Have you ever heard your favorite music artist say, “Without my fans, I wouldn’t be where I am today”? Well, the same saying applies to successful companies everywhere. However, instead of calling them fans, companies might refer to them as customers, patrons, or clients.
The consistent support from customers, such as purchasing products/services, helps businesses thrive and establish a well-respected brand in their market. However, traditional media ads can only go so far in gaining customer engagement. In recent years businesses have become more innovative in creating an interactive or storytelling experience for consumers—achievable with experiential design.
What is Experiential Design?
Experiential design (also known as environmental design) focuses on several areas of influence to build an environment (facility space) that will connect people’s emotions to your product/services and give them a better understanding of who you are. The environment’s design elements can include:
- Branded Signage for Office, Retail, and Restaurant Spaces
- Wayfinding Signage
- Architectural Displays
- Exhibition Design for Museums, Concerts, Trade Shows, or Art Galleries
- Interactive Digital Installations (i.e., Holographic imagery, video mapping, and other motion graphics)
Customer satisfaction, increased sales, high employee retention rates, and national or global brand recognition are just a few benefits that can come from planning and creating an environment for customers to enjoy at your facility and in their thoughts on the way home.
Experiential Design & Employee Wellness
We are all driven by experience, especially when we decide to work for a company. When you think of your ideal work environment, you may think of several design elements or engagements that cater to what you will need to feel motivated, inspired, or happy to be a part of regularly.
Those thoughts about your needs are what interior designers and architectural firms think of when incorporating experiential design to an office layout.
Experiential design is more than about focusing on your customers’ connection to your brand & culture, but acknowledging your employees’ attitude towards it as well. Studies have shown that employees tend to think highly of where they work when they feel like the company environment caters to their needs to be creative and fluid.
Likewise, adding design elements like motivational graphics or personal-centric spaces for employees to re-charge increases productivity and improves employee wellness. In return, companies build a stronger foundation with their current employees, and their brand awareness has a positive outlook toward future talented hires.
The Apple Experience
Apple Inc. is an excellent example of how a company benefits from using experiential design to connect their branding culture with their targeted audience.
Apple’s customer engagement success stems from their simple, high-end, and theatrical media ads that captivate the “wandering” mind of how technology can advance our future. They use the same high-end simplicity and futuristic experience in their products, the product packaging, and throughout their store layout. As a result, customers love it!
Even with changes over the years, consumers are still sold on the consistency of the Apple brand and hooked on the idea that being a part of the Apple community gives them a “leg up” in an advanced world. More importantly, they feel a part of the experience.
With 12+ years of experience in experiential design, we know first hand that creating an effective branded environment doesn’t happen overnight.
It takes time for company leaders and marketing teams to analyze their customers’ behaviors and interactions, discuss employee needs in an office space, develop (and redevelop) a content strategy, craft a proposal, and finally gather the right people and material to complete an experiential design. (Whew!)
The experiential design process is demanding and can be overwhelming; however, partnering with other top-notch marketing agencies or design firms can help ease the stress. Here at 12-Point SignWorks, our team of experienced fabricators has worked with many innovative companies to create a branding experience customers will love and associate with for years to come and we are ready to work with YOU next!
Besides fabrication and installation for experiential graphic design projects, our expertise also extends to other custom projects, tradeshow displays, architectural displays, and we are well-known in the Middle Tennessee area for our vehicle advertising wraps.
If you have any questions about our services or would like to work with us to get started on your next experiential branding project, contact us today at 615-595-6564 or click the link below.