How Design Sways Consumer Behavior and Decision Making (Video)
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Both exterior and interior design elements of a building have the power to influence occupants, and for retail environments those occupants are potential consumers. The goal for most retail owners is to not only make sales during first time visits, but to encourage return visits so consumers become loyal customers.
THE CONSUMER’S DECISION MAKING PROCESS
Explained in the video below is some insightful information about how our human brain center works. It is useful to know that this region of the brain helps us to collect evidence before we make a decision, but did you know that there is another brain region that expresses confidence and/or awareness of that decision?
Just imagine how this might impact your building occupants, especially those that are engaging in consumer behavior.
One sure-fire way to influence customer behavior is to really understand what goes on during the decision making process. In knowing this, your designs can help to sway behavior by introducing elements at just the right time in an occupant’s experience.
Yes, consumer’s must gather evidence that goes into their behavior (whether to buy or not to buy), but much of this evidence can be collected while within a store — if a product is good and presented in just the right way.
THE POWER OF SUGGESTION
The scientist in the following video explains that people tend to underestimate their own confidence in a decision. Sometimes, people have made their decision, but are not yet fully aware of it.
Thus, enters the power of architecture and interior design…
Design can help occupants both gather evidence leading up to their decision and help them become aware of their decision. These are two critical points in time where design can really have an impact.
For you, as a designer, it is important to understand at what moments your occupants will need your design to help them become aware of their decisions. Then, you need to deconstruct why they should make a particular decision, how you can make their decision “stick”, and at what points in time you will “interrupt” their routine journey with a “just-in-time” approach that will help to clarify their choices.
The key is to understand ongoing trends and then “speak” to them, deliberately, through your design.
VIDEO: YOUR BRAIN DECIDED WITHOUT TELLING YOU
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