Smarter Spaces: How Thoughtful Design Enhances Passenger Experience
- ERIC BOROMISA
- Sep 23, 2025
- 4 min read
Optimizing Airport Infrastructure with Big Fonts, Smart Signage, and Seamless Connectivity
Flight delays, endless security lines, and confusing gate changes don’t just stress passengers—they cost airlines and airports real money. That’s why giving travelers the right information at the right time matters.
In the previous article on passenger informatics, we explored how digital tools enhance passenger experiences. This time, the focus shifts to the physical layer: signage, layouts, and environmental details that shape every traveler’s journey.
Physical infrastructure is the backbone of effective passenger communication. Simple, cost-effective design choices reduce confusion, streamline flows, and improve satisfaction. Here’s how smart design upgrades translate into operational gains.
1. Big Fonts and Universal Symbols: Lessons from Schiphol
Amsterdam Schiphol Airport has set the unofficial gold standard for signage: oversized fonts, universally recognized symbols, and high-contrast visuals that stay clear even in chaotic conditions.
High-visibility signage lowers cognitive load. Passengers can process information instantly, which matters most during stressful moments like tight connections or security bottlenecks.
Action Points:
Use universal symbols for restrooms, gates, and security.
Implement large, high-contrast fonts legible from distance.
Keep signage design consistent across the terminal.
2. Color-Coded Terminals: Madrid’s Dyslexia-Friendly Design
Madrid-Barajas Airport uses color-coding to differentiate terminals and concourses, making navigation intuitive. The approach supports passengers with dyslexia or spatial awareness challenges and simplifies navigation for international travelers.
Color cues can also improve departure boards. If a flight is about to close, boards further from the gate could flash that line in a contrasting color (with safe pulsing speeds) to signal urgency without causing confusion.
Action Points:
Assign distinct colors to each terminal and concourse.
Apply colors consistently across signage, maps, and screens.
Test contrast across lighting conditions to ensure visibility.
3. Logical Gate Numbering: Lessons from SFO
San Francisco International Airport (SFO) learned the hard way that numbering gates 1 through 103 creates unnecessary stress. It eventually shifted to letter-number hybrids (F90, G91), then to concourse-centric numbering (F1, F2, G1, G2). The redesign aligned numbers with walking distance, making navigation intuitive.
Smaller clusters reduce anxiety. Passengers read “D1 to D5” as manageable, while “A27 to C34” feels like an odyssey. Numbering gates upward from left to right along a pier also matches global norms in most regions.
Action Points:
Use hybrid letter-number systems (F1, F2, G1, G2).
Align numbering with actual walking distances.
Segment terminals into smaller concourses, especially where walkways branch.
4. Real-Time Walk-Time Estimates and Map Orientation
Airports like SFO display estimated walk times on digital screens, helping passengers plan connections.
Maps—digital or physical—should always orient to the passenger’s viewpoint. Dynamic projections can highlight walking paths or queue zones in real time.
Design should also respect cultural differences. Some travelers prefer “big picture first, detail second,” while others want the opposite. Displays should support both modes.
Action Points:
Show walk-time estimates near gates and decision points.
Orient maps to match the viewer’s perspective.
Use projected floor signage for queues and directions.
Design maps to accommodate both “macro-first” and “micro-first” thinking.
5. Dynamic Boarding Information Displays
Dallas Love Field is experimenting with holographic displays for real-time instructions, while other airports use projectors to guide queues or highlight amenities.
Dynamic displays reduce clutter, improve flexibility, and eliminate the need for static stanchions that quickly become outdated.
Action Points:
Deploy projectors for adaptable wayfinding and queue management.
Test holographic displays for high-impact communication.
Replace excess static signage with dynamic alternatives.
6. Brussels Airport: High-Contrast Duty-Free Design
Brussels Airport avoids the “retail obstacle course” approach. Instead, high-contrast signage and clear pathways ensure passengers can move directly through duty-free areas without detours.
This preserves choice: passengers can shop or dine if they want, but those with tight connections or reduced mobility aren’t penalized.
Action Points:
Use high-contrast signage in retail zones.
Maintain clear, direct pathways to gates.
Design layouts that allow optional browsing without forcing detours.
7. Wi-Fi Repeaters: The Overlooked Infrastructure Upgrade
Despite billions spent on terminals, Wi-Fi still drops at critical touchpoints like jetbridges and taxiways. Singapore Changi stands out with seamless coverage, ensuring connectivity for passengers without local SIMs.
For many, Wi-Fi is the only lifeline to flight updates, connections, or family. It should be treated as core infrastructure, not an add-on.
Action Points:
Install Wi-Fi repeaters at jetbridges and taxiway edges.
Guarantee consistent coverage throughout terminals.
Offer free messaging during layovers.
8. Service Flow and Journey Transparency
KLM sets expectations with inflight progress bars: drinks, meals, lights down, estimated arrival. Passengers know what’s next, reducing unnecessary calls to crew. <Add Photo>
Airports could extend this with pre-landing videos explaining immigration, customs, and baggage claim processes. Even basic slides on IFE screens can cut stress for international travelers.
Action Points:
Display inflight service timelines on seatbacks.
Share pre-landing videos with arrival and transport info.
Provide consistent updates on connecting flights.
Final Thoughts
Passenger informatics isn’t just about apps and notifications. Physical design—fonts, numbering systems, walk times, Wi-Fi—determines whether an airport feels intuitive or overwhelming.
When digital and physical systems work together, passengers are calmer, staff are more efficient, and costs go down.
Smarter spaces aren’t cosmetic upgrades. They’re strategic levers for satisfaction, loyalty, and profitability.
Ready to optimize your airport’s physical infrastructure? Book an exploratory call with Numbers & Letters today.
Disclaimer/Full Disclosure (You made it!): This blog post was generated with the assistance of AI, with N&L human oversight ensuring accuracy and insight. The thoughts and opinions expressed are our own.
Comments