1

Process Notebook
Shelby Johnson; Final Project for Senior Studio II
Completed under the guidance of: Professor Daniel Harper
Week 1 Assignment 3; 27 July 2017
Table of Contents
The Client 3
Client Description 4
Programming 5
Problem Statement 6
Client Profile 7
User Needs 8-9
Codes 10
Approximate Space Needs 11
Design Concept 12
Design Concept Sketches 13
Exsisting Building Plan 14
Design Direction Boards 15 - 16
Building Codes 17
Cost Estimation 18
Gannt Chart 19
Schematics 20
Organizational Charts 21
Design Parti 22 - 24
Adjacency Matrix 25 - 26
Bubble Diagrams 27 - 29
Block Diagrams 30 - 35
Circulation Studies 36 - 41
Professional Review 42
Summary of Review 43
Design Development 44
Preliminary Light Plans 45 - 46
Color Scheme 47
Material Choices 48
Concept Drawings 49
Preliminary FFE Plans 50 - 51
Presentation Boards 52
Board 1 53
Board 2 54
Resources 55 - 56
 3

The Client
 4

The Client- Schaughnessy Ocean Sports

The client is Schaughnessy Ocean Sports, a regional franchise with 6 locations along the South and East coasts. Schaunessy
Ocean Sports sells ocean sport/recreational equipment and apparel- everything a person would need for: snorkeling, surfing,
wake boarding, body boarding, paddle boarding, scuba diving, enjoying the beach, and more. Schaughnessy Ocean Sports is
high-end and trustworthy. The company began in West Palm Beach in Florida in 1980. It has since opened locations in Miami, FL;
Daytona Beach, FL; Charleston, SC; and Myrtle Beach, SC. The company’s mission is to provide very high quality gear, equipment,
and apparel to encourage a pursuit of adventure and love of water sports. The current project involves the design of a new
Schaunessy Ocean Sports store at Hilton Head Island, SC. The client hopes this uniquely designed store will bring more attention
to the company and boost sales. The company is passionate about sustainability and protecting Earth’s resources, especially
the ocean. For this reason, sustainability measures will be utilized throughout the project, especially in waste-management and
product end-of-life plan. The client’s top goal for the project is to create a space that leaves an emotional impact by reflecting
a spirit of adventure and inspiring curiosity in shoppers. To accomplish this, the design will focus on a scientific approach of
environmental psychology (that is, an environment’s effect on the human mind) to create positive emotions using color, light,
materials, and form. The client hopes this psychology-based design approach will boost sales and bring even more success to the
business.
 5

Phase 1: Programming
 6

Problem Statement
Schaughnessy Ocean Sports, a high-end ocean recreation supply store franchise, is
opening a store in Hilton Head Island. Schaughnessy Ocean Sports does well in their current
multiple locations, but they are striving to become a household name on the East Coast and
boost sales as well. Currently, Hilton Head Island has few to no ocean recreation stores, and
not a big reputation for adventurous water sports. It is known better as a great vacation spot,
but the opportunity to bring more adventure to the residents and visitors at Hilton Head is
wide open. The surf in this area is very decent, and all types of water sports and recreational
activities can be enjoyed on the beaches of Hilton Head. Schaughnessy Ocean Sports is looking
to boost their sales by opening a store with an impactful design in this area. By opening
a unique high-end store with a design that appeals to shopper’s emotions, Schaughnessy
Ocean Sports will recieve more attention as a top-quality ocean recreation store. Sales will be
boosted and oceanic adventures will increase at this beautiful location.
 7

Client Profile
Client: Schaughnessy Ocean Sports

Client Mission: To provide very high quality gear, equipment, and apparel to encourage a pursuit of
adventure and love of water sports.

Client Objective for Project: A space that appeals to the emotions of shoppers. The space should feel
adventurous and inspire curiosity. The store design should be interesting and innovative, bringing shoppers
on a one-of-a-kind journey through the high quality products.

Client Logo:
 8

User Needs and Requirements

- An entry-way impact that sparks emotions of wonder and amusement. Must be spacious for circulation.
- A ground-floor main area that includes the following spaces or displays. The design should draw
attention to the products and support desire for activity and adventure.
- Beach: 60 towels (table display), shoe display o(4 water shoe types per gender, various sandles) f 10
types per gender with stock shelves, various beach accessories wall (sunglasses, hats, fashion sarongs,
ets) with nesting table display
- Small water/beach “toys” like picigin balls, water games, flotation devices, advanced sand castle
tools, kites, etc. Needs about 1 small wall display and small table display (or shelves)
- Snorkeling (1 large wall of masks, fins, and snorkels)
- Scuba (medium display section (aout 300 sf) with tanks, masks, fins, etc. Adjacent to snorkeling secion.
- Apparel for swim, surf, water sport, and beach (next to beach section): swim suits (1 large display per
gender, gender sections seperate), 4 racks and 2 nesting tables of beach and casual wear, wet suites, life
jackets, and sport swimsuits.
- Boards- surf, body, knee, skim, etc. (hung on walls and also set in a stacking frame so they sit
vertically. Must be adjacent or near surf test room. (Perhaps separated by a glass wall) Larger Figure 1: Surf Test Area (Plano Health and Fitness)
store section, 20 surfboard types, various printed body boards (3 types), 4 knee board types, 2 skim
board types. Each will be displayed (on wall?) with a stock shelf or rack adjacent.
- A display for Go-Pros and other electronics. Impressive Go-pro videos playing at display.
- A room with fly board display and jet-pack display with interactive user experience. 2 of each types of
product. This area will be used more for observation than shopping.
- A impressive water feature where certain products can be tested (similarly to figure 1). This
feature will be on the far side of the building and will be finished differently than the other spaces
to increase durability and water resistance. An esitmated 1,000 sf will be needed based on similar
configurations.
- Public restroom (check codes for details) with access to change area.
- Locker/Change area, directly accessible from each restroom and adjacent to surf test area
- Cash wrap + customer service
- Employee area with lockers, table and chairs, refrigerator
- Another floor or space that will showcase the larger water sport items. Displays required for:
- Hobie cats and other small sailing vessels on display. 6 Hobie Cats / vessels, 15 ft. tall max. (products
stocked in stockroom)
 9

