“The medium is the message” is a phrase coined by Marshall McLuhan, a philosopher on the forefronts of media and communication theory in the 1960s. His stance was that the way in which we choose to convey our information is just as (if not more) important, as the idea itself.

In our industry communication is key, and we always strive to use our mediums as effectively and creatively as possible in conveying our message. We want visitors to our sites to take in information as an experience, not just an acquiring of knowledge. To do this, we start early in our design process developing central themes and visitor experience goals. Once those goals (messages) are established, the fun of developing how that will be expressed can begin. Our team of designers and interpreters brainstorm and sketch concepts that meet our goals and creatively deliver the message.

We are currently finishing up a project for Wickiup Hill Outdoor Learning Center in Toddville, IA that makes use of themed reading stations with storybook characters that ‘come alive’ and lead throughout the exhibit. The goal was to inform and engage visitors (specifically children), so they could learn about historical life along the river, the value of nature and the impacts of contemporary pollution our watersheds face today. The fantastical storybook adventure challenged the visitor to ‘time travel’ by hopping aboard and learning along with the characters. This interactive theming provided a medium that carried the message forward in an engaging and memorable way.

So, What medium are you using to best convey your message?