Comparing typefaces for airport signs

Author: Waller, Robert

Source: Information Design Journal, Volume 15, Number 1, 2007 , pp. 1-15(15)

Publisher: John Benjamins Publishing Company

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Abstract:

This study combined three research methodologies to inform the choice of a typeface for signs at London's Heathrow Airport. The methodologies were legibility testing, qualitative consumer research, and expert review. The study showed that, contrary to a number of expert predictions, the serifed typeface performed as well as the sans serif in legibility testing. Character width was a more significant factor in legibility, with condensed sans serif performing relatively poorly. The use of multiple methodologies led to a richer basis for decision-making: the qualitative research revealed clear genre expectations among airport users for sans serif signs; the expert reviewers raised a range of additional issues of genre, culture and context.

Keywords: LEGIBILITY; WAYFINDING; SIGNAGE; TRANSPORT INFORMATION; TYPOGRAPHIC RESEARCH

Document Type: Research article

DOI: 10.1075/idj.15.1.01wal

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