Experiential Graphic Design
“Are you experienced?
Ah! Have you ever been experienced?
Well, I have” – Jimi Hendrix (1967)
In today’s world of modern communication it is readily apparent that brand messaging is everywhere. Stop and take a look around, you will see that not only are these messages working to grab your attention, but are thoughtfully designed environments that deliver more meaningful interactions with you, the user, in the space you are encountering.
Once referred to as environmental graphic design this practice is now more accurately named experiential graphic design or XGD, which is used to not only define the term more completely but to differentiate it from ecologically friendly “green” design.
Early examples of EXD are seen in historical cave paintings, Egyptian hieroglyphics, stained glass cathedral windows and the Paris Metro where information, direction and history has been shared for centuries. Experiential graphic design exists to create this very tangible “experience” with space and time. By combining practices of graphic design, architecture, industrial design and landscape architecture; environments are built to inform, communicate and connect with you. Words, symbols, diagrams, images, form and content unite to build interaction through a multi-sensory experience that leaves a more meaningful impact. Common examples of XGD include the design and planning of signage, wayfinding systems, exhibit design, entertainment/educational environments and themed or branded retail/business spaces.
XGD helps tie an entire space together through the use of well-designed utilitarian elements that help a person or people:
- Gain information through story about a theme, object, site, history, business, product, etc. (Interpretive)
- Form a mental idea of a site or environment (Wayfinding)
- Find their way through an environment (Signage)
- Create a distinct image of a site or location (Placemaking)
As digital technologies continue to develop more dynamic content; businesses, retailers, entertainment/hospitality destinations (theme parks, hotels, casinos, sports venues, shopping malls) and other “branded environments” are using the tools and story-telling approaches of XGD to create more engaging and informational relationships with their customers.
Recently LePoidevin Marketing has seen growth in exhibit design and environmental branding both client sided and internally within our own workplace. New initiatives in bringing brands into a more physical space through interaction, décor, color, visuals and messaging are making brand experience more tangible, livable, real.