Information-provision: signs conveying information about services and facilities, such as maps, directories, instructional signs or interpretive signage used in museums, galleries, zoos, parks and gardens, exhibitions, tourist and cultural attractions that enhance the customer's experience.
Persuasion: promotional signage designed to persuade users of the relative merits of a company, product or brand.
Direction/ Navigation: signs showing the location of services, facilities, functional spaces and key areas, such as sign posts or directional arrows.
Identification: signs indicating services and facilities, such as room names and numbers, restroom signs, or floor designations.
Safety and Regulatory: signs giving warning or safety instructions, such as warning signs, traffic signs, exit signs, signs indicating what to do in an emergency or natural disaster or signs conveying rules and regulations.
Navigation – may be exterior or interior (e.g. with interactive screens in the floor as with "informational footsteps" found in some tourist attractions, museums, and the like or with other means of "dynamic wayfinding".
Signs may be used in exterior spaces or on-premise locations. Signs used on the exterior of a building are often designed to encourage people to enter and on the interior to encourage people to explore the environment and participate in all that the space has to offer. Any given sign may perform multiple roles simultaneously. For example, signage may provide information, but may also serve to assist customers navigate their way through a complex service or retail environment.