Why Wayfinding Matters: What We Can Learn from Disney Culture

Walt Disney World is aptly named:

Spanning 40 square miles, Walt Disney World Resort is approximately the size of San Francisco, or nearly twice the size of Manhattan. The property features:

  • Four theme parks
  • Two water adventure parks
  • 35 resort hotels (26 owned and operated by Walt Disney World, including seven Disney Vacation Club properties)
  • 63 holes of golf on four courses
  • Two full-service spas
  • Disney’s Wedding Pavilion
  • ESPN Wide World of Sports complex
  • Disney Springs, an entertainment-shopping-dining complex

On an average day, there are approximately 250,000 people on Walt Disney World Resort property – including Cast Members, other employees and guests.

Walt Disney World Cast Members come from all over the world, representing more than 80 nationalities and speaking more than 50 different languages.

All of which begs the question:

How do people find their way around Walt Disney World?

Wayfinding design provides guidance and the means to help people feel at ease in their surroundings.

– David Gibson, The Wayfinding Handbook

In the 1980s, the design firm Sussman/Prejza was engaged to reimagine the wayfinding and signage system for Walt Disney World (and also for the developing Euro Disney project, now known as Disneyland Paris).

Established in 1968, Sussman/Prejza works with its clients to develop memorable identities and branding, based upon research and graphic archeology. Abstract stories are woven into the visual product, creating a sense of place and memories that users retain and remember. S/P’s work has pushed the boundaries of environmental graphic design to meld cohesively with architecture, civic planning, and landscape design.

The recognized trailblazer in this discipline, Sussman/Prejza’s expertise can be seen in civic, cultural, corporate, sports, institutional, entertainment and retail projects around the globe.

At Walt Disney World, all Guests arrive by highway or freeway, so the main task of Sussman/Prejza was to develop a vehicular signing system that would be “unique in spirit, clean, easy-to-follow, and capable of being expanded as the area continued to grow.”

The theme park was divided into several major “districts.” A hierarchy of signs was established to first lead Guests toward a specific district, and once there, toward a distinct destination. The 1,000-sign system (now greatly expanded) includes large freeway signs, major and minor road directional, regulatory signs, gateways, and bus graphics.

SPAreaMap

In order to develop a wayfinding system that would cover an area so large while at the same time stay flexible enough for growth, Sussman/Prejza started with a basic color palette and shape guide.

SPPalette

The color palette consists of lavender, blue, and green, chosen to emphasize the black, red, and gold used to create Mickey Mouse. Of the various shapes, the “mouse ears” reinforce the iconic symbol used to represent Mickey Mouse.

Great wayfinding systems employ explicit signs and information as well as implicit symbols and landmarks that together communicate with accuracy and immediacy. Over the last thirty years, wayfinding design has matured to become an essential component of buildings and spaces, helping make sense of a sometimes-overwhelming task: getting from here to there.

What do wayfinding clients need?

The examples below illustrate the range of design projects. The complexity of the project grows in direct proportion to the scale and challenges of the client’s property.

  • Individual sign – a single landmark or feature sign
  • Wayfinding for building complexes – exterior and interior signage for a group of buildings
  • System signage – signage for multiple locations, branches, or franchises operated by one owner or manager, ranging from park systems to consumer banks
  • Open space signage – exterior signage for individual parks, streets, or plazas; for trails and greenways; for urban downtowns
  • Campus wayfinding – wayfinding system for a group of buildings operating together on one site
  • Building signage – signage for an individual structure, exterior and/or interior

Successful wayfinding design depends on understanding three variables:

  1. The nature of the client organization
  2. The people with whom the organization communicates
  3. The type of environment in which the system is installed

Wayfinding in ChurchWorld

As a leader in ChurchWorld, you may be saying, “This is all well and good, but we’re not even meeting our budget or having enough volunteers to serve in our ministries, or …”

People will always need to know where they are, how to reach their destination, what is happening there, and how to exit.

Of all places, shouldn’t the church be clear about wayfinding?

Part Two: The Wayfinding Design Process

Information for this series comes primarily from The Wayfinding Handbook by David Gibson. It is an excellent resource for leaders who want to understand and apply the art and science of wayfinding to their organization.

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ABOUT THE AUTHOR

Bob Adams

Bob Adams

Bob is an absolute fanatic about Guest Experiences, growing up watching his father serve customers at the gas station he built and operated for 44 years. Bob is continually connecting with corporate leaders in the customer experience world, learning and then translating practices for ChurchWorld. He writes, speaks, and consults on the topic frequently. Best of all, he is a front-line practitioner at Elevation Church, serving in various roles at the Uptown and Lake Norman Campuses. Vocationally, Bob has a dual role at Auxano, a clarity first consulting firm serving the church. As Vision Room Curator and Digital Engagement Leader he researches, edits, writes and publishes online content. As Guest Experience Navigator, he leverages his passion, providing Guest Perspective Evaluations and Guest Experience Blueprints. Bob and his wife Anita have been married for 38 years. They have 4 children, 2 daughters-in-law, 1 son-in-law, and 4 grandchildren.

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COMMENTS

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Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

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