Signage Committee Report:  Dana Porter Library Signage & the New User

December 18, 2001

“Things are hard to find if you don’t know where to look”

Contents:

• Introduction
  
• Data Analysis
  
• Conclusions
  
• Recommendations

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1. Introduction

2. 1. Background
      In March 2001, the University Librarian charged a Signage Committee with reviewing and making recommendations to the UW Library Budgets and Planning Committee for improvement to the signage in the Dana Porter Library.  The formation of this Committee stemmed from recommendation 4.3 of the Information Services Review Report (1999)[1] which suggests that the Library should "audit library signage to improve its effectiveness as one way of promoting information services and resources to targeted groups of users at strategic times in the academic year."

      Committee members are:

      • Sharon Bissonnette (Infrastructure Process Group)
      • Cheryl Kieswetter (Secretary to the University Librarian)
      • Sharon Lamont (Library Managers)
      • Maureen McCormack (Library Instruction Committee and Information Services)
      • Keith Peck (Library Facilities Management)
      • Murray Shepherd (University Librarian)
      • Mary Stanley (Library Communications Officer)

   2. Methodology
      After reviewing current literature on "wayfinding",[2] the Signage Committee conducted a study to identify strengths and weaknesses of the current signage in Dana Porter Library with a particular focus on the experience of users who were new to Porter Library.[3] With the help of the Registrar's Office and in consultation with the Library's Community Needs Assessment Process Group and UW's Office of Research Ethics, the Committee randomly selected 150 incoming, first-year students from the Kitchener-Waterloo area to be recruited via email to complete a short task and participate in a group discussion. On a first respond-first placed basis, 36 students were divided into 3 groups of 12.  Each group came to the Porter Library on a different day and at different times in mid-August.  In the end, there were 32 participants.

   3. The Study
      The Signage Committee designed the study to have three parts: an initial pre-tested task, a comprehension exercise, and a focused discussion.  The purpose of the initial task was to create a shared experience for the focused discussion.
      1. The initial task moved the participants throughout the library to find a particular book (a different book for each participant) and various facilities, such as photocopiers and washrooms.  Participants had 1 hour and were instructed to use signage to accomplish their task, only asking for help as a last resort. The task sheet included questions and space for comments.

      2. At an assigned time, participants reported to a conference room for refreshments and a brief (and light-hearted) comprehension exercise. The comprehension exercise provided an activity for people who completed the task quickly and acted as a springboard for a group discussion about the task.

      3. The group discussion focused on the appropriateness of available signage and identified lack of key signage.

   4. The Participants
      In order to meet the objectives of the study, we wanted to recruit individuals who had never been in the Dana Porter Library before because we felt that they would rely more heavily on signage. Incoming, first-year students were identified as an obvious target group from which to recruit first-time users. Of the 32 individuals who participated, 81% (26) had never visited the Library before the day of the study.

      Although the Committee gave participants minimal directions on how to locate the Dana Porter Library, most of them found their way and arrived on time to commence their task.  The majority reported that they had used the campus map, or had asked directions from someone familiar with the University of Waterloo.

3. Data Analysis

   1. Data Collected
      Data was collected from the task sheets, the comprehension exercise, and from the discussion groups (which were taped). The results that follow represent the responses and comments of the individuals who participated in the study. For the purpose of this report, the results have been organized into three categories:
      1. Strengths of Current Signage

      2. Weaknesses of Current Signage

      3. Participants' Recommendations

   2. Analysis
      
      1. STRENGTHS OF CURRENT SIGNAGE
         Library signs that the participants found easily and were helpful had one or more of the following characteristics: they were located where the participants expected to see them; they were clearly visible, and/or they contained concise information in simple language.

         The participants were asked to meet at the Information Desk and had little trouble finding it. They reported that the signage on the Information Desk was easily seen and that the hours of service for that desk were very visible and easily read. They also remarked "the Information Desk is like an invitation to ask for help" and that they felt comfortable approaching this desk. When asked if they would have approached this desk if it was signed "Reference Desk", the participants stated that they would be reluctant, thinking that their question was not research related or "important enough".  One participant remarked, "I felt I could ask any question there and would get help. Is that wrong?"

         In their quest to find their book, the Guide to the Dana Porter Library was deemed very helpful.  Those who discovered this publication (available from the publications stand beside the main floor elevator) relied heavily upon it.  There were many comments that having the guide displayed more prominently (perhaps closer to the entrance or near the Information Desk) would help get new users started in the proper direction.

         To locate the floor on which their particular book was shelved, participants used the signs beside and in the elevators, and found them helpful.  78% of the participants reported that they used this sign to locate the appropriate floor.  However, they generally felt that a new user normally would not approach the elevator until he or she had ascertained which floor they needed.  Participants also reported that they ignored the blocks of text on the sign.

         Once on the floor, the range-end signs were reported as useful but too small to read from a distance.  The signs did not help in deciphering the layout of the floor for most of the participants.

         The 5th floor kiosk and the signs on it were felt to be among the better signs in the library. The participants said they found the colour coding of the parts of the collection helpful. They also appreciated the map of the layout of the floor and the unobstructed sight lines.

