We have all seen it. You are moving through a compelling, immersive exhibition. You have touched, smelled, and explored. Then, you hit a specific zone designed for something different.
It’s the Co-Creation Zone. The spot where the narrative pauses and asks the visitor to contribute – to write, draw, build, or share a voice. But often, the output doesn’t match the intent. It isn’t that the zone is empty. In fact, it might be covered in contributions. But look closer. You see random scribbles, out-of-context doodles, or generic “I was here” messages.
This is the “Graffiti Effect.” When visitors don’t know how to engage meaningfully, they engage superficially, or they treat the space like a sketchbook for boredom. As experience strategists, we want visitors to leave a mark that matters. We want them to transition from exploring the story to owning a piece of it.
But there is often a disconnect between our design intent and the visitor’s state of mind. This is The Co-Creation Paradox: The more open-ended freedom we give visitors, the lower the quality of the contribution becomes. So, how do we design interactions that yield meaningful, respectful, and high-quality contributions?
At HOL, we look at three core design principles to solve this. However, effective application starts not with the tool, but with the user. To do this effectively, we first have to respect the visitor’s mindset. If the experience is good, the visitor has spent the last hour fully immersed, absorbing narratives, sensing environments, and feeling emotions. Then, we suddenly ask them to switch gears. We ask them to stop absorbing and start creating.
This is a massive cognitive leap. When faced with a broad request like “Draw your vision of the future” – the visitor freezes. It is a form of intellectual insecurity. Is my idea good enough? Do I have anything profound to say? If we don’t guide this shift, we get “junk” data; low-effort responses just to fill the void.
Principle 1: Don’t Provide a Blank Slate. Provide Scaffolding.
Creativity requires constraints. Total freedom is paralysing to a visitor amid a journey. To fix the “Graffiti Effect,” we need to stop asking visitors to create something from scratch. It shouldn’t feel like a test where they have to come up with the “right” answer.
Instead of: “Write a pledge for the planet.” (High stakes, feels like a binding contract)
Try: “My hope for the ocean is…” (Invites reflection, feels safe and personal)
By narrowing the scope, you provide “scaffolding” for their thoughts. You aren’t asking them to build the whole house; you are asking them to lay one brick. This helps the visitor focus on the simple act of participation, not the pressure of perfection.
Principle 2: Lower the Entry Barrier (But Keep the Standards High)
Effective co-creation must feel intuitive, especially when visitors are consuming the experience “on the go.” If a visitor has to read a paragraph of instructions just to understand how to participate, they will likely walk away. We design for a “low barrier to entry.” The action should be obvious without the need for text.
Does this mean low quality? No. Paradoxically, by making the act of contributing easier, we strip away the fear of judgment. This psychological safety allows visitors to be more vulnerable and honest. By removing the friction of “how do I do this?”, we give them the mental space to focus on “what do I feel?”
Principle 3: Show the Collective Canvas
Nobody wants their contribution to feel like a shout into the void. The most powerful co-creation experiences make the visitor immediately feel part of something bigger. Visitors need to see real-time feedback on how their small piece contributes to the overarching narrative. It is about shifting the focus from individual act to collective storytelling.
When a visitor sees that their input helps build a massive digital mural or adds to a growing physical structure, the reward is instant. They haven’t just performed a task; they have joined a community.
Conclusion: Moving Hearts and Minds
The goal of experience design isn’t just to tell a story to an audience. The goal is to use the story to connect with them; to move hearts and change minds.
A well-designed Co-Creation Zone can become the anchor for this connection. It is the specific moment where the visitor stops being a spectator and becomes a stakeholder. By inviting them to contribute in a way that is respectful and meaningful, we ensure the experience doesn’t end at the exit.
Instead, it becomes a memory they cherish, a story they reshare, and a place they long to return to.
