Everywhere people go, their surroundings communicate with them. Visual inputs tell them a story about the place and the people behind it/who built it. Signs and symbols guide us through a space or tell us its purpose. Environmental graphic design is the process of managing what a built environment communicates with intentionality. Brands use environmental graphic design to represent their identity and ensure that the people who visit their offices, stores, or other physical spaces have a positive experience.
What does your brand’s space say to the people who visit it? In this article, find out how environmental graphic design helps you send the right message.
Environmental graphic design (EGD) concerns the selection and placement of two-dimensional visual elements such as, signs, artwork and murals, or other displays in a built environment.
Environmental graphic design may be as simple as selecting the colors and textures of the walls in a space. But it more often encompasses much more. Color, typography, imagery, materials and their textures all contribute to the creation of a visual environment. This environmental graphic design of a space, in turn, contributes to how people experience the space.
Environmental graphic designers apply a holistic approach to the management of graphics within a space. The process involves many design disciplines including graphics, architecture, interior and industrial design. Because of the approach’s focus on building a unified narrative for visitors to a space, it is sometimes also called experiential graphic design. An environmental graphic design company doesn’t just create graphics for its clients, it works with the client to understand their brand and how people will use the designed space.
Why is EGD an essential part of a brand’s spatial design? There is no escaping the fact that what people see influences how they feel and behave. This effect happens whether or not the space is designed with intentionality.
If you aren’t controlling the narrative of your brand’s space, it’s controlled by chance.
A space’s environmental graphic design communicates both directly and indirectly. Parts of the design may influence people’s moods or trigger subconscious responses, while others provide them with straightforward information.
Signs and symbols, colors, patterns and even different materials become part of a system that guides and instructs people who use the space. All the visual elements of a space work together to improve people’s understanding of the place and the people who built it and set an emotional tone.
Environmental graphic design isn’t just about wayfinding and setting a mood, either. Graphic design also reinforces your brand identity and personality. Additions such as a company history wall, branded wall murals or other elements help create a cohesive space that tells your story and immerses visitors in your world.
Environmental graphic design is especially critical to establishing a presence when brands create a temporary or new space. For example, coordinated signs, color schemes and images not only draw attention to brand activations or pop-ups but also make those spaces more memorable (and worthy of posting about on social media).
There are many types of environmental graphic design through which brands express their personality and deliver excellent experiences to the people who work in or visit their space.
Examples of where environmental graphic design is used include:
This wall at the Smart Museum becomes a part of the experience, providing visitors with information and setting the mood through the combination of engaging colors and typefaces.
Graphics are an integral part of a space’s overall design and experience. Creating a positive environment for the people who will work in and visit your space starts with a purposeful design plan.
To find out how an experienced, full-service environmental graphic design and fabrication company can start your environmental graphic design project right and keep it on track, schedule an introduction to Bridgewater Studio. We’ll discuss your brand’s goals and needs and prepare a free, customized project plan for you.