The importance of airport ‘Duty-Free’ signage

Airport Duty-Free shops are by their very design a wonder world of up-market shops and counters designed to appeal to the well-heeled traveller – and the signage at these shops should reflect that.

Duty-free shops at airports are generally an intricate maze of brightly illuminated and mirrored shops and counters, selling products that range from designer brand perfumes and colognes to specially packaged sweets and chocolates. There are exotic liqueurs and liquors, curios and mementoes, glittering gems and jewellery, state-of-the-art camera and sound equipment and entertaining magazines, among other things.
All of these different shops and counters require their own clearly defined forms of signage to appeal to the universal globetrotter.

Convenient shopping

The fact that airport duty-free shop sections are usually high traffic-zones and a convergence point for people rushing to catch flights means that the signage systems at these places must be comprehensive and convenient. Signs need to be bold and eye-catching so shops and services are easily identifiable at a distance – and recognisable to people of diverse cultural backgrounds and language barriers.

Appealing effect

Colour and light are essential to highlight fashionable designer brand names and logos, especially those of globally respected haute couture houses like Chanel, Yves Saint Laurent, Louis Vuitton, Jean Paul Gaultier, Estée Lauder, L’Oréal and Versace. This can greatly whet the desires of design-conscious shoppers.

Practical design

Shoppers who are looking for gifts, curios or mementoes of their travels must be guided to their relevant gift counters with ease. These sections of the airport need to be at once inviting and practical - allowing freedom of movement for those who have to shop in a hurry or creating a relaxed atmosphere for those with the luxury to shop at leisure.

Memorable experience

As shoppers from all corners of the world converge at duty-free shops at international airports it is signage they depend on to ensure their shopping experience is both memorable and enjoyable.