- Ocean kayaks- 9 options with 6 paddle types and stock of sizes in verticle racks. Kayaks and paddles
displayed on wall and maybe 1 kayak on a platform. Unique accent lighting requested.
- Water skis: 6 options on display, unique action-inspired display (ask sales associate for assistance, other
products in stockroom)
- Kite surfing- 3 kite + board models on display, rest in stockroom
- Parasailing- 2 models on display, rest in stockroom
-Windsurfing- 3 models on display, rest in stockroom
- A service elevator to transport large products form ground to other floors (check ADA requirements for
additional elevator), adjacent to a back entrance shipping/loading zone
- Design elements that create emotional impact of wonder and curiosity throughout the store
- An interesting open staircase from 1st to second floor

Notes
-The large model areas will need a ceiling height of 15.5 feet, or a secured weather-proof outdoor display.
- Large products will maintain a stock of 10 products each in stockroom (give or take, depending on
product).
- Project goal: to have motion be a factor in most displays. Example: fan blowing on kites in kite surfing
display
 10

Applicable Codes
Current applicable codes adopted by Hilton Head Island, SC. (Adopted July 1, 2016)
- 2015 International Building, Mechanical, Plumbing, Fuel/Gas, Fire
- 2009 Energy Conservation Code
- 2015 International Residential Code
- National Electric Code 2014
- ADAAG
(Town of Hilton Head Island)
 11

Rough Estimate of Space Needs

(Prototypes needed)

First Floor Second Floor

Spaces Required and Area Requirements Estimated Square Footage Spaces Required and Area Requirements Estimated Square Footage
Entryway area- spacious to allow for circula- 400 Mixed display of large water sport items that 400
tion, beach accesories as center front display can be seen from 1st or second floor- on plat-
Beach Accessory display using unique nesting 200 form at edge of railing
tables Hoby Cats and small sailing vessels- set on a 600
Small water “toys” area, hung on verticle fix- 300 platform
tures Ocean kayaks and paddles, verticle stack rails, 600
Go- Pros and other electronics 200 wall hung, unique display
Snorkeling Gear Display Area, shelves, tables, 300 Water Skis 400
and verticle fixtures Kite Surfing 500
Scuba Area, shelves, mannequin or other 600 Parasailing 600
display Windsurfing 600
Apparel- swim, surf, scuba (wetsuits), beach 1,500
Boards (surf, body, knee, skim, etc.)- hung on 1,000
walls and also set in a stacking frame so they
sit vertically. Must be adjacent or near surf test
room. (Perhaps separated by a glass wall)
Flyboards and Jetback- a unique display with 600
video feature of using the flyboards and jet-
backs
Board Testing Room- explore technology for 1000
this, safety, durability, and wet-location ap- 1st Floor
proved fixtures necessary. Adjacent to women’s Space Requirements: 1st Floor: 9,100
and men’s restroom with locker/change area.
Restrooms, male and female (check occupa- 900 (450 e.)
20% Circulation Factor: 1,820
tion load and codes) Total Space Need for 1st Floor: 10, 920 sf
Locker/Change area, directly accesible from
each restroom and adjacent to surf test area
700 (350 e.) 2nd Floor
Cash Wrap/Customer Service Area- ADA 500 Space Requirements: 1st Floor: 3,700
accesible counters 20% Circulation Factor: 740
Employee Locker area and small breakroom 500
Service Elevator, adjacent to back entrance 200
Total Space Need for 1st Floor: 4,440
shipping area GRAND TOTAL: 15,360 square feet needed for project
Staircase 200
 12

Design Concept Statement

The design for the new Schaughnessy Ocean Sports location, at 123 Forest Beach Drive,
Hilton Head Island, South Carolina, will be an emotionally stimulating atmosphere created
with a scientific approach of environmental psychology. This approach will increase sales
to support healthy business. When shoppers enter the retail space they will experience
excitement and feel the spirit of adventure. A color scheme of black, teal, and white will create
striking contrast with the displayed products. The design for Schaughnessy Ocean sports will
leave all occupants with a craving for adrenaline and an excitement for ocean sports.
 13

Design Concept Sketches

Surf board wall within Teak boat floorboards

a cove, featuring used as ceiling
custom recessed linear details and display
lighting system. fixtures.
Floor of cove is a white
sand where the boards
will sit.

Accent cove lighting to reflect

off dark walls and ceilings to
create a mysterious feel, like
Floor is a teal dyed cement moonlight reflecting on water.
with a high gloss finish.

Teak boards above cash wrap with

lighting above showing through,
environmental cue drawing shopper
attention to this space.

Lighter tile, offsetting offsetting White signage on dark walls.

important space from the rest.
 14

Building Plan

Building Size:
3 stories (each like the one to the
left)
Total of about 16,000 sf
Scope of project: Entire building
Proof of Permission:

Pros- More space to work with.

Cons- More wall partitions to be removed.

(http://stocktondesign.com/plans.php?act=detail&f=3_C-21703-E.jpg)
 15

Option #1

Fig. 6: (Busche)

Fig. 4: (Lindgren)

Project: Schaughnessy Ocean Sports, new Hilton Head location; 123 Forest Beach Drive; Hilton Head Island, SC 29928
Project by Shelby Johnson under the supervisiono of Professor Daniel Harper; Senior Studio II; INTA 422
 16

Option #2

Fig. 8: (Birthday Wishes)

Fig. 7: (Busche)

Fig. 9: (FY Surf)

Fig. 5: (theberry)

Project: Schaughnessy Ocean Sports, new Hilton Head location; 123 Forest Beach Drive; Hilton Head Island, SC 29928; Project by Shelby Johnson, Senior Studio II; INTA 422
 17

State-Wide Building Codes for South Carolina

IBC - X - Effective Statewide (2012)
IRC - X - Effective Statewide (2012)
IFC - X - Effective Statewide (2012)
IMC - X - Effective Statewide (2012)
IPC - X - Effective Statewide (2012)
IFGC - X - Effective Statewide (2012)
IECC - X - Effective Statewide (2009)
IPMC - L - Adopted by Local Governments (2012)
IEBC - L - Adopted by Local Governments (2012)
ISPSC - L - Adopted by Local Governments (2012)
ICCPC - L - Adopted by Local Governments (2012)]]

