• 03/05/2024
  • 10

What Is Experiential Graphic Design and Its Significance?

A rapid increase in hybrid working, increased traveling, corporate landscape changes, shifting consumer patterns towards environmental protection and more are guiding inclusive design. Aligning with the principles of experiential graphic design, our day-to-day environmental touchpoints are in the process of an overhaul. These changes are guiding designers to transform traditional workspaces, and public immersive outlets (museums, parks, libraries, etc) into easy-to-access, productive, and engaging environments.

This is the essence of experiential graphic design. Experiential Graphic Design is often the conduit to connect people and places to a story/ brand. Shaping our experiences and connections with a place and environment via the use of engaging graphics that guide us.

What is Experiential Graphic Design?

It is the ideal orchestration of type design, colours, imagery, form, technology usage, pop culture references, and content to create an environment that communicates. However, let’s not confuse it with graphic design. The experiential graphic goes beyond branding and logos. It’s a multi-disciplinary approach to building an environment that evokes emotions and tells a story.

How Does Experiential Graphic Design Work?

It makes the brand experience memorable. Think about what you see at a hyper-grocery store and how the signs help you find what you need. What we see affects how we feel, shaping our purchase decisions. Signs, décor, colours, light, and other 2D elements that guide us within the space set the mood. It also expresses the brand’s values to build an emotional connection with the consumers.

It includes:

1. Way-finding signs and systems

that help people find their way. Ensuring people don’t get lost or miss on anything. Think of QR codes, graphics, icons of products at a grocery store, online embedded URLs with words, find us here signs for social media, etc.

2. Architectural graphics

which are designing icons, drawings, diagrams, and other graphic elements that convey ideas and concepts. But more importantly, experience graphic design for public architectural structures. Maintaining their safety, and heritage while sharing their story via many interactive mediums at the venue.

3. Signages and sign programs

These are visual communication design tools found in public spaces, transportation systems, airports, etc. The sign system involves placement, design, and content. They play a critical role in helping people navigate with concise information and the right symbols.

4. Exhibit design

Involves the planning, design, and implementation of art/design installations across galleries, museums, public spaces, art fairs, design events, etc. Experience graphic designers work on designing for an informative environment. Where space layout, lights, materials used, graphics, symbols, icons, interactive elements, and story narratives play a critical role.

5. Retail design

Involves making a retail space functional and visually appealing. Experience designers here work on store layouts, product placements, lighting, signage, etc to make an inviting environment for customers.

6. Theme-based and other branded environment requirements

These spaces often require unique and one-of-its-kind design elements to create an engaging and informative space. Experience designers here aim to create a strong brand presence which may include offering photo opportunities to expand the offline event’s reach to social networks.

Wondering where these experiential design solutions are often applied? We can often find them in places like:

a. Corporate offices and other co-working spaces
b. Public Buildings and outdoor spaces
c. Museums, Parks, Galleries and exhibitions
d. Retail stores, malls, conference, events, and entertainment parks
e. Educational centres
f. Public and private facilities, etc.

In our modern tech world, experiential graphic design involves using technology to empower dynamic content with motion graphics and design-rich interactions with vernacular content.

Why Experience Graphic Design is Important?

In experiential graphic design, the aim is to purposefully manage how users will enter and exit a defined indoor or outdoor space. It defines their experiences within the environment. Hence is often also known as environmental design. Spaces created without the right design intention are often bland, boring, and fail to support desired objectives. Experiential graphic design creates space both online and offline where each element has a purpose. It supports a unified and memorable message to the user with 2D and 3D elements. Maximizing the potential of digital or physical assets to communicate, guide, service, and inform visitors.

Key Reasons Why Experiential Graphics are Significant

1. Help in the delivery of a powerful message

When done right, experiential graphics hold the power to direct visitors to the right products for a brand. While also educating them, communicating the right message, and visually stimulating them. They help to turn a mundane message into a conversation starter often leading to an increase in sales or social media interactions.

2. Helps to immerse the audience

As we learned above, Experience Graphic Design comes in many forms like wayfinding, signs, exhibit design, etc. Each aspect has multiple elements under it to amplify a brand’s message and use the power of visual elements to immerse and guide a visitor in the brand environment.

3. Helps to transform brand environment

Experience graphic design helps brands to get the most out of their space/ environment. Be it a public park, a museum, a new city landscape design, a mall, a food court, or a parking lot. Designers in this field work to turn the offered space into a memorable experience. Designing the offerings in a manner where visitors get the most engagement and are guided through the process.

4. Helps to attract the GenZ population

As the young population is more technology-included, brands are working to bring more creativity to their retail environments, corporate workspaces, co-working spaces, events, etc. Bringing in a different energy in experiential graphics that is more engaging, community-focused, and collaborative in nature. The designer’s focus here is to inspire Gen Z as well as other age groups.

Indian Experience Graphic Design Studios

Leading design studios that offer services in Signage design, Wayfinding design, and architectural design solutions amongst other experiential graphic design elements in India are:

1. Graphics Beyond

A Mumbai-based design studio offers experiential design solutions for exterior and interior spaces. Solutions like wayfinding design, signage solutions, branding & identity strategy, and building branded environments. One of Graphics Beyond’s leading projects involves a Wayfinding and Signage programme with a timeless solution for the 22 acres in Ayodhya for Shree Ram Mandir Complex.

2. Rezonant Design

A Bengaluru-based design studio leads in brand, signage, wayfinding, office graphics, environmental graphics, campus design, etc. Rezonant Design’s key projects include IBM India’s extraordinary Experience Centre and SAP’s engaging and effective wayfinding experience for its 1.5 million sq. ft campus.

3. PromoFlex

A Delhi-based design studio is known for its interactive wayfinding and signage solutions. Some of their top clients include Delhi Indira Gandhi International Airport, Hyderabad Rajiv Gandhi International Airport, ITC Limited, L&T Metro Rail, The Great India Place, Noida, etc. They are expert designers who offer wayfinding and signage solutions for airports, travellers, healthcare, and transportation facilities amongst others.

Experimental design solutions aim to shape experiences that inform, educate, orient, and delight the users. The purpose is to create an engaging environment that communicates. Using technology, form, and traditional elements of graphics, it reaches the intended consumers at different levels. Public parks, municipal corporations, colleges, and universities often use experiential graphic design on campuses and parks to immerse students and visitors in their offerings. Similarly, MNCs and start-ups use it to attract employees, increase productivity, and foster collaboration in the workshop.

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