I have always marveled at international airports. They are what Anthropologist Victor Turner refers to as liminal spaces, where its transient occupants are betwixt and between spaces of clearly defined nationhood. That is to say, an airport is meant to be a truly international place that is not fully where you are coming from, yet a little bit of where you may be going. For this reason, signage in airports needs to be internationally generic, so as to serve its purpose in guiding you through a space regardless of language and, for the most part, language.
On a recent trip, as I looked down crowded hallways with people moving in all manner of ways and directions, I noticed the stratification of information, and how we’ll it worked.
The top-most layer is occupied by information that allows you to navigate the space. This is typically in a sans-serif font against a background that has the maximum contrast, and is always big enough to see from afar. Elements on the signage are contextually placed so that you know when something is telling you that you have arrived, and when you need to go further. In addition, this layer is closest to the ceiling lights, adding to the level of attention that they command.
The second layer is typically store signage. This layer is still overhead, but lower than the navigation layer. It is also quite variable, in that each brand is allowed to have its own personality, rather than the conformity of the top-most layer. This is less about where you have to be, and more about where you may want to go into. I think that we typically see the more recognizable brands at airports because these are the brands that translate beyond cultures and borders. Highly localized brands may go against the highly orchestrated noise that the particular marketing mix of stores in an international airport provides.
The third and final layer of note is at eye level. With the exception of restroom signage that reinforces the gender entrance, it tends to have a higher level of information density than the others. It assumes that you have more time to read, process, and act. It is also the type of information that is likely to change more often (with noted exceptions).
This stratification of information is something that translates well to interfaces as well. Navigation buttons, breadcrumbs, headlines and content all work together in a given context to inform the user about where they are, where they can go, and what types of interactions they can have when they get there. As designers we need to remember that when we design information spaces — whether virtual or physical — we need to always keep in mind that users are looking for content to inform their outputs and enable their objectives. As such The stratification of information can allow for more efficient navigation through content to get to what they need.
