The designed environment is a memorable format for message hierarchy. Physical space enables people to physically navigate the architecture of a story, product, or concept in a way that supports understanding and invites participation.

Researchers observed museum visitor patterns in a 2010 study and found that pathways were more theme-driven when displays were clearly identified and clustered by theme. The study also suggested that design elements like color may help reinforce the effects of labeling and clustering; meaning that cues from the designed environment provide subtle guidance to visitors exploring content within a space


Wineman, J. & Peponis, J. (2010). Constructing spatial meaning: Spatial affordances in museum design. Environment and Behavior,  42(1), 86-109.