(Provided by First Souce)

 18

Cost Estimation for Project

Building Size: 14,000 sf

Project type: Renovation of Existing
Total Budget: $1,272,589.84
Price per square foot: $90.9
(estimated using Building Journal construction cost
tool)
 19

Project Schedule- Schaughnessy Ocean Sports

Project Schedule- Schaughnessy Ocean Sports
Task 1 : Intro
and Thesis 2 days 7/24 – 7/26

Task 2: Begin 2 days 7/27 – 7/29

Programming
Task 3: Design Concept
45 days 7/30 – 8/02
3 days
and Floorplan Approval
Task 4: Concept
2 days 8/03 – 8/05
Development
Task 5: Initial
Schematic Design 3 days 8/06 – 8/09

Task 6: Continued
Schematic Design 2 days 8/10- 8/12

Task 7: Professional
Review
3 days 8/13 – 8/16

Task 8: Design
Development 2 days 8/17- 8/19

Task 9: FFE
Selections 3 days 8/20 – 8/23

Task 10: Final

Presentation 2 days 8/24 - 8/26

Task 11: Final

Presentation 2 days 8/27 – 8/29

July 24 August 30
2017 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
 20

Schematics
 21

Organizational Charts

Company Organization Types of Spaces

Coorporate Selling Nonselling

- Large Model - Paths
Displays - Storage
Retail Manager (brand, region) - Small/medium - Employee Break
Product Area
Displays - Locker Rooms
- Anywhere there - Restrooms
Store Manager are Products for - Seating
Sale - Elevators and
Stairs
- Cash Wrap
Assistant Manager/ Supervisor

Sales Associates (7 - 9)
 22

Design Parti- Environmental Psychology Strategies

Lighting

To make something
appear more high end or
superior, use

HIGH
BRIGHTNESS People tend to slow down by things that are spar-
CONTRAST kly. Placing interesting lighting over products
could attract shoppers to the display.
 23

Color Choices
 24

Atmospherics Form Arrangement

The Senses
Smell: subtle ocean
breeze scent
Feel: the heated
board-testing water
feature
Hear: trendy alterna-
tive music
See: Colors, light and
material that evoke
an exciting mood
 25

Adjacency Matrix- 1st Floor

 26

Adjacency Matrix- 2nd Floor

 27

Bubble Diagram- Overall Space Types

Board Test
Area

Product Displays and Large

product Showroom Symbol Key
Direct Access
Adjacent
Pathways Lockers Convenient

Negative Adjacency

Natural Light

Plumbing

Views

Cash Restrooms Acoustic Privacy

Wrap
Shipments Bubble Color Key

Selling Spaces

Employee Storage Entry

Break Area
Stairs/
Elev. Nonselling Spaces
Service
Elevator
 28

Bubble Diagram- First Floor

Locker
Rooms

Small
Electronics
Stairs/ Restrooms
Elev.
Board Test Symbol Key
Area
Scuba
Direct Access
Display Adjacent

Convenient
Cash
Employee Wrap Snorkeling Negative Adjacency
Break Area Display

Natural Light

Plumbing

Views

Small games/ Acoustic Privacy

Entertainment
Board Section
Apparel Section
Bubble Color Key
Fly Boards
and Jet Packs Selling Spaces

Beach Item
Display Nonselling Spaces
 29

Bubble Diagram- Second Floor

Small Sailing
Vessels
Symbol Key
Water Skis
Parasailing Direct Access
Adjacent

Convenient

Negative Adjacency

Natural Light

Plumbing
Ocean Kayaks
Stairs/ Views

Wind Surfing Elev.

Acoustic Privacy

Bubble Color Key

Kite Surfing Selling Spaces

Nonselling Spaces
 30

1st Floor, Block Diagram #1

Open
Stairs

Fly Boards Break Area

and Water Board Display Area
Cash Wrap
Jet Packs

Snorkeling and Scuba

Small Electronics
(Go-Pros) Restrooms
Fitting Rooms /
Changing Rooms
for Water Feature

Apparel B
Section Beach
Items, Small Board Test
Breezeway closed on Viewing
Games and first floor to dashed Board Testing Area- Water Feature
Area w/ seating

window
Entertain- line , ceiling added
ment here, for space needs
of 2nd floor
Security
Breezeway open
here, can see
Hoby cat above
on second floor
with railing

Entry
 31

1st Floor, Block Diagram #2

Open
Stairs

Break Area
Board Display Area
Cash Wrap
Snorkeling and Scuba

Small Beach
Items Restrooms
Fly Boards
Fitting and Water Restrooms and
Rooms Jet Packs Locker Area

Apparel B
Breezeway closed on
Section Board Display first floor to dashed
line , ceiling added
Board Test
here, for space needs Viewing
Board Testing Area- Water Feature
Area w/ seating

window
of 2nd floor

Breezeway open
here, can see Security
Hoby cat above
on second floor
with railing

Entry
 32

1st Floor, Block Diagram #3

Open
Stairs

Break Area
Board testing area
Cash Wrap
Snorkeling and Scuba

window / glass partition

Small Beach Items,
Games and Enter-
Fitting Seating Seating
tainment Restrooms and
Rooms Small
Locker Area
Electronics

Small Electron-
Apparel ics (Go-pros) B
Section Breezeway closed on
first floor to dashed
line , ceiling added
here, for space needs Board Display
Fly Boards of 2nd floor
and Water
Jet Packs Breezeway open
here, can see
Hoby cat above
on second floor
with railing

Entry
 33

2nd Floor, Block Diagram #1

Open
Stairs

Parasailing
Water Skis

Windsurfing
Paddles and Various
Accesories for Boats
and Kayaks

Kayaks
B

Hobie Cats and Small Sailing Vessels (tallest go in

Breezeway
Kite Surfing

Open to Below

Entry
 34

2nd Floor, Block Diagram #2

Open
Stairs

Kite Surfing
Water Skis

Paddles and Various

Accesories for Boats Parasailing
and Kayaks

Kayaks B
Hobie Cats and Small Sailing
Vessels (tallest go in
Breezeway
Windsurfing

