This sign at Disney's Animal Kingdom Theme Park directs visitors to the Wildlife Express train ride. But through its type, color, and "aged" design, it also supports the overall atmosphere and story of the park.

Learning from Disney

Theme parks are another example of engaging interactive stories.

Like museum exhibits, theme parks are designed to tell stories through a visitor's interaction with his or her surroundings. Theme park designers like Walt Disney's Imagineers use architecture, music, props, activities, video presentations, and even smells to help bring their content to life.

Theme parks also blend their "wayfinding" systems and their content into a seamless presentation. For example, signage not only provides the visitor with directions; it also becomes part of the overall environment. Combining content with navigation engages the visitor's attention, and makes the entire experience more complete and believable.