Visual Storytelling: Graphic Design
Museum of Emotions
The human brain processes visual information remarkably fast.
Studies suggest that our brains can interpret images in as little as 13 milliseconds. This rapid processing allows us to form an impression and emotional response almost immediately. The human brain’s visual cortex deciphers basic elements—such as color and shape—before the information reaches the higher-level processing centers responsible for reading and understanding text. Graphic design leverages the brain’s ability to decode visual information almost instantaneously into sophisticated storytelling. Graphic designers, as key strategists, think critically about the audience, purpose, and context. They consider what every design element will convey to ensure the intended message and evoke the desired emotional response, fine-tuning the psychological impact of storytelling.
Kathleen Robert
Senior Graphic Designer
“Every visual cue needs to contribute to unfolding an emotional narrative. The critical role of a graphic designer is to create compelling visuals that resonate with the guest. And every element of graphic design is selected with this intention.”
Graphic design should be at the forefront of planning. Robert says, “Incorporating graphic design during the concept and story development allows us to strategically apply design principles that support the narrative, convey the brand’s story, and evoke the desired emotions from the moment guests set foot on the property and catch their first glimpse.”
Visuals are powerful drivers of emotion. Is the space evoking joy, nostalgia, or anticipation? Robert elaborates, “We analyze the desired emotional response and make deliberate choices about color, font, texture, patterns, materiality, and alignment to enhance the mood and highlight critical aspects of the story.”
Museum of Emotions
Meticulous consideration is given to how guests move through the space and what each moment should feel like, ensuring a seamless and engaging experience that guides them through the journey. Robert says, “Transitioning between spaces requires careful visual cues, whether entering a new zone or moving through a queue. For instance, introducing a shark exhibit might require creating a sense of apprehension that gradually transforms into fascination. These transitions signal change and keep the narrative cohesive and immersive.”
Color is one of the most immediate and influential aspects of visual communication.
Each hue carries its own psychological associations and can evoke specific emotions and reactions, from the color red’s association with urgency and excitement to the shades of green hinting at tranquility. For a recent splash coaster, Robert chose sun-washed hues of orange, pink, lavender, and cerulean blue to elicit the sensation of a throwback seaside adventure.
Robert also stresses the need for cultural sensitivity and education. She says, “Interpretations can vary across cultures, so ensure your design resonates appropriately with your target audience. When we created the graphic elements for SeaWorld Abu Dhabi, we paid close attention to the patterns to ensure they reflected the culture, aligned with SeaWorld’s values, and sparked a connection with guests.”
Robert says, "Graphics play a role in the deep connection between design and human psychology. As graphic designers, we immerse people in stories that foster connections and evoke emotions. We have the power to create moods, tell compelling stories, and shift perspectives. It's incredibly rewarding to influence how guests think and introduce them to new viewpoints."
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