Content is the buzzword of the 21st century, the term that has been co-opted to represent the constant flow of information from social and traditional media. In branding and business communications, it is information that leads consumers to discover, engage with, and consume brands. Content can lead consumers to brand experiences or can be the experience itself. Content marketing is the technique of creating and distributing relevant and valuable information to a specific audience in order to acquire customers.
In experiential graphic design, digital technology, and other forms of visual communication, content is the basic building block. It is the information that underpins the message presented in a physical or digital environment. It shapes the choices that designers make about form, scale, color, typography, motion, and other visual effects used in experiential graphic design.
Whether presented on a digital or physical platform, content is a valuable currency in the Information Age. While it is a ubiquitous commodity available to all, its power often lies not in the information itself, but in how it is curated, presented, and distributed. This has fascinating implications for experiential graphic design and visual communications in the built environment.