A study was conducted to understand visual ethnography as a research approach in design. Field research was completed on the Brooklyn Mall’s way finding system. According to the Society for Experiential Graphic Design group way finding is a system built of information compiled together to inform people and to guide them through a building [4]. Successful way finding systems promote the well-being, safety and security of the people in that environment [4].
According to Giampietro Gobo and Andrea Molle visual ethnographic research is to observe through methods like taking photographs, videos, audio, making field notes and drawings from observations. All information gathered are analysed in order to formulate a solution [3].
Brooklyn Mall is seen to be an all-in-one shopping mall; they provide a platform for all types of stores including specialised shops in certain fields. They have a wide range of choices for the different categories of shopping [2].
Brooklyn Mall way finding questionnaire to determine the quality of navigation is copied below:
1. Why do you shop at Brooklyn Mall?
2. How often do you visit Brooklyn Mall?
3. Have you ever lost your way in Brooklyn Mall?
4. If yes, why? Because of a poor way finding system? If no, please state why?
5. In which situation will you use the way finding in Brooklyn mall?
6. Do you think efficient and effective way finding systems in Brooklyn Mall can enhance your shopping experience?
7. Which factors of way finding in Brooklyn Mall can be improved on in the future?
Description and critical analysis of findings
Research was done on their website as well as utilising the above questionnaire. The people who took part in the survey were aged from 21 to 62. Brooklyn Mall was visited on the 7th of October 2017 at 11:00 am up until 15:00 pm. The mall created their way finding system on an optimum level.
Way finding notes:
Information signs
On entering the mall an information stand states the trading hours and dates. This information was accompanied with the mall’s website link as well as social media links. At every intersection an interactive information touch screen stand is placed.
Directional signs
The toilet signs are mostly accompanied with a floor level number, toilet figure symbols and directional arrows. At every intersection the shop directional boards hangs from the ceiling depicting the major shops. Each of these boards has the floor level number at the top and directional arrows to the different shops.
Identification signs
On each floor and sections between floors such as stairs or escalators, floor number allocator signs are against the walls. The way finding signs or boards have a see-through background or boarder. Most of the signs are out of the way, hanging from the ceiling or are mounted against the walls. In only a few occasions are there signs on the floor or on a stand.
Warning signs
The warning signs are visible except for warning boards about fires or assembly points. Most of these boards are placed inside the parking area and therefore are hard to see.
Conclusion
A way finding system had been implemented that exceeded expectations. There would be no area for improvement on the current way finding system because they fulfil all of the requirements to make a way finding system a success. All of the way finding signs or devices use the same font, colour and style therefore continuity is applied. All of the font sizes and board sizes are big enough to be easily seen or to follow. They used universal signs and symbols therefore the customer will not misunderstand the signs.
References
[1] Brooklyn Mall wayfinding photographs. 2017. [Film] Directed by Tashalie Vorster. South Africa, Gauteng, Pretoria: TCV designs.
[2] Brooklyn Mall, 2017. about the mall. [Online] Available at: http://www.brooklynmall.co.za/about-the-mall.htm [Accessed 3 October 2017].
[3] Giampietro Gobo, A. M., 2017. Doing Ethnography. 2nd Edition ed. London: SAGE Publications Ltd.
[4] segd, 2016. segd. [Online] Available at: https://segd.org/what-wayfinding [Accessed 13 September 2016].