Schneller – THE VISUAL RHETORIC OF SIGNS 2013

Description

This practice-based research project by A. Schneller (May 2013) examines the visual rhetoric of public transport information design, arguing that it differs from commercial graphic design by generally avoiding strong visual effects or persuasion. Wayfinding and informational signs at stations, subways, and stops often strive for visual neutrality, yet their functions—informing, orienting, and warning—are critical to traveler safety. The study asks whether visual neutrality is optimal or whether information design should be more conspicuous, compelling, or emotionally engaging to improve comprehension and compliance. Conducted at Bern University of the Arts, the research combined theoretical analysis of intended visual effects and design rules drawn from style manuals and expert opinion with practical creation and empirical testing of alternative railway station signs. One focal example is the warning “Stay back of safety line” on platforms: while awareness of this message is vital, the project interrogates how flashy, obtrusive, or emotionally charged such signage should be to enhance effectiveness.