标示，又称标识，是表明事物特征的记号，为事物提供可辨认的消息之设备，其形式多样，可以是图形、文本、颜色，以及任何可能引起别人注意的事物，通常以单纯、显着、易识别的物象、图形或文本符号为直观语言，除表示什幺、代替什幺之外，还具有表达意义、情感和指令行动等作用。其用途广泛，可用于室内和室外，作为个人、商店、组织、产品、地点、交通等的辨认。用于商店的标示称为招牌。

Signage, refers to the design or use of signs and symbols to communicate a message to a specific group, usually for the purpose of marketing or a kind of advocacy. A signage also means signs collectively or being considered as a group. The term signage is documented to have been popularized in 1975 to 1980.