Open to Below

Entry
 35

2nd Floor, Block Diagram #3

Open
Stairs

Kite Surfing
Water Skis

Parasailing

B Kayaks
Hobie Cats and Small Sailing
Vessels (tallest go in
Breezeway Paddles and Various
Accesories for Boats
Windsurfing
and Kayaks

Open to Below

Entry
 36

Emergency Exit
1st Floor, Circlulation#1
Open
Stairs

Fly Boards Break Area

and Water Board Display Area
Cash Wrap
Jet Packs

Snorkeling and Scuba

Small Electronics
(Go-Pros) Restrooms
Fitting Rooms /
Changing Rooms
for Water Feature

Apparel
Section Beach
Items, Small Board Test
Games and Viewing
Board Testing Area- Water Feature
Area w/ seating

window
Entertain-
ment

KEY

Circulation
Path
Entry
No Public
Access
 37

Emergency Exit
1st Floor, Circulation #2
Open
Stairs

Break Area
Board Display Area
Cash Wrap
Snorkeling and Scuba

Restrooms
Fly Boards
Fitting and Water Restrooms and
Small Beach
Rooms Jet Packs Locker Area
Items

Reezeway closed on
Apparel Electronics first floor to dashed
line , ceiling added
Board Test
Section Viewing
here, for space needs Board Testing Area- Water Feature
Area w/ seating

window
of 2nd floor

Reezeway open
here, can see
Hoby cat above
on second floor
with railing
KEY

Circulation,
Public Access
Entry
No Public
Access
 38

Emergency Exit
1st Floor, Circulation #3
Open
Stairs

Break Area
Board testing area
Cash Wrap
Snorkeling and Scuba

window / glass partition

Small Beach Items,

Fitting Games and Enter- Seating Restrooms and
Rooms tainment Small
Locker Area
Electronics

Apparel
Section Reezeway closed on
first floor to dashed
line , ceiling added
here, for space needs Board Display
Fly Boards of 2nd floor
and Water
Jet Packs Reezeway open
here, can see
Hoby cat above
on second floor
with railing KEY

Circulation,
Public Access
Entry
No Public
Access
 39

2nd Floor, Block Diagram #1

Open
Stairs

Parasailing
Water Skis

three manufacture
Windsurfing
Paddles and Various
Accesories for Boats
and Kayaks

Kayaks

Hobie Cats and Small Sailing Vessels (tallest go in

Breezeway
Kite Surfing

Open to Below

KEY

Circulation,
Public Access
Entry
No Public
Access
 40

2nd Floor, Block Diagram #2

Open
Stairs

Kite Surfing
Water Skis

ers

Paddles and Various

Accesories for Boats Parasailing
and Kayaks

Kayaks B
Hobie Cats and Small Sailing
Vessels (tallest go in
Breezeway
Windsurfing

Open to Below

KEY

Circulation,
Public Access
Entry
No Public
Access
 41

2nd Floor, Block Diagram #3

Open
Stairs

Kite Surfing
Water Skis

Parasailing

B Kayaks
Hobie Cats and Small Sailing
Vessels (tallest go in
Windsurfing Reezeway Paddles and Various
Accesories for Boats
and Kayaks

Open to Below

KEY

Circulation,
Public Access
Entry
No Public
Access
 42

Professional Review
 43

Summary of Professional Review

Professor Brianna Mcmenemy is a solid mentor with a B.S. in Architecture; M.F.A. in Architectural Lighting Design; and an Adjunct Professor at
The Art Institute. Her critique of my process notebook was very helpful. The critiques of my work included the following:

- Narrow down my color scheme and express it in my design

- Adjust text size so it is easier to read
- Small edits on bubble diagrams
- Adjust color in some sketches
- Formatting issues
- Block Diagram edits

Professor Mcmenemy also recommended some manufacturers for this project:

Eclipselighting.com
Axislighting.com
Bartcolighting.com
Sensolighting.com
Zumtobel.com
USA.flos.com

Overall, this professional review allowed me to tighten up my work and produce a higher quality presentation.
 44

Design Development
 45

First Floor Preliminary Lighting/Ceiling

 46

Second Floor Preliminary Lighting/

 47

Color Palette

The color palette is complementary, with accents of teal and a low-saturation peach shade.
Much of the walls, floors, and ceilings will display neutral colors of taupe, gray-white, and
matte black. Each color in this pallette supports the goals of the design. Teal conveys emo-
tions of strength and spirit. Black is proven to enhance style and give a high fashion
appeal. The white will open the space allowing it to feel larger, and the taupe will ground the
design and pull the colors together.
 48

Materials

Floor Coating, Prestige Flooring (Fig. 14) Track Lighting, Cree Lighting (Fig. 11)

Bing Surfboard Wall Art. (Fig. 16) Taupe Concrete, Florock (Fig. 10)

Teak Grate Panels, Maritime Wood Products. (Fig. 15)

Ship Lap Style Accent Wall and Fixture Wall (Fig. 13)
Metal Mesh Ceiling, Armstrong (Fig. 12)
 49

Concept Drawings

Second floor view of parasailing display. Built-in fans in

platform to fill and lift parasail, mannequins suspended
Entry View. Shiplap accent walls, sailboat visible from ceiling. Matte black ceiling system, white shiplap
on second floor, impressive water feature (jet pack walls, custom concrete floor with teal wayfinding waves.
and fly board) display.
50
 52

Presentation Boards
 53

(Fig. 15)
(Fig. 14)

P-3 P-2 P-1

CL-1
FX-10

First Floor

Project: Schaughnessy Ocean Sports

123 Forest Beach Dr.
Hilton Head Island, SC 29925
Designer: Shelby Johnson
INTA422 - Senior Studio II
(Fig. 6)
27 August 2017
 54

Feel THE RUSH.

