Entro Communications ("Entro"), a global leader in experiential branding and wayfinding design, announced the release of its new white paper, Designing with Intelligence, an overview of how technology, neuroscience, and spatial science are reshaping the way both branded and built environments are designed, navigated, and experienced.

As the complexity of designing environments continues to increase, traditional design approaches alone are no longer sufficient. Designing with Intelligence outlines Entro's integrated, proprietary methodology for understanding human behavior, perception, and decision-making in space— with data-informed tools to complement design intuition and improve user experience. Entro's unique methodology brings objective data to inform design decisions. These technologies are particularly useful in large-scale, complex environments, such as airports, transit systems, sports venues, and mixed-use developments.

For example, at Milwaukee Mitchell International Airport (MKE), Entro used pedestrian flow modeling to test how passengers would move through different design options. The final design increased the number of areas able to comfortably handle high passenger density by 23%, helping the airport manage peak travel volumes more efficiently while maintaining passenger comfort.

"Designing with Intelligence underscores Entro's commitment to advancing experiential design through rigorous research, emerging technology, and human-centered thinking, ensuring that environments are not only visually compelling, but intuitively navigable and considerate of peoples' experiences," said Dr. Vedran Dzebic, Research Director, Entro. "Ultimately, we design experiences for people, so our work must be grounded in how they actually move, perceive, decide, and feel within a space."

The white paper introduces a suite of analytical and research technologies that allow Entro to predict, evaluate, and refine experiential outcomes with unprecedented clarity.

Their suite of products include:

• EntroAQ (AI-Based Experience Evaluation): A proprietary artificial intelligence–driven tool that uses computer vision and machine learning to assess visual complexity, contrast, hierarchy, and legibility. It helps predict how clearly information is perceived and how an environment is likely to be experienced.
  
  
• Space Syntax Analysis: A foundational spatial assessment that reveals how the geometry of an environment predisposes movement, visibility, and decision-making, independent of graphic, architectural, or material interventions.
  
  
• Pedestrian Flow Simulation: Dynamic modeling that simulates how people move through space under real-world conditions, accounting for density, urgency, familiarity, and diverse mobility needs to predict circulation patterns and identify points of friction.
  
  
• Eye-Tracking: Empirical measurement of what users see and miss revealing whether wayfinding, placemaking and graphic cues capture attention at critical moments and how effectively information is accessed.
  
  
• Electrodermal Activity (EDA): Physiological data tracking changes in physiology associated with stress, effort, or heightened engagement, helping identify moments of uncertainty or increased cognitive demand within an environment.
  
  
• Electroencephalography (EEG): Neuroscientific measurement of brainwave activity that provides insight into cognitive workload and information processing and reveals how efficiently users interpret cues, make decisions, and how environments influence brain function.

Together, these tools uniquely position Entro to move beyond just observation, surveys and focus groups, toward predictive, evidence-based design strategies that improve clarity, reduce stress, and enhance engagement across leading global brands and complex environments.

"Our mission is to author a new experiential age. We are developing and harnessing technologies that transform how we experience space—and each other. We are data-led, results-driven, and ROI obsessed and constantly asking ourselves, 'How can we make this better?'" says Entro's CEO, John Campanella.