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Planning for Signage in Queues: A Guide to Optimizing Signage for Effective Branding and Guidance

Effective signage in public venues is essential for guiding and directing people through the space. Poorly placed or confusing signs can cause frustration and stress, negatively impacting the overall experience. On the other hand, well-designed signage creates a smooth, easy-to-follow customer journey that enhances brand loyalty. By following this guide to queuing signage, you can ensure your venue uses signage effectively to create a better brand experience.
The Role of Signage In and Around Queues
- Information Delivery: Post top signage helps manage customer expectations by providing essential information, such as estimated wait times, directions, and procedural instructions.
- Marketing: Queues are prime real estate for marketing messages. Captive audiences are more likely to engage with promotional content while waiting.
- Aesthetic Enhancement: Well-designed signage can enhance the overall aesthetic of your space, contributing to a positive customer experience.
Planning Your Queue Signage
1 The Approach

For areas leading to or around the queue, entrances, VIP areas and security check-in we recommend our VERSA-STAND Series, 6′ Tall Sign Post with Sign Frames, and SEG signage free standing signage. These products offer great ways to direct people from a distance towards any point of entry.
- Use large signs viewable from at least 50 feet away
- Signs should be at least 36″ tall
- Font size: 6″ to 10″ tall.
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2 The Entrance

Reinforce that guests are in the right place with queue entrance signage. The last thing you want is a guest waiting in the wrong line! Utilizing our Walk Under Signs or VERSA-STAND Signs your visitors will know exactly where they are and what to do.
- Use Medium Signs viewable from 10-50 feet away
- Signs should be 18″-24″ tall
- Font size of 2″ to 5″ tall
Prioritize Information: What are the critical pieces of information for customers at each stage? For example, at the start of a queue, directions and estimated wait times are critical.

3 The Wait

Signage within a queue is ideal to either inform guests on what to do when being served (i.e. have tickets/documents ready) or to advertise a new initiative (i.e. download an app for easier check in). Both messages are geared towards a smoother and easier process for all.
- Ideal for a distance under 10′
- Signs should be at least 10″-12″ tall
- Font size should be no less than 1″ tall
4 The Exit

Ensure a clean departure from the queue with additional exit signage to avoid entrance and exit flows from crossing paths. Swing gates offer a great solution to direct patrons of where they should wait to be called or to limit access to authorized employee areas.
- Ideal for a distance under 10′
- Signs should be at least 10″-12″ tall
- Font size should be no less than 1″ tall
Choosing the Right Placement of Signage at Desired Locations
- Visibility: Signs should be placed as close to eye level as possible where they can be easily seen. Consider both standing and seated individuals (if applicable).
- Line of Sight: Ensure signs are not obstructed by other elements. Test from multiple angles to confirm visibility.
- Flow of Movement: Position post sign toppers signs in natural stopping points or areas where people tend to pause, such as near queue barriers or checkpoints.
Font Choice & Treatment:
- Sans-serif fonts (e.g., Arial, Helvetica, etc.) are easiest to read from a distance.
- Avoid overly decorative fonts which can be hard to read quickly.
- Use high contrast between text and background (e.g., black text on a white background).
For every 10 feet of viewing distance, the letter height should be approximately 1 inch. This ensures readability without eye strain.
Enhancing the Aesthetic
- Consistency
Brand Alignment: Use colors, fonts, and styles that align with your brand identity. This will help maintain a consistent look across signage. - Visual Hierarchy
Prioritize Information: Use different font sizes and weights to emphasize important information.
Use of Icons: Supplement text with easily recognizable icons to enhance understanding and engagement. - Lighting and Materials
Illumination: Ensure signs are well-lit, especially in low-light areas. Consider using backlit or reflective materials.
Effective signage in queues is a blend of strategic planning, design considerations, and practical implementation. By focusing on visibility, readability, and aesthetic consistency, you can enhance the customer experience while maximizing the informational and marketing potential of your queue space. Remember, the ultimate goal is to provide clear, accessible information that guides and engages your customers, turning waiting time into a positive and productive part of their visit.
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