We use physical design features to evoke an emotional responses and create more meaningful customer experiences.
Low lighting and contrasting materials were used to create an interactive, high-energy ‘digital playground’. This was a space where customers and staff engaged with the latest multi-media products and services.
Engaging the senses
We translate the brand into a sensory 3D space. A store’s mood and atmosphere should capture the emotional promise of the brand. We think about tactile qualities, the hard and the soft, the light and the dark, scale, proportions and volume, and how these affect the senses. These differ for each brand and the various stages of a customer journey.
A store design for a more friendly, consultative experience. This was informed by understanding customer postures and the design of specific service fixtures.
Encouraging good behaviour
We think deeply about how staff and customers relate to physical objects within a retail environment. The ‘props’ on our retail ‘stage’ have a huge impact on the store experience. We design fixtures that encourage specific kinds of customer and staff behaviour. Our design ideas often work at a subconscious level, making the experience more intuitive, pleasant or engaging.
A trade show stand using the ‘cathedral effect’. Different ceiling heights were used to create spaces conductive either to talking, or discovery and exploring.
Our store just doesn’t feel right
Sometimes clients come to us and say “our store just doesn’t feel right”, but they’re not sure why. We’re interested in how architectural elements work together to create different emotional responses. We consider the physical environment on many different levels: how people are influenced by the choice of flooring, wall positions, ceiling heights and lighting levels. We use these design elements to make people feel and behave in a certain way, and improve the overall experience for customers and staff.
Not only did the stand increase footfall by over 500% on last year, but it was very motivating to staff giving them a tangible and inspiring expression of our brand.Managing Director, CJ Retail Solutions
Design for an ‘innovation laboratory’ that used the ‘biophilia effect’. This introduced graphic patterns and landscape imagery to reduce stress and enhance concentration.
Fundamental design principles
There is so much more to design than meets the eye. Design principles have been developed over the years by understanding human behaviour. These are powerful guidelines developed from extensive research — for example, how we are attracted to ‘golden ratio’ proportions. We always consider how these principles can be used to create a more intuitive, engaging experience for staff and customers.