Things were very different says Nicholas Hawksworth when he set up Wayfinding Consultants Ltd in 1999, which works with sign companies, planners and architects to research, develop and design, project manage and install wayfinding schemes.

"At the beginning we often had to explain to architects and potential clients what wayfinding meant. But there was an explosion in wayfinding and accessibility signage around 2002-3, and we now find that many of our clients understand what wayfinding is, and how good wayfinding and good, well thought through sign schemes greatly improve their profile."

"It's brilliant that the market has expanded but even though awareness of wayfinding is good, we still find that the budget on a project is often very small or just added at end. Signs are in the last fix but they're often the first thing people look for and interact with. Sign companies and sign / wayfinding consultants need to be involved earlier," he explains.

Nicholas says many customers these days now look at the wider picture and accept the need for expertise to produce solutions, of which in terms of a journey, sign are a significant part. One trend he highlights is the move away from standard off-the-shelf systems to bespoke signage.

"We promote bespoke to our clients rather than off-the-shelf systems so we can control typographic layout and effectively integrate the design to the architecture and landscape."

Trevor French is Sales & Estimating at Simplex, a trade only supply company where wayfinding systems make up a significant proportion of the business.

He says: "Each customer wants their own individual identity and people are moving away from flat standard signs to more modern styles with greater variations. 'Flavour of the moment' is curved wayfinding signage."

"Popularity of bespoke wayfinding signage is definitely on the rise but the market for standardised products is far from dead. We supply for lots of contracts, especially around colleges and universities where they go for traditional fingerposts, pole and plank and directory types."

"Things can change quickly and we often have to advise clients to allow scope for extra names to be added or things to change," puts in Trevor.

Digital printing revolutionised the sign industry, and wayfinding is no different. Digital printing has enabled wraparound text, pantone colour matching, and given greater design freedom; and its affordability has led to the advent of disposable and adaptable wayfinding signage and more short term displays.

Lesley Coleborn, European Product Manager - Sign Systems & Displays at Spandex, says "The need to update the message regularly is what determines the type of wayfinding solutions that customers choose."

"The communication world is moving at a rapid pace and the demand for more information is being driven along with that. These days you walk into a reception or exhibition hall and you expect to have lots of information readily available. Now more things such as electronic displays, tracker screens, and LEDs can be put in wayfinding displays and they can be updated regularly, even hourly. It's very exciting, almost scary, but in a good way."

Nicholas agrees, saying "Customers expect more and are being delivered more. This is the Information age; we're all more switched on and used to reading and understanding maps and following different types of signs and wayfinding devises"

"A catchphrase at the moment, and not just in the sign industry is 'Convergence Technology', which is where a device does many different things, such as the multiple applications on an i-pod or a monolith type sign that gives information not just on where you are going, but also other local attractions, and an opportunity to interpret local history, all in many different graphic, visual and digital ways."

But how much information is the right amount to include?

Robert Shelley of Shelley Signs, a company specialising in the design and production of outdoor information panels for parks, nature reserves and visitor attractions, says: "Wayfinding differs from other areas sign trade in the need to convey quite a lot of information in a clear way so graphic design is hugely important."

"A common error is trying to squeeze too much information on a sign, but less is more on a good quality interpretive sign. Some customers think they have to tell people everything and find it hard to know what to leave out. Keep in mind, a sign often needs to work for many different people, maybe a whole family, and they may look at it for 30-60 seconds only. A useful tip is to imagine you have just one minute to tell someone what's the most important points."

"In an ideal world a panel sign would be A1, have 150-200 words and small illustration with caption, that's enough. If people need more detail, that's what leaflets and websites are for."

"Following good sign design guidelines is what's important. They should be specified in a project, but whether or not they are, good design should be adhered to anyway," says Robert.

Avoiding shiny surfaces that produce glare and using high contrast colours, clear typefaces and lettering spaced correctly, are some basics towards effective signage for everyone. Location is also important, what's the use of a sign under lights that attracts so many insects it quickly gets covered in debris?

One useful tool aimed at anyone involved in planning access within and around buildings is The Sign Design Guide, jointly produced by JMU Access Partnership (now part of RNIB Access Consultancy Services) and the Sign Design Society.

The A4 publication of more than 90 pages covers planning, designing, specifying and installing signs, as well as the Disability Discrimination Act 1995 and has in-depth guidance on accessible signage. It gives information on creating effective and consistent signs, promoting one sign for all to meet everyone's signage needs. The Sign Design Guide is available at £20 + VAT from JMU's website.

As more information needs to be accessible to more people and legislation such as the Disability Discrimination Act 1995 is introduced, tactile and Braille signage is now specified more often. However, it's more than just a case of using raised letters or translating words into Braille.

RNIB Access Consultancy has considerable experience of accessible environments and offers sign assessments, advice, proofreading, translation services, and sign design training.

Sharon Almond is Principle Access Consultant at the RNIB Access Consultancy, and says: "Sometimes people are nervous to contact us because they think that to make a sign work for blind and partially sighted people it needs to be black and yellow, but this is far from the truth. Signage can look great and be accessible to a wide range of people. We're working to same goal, i.e. understanding the people you're designing for and planning more inclusive schemes."

"Often people ask us why a sign needs to be designed to meet the needs of blind and partially sighted people - surely if they can't see they can't find or use the sign? We explain that the majority of blind and partially sighted people can see and through logical placing and good design a sign can be used by a wider range of people. Good visual contrast can aid someone when locating the sign and then raised text and Braille can be felt with the fingers by people who can locate the sign, but not read the information visually." says Sharon. "It's also important to remember that many of the aspects of good design covered in the Sign Design Guide will make signage easier for everyone to use. Creating an accessible signage scheme doesn't have to add much to the overall cost but it makes such a big difference to the people trying to use it."

"Clear, well-planned wayfinding signage makes sense not only for customers and for sign makers' reputations, but for everyone," says Sharon.