Imagine stepping off a plane, strolling through the airport, and effortlessly finding your way to baggage claim without a second thought. Or leaving an elevator and instantly knowing which direction to turn. This seamless navigation is environmental graphic design (EGD) at work—silently guiding you through the built environment with thoughtfully crafted visuals that help you connect with spaces, destinations, and experiences.
The Society of Experiential Graphic Design (SEGD), the leading organization for EGD professionals, recently redefined “E” from Environmental to Experiential to better capture the essence of this dynamic, multidisciplinary field. From graphic and exhibition designers to architects, fabricators, media developers, and creative technologists, EGD experts create immersive experiences that engage, inform, and inspire within diverse environments.
Most people don’t realize they use EGD every day to help them navigate their way. There are many elements to EGD including wayfinding, signage, and placemaking. Each of these elements combined contributes to a well-functioning wayfinding system.
The Art of Wayfinding
Wayfinding is about guiding people through physical spaces with ease. Whether you’re navigating a complex airport terminal, finding your way through a sprawling hospital, or exploring a new city, wayfinding systems provide subtle cues that help you orient yourself and move effortlessly from place to place.
Wayfinding was first described in 1960 by American architect and urban theorist Kevin Lynch when he wrote his book The Image of the City. The book explores how people perceive and navigate urban environments, focusing on the concept of “imageability”—the quality that makes a city memorable and easy to navigate.
Through thoughtful design, wayfinding blends elements like maps, signage, and visual landmarks that help you to make your way smoothly, intuitively, and with less stress. When executed well, wayfinding transforms what could be a confusing experience into one that feels natural and engaging.
One of the first well-known wayfinding systems was designed by Deborah Sussman for the 1984 Los Angeles Olympics. Sussman and her team designed a massive visual alphabet of bright colors and creative geometry which was quite progressive for the time. Her team’s wayfinding system showcased how environmental graphics can enhance an event space and make it easy to get around. Influenced by cultures around the world, Sussman designed this wayfinding system using identifiable numbers, fonts, and shapes to inform attendees of event entrances and how to navigate to different Olympic events. They applied these same designs and principles to branded items like cups, bags, brochures, and more.
The Power of Signage in Storytelling
Signage goes hand in hand with wayfinding, but it serves its own vital component in the navigation experience. When someone faces a decision point—like a fork in the road or multiple hallway options—signage helps guide individuals in the right direction.
As signage directs us through a space, it must also be clear for everyone to understand by following ADA guidelines. These guidelines improve readability by incorporating features that accommodate diverse users. From text size to color contrast, details matter in creating signage that communicates clearly and effectively so that everyone can navigate their surroundings with ease.
Placemaking Shapes a Space’s Identity
Placemaking transforms spaces into engaging, meaningful places that enhance the user experience. By weaving together social, cultural, and environmental elements, it shapes how communities interact with these spaces, creating a lasting impact.
By thoughtfully integrating gathering points, landmarks, and gateways, placemaking converts spaces into areas of activity and connection. Through eye-catching elements, interactive digital displays, or cozy seating areas, these elements work together to create a sense of place that resonates with people. The blend of static and digital information channels keeps users informed and inspired.
Ultimately, effective placemaking leaves a lasting impression, fostering a deeper connection between individuals and their environment.
Transforming Spaces into Experiences
Wayfinding, signage, and placemaking are more than just functional elements—they have the power to create the identity of a space. Whether guiding a visitor through a complex environment, communicating a brand’s story through thoughtfully designed signage, or creating a place of belonging through placemaking, these design strategies transform spaces into experiences.
The evolving world of experiential design is not about simply directing people. It’s about creating moments of discovery, turning every step into an opportunity to experience the space in a more intentional way.
