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

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All design is by human and for human yet rarely designed with human in mind. In this talk consumer psychologist Kate Nightingale will look into fundamentals of what makes us human and how to apply them into every design process to truly create designs which can be used by and useful for humans. - Kate Nightingale is a consumer and fashion psychologist and the founder of Style Psychology Ltd. Style Psychology Ltd is a strategy and customer experience consultancy with a twist. It is a new view on consumer business stemming from an old view on the human. Our unique formula mixes decades of scientific wisdom on human behaviour, with our team’s unrivalled experience in consumer business and creative thinking unlike any other. Kate and her associates worked on varied projects with brands like Harvey Nichols, House of Fraser, Next and intu Trafford Centre and had recently collaborated with architectural firm on a leisure centre concept design currently being built in China, UK and Germany. Kate is also a lecturer in consumer behaviour at London College of Fashion. She is often approached by press and has appeared on Sky News, BBC News and Chanel 4 News amongst others.

Design

©stylepsychology
CitizenM
ImageSource:www.thesleepevent.com

©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

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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