Finding the equilibrium: making sure the consumer feels comfortable enough in the environment to not recognize the uncomfortable feelings.
Know the consumer/audience: male vs. female, typical behavior, psycological/emotional/physical tendencies
Environment/subtle details: understand the space, create an aura, portray a "personality" with design
"Typing": predict products people purchase-in a way it's stereotyping, quizzes or regional grouping, "Market Mavens"- job to shop and resist pitches, new factor for typing analysts.
How much do you personally feel you are influenced by a store's design?
Although I truly try to make myself aware of possible "traps" in a commercial setting, I know that much to my dismay I succumb to the tactical and strategic booby-traps set up by the store. Personally, I feel better about breaking-down when I am shopping and conscious of the store's design. Whereas, after I make my purchase, it is then I relect and I realize how I was manipulated... leaving me feeling ashamed and guilty.
Make a checklist you could use to analyze a retail store like Paco Underhill does.
pay attention to the following:
My feelings & instincts
Who the design is targeting? Am I being manipulated? How much time am I spending in the store? What am I doing in the store?
typical behavior, psycological/emotional/physical tendencies of people like me in this setting
Environment/subtle details: understanding the space, creating an aura, portraying a "personality" with design
getting in and getting out as quickly as possible... resisting sales-pitches and other tempations
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