Amy Watkins20065485Proposal Ideas & Current Research
Initial Research & First IdeasMy original plan was to continue my research from myBA dissertation (Advertising Design).This was research regarding marketing techniques andconsumer behavior, in supermarket stores such asTesco, Asda and Sainsburrys.
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 shoppingstyles?
Initial Development StagesMy research then developed into status, and how weshop depending on our cultures and upbringing. Ibecame interested in how we may create a secondpersona depending on how we may want to beperceived in society.
Research development - MAAfter discussions with Brigitta before Christmas break, Ithen began to research store design, and how we asconsumers experience this. I became more interested inretail design rather than supermarket, as it would beeasier to capture a target audience, and assess certainchains and brands that are similar in design.
Areas of Research - Post Tutorial- Service Design- Aesthetics- User Centered Design- Marketing / Advertising- Design Experience- Store Atmosphere- Store Displays- Visual Merchandising- Synesthesia
Service DesignThe importance of a store’s design;- Front design- Mood related purchasing- Entertainment and Inspiration for customers- Colour schemes- Layout design- AtmosphereUS research indicated that 70% of purchase decisionsare made in-store. (www.widerfunnel.com)
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
User Centered DesignThe user centered design process is a cycle where eachstep is evaluated against the initial requirements of theuser, these methods include;- Personas & Scenarios- Role Play- User Testing- Accessibility Testing- Focus Groups- Observation
Marketing & AdvertisingHow a store/product is promoted through advertising isa key factor, as it creates a natural perception of saidstore/product, and is relied on to kick start andpromote sales to the consumer, to create a relationshipwith them.- How is it advertised? What mediums?- What concepts are used? Humor? Knowledge?- Target Audience- How much was spent?
Synesthesia- The ‘Joining of Senses’ (e.g. Associating colours withtastes)- Phenomenology of Synesthesia- How Synesthesia may affect what we ﬁnd aestheticallypleasing- Neuropsychology of Synesthesia
Key Areas of Importance- Synesthesia & Aesthetics within store- Marketing & Advertising- Design Experience- How these effect us within our social climate
New Ideas and Future ResearchTopics- Store design? What stores? (Selection that aimstowards a similar target audience)- Whole store research? Or a particular item?- Speciﬁc age groups?
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?
Ideas For Proposal Question- How are consumers manipulated into storepurchases? (To invasive?)- How store chains capture a target audience, and usedesign and aesthetics to increase sales?- How <a particular product> is represented withindifferent stores, and how is it used to promote use andsales?- How marketing and advertising is used to inﬂuencestore purchasing in <particular> stores.
Conclusion - Research Goals &Challenges- Narrow down research!!- Assess speciﬁc areas- Concentrate on one element of design (Singleproduct? Store design?)- Create a simple and effective proposal question(invest in a thesaurus!)