Attention Grabbing and Immediate Appeal
According to Kevin Roberts, CEO of Fast Company, "You’ve got three seconds to impress. If I don’t love what you’re offering me, I am not interested!" Gone are the days of a rational approach, and in their place is the emotional approach. To be effective with people, a product or service must be communicated in a way that has dazzle, touches their emotions, and stimulates their minds.

Content Pyramid – Content Hierarchy
Develop a hierarchy order of message importance. This has also been expressed as the 3-30-3 rule. Visitors receive the big ideas or messages in the first three seconds. If the visitor is engaged enough to continue, the next message of importance should be assimilated in the next thirty seconds. If the visitor is still engaged and seeks an in-depth message, this should be done in the next three minutes.

Four Basics of Design
All modern establishments regardless of type, size or location must address an expanding list of concerns. Establishments are judged by an affluent and critical public expectant of everything. Therefore, establishments must meet the needs of all those affected intentionally and by circumstance such as: owner, visitor, neighbor, community, worker, etc. The four design dimensions are necessary for a truly functional facility. These dimensions must be organized- not isolated, but interrelated and synergistic

Sustainable Design
Although the conclusion of a project may seem like the end, it is only the facility’s beginning. Over the course of time the quality of planning, design and programming will be revealed. A sustainable design considers all the factors for the life of the institution: Maintenance, upkeep, and renewal, among others. Integral to this initiative is the concept of incorporating Integrated Maintenance Planning, or IMP, into the design process. The goal of sustainable design is for the institution to be financially self-sustaining. To this end, the design must consider revenue and operational costs.

Interpretation
This five-syllable word might be better understood as relevant, good story telling. However, over simplifying the term does not reflect the proven fundamentals, processes and results that interpretation provides. Yes, interpretation ensures the content presented is relevant and tells a good compelling story, but beyond this, interpretation has objectives, goals and is measurable. Content that is interpreted is presented for the visitor’s assimilation, forges an emotional, intellectual and behavioral connection with the audience, and aims for each person to become a steward for the topic.

Branding or Identity
Today’s marketers are selling products and services by appealing to feelings, not reason. People’s desire to personally associate with a brand is a trend called "emotional branding". The concept entails appealing to people’s deepest emotional desires -- for example, to feel young, believe themselves smart and clever, return to days gone by when life was simpler and more innocent -- through associating with products and services with qualities that acknowledge those wishes.

The deep emotional core desire of youth is a major factor in the popularity of nostalgia. This simple idea of revisiting one’s own heritage for a brand is highly effective and well suited for many institutions. It is a personal way to dress up no-name brands, generic facilities, and cavernous environments, which are always unique to the user. It is also very popular and effective. This emotional branding is increasing the value of many products and services. Consider that, by adding the nostalgic emotional element, a paying customer gets to have multiple experiences for a single price. Without identity, Camden Yard or Coors Field is just another ballpark. Ide