OUIL401- Studio Brief 2- Useful Links/ Quotes

http://www.cracked.com/article_18805_5-ways-stores-use-science-to-trick-you-into-buying-crap.html

'We know that rotational patterns like this are common in herd animals, like elephants, but nobody is quite sure why humans do it. Studies have shown that British, Australian or Japanese shoppers tend to go the opposite way (clockwise) through the store, so some have speculated that it's based on the side of the road you're most used to driving on. If you drive on the right, you head right and follow the wall around.'

Companies employ psychological theory to influence where we move and where to put key product.

(https://www.shopify.co.uk/blog/13955461-visual-merchandising-101-how-to-create-store-designs-with-high-converting-displays)

  'There are an endless array of visual cues you can play around with to communicate your message. From using colors for their psychological triggers, to leveraging lighting, symmetry, balance, contrast, and focus to direct and control where a customer looks and for how long, it's one of the most fascinating components of merchandising.'
Playing around with different colours and balances of visual elements can influence customers where to look.http://newsfeed.time.com/2011/01/27/how-ikea-seduces-its-customers-by-trapping-them/'Using a strategy employed by out-of-town retail parks – “trapping” the customers in store for as long as they can – IKEA places as many distractions as possible between the customer and the item they may have come for.  The path is “effectively their catalog in physical form” says Penn. “You’re directed through their marketplace area where a staggering amount of purchases are impulse buys, things like light bulbs or a cheap casserole that you weren’t planning on getting … Because the layout is so confusing you know you won’t be able to go back and get it later, so you pop it in your [cart] as you go past.”'

Most retail companies employ techniques to keep the customer 'trapped' in the store, "the more time people spend in the store, the more likely they are to buy more".
 "Several empirical studies of store environments (Groeppel-Klein 2001; Groeppel-Klein and Germelmann 2003; Grossbart and Rammohan 1981; Sommer and Aitkens 1982) show evidence of a significant correlation between the existence of mental maps of stores (knowledge of product location, assortment, service points in malls, escalators, etc.) and consumers’ feelings about how convenient the shopping experience is. Furthermore, Reimers and Clulow (2004) find a significant relationship between mental search costs and 5 the perceived convenience of retail spaces: the more detailed the mental map, the less mental effort needed when searching for products."

Counter-clockwise or clockwise? The impact of the store layout on the process of orienting in a discount store
People use a store in which they are used to using one, through mental maps of other stores?

http://www.fastmoving.co.za/newsletters/retail-126/store-layout-responds-to-consumer-shopping-habits-95