      2. WEAKNESSES OF CURRENT SIGNAGE

         Responses from the participants in our library signage study indicated that signage problems fell into one or more of the following categories.

         1. Confusing signage
         2. Signs that contained library jargon
         3. Lack of visible signage

         1. Confusing Signage
            Single signs that contained too much information, too many signs in one location, and floor plans that did not provide an orientation point were confusing for the participants.

            Many of our participants had difficulty answering the task question,  "What hours is the Library open on Sunday?" They reported that the sign listing building hours was confusing because it attempted to give too much information. Hours of operation for various time spans were listed including summer hours, exam time hours, as well as hours of operation for different functional areas (circulation desk hours, building hours, and reference service).

            Those who intuitively knew that their book was probably on the upper floors found their way to the elevators and consulted the available signage. Two signs confronted them: one explaining the Library of Congress classification system and the other showing the floor directory by call number.  The placement and similarity of these two signs caused some confusion. Those who consulted the Library of Congress sign expected to see the collection on the upper floors labelled in subject areas, e.g. "History Section", "Philosophy Section", and, as in the public libraries, they expected to be able to browse the shelves by subject.  They were confused by what they later realized was an "irrelevant" sign.

            When answering the question "How much does it cost to photocopy?", 31% of the participants reported that they were frustrated because the photocopiers were "cluttered with signs," obscuring the needed information.  One person reported that she had "asked a guy using the machine."

         2. Library Jargon
            Some confusion was apparent resulting from the use of library jargon.  From the list of words given on the comprehension part of the task, many participants gave incorrect definitions for the following terms:

            The term TRELLIS was not understood as denoting the on-line library catalogue.

            The sign Self-checkout was not well understood by some of the participants. Those who did understand the meaning concluded that there were no other options should they decide not to "self-checkout."  Others believed that self-checkout was only an option while the Circulation Desk was open.

            Reserves is not a familiar term and therefore the participants understood this as denoting the area where books requested by patrons were held for pick-up.

            The term Copy Centre was not intuitively understood as an additional location to have material photocopied.

            Students were unsure of what Interlibrary Loan/Document Delivery meant and were unclear as to what this service offered and when they should use it.

            Controlled Access was confused with Rare Books.

         3. Lack of Visible Signage
            There were areas inside and outside of the library where the participants felt that signage was lacking.

            They reported that the main entrance to the library was not well defined; the large stairway on the side of the building was easily confused with the main entrance.

            When entering the Library, participants expected to see a building directory that would orient them to the entire building and provide an indication of what floor they were on. They were at a loss as to where to start.  They commented that our current signs did not catch their attention at first glance, because either the signs lack colour or they are all the same colour. They also suggested that a sign inside the elevators saying "Main Floor" beside the button for floor 2 would have been very helpful.

            Many participants did not know that the library catalogue was computerized and suggested that the Library should place large signs over the computer area to denote the catalogue.  They were confused about the use of the terms "public workstations", "TRELLIS only terminals", and about which terminals gave Web access.

            They suggested that the floor directory with the location of call numbers would be more helpful if placed beside the catalogue terminals. They reported that they did not intuitively go to the elevators to find out which floor their book was on and that some people first looked through the reference area on the second floor.

            The majority felt that appropriate directional signage was either missing or not within a direct line of sight for destinations and decision point locations. More directional signs were needed on the floors showing floor numbers, stack arrangement, group study rooms, individual study carrels, washrooms, and that these should be placed facing patrons as they come off the elevators if possible.  Each floor should have a directory/floor plan in a location that is consistent so that people know where to look for it and that floor plans should always indicate "you are here".

            Floor plans posted in stairwells (which fall under the administration of Plant Operations) were thought to be for patron use in finding their way around each floor and were considered unhelpful. The plans have a minimum of information to identify objects that the public might seek. Universal symbols for washrooms, public phones and various items are not present on the floor plans.

      3. PARTICIPANTS' RECOMMENDATIONS

         About …

         Building signage

         • Better designation of the main entrance to the Library would have been helpful
         • A building directory and floor plan should be available in a prominent location on the main floor
         • The 2^nd floor should be clearly identified as the Main Floor and designated as such in the elevator

         Floor signage
         • Add "You are here" to all floor plans
         • Signs in stairwells should list what is on that floor
         • The huge numeral beside the elevator denoting the floor number should be facing you as you exit the elevator
         • Good sight lines as on the Government Publications floor
         • "Consolidate signs into one per floor", visible either when you get off the elevator or in a consistent location on each floor (with direction arrows from the elevator).  "List what is on that floor" (e.g. floor number, study rooms, washrooms).  Such a sign "would also act as a confirmation that you are on the right floor."