FX-11

P-1

FX-10

P-2

B-1
Second Floor

Project: Schaughnessy Ocean Sports

123 Forest Beach Dr.
Hilton Head Island, SC 29925
P-3 Designer: Shelby Johnson
F-1 INTA422 - Senior Studio II
WC-1 27 August 2017
 55

Work Cited
B. Mcmenemy, personal communication, June 23, 2017.
“Basic Color Schemes” (2014). ChromaFlo. Retrieved from:
http://www.chromaflo.com/en-US/Industry-Leadership/Color-Theory/Basic-Color-Schemes.aspx
Cherry, Kendra. (2017). “Color Psychology: Does it Affect How you Feel?”
Retrieved from: https://www.verywell.com/color-psychology-2795824
Clarey, Tyler. Personal Communication. June 31, 2017.
“Color Temperature.” (2016) OMS Lighting. Retrieved from:
<http://www.omslighting.com/data/images/ledacademy/led_basics/kelvin_ color_temperature_scale_chart.jpg>
Fuhrmann, Peter. “The Psychology of Good Retail Design.” Fuhrmann Construction Group. Retrieved from: https://www.fuhrmannconstruction.com/the-psychology-of-good-retail-
design/ (Fuhrmann)
Gordon, Gary. (2014). Interior Lighting for Designers, 5th Edition. [Bookshelf Online]. Retrieved from https://online.vitalsource.com/#/books/9781118415061/
Kopec, Dak. (2012). Environmental Psychology for Design, 2nd Edition. New York: Fairchild Books.
Nielson, Karla and David Taylor. (01/2006) Interiors: An Introduction, 4th Edition. [Bookshelf Online]. Retrieved from:
https://bookshelf.vitalsource.com/#/books/0077442717/ (Nielson)
Nussbaumer, Linda L. (2013-12-01) Human Factors in the Built Environment, 1st Edition. [Bookshelf Online]. Retrieved from:
Piotrowski, Christine M., and Elizabeth A. Rogers IIDA. (02/2007). Designing Commercial Interiors, 2nd Edition. [Bookshelf Online]. Retrieved from:
<https://online.vitalsource.com/#/books/9780470886
“The Principles of Design” (2015). Introduction to the Visual Arts. The Art Institute
Of Pittsburgh.
First Source. “South Carolina”. Construction Connect. Web. 5 August 2017.
<http://www.constructconnect.com/building-codes/?search=South%20Carolina>
Town of Hilton Head Island. “Building Division Adopted Codes”. 28 July 2017. Web.
<http://www.hiltonheadislandsc.gov/departments/commdev/adoptedcodes.cfm>
 56

Figures Cited
1. Plano Health and Fitness. “Aqua Shop Indoor Surfing”. 28 July 2017.
< http://planohealthandfitness.com/places/aqua-shop-indoor-surfing/>
2. Tokolyi, Csaba. “Comeback”. Flickr. 9 May 2009. Web. 4 August 2017.
<https://www.flickr.com/photos/csabatokolyi/3878868626/>
3. Johnson, Shelby. “Workflow”. August 2017. Acrylic on Canvas.
4. Lindgren, Madelen. “SOMMARINSPIRATION FRÅN H&M HOME I BLÅA TONER”. Trendspanarma. Web. 4 August 2017.
< http://trendspanarna.nu/sommarinspiration-fran-hm-home-i-blaa-toner/>
5. The Berry. “Evening Espressor (21 photos)”. Web. 4 August 2017.
< http://theberry.com/2015/05/26/evening-espresso-21-photos-3/>
6. Busche, Laura. “Facts About Color.” 17 May 2016. Web. 4 August 2017.
< https://creativemarket.com/blog/color-meaning-facts?utm_source=Pinterest&utm_medium=CM+Social+Share&utm_ campaign=Blog+Post+So-
cial+Share&utm_content=50+Hard+Science-Backed+Facts+About+Color>
7. Busche, Laura. “Facts About Color.” 17 May 2016. Web. 4 August 2017.
< https://creativemarket.com/blog/color-meaning-facts?utm_source=Pinterest&utm_medium=CM+Social+Share&utm_ campaign=Blog+Post+So-
cial+Share&utm_content=50+Hard+Science-Backed+Facts+About+Color>
8. Birthday Wishes. “Let Summer Begin”. Web. 4 August 2017.
< http://www.birthdaywishes.expert/let-the-summer-begin-quotes/>
9. FY Surf. “30.04.11”. Web. 4 August 2017.
< http://fysurf.com/post/5081155440>
10. Florock. “Concrete Color Gallery”. Web. 19 August 2017.
< http://www.florock.net/industrial-flooring-project-gallery/#gg_cg_1796>
11. Cree Lighting. “Essentia by Cree Track”. Web. 19 August 2017.
< http://lighting.cree.com/products/indoor/track/essentia-by-cree-track>
12. Armstrong Ceiling Solutions. “MetalWorks”. Web. 19 August 2017.
< https://www.armstrongceilings.com/commercial/en-us/commercial-ceilings-walls/metalworks-mesh-welded-wire-ceiling-tiles.html>
13. Murals your Way. “Wood Pine Plank.” 19 August 2017.
<https://www.muralsyourway.com/p/wood-pine-plank-brown-texture-for-background-17896025/>
14. Prestige Flooring. “Floor Coating, Teal”. Web. 19 August 2017.
< http://www.prestigefloorcoating.com/wp-content/gallery/liquid-art/teal.jpg>
15. Maritime Wood Products. “Teak Panels.” Web. 19 August 2017.
< http://www.maritimewoodproducts.com/teakdecks.html>
16. Bing Surfboards. “Surfboards.” Web. 19 August 2017.
< http://classicbingsurfboards.com>
PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Psychology of Interior Design- How Interior Design can Support Business Sales

by Focusing on Consumer Emotions

Project by Shelby Johnson,

Under the Guidance of Professor Lori Kinley,

Senior Studio I (INTA402 RO3)

Art Institute of Pittsburgh Online

21 July 2017

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Table of Contents

Introduction, 3

Atmospherics, 3-5

Light, 5-11

Color Psychology, 11-15

Material Choices, 15-17

Wayfinding and Arrangement of Form, 17-19

Conclusion, 19

Resources, 20-22

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Interior Design selections in retail environments have a significant impact

on consumer behavior and business sales. When a consumer enters a store or

showroom, they feel distinct emotions and develop an immediate impression of

the retailer simply by experiencing the interior’s design. Psychology plays a

significant role in retail store design. The elements of design (such as color, light,

and form) and how they are arranged in an interior space can evoke certain

feelings from occupants. The interior can inspire feelings of excitement,

nostalgia, or relaxation. It is the interior designer’s responsibility to target how

occupants should feel in a specific space and arrange the elements of design to

support that goal. This will be the focus of the project in Senior Studio II, in the

design of an ocean recreation store that sells things like kayaks, surfboards, and

ocean sport apparel. A design approach with a focus on environmental

psychology is extremely useful in retail environments, especially in a store that

sells clothing and recreational gear. By making strategic design choices in areas

of lighting, color, materials, and space planning, the company’s sales are

supported by sparking positive emotions in the consumer.

