At U.S. airports, this type of sign varies between using English only and using multiple languages. Using multiple translations of the message, as shown in Figure A-3, contributes positively to the foreign visitor’s experience at U.S. airports. It is also helpful to include where the passenger is being welcomed to, e.g., the city and/or the terminal building. Current Symbol Standards Contrary to perception, there is no universal airport symbol library. The most commonly recognized symbols are the set of 50 pictograms developed by the American Institute of Graphic Arts (AIGA) for the U.S. Department of Transportation. The AIGA set is used as the foundation Source: ACRP 03-35 Research Team Figure A-2. Symbol variations between U.S. airports versus overseas airports.

A-4 Guidelines for Improving Airport Services for International Customers of aviation symbol libraries for the vast majority of airports in the United States. However, there are variations of the symbols found at U.S. airports that create inconsistency, and the set itself is by no means complete with respect to the modern airport and its symbol requirements. Comprehension Symbols are most effective when representing a tangible object such as an airplane for an air- port. Some, but not all, services can be represented by symbols. Baggage Claim is a good example of a service that can be easily represented by a symbol. However, the symbols commonly used for ground transportation services can be problematic. A taxi or bus is pretty recognizable, but at large airports with many modes of service (e.g., multiple types of shuttles and buses) the symbols, as shown in Figure A-4, begin to all look the same without the message to help clarify the meaning. Comprehension is even less effective when symbols try to convey a process such as connecting flights. An important point of emphasis: symbols are important tools in communicating with foreign travelers, but when a new symbol is introduced or is copied without proper testing for compre- hension, the result can be a disservice to the intended audience. Source: ACRP 03-35 Research Team Figure A-3. Multilingual welcome message at Chicago O’Hare International Airport Terminal 5. Source: ACRP 03-35 Research Team Figure A-4. Comparison of various Ground Transportation symbols.

Common Sign Design Elements A-5 Application The effectiveness of symbols when used alone is limited and should be incorporated as part of an overall sign system strategy. An airport’s sign system should be based on the clear and consis- tent pairing of the symbol and associated message, which reinforces the symbol’s effectiveness, as illustrated Figure A-5. Once this association has been firmly established, some of the more common symbols can function as stand-alone communicators, as shown in Figure A-6. This may be useful for limited-space display of key destinations like restrooms, but should be used only for the most commonly understood symbols and key destinations. Accessibility Symbol For restrooms, it is very important to include the symbol of accessibility as shown in Figure A-7, because not all countries have restrooms that are accessible, unlike the United States Source: ACRP 03-35 Research Team Figure A-6. Symbols used effectively without corresponding messages at Dallas/Fort Worth International Airport. Source: ACRP 03-35 Research Team Figure A-5. Symbols consistently used with corresponding message at Dallas/Fort Worth International Airport.

A-6 Guidelines for Improving Airport Services for International Customers Source: Photo courtesy of Gresham, Smith and Partners Figure A-7. Restroom signage at Philadelphia International Airport with the symbol of accessibility. Source: ACRP 03-35 Research Team Figure A-8. Examples of symbols being used for MPC and automated passport control. where all restrooms are required to be accessible per the Americans with Disabilities Act Accessibil- ity Guidelines (ADAAG). Future Trends – Emerging Symbols The need to clearly communicate new types of information must keep pace with the new technologies, processes or operations that are constantly evolving at airports. The effects of this evolution can be seen in a snapshot of current events through passenger processing technolo- gies, such as MPC, and services like ridesharing, that impact the airport ground transportation curbside operation. Tomorrow’s future events will have a similar impact. The site visits to U.S. gateway airports showed how the MPC app, which is aimed at improving the international traveler experience by speeding up the passport control process and allows the traveler to use a special lane, is affecting wayfinding. As shown in Figure A-8, some airports in search of a symbol utilized the icon associated with the app, while other airports developed their own symbol along with similar efforts for a new symbol for the APC process.

Common Sign Design Elements A-7 Given the limitations relative to symbol comprehension that have been noted previously, it is important to evaluate and test new symbols before they are introduced to the traveling public. Based on research by Hora (2005), this process involves three distinct dimensions: • Semantic – how well does the symbol represent the meaning? • Syntactic – how well does the symbol relate to other symbols? • Pragmatic – can the person see the symbol? Color-coding Color-coding can be used as a design element to support wayfinding but should not be used as the primary wayfinding device. As noted in Chapter 4, a good example of color-coding that helps improve the international traveler experience can be found at Boston Logan International Airport (see Figure A-9). The signage prior to CBP primary processing is color-coded to aid in segregating types of passengers. Displaying the color-coding on information signage along the route from the gate to passport control educates international arriving passengers about the different lines, and the colors help them find their line more quickly and reduces bottlenecks prior to the queue area. Lighting/Illumination Of the eight U.S. airports surveyed, all but two use internal illumination for directional signs. All five of the overseas airports visited use internal illumination. An argument can be made that the international traveler has come to expect illuminated signs in airports. However, while there is general agreement that illuminated signage provides a higher level of visibility, the research does not provide quantitative proof that passengers actually experience an improvement in way- finding performance. The decision of whether or not to use illuminated signs ultimately depends on an individual airport’s needs. The most critical determining factor is the level of ambient light. Without suf- ficient ambient light, the decision to use illuminated signage becomes easier, especially when Source: ACRP 03-35 Research Team Figure A-9. Color-coded signage for each passenger type in the passport control hall at Boston Logan International Airport Terminal E.

A-8 Guidelines for Improving Airport Services for International Customers considering elderly international travelers with poor visual acuity. They have to deal with two impediments: (1) reading signs that are not written in their primary language and (2) the sight limitations brought on by age. The elderly are particularly affected by low-light environments. Three types of illuminated signs are commonly found in airports, as shown in Figure A-10: • Internal illumination of the entire face that typically provides the highest level of conspicuity • Internal illumination of the legend only (symbols and messages) with an opaque background • External illumination that washes the sign face which requires careful attention to avoid unwanted glare Reference Hora, Mies. 2005. Official Signs and Icons 2. Ultimate Symbol Inc. Stony Point, NY. Chapter 4—Symbol Signs: Transportation I (AIGA/DOT). Source: ACRP 03-35 Research Team Figure A-10. Examples of sign illumination methods: Top left – fully internally Illuminated (Heathrow Airport); Top right – illuminated legend only (Miami International Airport); and Bottom – externally illuminated (Philadelphia International Airport).

Next: Appendix B - Primer on Planning, Deploying, Operating and Maintaining a Digital Information Program »
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TRB's Airport Cooperative Research Program (ACRP) Research Report 161: Guidelines for Improving Airport Services for International Customers assists airport practitioners in implementing departure and arrival processes, passenger services, and wayfinding techniques for international travelers navigating through U.S. airports. The report covers processing international passengers from origin through gateway airports to their ultimate destination; identifies key elements of the international customer experience that can influence satisfaction in light of the customers’ diverse backgrounds; defines acceptable service levels that an international passenger experiences; and provides service metrics for passenger processing at airports, based upon internationally acceptable wait times.

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