Zodiac

RGI’s Zodiac Project is a compendium of principles demonstrating the unique advantages of the designed environment as a storytelling medium and important ingredient in any communication mix. Like the astrological zodiac, each principle is personified by an animal figure, illustrated by Cleveland artist and project partner, Randy Crider. The ideas behind the Zodiac were spun in collaboration with Paul Krajniak. We debuted the RGI Zodiac as a serial mailer in 2017. An accompanying blog supported each idea with a design research study or finding. When we migrated to our new website in 2018, the Zodiac Project made its migration, too; living on here and in our every creative endeavor.

IDEAS

A designed environment is defined by the ideas it wishes to convey and also by those that are unintended.

The findings of a 2012 study suggest that curvilinear forms are more pleasant and inviting than rectilinear forms. Given the option to approach two simulated rooms, one filled with curvilinear elements and one filled with rectilinear elements, people more frequently entered the curvilinear environment and reported more positive feelings toward that space. Design can encourage desired behaviors that feel natural and unforced—even delightful—to the occupants of a space.

Dazkir, S.A., & Read, M.A. (2012). Furniture forms and their influence on our emotional responses toward interior environments. Environment and Behavior. 44(5), 722-732.