As global urbanization accelerates, the integration, readability, and connectivity of urban spaces are becoming focal points of international concern, particularly in rapidly developing regions like Asia. The inadequacies of urban wayfinding systems directly affect pedestrians’ wayfinding experiences within city spaces. Pedestrian wayfinding signage, as a critical element supporting pedestrian navigation and urban readability, is often neglected in vehicle-centric urban planning. This study explores the visual preferences of pedestrians regarding wayfinding signage and how these perceptions can be incorporated into the design process. A photo-based survey consisting of 385 pedestrians in Nanning, China, reveals that while many wayfinding signs provide cognitive information, they score lower in visual preference due to poor sensory perception and difficulty in conveying meaning. This study also highlights that the material, color, graphics, and text on signage are key physical attributes influencing the visual preferences of pedestrians. Demographic factors such as age, gender, and professional background also impact these preferences. These findings underscore a broader urban design issue: wayfinding signs must not only clearly communicate navigational information but also enhance the aesthetic and cultural expressions of urban spaces. Current signage systems often neglect these aesthetic and cultural needs, potentially leading to visual fatigue or cultural disconnection, thereby affecting navigation efficiency and urban experience. The results provide empirical foundations for optimizing wayfinding signage designs in urban areas, aiding urban planners and designers in integrating pedestrian preferences to create clearer, more attractive navigation systems, thus improving walking experiences and significantly enhancing the daily lives of city residents.

As urban environments become increasingly complex and the costs and challenges of infrastructure upgrades continue to rise, wayfinding signage has become an effective solution to cope with urban dynamics due to its low cost and high flexibility. Although the functionality of wayfinding signage has been extensively studied, the perceptual differences between designers and non-designers have not been adequately explored. Ignoring these differences may lead to the overlooking of users’ real and diverse needs, resulting in suboptimal signage performance in practical applications and ultimately a reduction in the overall functionality and user experience of urban spaces. This study aims to bridge this perceptual gap. For this study, we conducted a questionnaire survey in China to compare the visual preferences of designers and non-designers regarding text, shape, color coding, and patterns. The results indicate that designers prioritize functionality and clarity to ensure the effective use of signage in complex urban environments, whereas non-designers prefer wayfinding signages that reflect local cultural symbols and characteristics. Our conclusions suggest that the public’s expectations for wayfinding signage extend beyond basic navigational functions, with an emphasis on cultural expression and visual appeal. Understanding these perceptual differences is crucial in developing design strategies that balance functionality, esthetics, and sustainability, thereby facilitating the sustainable integration of signage into urban landscapes.