The combination of interior design decisions helps form an atmosphere

that can support sales goals. Atmospherics, or the arrangement of environmental

cues to promote a certain ambience, is a complex art. It utilizes the five senses to

promote a response from shoppers (Kopec, 2012). The atmospheric elements of

a store must support the store’s brand. Victoria Secret, a popular women’s

lingerie store, is business that succeeds in combining environmental cues. Tyler

Clarey, senior designer on the LBrands Store Design and Construction

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Innovations Team, has designed multiple Victoria’s Secret stores, in locations

including Manhatten and London. In an exclusive interview, he explains the

success of combining elements to support an atmosphere and brand:

Brand equities are intangible elements that the customer

immediately identifies with a certain brand. For example, Victoria’s
Secret can always be identified by tonal pink stripes, scantily clad
supermodels, and lace. It is the job of a store designer to
incorporate these items into a brick and mortar space in a way that
evokes an emotional connection between the brand and a
consumer (Clarey, 2017).

As soon as a customer walks into a Victoria’s Secret store, they can smell

the perfume, touch the lacy items laid out on tables, and see the black and white

wall art of supermodels sporting the lingerie. The store is a prime example of a

successful combination of atmospherics and “brand equities” that appeal to

shoppers’ senses (Kopec, 2012). Not only do they excel in aesthetics, but also

strive to accommodate shoppers’ comfort, especially in the dressing room areas.

In fact, Clarey said that his design team spends just as much time designing the

fitting room as the rest of the store. “Creating a comfortable and appealing fitting

room area can truly affect a consumer’s decision of whether or not they want to

try something on, let alone purchase” (Clarey, 2017) In a fitting room,

conveniences like wall hooks, seating, light, and large mirrors make a big

difference in sales as well as shopper opinions towards a brand. Thoughtful

considerations that focus on the consumer should be applied in any retail

environment. This can be accomplished many ways in an ocean recreation store,

as exemplified in this scenario: When a shopper enters the store, they are

excited by the colorful surfboards hanging from the walls. They smell an ocean

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

breeze scent. A display by the entry features soft cotton beach blankets arranged

atop a smooth driftwood-style table. Relaxed acoustic beats play softly from the

speakers. This atmosphere supports a desire for leisure and fun, perfect for the

typical beach-goer. By creating influences that appeal to the five senses,

consumers can develop positive feelings of a place. If shoppers enjoy an

environment, they are bound to return. Lighting is another key influencer of

consumer behavior.

Light can inspire positive feelings in the consumer as well as support

business sales. It can set a mood, affect how color is experienced, and draw

attention to certain areas in a space. It is visual stimuli that can be controlled to fit

the needs of its environment. Consider the different lighting schemes in Figures 1

and 2.

Figure1: Hollister. Picture taken by Mallory Schlossberg/Business Insider, 8 April 2016

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Figure 2: H&M. Picture taken by Retail Redaction, 20 October 2016

Figure 1, a Hollister store, has a lighting scheme that supports a mysterious,

exciting design- one that feels like a late night beach party. Figure 2 shows an

H&M with a lighting design that appears bright, modern, and energetic. In a retail

space, light can be used to “activate” parts of a store. Moving, twinkling, or

interesting light features can highlight a product or display, which would work well

in a store that sells surfboards, ocean kayaks, and beach or ocean sport apparel.

Placing interesting light fixtures that “highlight” the various displays can increase

the appeal of the product. This strategy works because people tend to slow down

near things that are bright and eye-catching (Kopec, 2012). In turn, the chance of

a shopper buying the displayed product is increased.

An effective lighting scheme provides a comfortable level of lighting for the

anticipated tasks while providing visual interest. To accomplish this, a designer

must address the three “layers” of a lighting scheme. The first layer is the

ambient lighting, or general lighting. This is the main lighting in a space, providing

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

uniform light to the interior. It may be direct lighting, but can also be indirect

lighting reflected off surfaces such as walls and floors (Nielson and Taylor, 2006).

An example of this could be recessed can lights patterned across the ceiling of a

retail store. This layer lighting is a good start to the lighting scheme, but may not

be sufficient for certain tasks, which is where task lighting comes in handy. Task

lighting is direct lighting that aids in a specific task (Nielson and Taylor, 2006).

Think of pendant lights hanging above a cash wrap counter. This pendant

provides extra light for customers to easily locate their payment method and for a

sales employee to perform work. Finally, the accent lighting layer (or “mood

lighting”) completes the design by adding some “sparkle”. This type of lighting is

often unique or artistic. In a retail space, it can draw attention to a certain spot in

the store. If each of the three light layers are properly addressed, a light

scheme’s effectiveness is increased. Figure 6 presents a nice example of three

layers of light. The general lighting appears to be the track lights across the

majority of the ceiling. The task lights are the pendants that hang above the

mannequins, and the accent layer is the eye-catching sky lights. Brianna

Mcmenemy, architectural lighting designer and Professor at the Art Institute of

Pittsburgh, describes the benefits of layering light:

From a practical standpoint, layering your lighting does a few

different things. It ensures that you have all lighting needs met
(ambient, task, visual interest). It also creates a cohesive lighting
design because of variation. Variation is a term used in lighting
design to describe a variation in the type/distributions of lighting
used in a space. Using variation in a lighting design visually
engages the occupant, creating a more interactive experience
between the user and design. Variation can be achieved through a
number of different techniques, including utilizing layers, varying

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

contrasts, lighting distributions, and luminaire types. (Mcmenemy,
2017)

Figure 6: Figure 5: REI Store Interior. Picture Adapted from PiniMG, 2016.

