38 Program Context

As a graphic identity moves into the physical world and interacts with spaces and objects over time, often the audience experiences a more visceral and immediate effect.

As you enter a retail store, do you pass through glass doors? Do the interior graphics entice you to look up or down? Does the space remind you of your garage or kitchen?

Do the photos in a brochure encourage close examination or a cursory glance? Does the text make you want to read it twice? Does the printed piece look like a phone book or a work of art?

The application of program elements can be a powerful way of amplifying the psychological effect of the graphic identity.

Dedeman
Brandient
Cristian “Kit” Paul, Iancu Barbarasa

amala
Liska + Associates
Tanya Quick, Jenn Cash

From product packaging to selling environments, there’s a time for soft and subtle and a place for bold and direct.