Experiential graphic design involves the orchestration of typography, color, imagery, form, technology, and especially content to create environments that communicate.
Examples of experiential graphic design include way-finding systems, architectural graphics, signage and sign programs, exhibit design, retail design, and themed or branded spaces. Increasingly, experiential graphic design involves the use of digital technologies and systems that present dynamic content through motion graphics and make possible rich interactions between a user in a place and the information being provided.
Operating at the intersection of communications and the built environment, the field embraces a wide range of disciplines, including graphic design, architectural, interior, landscape, digital, and industrial design.
The history of the field, also called “environmental graphic design,” is rooted in the earliest forms of graphic communications such as cave paintings, and examples of “environments that communicate” can be seen in the use of hieroglyphics in ancient temples, the stained glass of cathedrals and in today’s hyper-communicative places such as the Ginza district of Tokyo and New York City’s Times Square.
In recent years, the practitioners of experiential graphic design have set the standards for wayfinding in transportation centers (airports, railway, and subway stations), hospitals, museums, and on city streets and highways. Learning and immersive environments such as museum exhibitions and public, civic, and landscape place-making programs have benefited from the multidisciplinary talents of designers to shape experiences that orient, inform, educate and delight users and visitors.
Retail stores, entertainment, and 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 meaningful interactions with their customers.
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