Many types of lighting schemes are possible within the three layers. It is

important to design the light to support the expected task and convey the desired

mood of the store. One way to convey mood is to choose the correct level of

brightness contrast.

Brightness contrast is an important variable of a lighting scheme; it

provides dimension and emphasis within a space. It has the ability to evoke an

emotional impact that can lead to a shopper making a purchase. In short,

brightness contrast is the amount of variation between the light and shade in an

environment. A low-contrast scheme provides uniform light throughout a space to

create a space that is behaviorally neutral. A higher brightness contrast means a

space has darker shaded areas and brighter highlighted areas that contrast with

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

the shade. A high brightness contrast increases environmental stimulation. It can

provide a more dramatic mood and evoke stronger emotion (Gordon, 2014). This

strategy can be used in the retail environment to draw attention to an object.

Figure 1 is a great example of a high level of brightness contrast, while Figure 2

is an example of a low brightness contrast. It is important that the level of

brightness contrast, as well as other lighting variables, support the activities

performed in the interior space instead of hindering the activities. Too much

brightness contrast mixed with other eye-catching elements can create

overstimulation, resulting in stressful emotions for the shopper and decreasing

sales.

The variables of light include illuminance value, color temperature, and

color rendering index. These properties can all be tailored to the needs of a retail

space. The illuminance value of a light source is important, especially in public

spaces where ample lighting is necessary. Illuminance value is measured in

footcandles (fc), where the higher the level the more light is given. For retail

environments, it is recommended that the illuminance value be 4 to 20 fc

(Gordon, 2014). Color temperature, or how warm or cool a light appears, is

measured in the unit “kelvins (K)”, where the higher the level the cooler the color

temperature (Gordon, 2014). Figure 3 provides approximate Kelvin values for

various light sources. A candle has a color temperature of about 1,000 K, direct

sunlight has a color temperature of about 5,000 K, and a cool white LED lamp

has a color temperature of about 7,000 K (OMS Lighting, 2016)

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Figure 3: Color Temperature. FREDRLK. 2015.

Designers have found that warmer, dimmer lighting is more relaxing, but brighter

cool lighting supports productiveness (Gordon, 2014). In an ocean recreation

store, a cooler light scheme would support shoppers’ energy and possibly

excitement about a new purchase. Closely related to color temperature is “color

rendering index”, or CRI. This measures how accurately color is rendered in a

given light source on a scale from 0 to 100 (Gordon, 2014). The higher the CRI,

the more accurately color appears. This is specifically important in places where

color appearance is a high priority, such as retail spaces. These retail stores

should have a CRI of at least 80. The color and CRI of light plays a key role in a

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

shopper’s feelings about an environment, especially because light impacts how

colors are viewed (Gordon, 2014).

Color is important in retail environments because it tends to be the first

thing a person notices about a place or object, therefore it can be used to

increase sales. It is one of the strongest factors in whether or not a customer

likes a product or place. Color is significant to humans at a young age, as the

question “what’s your favorite color?” is often asked. Because of color’s natural

influence, its importance in the interior is immense. A study by researcher Robert

M. Gerard (1957) revealed that reaction to color is based on three concepts: “(1)

people respond to color with different feelings and emotions, (2) their entire

bodies can be affected—autonomic functions, muscular tension, brain activity,

and affective-ideational responses (emotional imaginary response), and (3) they

may be affected by previous learning experiences or their culture (Nussbaumer,

2013) People react to color in different ways, and this must be considered when

choosing colors for an interior environment.

If planned carefully, the emotional effects of color can support a retailer’s

mission and help deliver the proper atmosphere for shoppers. Consider the color

red. It is one of the strongest hues in terms of emotional effects. It is bold and

tends to “pop” in a space and advance forward, which is why it should not be

used liberally in a small space. Red can evoke feelings of passion and warmth,

but it also might evoke anger if applied in the wrong setting (Cherry, 2016). For

stores that people shop at for necessity items (instead of leisurely shopping), red

could contribute to feelings of agitation on busy shopping days.

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

On the opposite side of the color wheel is blue. Blue is a serene color,

often preferred by men. It is a cool color; therefore it recedes and can make a

space feel larger (“The Principles of Design”, 2015). It promotes orderliness,

productivity, and feelings of peace. However, it can also feel cold or sad (Cherry,

2016). An ocean recreation shop can benefit from a color scheme that reflects

the wide open sea. Blue may be a common choice for anything related to the

ocean, but it has distinct benefits that could increase sales in this type of

environment, even if used in moderation with other colors. The peaceful

emotions and visual illusion of spaciousness blue provides can help shoppers

picture themselves using the apparel and gear. There are many shades of blue;

selecting the right shade of a color can control the emotional effects of a color.

Color is made of 3 properties: hue (colors such as red or blue), value

(lightness of darkness of the hue), and intensity (also referred to as saturation,

which is the brightness or dullness of a hue) (Nielson, 2006) By adjusting the

value and saturation of colors, different emotional results can be created.

Although blue can be relaxing, it can also be intense. Dark navy blue, such as

the shade in Figure 7, can be dramatic, like a storm (Cherry, 2016). It can evoke

feelings of mystery and excitement. The contrast of navy blue, bright white, and

warm shades of teakwood can create visual interest and be a good combination

for an ocean recreation store, as it may appeal to the style and adventurous spirit

of the expected type of shopper. Combining colors together in a scheme can

balance emotional effects and convey a desired style.

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Figure 7: Dark Night, SW6237. Sherwin-Williams. July 2017.

There are four basic color schemes, each combining parts of the color

wheel in different ways, as seen in Figure 5. A monochromatic color scheme

utilizes multiple shades of a single hue (“Basic Color Schemes”, 2014). This can

create an impactful design. Think of a high-end makeup store that utilizes

different shades of ivory and white, with a couple small accents of matte black.

