The ‘How-Tos’ for Conquering Human Behavior
Either consciously or subconsciously, space always evokes emotion. Being the driving force of human experience, emotions play a definitive role to how a person responds to their context. From dictating how long people stay within a space, to the way they move through and interact with it, these agile, shifting mental states are the steering wheel of human behavior. Still, what conjures those subconscious feelings? Is there a way to break down the structure of a physical space to determine the factors responsible for positive behavioral responses?
The design of a successful Servicescape is no simple task. A designer must carefully consider factors that include both material and immaterial specs, ambient conditions and a detailed understanding of all the activities that operate within a space. Initially focusing on the five senses, environmental factors such as temperature levels, sound, smell and air quality are fundamental in creating a space of comfort. In parallel, designing an efficient layout and proposing appropriate equipment and furniture elevates the quality of service. It facilitates an efficient and enjoyable working environment as well as visitor experience. Finally, the use of symbols, signs and personal artefacts add a distinct layer to the space. Through their strategic placement and detailed design, they become beacons of communication, broadcasting the brand’s values and aesthetics.
Naturally, the curation of these environmental dimensions lead to diverse emotional responses. For example, a well-lit furniture store is more likely to feel inviting both for the people working in the space as we well as for those who walk into it. Consequently, these abstract feelings are gradually formed into conscious cognitive actions such as brand loyalty and affiliation, the desire to return to the space and much more. This is where the Servicescape’s strategy pays off. Using the model as a blueprint for designing spatial experiences ultimately steers both employee and consumer behavior.
Inside-Out: Exploring the Servicescape Outside the Realms of Interior Space
It is undeniable that the Servicescape model greatly enhances the in-store physical experience. But what role does it perform outside its immediate surroundings? Apart from using the model as a framework to build social interactions within a space, it also projects its values and brand identity to the public. By placing emphasis on signals, symbols and identity, no space is designed the same. Through this approach, service providers demonstrate their distinctive qualities to their respective market segments, ultimately proclaiming their competitive edge. Operating both inside and outside the physicality of space, the Servicescape model paves the way towards conquering human behavior.
Flexus has over 30 years of experience in architectural concept design and development trusted by a wide spectrum of clients from different industries. Having created more than 1.400 touchpoints gives us a head start in the retail transformation.
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