SlideShare a Scribd company logo
Putting the Human
Back into the Design
Equation
Interact 18.010.2017 ©stylepsychology
©stylepsychology
©stylepsychology
CitizenM
ImageSource:www.thesleepevent.com
©stylepsychology
©stylepsychology
©stylepsychology
How human mind works?
©stylepsychology
©stylepsychology
For rugby,
like business and
like much of our life,
is played primarily
in the mind.
We are subconscious beings
©stylepsychology
11 mln bits
of information processed
subconsciously
40 bits
of information processed
consciously
A
Vision
A
Sound
A
Smell
A
Touch
A
Taste
A
Bodily Sensations
Senses are keys to our brain
©stylepsychology
Embodied Cognition Online
Purchase intention was 29% higher when spoon was present
and matched the dominant hand of the participant.
Source: Journal of Consumer Research, 2012 ©stylepsychology
The Colour Makes a Difference
Source: Canon
When presented with B&W ads
74% of people chose products superior on the primary features as opposed to
only 50% of people who were presented with colour ads.
Source: Journal of Consumer Research, 2014 ©stylepsychology
Smellizing
When people were shown a picture of a cookie and asked to imagine its smell,
they ate 48% more cookies
than when just viewing a picture.
Source: Journal of Consumer Research, 2013 ©stylepsychology
Consider the
environment around
©stylepsychology
Soft sitting:
Creates a perception of a more relaxed and
friendlier brand personality
Makes you more agreeable in the negotiations
and the negotiator more persuasive
Bodily sensations
Source: Moller & Herm, 2013
Ackerman et al, 2010 ©stylepsychology
Decrease in self-awareness
Decrease in self-control
Desires take charge
Increase in impulsive behaviour
Dim Lights Increase Impulsive Behaviour
Source: Journal of Environmental
Psychology, 2014 ©stylepsychology
Warm temperature
increases:
 willingness to pay by 36%
 social conformity
 choice of socially conforming
products by 25%
Warm Temperature = Spending More
Source: Journal of Consumer Psychology, 2013 & 2014 ©stylepsychology
Consider what state a
person is in
©stylepsychology
Shopping while hungry
increases spending by
64%*.
*NOT ON FOOD ONLY
Shopping While Hungry
Source: Proceedings of the National Academy of Sciences, 2015 ©stylepsychology
Cognitive ease
leads to pleasure
©stylepsychology
©stylepsychology
Simplicity
=
Ease/Automatic
=
Low Cognitive
Effort
Number of images in online shopping
Source: Asos
Source: Missguided
Source: Journal of Consumer Research, 2014
 Single image better
than multiple images
 Product uniqueness
and distinctiveness
increases by 16%
 Preference for the
product increases by
15%
©stylepsychology
Number of Categories
Source: Debenhams.com
When presented with 9 vs. 3 product categories,
people find shopping 16% more pleasurable
and their favourable attitudes towards the online store increase by 8%.
Source: Journal of Interactive Marketing, 2011 ©stylepsychology
Building a bridge
between science,
creativity and business.
©stylepsychology
Download Your Copy
at
www.stylepsychology.co.uk/
sensoryretaildesign
Contact me at:
kate@stylepsychology.co.uk
@StylePsychology
0203 322 1740
0789 1305 176

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Putting the Human Back into the Design Equation - Kate Nightingale | Interact London 2017

Editor's Notes

  1. However one thing that she didnt know at that time was that the more pictures of the product a brand incluedes on their website the less willing we are to buy it; the optimal number being 3 or 4 images.