In Britain's business landscape, signage serves a dual purpose: communicating essential information while simultaneously reflecting broader social shifts. This evolution offers valuable insights for B2B companies seeking to align their visual communications with contemporary values and expectations.
No one is more up-to-the-minute than we here at FASTSIGNS Manchester are, so let’s look at how contemporary social trends and expectations are impacting the signs you and your customers see all around.
From Commands to Conversations
The tone of public and commercial signage has undergone a remarkable transformation over recent decades. Post-war Britain embraced authoritative messaging that reflected the hierarchical nature of society at that time. Research from the Museum of British Signage Archives shows that 78% of public notices from 1950-1965 used direct imperative commands:
NO ENTRY!
TRESPASSERS WILL BE PROSECUTED!
SMOKING STRICTLY PROHIBITED!
By the 1990s, a significant shift toward softer, more polite phrasing was coming to the fore:
Please refrain from smoking. Thank you for your cooperation!
Today's corporate signage increasingly adopts conversational tones that suggest partnership rather than authority. The 2023 Commercial Signage Trends Report noted that 67% of updated corporate messaging now uses inclusive language like "we" and "our" rather than directing commands at readers:
Let's keep our shared spaces clean
We're working to reduce energy consumption
This linguistic evolution mirrors broader workplace culture changes, from rigid hierarchies toward more collaborative environments, a transformation well-documented in numerous UK workplace studies and familiar to us all from our own experiences.
Taking Accessibility and Inclusion Beyond Basic Compliance
The development of inclusive signage represents another significant social evolution reflected in our visual landscape. The 1995 Disability Discrimination Act and 2010 Equality Act established minimum standards for accessible signage, but many organisations now exceed these requirements, recognising both legal obligations and business benefits.
Modern accessibility signage incorporates elements such as:
- High contrast colours for visitors with visual impairments
- Tactile elements and Braille for non-sighted users
- Simplified pictograms for cognitive accessibility
- Multi-sensory approaches including audio prompts
Research from the Business Disability Forum shows that companies investing in comprehensive accessibility signage report 30% higher satisfaction scores from all visitors, not just those with disabilities. This demonstrates how inclusive design often creates superior experiences for everyone, a principle increasingly applied across business operations.
Digital Integration
Perhaps the most visible recent transformation in signage is the integration of digital elements: 62% of UK businesses have incorporated at least one form of digital integration into their physical signage systems within the past five years.
QR codes represent the most widespread application, with adoption accelerating dramatically during the COVID-19 pandemic. Data from the Digital Signage Federation shows QR code inclusion on B2B signage increased by 347% between 2019 and 2022. These codes now connect physical spaces to:
- Detailed product specifications
- Safety certification documentation
- Interactive maps and wayfinding
- Customer service portals
- Feedback mechanisms
More sophisticated approaches include augmented reality markers and NFC (Near Field Communication) integration. These can even allow your staff to access digital manuals, training resources and maintenance records by interacting with physical signage. The most successful businesses now are those that increasingly operate across physical and digital realms simultaneously.
Compliance and Values in Environmental Signage
Sustainability communications represent another area where signage evolution reveals changing social priorities. Three broad phases have historically occurred:
- Compliance Phase (1990s): Minimal messaging focused on regulatory requirements
- Corporate Responsibility Phase (2000s): More prominent messaging highlighting company initiatives
- Values Integration Phase (2015-present): Sustainability fully embedded in brand communications
Good modern environmental signage tends to be characterised by:
- Specific, measurable claims rather than vague statements
- Transparent reporting of both achievements and challenges
- Integration of sustainability into core brand messaging rather than separate initiatives
The materials themselves often embody the message. Research has identified that 43% of UK businesses now specifically request eco-friendly signage materials, compared to just 7% in 2010. Popular sustainable options include:
- Recycled aluminium composite panels
- FSC-certified wooden signage
- Biodegradable banner materials
- Solar-powered digital displays
When Signs Miss the Mark
Historical examples of signage that failed to anticipate social change offer valuable lessons for contemporary businesses. The Business Archives Council has documented numerous cases where outdated signage led to reputational damage, illustrating how signage that fails to evolve alongside social attitudes can create tangible business risks.
Looking Forward: Signage as Social Forecasting
For forward-thinking organisations, signage offers more than communication. It provides an opportunity to demonstrate alignment with emerging values. Several primary trends that will likely characterise the next generation of business signage are starting to emerge:
- Hyper-personalisation: Dynamic signage that adapts to viewer demographics or previous interactions
- Emotional intelligence: Messaging that acknowledges context and viewer state
- Radical transparency: Information that provides unprecedented insight into processes and practices
- Community integration: Signage that reflects and contributes to local priorities
Reading the Signs
Signage is never merely functional: it articulates values, assumptions and cultural context. For your business, understanding this evolution offers valuable intelligence about changing customer and stakeholder expectations.
The most successful companies view their signage as both a mirror reflecting broader social changes and a signal of their own organisational values. By thoughtfully evolving visual communications alongside social change, your businesses will demonstrate its relevance, adaptability, and forward-thinking approach – all qualities increasingly valued in today's rapidly changing marketplace.
If this feels a daunting challenge, fear not: we at FASTSIGNS® Manchester are here to help show you the way. Drop be or give us a call!