INSIGHTS

2022.10.27

R&D DISCUSSION Vol. 41

What is a sign? What is sign design?
What? [Part 1]

Toshiaki Yashima Information Designer

R&D DISCUSSION TOP

Main photo: Marunouchi Building 6th floor floor guide (2021)

Q: In this age of information overload, the importance of "sign design" is increasing. What kind of job is a "sign designer"?

A: A "sign" can refer to a wide range of things, including not only the signs on buildings, but also signatures, signs, hand gestures, gestures, emblems, indications, and signals. In other words, something that conveys or expresses something. It can be said to be something that conveys or expresses intended information in an appropriate form that can be commonly recognized, acting on behalf of actions or feelings, in order to establish communication (mutual understanding) between people or between people and things [Slides 1 and 2].

In architectural projects, the signs that "sign designers" are responsible for can be roughly divided into five categories. 1. Symbol signs (nameplates), 2. General information signs, 3. Environmental production signs, 4. Guidance signs, 5. Fixed point (destination) signs. They may also design the logo of the facility and the fixtures on which the signs will be displayed. Deciding the shape, size, and color of the letters and figures that make up the signs is also an important job, but the most important thing is the design of the "information." In other words, where, what information, and how will it be provided to all the people who use the building? Sign designers often join projects at the relatively final design stage, but the information itself is still scattered and the content of the notices is often not yet decided. Unless the information is first organized and shared among the parties involved, concrete sign design cannot be done.

As I mentioned earlier, signs are the core of communication with people and an important factor in determining the first impression of a building. Signs can convey the concept of a building, and if the signs are easy to understand and building users can feel safe to use, it gives a good impression. If the opposite is true, it gives the impression of an unfriendly building. If there are too many signs, it becomes cumbersome, and it is comfortable to have the information you want in the place you want it. Signs are an essential infrastructure for human activity, and I would like to design what to express and how to express it from the vast amount of information. It is a job similar to "editing," and recently I have been calling myself an "information designer" rather than a sign designer.

[Slide 1] The function of signs.
[Slide 2] Functions required for a sign.

[Two slides: provided by Noriaki Yashima]

Q: How do you design information in actual projects?

A: There are several types of information. They can be broadly divided into three categories: symbolic information (Symbol), implied information (Connotation), and direct information (Denotation), and it is important to convey them with a design that corresponds to them. Although there are trends in the font and color of signs, they are basically chosen according to the space, based on the globally shared recognition and common code. In addition, whether to emphasize the uniqueness of the design or to prioritize the use of common codes depends on the type of information. For example, signs showing the name of a building are often made with original logo designs because symbolism is important, while signs showing whether it is a men's or women's restroom are expressed in a more direct way, since miscommunicating the location of the men's or women's restroom can lead to major problems. In addition, the model of human behavior through signs is similar to the consumer purchasing behavior model often mentioned in the marketing industry, which leads to awareness/attention (Attention) → interest/concern (Interest) → action (Action). In other words, the purpose cannot be achieved unless the person first notices it and becomes interested in it. And if people feel that they are being told kindly, they will obediently follow instructions, but if they feel that it is unkind, they will not obediently follow instructions. I think this "kind heart" is the origin of communication. However, for example, pictograms, which are expressed in figures and symbols, are easy for children and foreigners to understand, but if used too much, they can become childish and change the impression of the space. It is also necessary to consider the balance between pictography and typography.

It is said that typefaces are deeply connected not only to design history but also to architectural history. I have researched the history of typefaces back to the BC era and created a timeline. I also research the history of the land on which a building stands and incorporate it into my designs. People sometimes call me a "maniac," but I believe in the saying that "imagination comes from memory," and I think it is important to collect and organize information. I also want to design by understanding people's deep psychology, so I plan signs with an awareness of what psychoanalyst Sigmund Freud (1856-1939) said: "Humans have two opposing urges: the urge to live (eros) and the urge to die (thanatos)." These two are inseparable and inseparable, and they swing back and forth between the two like a pendulum. We also combine two opposing types of signs. For example, signs for commercial facilities are displayed in an eros-like way, so that they are in line with the eye of people, while outdoor signs are displayed below eye level in a thanatos-like way, so that they are lost in nature. In addition, according to philosopher Karl Marx's (1818-1883) book Das Kapital, products have inherent "use value" and "value" (the former is the value that satisfies people's desires, such as water and food, and the latter is the value brought about by people's labor), and the values of labor, historical background, surrounding environment, branding, real estate, etc. are classified as the latter. Since sign design is directly linked to the economic activities of society, we believe it is also important to plan how to communicate and express this "use value" and "value."

Continued in Part 2

PROFILE

Information Designer, Representative of Yashima Design Office, Inc.

Toshiaki Yashima

Toshiaki Yashima

Born in Suzuka, Mie Prefecture in 1970. Moved to the US with his family in 1984, graduating from Kaimuki High School in Hawaii in 1989. Returned to Japan to start university, graduating from Hosei University Faculty of Law in 1994. In his 20s, he worked in a variety of jobs including tour conductor, waiter, bartender, hotelier, construction worker, truck and motorcycle courier driver, and building cleaner, before deciding to become a designer at age 30. After working at Hotel InterContinental from 1995, Nanaroku Kobo Co., Ltd. from 1996, Bikosha Co., Ltd. from 1998, Iria Co., Ltd. from 2000, and Iharashi Riyasu Design Office Co., Ltd. from 2002, he founded Yashima Design Office Co., Ltd. in 2009.

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Update : 2018.09.21

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