Experiential graphics design (XGD) is rooted in the early forms of graphic designing such as cave painting, stained glass of cathedrals, hieroglyphics in ancient temples, etc. Presently XGD can be seen in hyper-communicative places such New York City’s Times Square, and the Ginza district of Tokyo. It is also known as ‘environmental graphics designs’ from the idea that the environment is communicating. The main purpose of experiential graphics design is to pass worthwhile information through images, diagrams, words, and symbols.
Experiential graphic design service plays an important role in the way human beings experience and utilize the built environment. Some of the experiential graphics design examples include signage and sign programs, architectural graphics, retail design, way finding systems, branded spaces, etc.
Over the years, experiential graphics design has evolved into use of digital technology and systems that help you create content through motion graphics and enable rich interactions between the user and the environment and the content being communicated. The field operates at an intersection of communicating in the built environment, covering a wide range of subjects such as architecture, graphic design, digital, industrial design, and interior design.
The standards for way finding in the means of transport (highway, railway, subway, and airport), museums, streets, hospitals, etc. have been set by XGD practitioners. The variety of talents of experiential graphics designers has benefited learning and engaging environments such as exhibitions in, museums, civic, public, and landscape place-making programs. They shape experiences that engage users and visitors, orient, inform and educate them, leaving a lasting memory of the design.
In the past, many organizations and brands have exceptionally used the art of combining the environment design and communication to engage their audience. However, advertising agencies and other firms have recently discovered how crucial the XGD can be to the organization’s success. It has popped up now as a trend. XGD requires extensive experience, beyond the traditional branding and advertising. How your potential clients perceive your brand goes a long way into defining the success of your organization. If there is a disconnect between the message and the client’s actual experience, you could be in for a big loss.
Take an example of Apple. When you think of outstanding design, the brand has it all. Their success stems from their outstanding experiential design. A combination of the design and their customer service, simplistic designs, messaging, packaging, retail store layout, etc. gives them a competitive edge over their competitors. Making your experiential design a priority can be one of the most powerful weapons in the innovation of your brand.
In different words, experiential graphics design includes the coordination of form, imagery, technology, typography, color and content which is essential, to come up with an environment that can pass a message or in other words, communicate. Some of the places where this kind of design can be utilized include casinos, shopping malls, hotels, destination themed parks and other environments that can be branded. Different story telling approaches and tools can be used to create content that is not only engaging, but that also creates interactions that are meaningful with customers.