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An Idea to Keep in Mind

Positioning Isn’t Just Important, It’s Everything.

A passenger is sprinting through the arrivals terminal of a busy airport. They frantically look around for directions to where their connecting flight departs from.

They know the sign is somewhere, but they can’t see it. What they don’t realise is it’s hidden behind a giant advertising screen, and by the time they find it, it’s too late. Their flight is long gone.

The signage was there. The design was right but the positioning was completely wrong, and it made all the difference for this passenger.

This is the invisible failure most people never notice until they find themselves in a similar situation. In complex environments like airports, hospitals, campuses, even a perfectly designed sign fails if it’s not put in the right place.

Poorly positioned signage leads to:

• Missed connections, appointments, and more.

• Increased stress and decision-making friction.

• Lost trust in the environment or brand.

• Delays that cause system-wide disruption.

Meanwhile, well-positioned signage delivers results that support and empower its users.

In high-pressure spaces, placement shouldn’t be an afterthought. It has to be treated as a precision tool that needs to be:

• In the user’s line of sight, at the moment they need it.

• Anticipating decisions before confusion sets in.

• Clear from a distance, under real-world conditions.

Getting it wrong creates frustration. Getting it right creates seamless flow.

Positioning isn’t just about helping people find their way. It’s about shaping their entire experience, and it often determines whether a space succeeds or fails at its core purpose.

One to remember when positioning signage in a complex environment.

Thanks for reading!

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