In a world where brand marketers are so busy looking for the next “hot” medium to help extend their brand, many need to look no further than their physical environment. Based on our experiences, environmental graphics are one of the most often overlooked marketing mediums from a marketing strategy standpoint.
Wikipedia defines environmental graphics as a form of design embracing many design disciplines including graphic design, architecture, industrial design and landscape architecture. In short, they are graphics that enhance an environment and that function in wayfinding, communicating identity and brands, information design, educating and inspiring, and shaping a sense of place.
Most people only consider environmental graphics those that are within an enclosed space; however, we also consider designs that are manifest in open spaces as environmental graphics as well. Traditionally though, environmental graphics take many forms, such as: Murals, Window Graphics, Conference Room & Office Exhibits, Sculpture, Lobby Displays, Signage, Banners, Reception Desks, Trade Show Exhibits, Store Design, Point of Sale Materials, and Framed Art.
Environmental graphics, done well, can have a number of positive effects on a brand, particularly for companies and organizations that rely heavily on their customers to visually experience a space. First and foremost, the graphics help drive home the essence of a brand, which gives consumers a positive first impression. These graphics set the tone and mood of the environment, and quickly help communicate key company messaging to space inhabitants. In essence, environmental graphics will enhance and shape an overall brand experience.
Although they are very powerful in defining a brand, environmental graphics have a number of other functions. An often overlooked function of environmental graphics is wayfinding which is essentially helping consumers effectively navigate a space. These are especially important in hospitals, airports, campuses, stadiums-highly trafficked venues that rely very heavily on wayfinding to enjoy a game, ease a hectic travel day or possibly save a life or get a woman to the delivery room on time. After all, confusing or frustrating anyone ensures that they won’t leave with a positive association with the brand.
As an organization, we believe consumers have evolved-they are no longer affected by the advertising alone. But rather, they are more connected to the full experience- the enjoyment and recognition of a brand. Environmental graphics are an excellent way to enhance this experiences and ensure continued interaction. So if your environment is not working for your brand, consider the investment to enhance it and reap the rewards.
If you’d like to learn more, please feel free to visit the Society for Environmental Graphic Design’s Web site at www.segd.org .
If you’re interested in having an amazing design + communications firm out of Baltimore survey your environment to locate opportunities to better use your environment, give Orange Element a call at 410.244.7221.
Garret Ohm
www.orange-element.com
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