Environmental graphic design is a vast field. It deals with several aspects of design that bring into consideration many factors such as landscape, architecture, and interiors. It is used for branding, place making, signage, and interpretation.
Graphic designers that create such artwork make use of the latest trends in design. They work for all types of clients ranging from the city to the small retail stores. They consider visual aspects of communicating the brand identity and design information as part of their job.
Everyone needs information about places when they travel from one location to another. They want to know more about the various shops in the mall or what is on the shelves at the retail outlet when they go out shopping. When at a hospital the patients and their families want to form an opinion about the facilities and its operations. What they see at a given place helps them get the desired information and form an opinion that helps with decision making.
When you plan a trip, city signage helps you find the way. The way finding signs are designed to be helpful and allow you to get to your destination fast. When inside a mall a well-planned signage system guides you to the specific shop where you want to make purchases or to the doctor’s room when you visit the hospital. This eliminates the waste of time, so you can return home sooner or run other errands on time.
In place making, graphic designers create an experience that brings customers closer to the brand. A brand will include stories in its interior designing as a marketing strategy to instill consumer loyalty. This is called experiential marketing where customers are made to feel more at bay with the brand, so they do not go elsewhere. The designs of the store are made more engaging and the trip to the store is made memorable.
This way, the customers retain the brand image in a lasting manner. Designers have to work very hard to create a special connection between the consumer and a brand or its product or service. Their graphics allow customers to get fully immersed in the experience offered by a brand.
Experiential marketing was earlier known as engagement marketing. Besides giving a highly engaging shopping experience it also engages customers in events to gain more loyalties and publicity. THE IKEA store sleepover is known to be outrageous, trendy and inspiring. So is the 2013 D Rose Jump Store of Adidas and Derrick Rose.
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Brands such as IKEA, Adidas, Nike, and Samsung spend hundreds of millions of dollars on their marketing in an effort to lock customer loyalties and bolster branding. Studies show that events make people more likely to buy. Modern-day brands want to create a permanent impression to space rocket engagement.
Signage and way finding systems offer navigational information to visitors while identifying your brand. They brand specific spaces and include traffic signs and road signs as well. On the other hand, interpretative environments have a story to tell or have a theme. These include the museums and historical sites. Place making is based on strategic concepts that are engineered to achieve a distinctive image of a place. It mainly focuses on interior design, brand message, and architecture.
The shift from traditional marketing to experiential marketing is based on a single concept. The customers want more than just listen to product features and benefits. They, in fact, want to have an experience of the brand before making any purchases. This is why we see a lot more of the event marketing and live marketing these days.
Consumer trends keep changing and in a very competitive environment, they are not able to come to a decision when it comes to becoming a loyal buyer. After having an experience with a brand and its product or service they are able to form an opinion. Direct participation allows consumers to have a positive experience firsthand and this eliminates the need for them to study the product features and benefits and compare the same to the other brands on the market.
Presentation of the brand in this form of marketing matters a lot. This is where design expertise can help you win better brand loyalty. All buyers want to know more about a brand or its products and services. In experiential marketing experience is rated as the best teacher, better than products features and benefits.
To create a marketing campaign, it is viable to hire experienced environmental graphic design services. The company that does your signage design will have the expertise to bolster your brand image via visual communications. When sales are down and there is not much foot traffic to your site, it is time to change your graphic design service provider.