How Does Experiential Design Help
The design of any space or product will influence how people experience it. That’s why experiential design is so important. Whether you’re an event planner creating an immersive brand experience for attendees or a retail store creating an engaging in-store campaign, it’s important to think about the entire customer journey and how each touchpoint will affect their perception of your brand. What will they see, hear, feel, and ultimately remember?
Getting your customers involved in the design process is a great way to gain insight into their perception of your brand. This is especially important for loyalty-based businesses, where loyal customers are more likely to be passionate advocates and will share their positive experiences with others. Using their feedback will also help you identify areas where your product can be improved, and may even inspire new features that weren’t previously on your radar.
Experiential Design is a broad term that can encompass several different disciplines, but at its core it’s all about the customer experience. Each time someone interacts with a business or its products, they form an impression that influences their decision to return. And while the theme of an environment can have a significant impact on this impression, experiential design goes beyond just creating a unique atmosphere to emotionally connect with the occupants.
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This approach can be seen in many examples, including the pioneer of themed restaurants, Hard Rock Cafe, which opened its doors in 1971 with a restaurant design that centered on their mission to collect and display rock-n-roll memorabilia. But experiential design also applies to everyday spaces, like grocery stores or stadiums, where branded content and messaging are used to create an experience that reflects the business and its purpose.
While many designers and architects have started to shift away from the aesthetics-driven philosophy that once dominated the industry, the importance of experiential design cannot be overstated. Design that focuses on human needs rather than what’s currently trending leads to a greater sense of engagement, which in turn results in more productive workers, more returning customers, and more social shares.
There are five major categories of experiential design, with some crossover among them: Exhibition Design: A combination of storytelling and environment, often found in museums and art galleries. Environmental Graphics: Messages, information, and imagery that are attuned to the environment they’re displayed in. Placemaking: Public displays and landmarks that define the space around them.
Choosing the right firm for your project is essential. You’ll want to consider their level of involvement and work style as well as their past projects. Look for a firm that can understand your goals and values and work with you to bring them to life.
While it might seem obvious, open and honest communication with your firm is key to a successful partnership. This will not only ensure that your objectives are met, but that the outcome of the project is exactly how you imagined it. This will be evident in the finished result, but also in the collaboration process and after the project is completed.
