Traffic Signs, Not Billboards

I went to our local high street today in Haywards Heath. I had an errand to run; my watch battery ran out two weeks into lockdown, and I wanted to get it fixed at the independent jeweller (hey, kids, support local businesses where you can).

Knowing I’d have an hour or so to wait, I took my camera (and mask), and looked around at what a high street looks like when its trying to reopen in the age of COVID-19.

The graphic designers of Britain have certainly been busy.

And individually, they’ve no doubt interpreted the prevention strategy of each individual shop or organisation as best they can, to communicate to shoppers what is expected of them, and what staff are doing in return.

But together, as an experienced the extraneous cognitive load on the working memory of shoppers is certainly substantial. As you move from shop to shop, you would find yourself navigating through slightly different interpretations of the broad rules. Sometimes it’s 2 metres, sometimes it’s 2 metres if you can. Some places, only one person per household. In others, one person per household plus one child.

It doesn’t help that a lot of the instructions are in full brand regalia, and so it takes a second or two to locate where the information is.

All in all, it feels exhausting, through the inconsistency.

Perhaps now is not the time for freedom of expression. If the powers-that-be want high streets to function for shoppers, I wonder if it wouldn’t be better to have centralised production and distribution for communicating how to shop. Consistent posters, stickers, floor graphics, window vinyls and so on; same colours, shapes, instructions.

Perhaps in the age of COVID-19, the high street needs traffic signs, not billboards.

Oh yeah, and more masks, people.

The full set of pictures is here, if you want them.

• Category: design, rivetings