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

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Tanya Quick, Jenn Cash
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