Jeff Wirth, a consultant for various renowned performance organizations like Meow Wolf and Cirque du Soleil, emphasizes the importance of purposeful design in interactive experiences. He encourages creators to think about the philosophical takeaways for participants, urging them to craft contexts rather than simply impart information. Wirth argues that memorable experiences inspire personal discovery and understanding, rather than pushing specific messages. His insights highlight a shift in how branding and marketing should approach interactive methods, prioritizing depth over superficial engagement for lasting impact.
"What do you want people to understand after the activation that they didn't understand before?" This question shapes the core of interactive experience design, suggesting profound takeaway over mere product exposure.
Creating a context for discovery allows participants to engage more deeply, rather than just absorbing information. It's about allowing a personal journey rather than imposing conclusions on them.
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