Environmental Graphics “In the Wild”
Observations from the Relish Marketing Team
Environmental graphics and the ways in which they interact with interior design have been big topics of conversation here at Relish Marketing. We literally wrote the book on it because we often support clients with this kind of design work. And recently, we challenged ourselves to make a point of noticing interesting environmental design “in the wild,” wherever we found ourselves.
Account Executive Noah Chen took a trip to the Georgia Aquarium, where he noticed how its spaces are designed to feel engaging and immersive. “Many of the exhibits have tanks that extend across the ceiling to appear suspended over visitors, encouraging people to frequently look up as well as forward,” he explained. Noah also appreciated the creative use of graphic projections to direct traffic, creating a continuous experience. He noted that graphics and interior design come together throughout the site to inspire everything from awe in the presence of massive aquatic life to whimsey (e.g., “Keep off the rocks – fish swimming upstream!”). He also noted how contrasts in lighting shift the emotional feeling of each space, taking visitors from the subdued feeling of an evening spot to areas like the dolphin room, which excites visitors with a contrasting flood of daylight.
Effective design doesn’t have to be wild or splashy to deliver results, as President and Founder Pam Willoughby realized on a recent visit to a Hyundai service center. “The large square sign did a great job of directing customers to the service department with very clear directions and relevant, short verbiage,” she remarked. “And the large marquee signs for the dealership and service center are simple but correctly positioned to be seen/read by customers.”
Art Director Paul Marquardt detected smart environmental graphic choices in a Best Buy store, where architecture and design unite effectively. “Tall ceilings allow for clearly visible signage. Floor-to-ceiling posts hold tall, blue, rectangular boxes displaying department area names, which seem suspended from the ceiling.” He added that this high level of identification above eye level made it easy to enjoy browsing at eye level on the way to or from any given location. Paul also noted that the retailer reinforced its iconic branding throughout the store. “Best Buy Blue was nearly everywhere, and the Geek Squad sign, big and orange, couldn’t be ignored.”
My environmental graphics hunt found treasure in two places. First, I went to get my hair done at Salon de la Vie, where the first thing that greeted me was a wall that looked like it was made up of living plants, with a neon sign in its corner reading, “Hello, Gorgeous.” The wall is bold in its design, inspiring a sense of calm and well-being, interrupted only by an energetic greeting, reinforcing the salon’s philosophy that every client is beautiful.
Following that hair appointment, I went to dinner at 5Church Midtown, where art was everywhere – even on the ceiling, where the full text of Sun Tzu’s “The Art of War” appeared as if handwritten on a giant black chalkboard. A book about military strategy might seem an odd choice for a restaurant, but excerpts about creativity and the senses abound. The dining space also includes “Iron Tree,” a giant, colorful, welded piece by artist Michael Puzio. These and other art pieces come together to elevate the dining experience to involve more senses, inspiring insights and conversation.
Relish Creative Director Michael Palermo is our resident expert on how environmental graphics can interact with architecture and interior design to instruct, inspire – and even change how people consider their spaces. “It’s exciting when a space and its graphics are created simultaneously to create an overall experience,” he asserts. “But sometimes, the most creative opportunities come when existing architecture can’t be changed – so, the environmental graphics do the heavy lifting of updating the look or inspiring a different feel.”
With this in mind, we invite you to take the same challenge we did. When you’re out and about, take note of your surroundings. Consider what effect environmental graphics have on your experience. Do they encourage you to move quickly through the space or to linger in key areas? How do they interact with the geography and architecture? Do they inspire high activity or a sense of tranquility? Does the signage make it easy to navigate, or does it force you to pay attention to things you might not otherwise notice? Take note – and then, for bonus points, tell us about it! Environmental Graphic Design is one of our favorite topics, and we’d love to spend some time talking about it with you.