2. Initial Research & First Ideas
My original plan was to continue my research from my
BA dissertation (Advertising Design).
This was research regarding marketing techniques and
consumer behavior, in supermarket stores such as
Tesco, Asda and Sainsburrys.
3. What I Had Researched
- Consumer Behavior
- Store Layouts
- Differences between stores and their target audiences
- Prices between stores
- How different target audiences shop (By price? Brand?
Colour? etc.)
- How do these stores cater for individual shopping
styles?
4. Initial Development Stages
My research then developed into status, and how we
shop depending on our cultures and upbringing. I
became interested in how we may create a second
persona depending on how we may want to be
perceived in society.
5. Research development - MA
After discussions with Brigitta before Christmas break, I
then began to research store design, and how we as
consumers experience this. I became more interested in
retail design rather than supermarket, as it would be
easier to capture a target audience, and assess certain
chains and brands that are similar in design.
6. Areas of Research - Post Tutorial
- Service Design
- Aesthetics
- User Centered Design
- Marketing / Advertising
- Design Experience
- Store Atmosphere
- Store Displays
- Visual Merchandising
- Synesthesia
7. Service Design
The importance of a store’s design;
- Front design
- Mood related purchasing
- Entertainment and Inspiration for customers
- Colour schemes
- Layout design
- Atmosphere
US research indicated that 70% of purchase decisions
are made in-store. (www.widerfunnel.com)
8. Aesthetics & Experience
- The philosophy of Aesthetics (Kant, Hume, Folkmann)
- What factors are important in Aesthetics? (Culture,
Social status, Location etc.)
- How it relates to specific types of design?
- Design Methodology
- Function and Purpose? Practicality?
- Aesthetics and our senses
- Emotional connection and experience
9. User Centered Design
The user centered design process is a cycle where each
step is evaluated against the initial requirements of the
user, these methods include;
- Personas & Scenarios
- Role Play
- User Testing
- Accessibility Testing
- Focus Groups
- Observation
10. Marketing & Advertising
How a store/product is promoted through advertising is
a key factor, as it creates a natural perception of said
store/product, and is relied on to kick start and
promote sales to the consumer, to create a relationship
with them.
- How is it advertised? What mediums?
- What concepts are used? Humor? Knowledge?
- Target Audience
- How much was spent?
11. Synesthesia
- The ‘Joining of Senses’ (e.g. Associating colours with
tastes)
- Phenomenology of Synesthesia
- How Synesthesia may affect what we find aesthetically
pleasing
- Neuropsychology of Synesthesia
13. Key Areas of Importance
- Synesthesia & Aesthetics within store
- Marketing & Advertising
- Design Experience
- How these effect us within our social climate
14. New Ideas and Future Research
Topics
- Store design? What stores? (Selection that aims
towards a similar target audience)
- Whole store research? Or a particular item?
- Specific age groups?
15. Single Items;
e.g. Jewelry
- ‘Accessorize’ - Older target audience
- ‘Claire’s Accessories’ - Younger target audience
- Supermarket chains now have Jewelry brands?
- Prices?
- Quality of products?
- Aesthetics?
16. Ideas For Proposal Question
- How are consumers manipulated into store
purchases? (To invasive?)
- How store chains capture a target audience, and use
design and aesthetics to increase sales?
- How <a particular product> is represented within
different stores, and how is it used to promote use and
sales?
- How marketing and advertising is used to influence
store purchasing in <particular> stores.
17. Conclusion - Research Goals &
Challenges
- Narrow down research!!
- Assess specific areas
- Concentrate on one element of design (Single
product? Store design?)
- Create a simple and effective proposal question
(invest in a thesaurus!)
