Every zone in your branch serves a distinct purpose—and your signage should reflect that. When messaging is aligned with the function of each space, signage becomes more than a visual element. It becomes a tool to guide behavior, reduce friction, and support both staff and member experience.
Start by clarifying the intent of each area within the floor plan.
1. Queue Zone: Set Expectations and Offer Alternatives
In the queue—whether it’s for teller service, a welcome desk, or appointment check-in—members are focused on one thing: waiting. Signage here should acknowledge that and offer value in the moment.
Signage in this zone should:
- Set expectations: “Most transactions completed in under 5 minutes.”
- Promote self-service: “Try our mobile app while you wait.”
- Clarify next steps: “Need to speak with a loan officer? Let the greeter know.”
This isn’t the place for broad marketing. It’s for orientation and reassurance.
2. Advisory Zone: Inform and Prompt Conversation
Members waiting in or near offices are typically preparing for deeper interactions: loan discussions, account openings, or financial planning. This is the zone where attention is higher and dwell time is longer.
Use this space to:
- Lean into product education: “Did you know you can skip a payment during refinancing?”
- Prompt questions: “Ask us about pre-approvals while you're here.”
- Reinforce value: “97% of members say our advisors make banking easier.”
These messages equip members with questions to ask and help staff start more productive conversations.
