Over the last ten years, visitor numbers at the V&A have tripled. In order to protect its future, we were asked to create a comprehensive wayfinding system to enable the V&A’s four million annual visitors to explore the museum with confidence and curiosity.
One of the most significant innovations in this system is the use of colour. Reserving it as a highlight purely for paid exhibitions, colour acts as a beacon drawing visitors through the busy ground floor and getting them to their destinations faster — thus protecting a core revenue stream that helps keep the permanent galleries free to explore. The colour is specific to each exhibition and is consistently used from tube ad to entry signage.
