Campus tours are one of the most influential moments in the enrollment journey. What prospective students see when they step onto campus can tip the balance between schools. Fall tours are around the corner, and what those students see when they step onto campus could decide where they choose to enroll next year.
Jordan Hayes pulled up to Highpoint University and saw her name front and center on a purple welcome sign that felt more like a celebration than a formality. Reserved parking. Personalized greeting. A photo-op moment designed to say, You belong here.
From that first impression, everything shifted.
She stepped into the welcome center with her parents in tow, phone in hand, heart racing just a little. It was her fourth campus tour that month, and by then, the presentations were all starting to blend together. But this one felt different.
The lobby didn’t look like a waiting room. It looked cohesive. A massive wall mural celebrated student voices. A touchscreen let her explore clubs and programs with a swipe. Her name was up on the screen at check-in. And the admissions counselor already knew she was into neuroscience and sustainability.
As Jordan walked through the student union, past bright banners, curated spaces, and brand touches that felt cool rather than corporate, she was no longer evaluating. She was imagining. She was not just visiting a school, she was picturing her future.
This year, Jordan is a freshman at Highpoint University.
And that moment matters. Nearly 70 percent of students say the campus visit has a significant impact on their final college decision. A strong setting can tip the balance from just another stop on the list to the place they want to call home.
First impressions start before the tour
Before a single word is spoken, the environment is already doing the talking. The building, the signage, the energy of the space all speak volumes. And what they say can either reinforce a school’s message or completely contradict it.
On her visit, Jordan wasn’t just greeted by a guide, she was welcomed by an environment that felt designed for her. Graphics featuring diverse student faces made the space feel inclusive. A timeline wall showing the school’s legacy and evolution conveyed growth, prestige, and vision. Even the wayfinding had personality that was clear, confident, and aligned with HPU’s tone.
These details aren’t fluff, they are emotional cues. The kind that make students say I can see myself here. About 95 percent of admissions teams say the on-campus tour is very or extremely important in a prospective student’s decision to enroll.
Colleges spend millions on digital marketing, print materials, and recruitment emails, but if the physical setting falls flat, it all unravels. That is why designing high-impact spaces like admissions centers, welcome lobbies, and student lounges is no longer optional. It is a strategic advantage.
It is not just décor, it is design that influences choices.
Branded for belonging
If the admissions tour is the first date, the campus experience is the relationship, and no one stays in a relationship where they don’t feel seen.
That is where the environment does more than impress, it affirms. It reflects student values, honors diverse identities, and creates spaces where everyone can picture themselves not just attending, but thriving.
On her tour, Jordan noticed more than the academics. She saw herself represented in mural illustrations, club showcase walls, and storytelling graphics that highlighted students of different races, abilities, and gender identities. The wellness lounge featured calming colors and accessible furniture, while the resource center for first-gen students had its own branded corner, clearly marked and proudly visible.
These are not just design choices. They are signals.
Signals that say: You are included. You are valued. You belong here.
44 percent of visits by juniors are unofficial and self-guided, which means without strong environmental storytelling the visit narrative can easily be missed.
Students now look at more than programs, they look at values. Spaces that reflect those values become cultural touchpoints that bridge the gap between what schools say and what students actually experience.
A student union, a mental health hub, or a multicultural center should not just be visible, they should be felt.
Wayfinding that feels like a conversation
Wayfinding is the system of signs, symbols, and environmental cues that help people navigate a physical space. On a college campus, that includes everything from directories and directional arrows to floor decals, wall signage, maps, and digital kiosks.
But wayfinding is not just about logistics, it is about language, tone, and experience.
When done intentionally, wayfinding becomes a brand voice. It guides, welcomes, and reassures. It reduces stress, enhances accessibility, and shows visitors they are seen and supported even before they speak to a single person.
Later, as Jordan navigated campus, she didn’t just follow signs, she followed the brand story. Instead of bland arrows and building codes, she saw bright, inviting signage that reflected the college’s personality. “This way to your next adventure.” “Science nerds, you are getting warmer.” Even the restroom signs were on-brand, inclusive, and thoughtfully placed.
At Highpoint University, those subtle choices created a cohesive story, one that walked with her across campus. For students who are evaluating more than prestige, these everyday signals of care set schools apart.
Because when wayfinding speaks in your voice, it does not just help people find buildings. It helps them feel at home.
What Today’s Students Really Want:
2025 trends that should shape your space
What these trends really mean for your brand
📝 These trends shape how students evaluate schools:
- A well-designed wellness lounge can offer calm in a stressful environment
- Digital wayfinding that signals sustainability communicates alignment with values
- Instagram-ready gathering spots become organic marketing tools
- Technology signals readiness for the future
- Inclusive graphics and resource centers send the message: You belong here
🔗 Campus Branding in Action: Trend Integration Examples
- Admissions and Welcome Centers: use green materials, smart check-in tech, and visible sustainability storytelling
- Residence and Lounge Areas: integrate smart amenities, wellness zones, and Instagram-friendly design
- Wayfinding and Signage: emphasize values (for example “This route supports mental well being”) while using eco-conscious materials
- Outdoor and Common Spaces: prioritize shaded, green gathering areas that encourage both studying and social moments
Campus experience and enrollment ROI
A branded campus is not just about aesthetics, it is about outcomes. The right setting builds connection, drives enrollment, and leaves a lasting impression, especially for first-time visitors and underserved students.
Nearly 80 percent of institutions report that campus visits lead to a matriculation rate of 30 percent or higher.
First trips, even in middle school, correlate with significantly higher college enrollment rates, especially for rural and underserved students.
A space they will never forget
From the first step on campus to the moment a student makes their choice, the environment shapes what they feel. Branded spaces do more than inform, they influence how students see themselves in that setting. They help visitors feel included, understood, and excited about what comes next.
As this school year begins and tours get underway, the question is not if students will visit. The question is what those visits will leave behind. Will it feel like just another stop, or the start of a future they can picture themselves in.
Design is not decoration. It is part of the choice.
This fall, your campus can be the one that lingers in their mind. The one they talk about on the ride home. The one that makes the decision feel clear.
Our goal is to create spaces that do exactly that. Spaces that turn admitted students into committed students and, eventually, into proud alumni. The right environment can turn a campus tour into an enrollment decision.
* The student name used in this story has been changed for privacy.