         Information signs
         • Participants felt that the hours for each area could be better differentiated if they were placed in the appropriate locations - circulation desk hours at the Circulation Desk and information desk hours at the Information Desk.  Building hours should stand alone and cover the hours that the building is currently open.
         • The circulation desk sign would be more helpful if it listed the services that library users can expect to receive, such as check books out, return books, pay fines
         • To get people started, it was suggested that signs saying, for example,  "Start here to find your book", and a clear designation of the location of the "Library Catalogue" be placed in appropriate areas
         • Participants also suggested that the floor directory with the location of call numbers be prominently displayed beside library catalogue terminals
         • The price of photocopying should be more prominently displayed

         General recommendations
         • All groups reported a need for "hanging signs", "signs hung from the ceiling", "large hanging signs"
         • Develop a consistent colour coding system throughout the Library
         • Use attention getting devices, such as the display board on the 5^th floor
         • Signs need to be clear and concise i.e. "not too much to read", "that gets complicated and scary"
         • Use universal symbols for washrooms, public phones, etc.
         • Signs in stairwells should provide more information

4. Conclusions

   1. General Comments about the Study
      The quick response to the initial email request to participate in the task was a surprise to the Committee. The students told us they considered the study a way to become familiar with the Library before the hectic activities of Frosh Week and the start of classes. Some said their friends wanted to know how they could participate too.

      Although several participants had toured the campus during Student Life and other orientation sessions, they indicated that they had never entered the building, as the tour guides had simply pointed out the Library.  They told us that they felt intimidated and overwhelmed by the size of the Library. One person summed it up for the group saying, "This is a really big Library."  However, they all felt much more confident about their ability to find their way around, and find the things they need, after participating in the study.

      Although the participants did not know each other at the beginning of the session, we found that most worked on the task in groups and enjoyed the interactive nature of the study.  They appeared eager to get to know each other and some mentioned that having a chance to meet other first year students was incentive for participating. 

      Participants expressed a desire to know "where to start."  Overwhelmed and intimidated, they wanted a sign to tell them where to go to get started.

      The participants who discovered the Guide to the Dana Porter Library found it exceptionally helpful and relied heavily on it to complete the task. 

      Although most participants did locate their book eventually, they found both the floor layouts and the call number classification system (Library of Congress) problematic.  The majority were unable to decipher the layout of the floors.  In general, they wandered about the floor until they found a book or a range-end sign with numbers similar to the one for which they were searching.  They were also unable to understand how the call number of the book related to the order of the books on the shelves.  Their comments about their difficulties with this aspect of the task led us to believe that their confusion occurred because their past experience was only with the Dewey system.  Most participants expressed confidence, however, that they would be able to find a book on the shelf more easily next time.

   2. Signage Committee Recommendations and Next Steps
      The study proved to be a valuable exercise for the Signage Committee. The participants provided insight into the various challenges faced by students upon entering our doors for the first time. Their experiences also confirmed that there are significant weaknesses with our current signage. Since the study provided many insights into how newcomers perceive the Library, the Committee recommends that the findings be shared with library staff.

      The study produced some recommendations that could be acted on with minimal effort and would provide immediate assistance to our students. The Committee therefore suggests that the Library take action on the following recommendations:

      • The 2^nd floor should be identified as Main Floor in the elevators
      • The price of photocopying should be more prominently displayed
      • The Guide to the Dana Porter Library should be more prominently displayed/distributed since study participants found it exceptionally helpful
      • Consideration should be given to removing or relocating the Library of Congress Classification sign posted by the elevators or making it available in another format
      • The Library should investigate the possibility of offering an interactive orientation workshop in August for students soon to be entering UW
      • The Library should investigate the possibility of taking responsibility from Plant Operations for the outdated signs in the stairwells

      The primary recommendation of the Signage Committee is that the Library hire a sign design consultant to develop a comprehensive signage program for the Dana Porter Library. The consultant should work with the Library Signage Committee to review the recommendations listed in this report, to design a signage system, and to develop guidelines for future signage needs.

      It is the intent of the Signage Committee that based on the above recommendations, signage throughout the Dana Porter Library be consistent and provide necessary information at the point of need.  We also believe that comparable issues exist with signage in both the Davis Centre Library and the University Map and Design Library and that these locations would benefit from similar reviews.

Recommendations:  Next Steps

All eight recommendations proposed in the Signage Committee Report have been approved by LBPC. The following list describes each recommendation and indicates the department that has assumed responsibility for its implementation.

Recommendation 1: Share the study findings with library staff
Action: Signage Committee

Recommendation 2: Identify the 2^nd floor as Main Floor in the elevators
Action: Facilities Management

Recommendation 3: Prominently display the price of photocopying on the copiers 
Action: Graphic Services

Recommendation 4: More prominently display/distribute the Guide to the Dana Porter Library
Action: Information Services & Resources

Recommendation 5: Consider moving or relocating the Library of Congress Classification sign posted by the elevators or make it available in another format
Action: Information Services & Resources

Recommendation 6: Investigate the possibility of offering an interactive orientation workshop in August for students soon to be entering UW
Action: Library Instruction Committee

Recommendation 7: Investigate the possibility of taking responsibility from Plant Operations for the outdated signs in the stairwells
Action: Facilities Management

Recommendation 8: Hire a sign design consultant to develop a comprehensive signage program for the Dana Porter Library
Action: University Librarian

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