This type of scheme can draw more attention to focal points in a design by

providing a more uniform backdrop for interesting decor, finishes, or lighting. The

result can be a modern and trendy interior. An analogous scheme is a bit

different. It utilizes about three to six colors that are adjacent on the color wheel,

while one of those colors is typically dominant (Nielson and Taylor, 2006). This

color strategy is versatile, and could be used for many styles. Since it can

produce a very vibrant scheme, it is important to vary the dullness and darkness

of each hue. Too many vibrant shades can be overpowering to a shopper and

result in negative emotions. The same can be said for a triad scheme, which

uses three colors equally distanced on the color wheel (Chromaflo, 2014). A

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

higher contrasting scheme is created with this strategy, resulting is a higher level

of visual stimuli. This can work to a store’s advantage, if the desired result is a

design that is exciting or emotionally stimulating. Complementary color schemes

utilize colors opposite each other on the color wheel. This color strategy can add

depth to a design. The contrasting colors will draw the eye to different areas of

the store. Color schemes can also be a branding strategy.

Figure 4: Color Schemes. Franklin Painting LLC. 2013

Color is a vital element in brand identity and feelings toward a brand. The

following are well-known examples of color in branding: Walmart’s cerulean blue

(blue evoking feelings of sensibility, getting a smart deal), Home Depot’s bright

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

orange (a color commonly used in construction work, inspiring patrons to tackle a

project), and the use of dark natural green at outdoor stores such as Bass Pro

Shops or Outdoor World (Kopec, 2012). Using color to create relations between

a brand and an activity or need is a wise design move. By using a color related to

a need (such as blue for a maritime company) a person is more likely to consider

that retailer when a need arises. Materials can also aid in branding and retail

space atmospherics. Not only should designers consider the colors of a space,

but the materials choices as well.

The selection of materials depends on the desired atmosphere requested

by the client. Like color, texture and form have a psychological impact on

shoppers. Most retail stores desire a look that is up-to-date. For this reason,

stores are often refinished about every five to seven years (Piotrowski and

Rogers, 2007) A store with dated, worn materials can create a less than

appealing atmosphere. It can reflect poorly on the brand and the retailer’s

products if a store does not keep up a prideful appearance. The material

selection for an interior may be simple, to provide a non-distracting backdrop for

products. On the other hand, a material scheme with various textures and colors

can create a more “active selling space” that uses a harmonious combination of

contrasting textures (Piotrowski and Rogers, 2007). To prevent overstimulation, a

designer can follow the principles of design to create unity between material

choices. (Introduction to the Visual Arts, 2015) An ocean recreation store can be

finished with materials that reflect the coast, inspiring happy emotions in

shoppers that love the ocean. When a store’s materials are cohesive with its

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

brand identity, a consumer can get a clearer sense of the purpose and mission of

the store. This results in more positive feelings towards a brand. Figure 5, a

Harley Davidson showroom, has a material scheme that supports the target

customer’s style. Rugged industrial materials such as raw wood beams and dark

metal pendant lights fall in line with the typical customer’s tough style. An

American flag further expresses the Harley Davidson brand identity, a classic

symbol of patriotism and love for country. Although these choices create a style

that is preferred by the shop’s typical customer, material choices would mean

little if a retail space was difficult to navigate.

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Figure 5: Harley Davidson, Colorado Springs. Taken by Shelby Johnson. 2017.

The layout and wayfinding signals of retail spaces are vital. It sets the

paths for a shopper’s journey through a store. In retail spaces, there are two

categories of space types: “selling and non-selling spaces”. These areas should

be grouped properly to avoid consumer confusion and discomfort. When a

consumer enters a store, they tend to walk to the right. For this reason, attractive

product displays should be placed on the left to prevent too much traffic in one

direction. In fact, the placement of product displays should be planned around

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

the traffic flow of shoppers (Piotrowski and Rogers, 2007). This flow can be

directed with wayfinding strategies, or subtle environmental cues that direct a

person’s walking path (Nussbaumer, 2013). Tyler Hill, assistant interior designer

and business owner from Colorado Springs, uses clever wayfinding strategies for

controlling traffic flow in retail spaces. He explained that contrasting colored

signs, icons, or special lighting can grab occupants’ attention and direct a path.

These elements don’t need to look like “traffic signs”. Instead, they can

seamlessly fit into an environment using color and texture that is cohesive with

the rest of the interior. (Hill, 2017) For the Senior Studio project, designing an

ocean recreation store, interesting light pendants (similar to the one in figure 8)

can be a good wayfinding signal for the cash wrap.

Figure 8: Bluff City 14 in. Pendant. Designed by Jonah Takagi, 2011. Y Lighting, 2017.

When customers are confident in where to walk, they are less intimidated by a

new environment. Wayfinding is crucial to customer comfort. Things like marked

floor path, visible signage, and a floorplan that is easy to navigate will

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

accommodate shopper comfort in a retail environment. Reduced stress in

shoppers can support business sales.

An interior space can be thought of much like a painting- with color, areas

of brightness and darkness, focal points, and arrangement of form- items that

affect a person’s behavior and emotions. The emotions of shoppers play a large

role in business sales. The design elements come together to convey a

message. By carefully selecting the lighting, color, materials, and placement of

forms, a retail space can be so much more than simply a store. It can be an

influential environment that attracts and affects the minds of consumers, and can

improve the chances of a purchase. It can convey the identity of a brand in a way

that no commercial or advertisement could. The consumer experience of a retail

space is the factor that determines if the interior design is successful. If the

interior design is successful, it can support the success of a business. Strategies

can be used in the combination of the design elements to create an impact on

consumer behavior and emotions. The result of these strategies, if executed

properly, produces a win-win situation. Shoppers experience positive emotion, in

turn supporting the sales of a business.

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
SUPPORT BUSINESS SALES BY FOCUSING ON CONSUMER EMOTIONS

Figures Cited

Figure 1: Hollister, taken by Mallory Schlossberg. Business Insider. 8 April 2016.

Web. Retrieved from:

http://www.businessinsider.com/why-hollister-is-saving-abercrombie-2016-4

Figure 2: H&M. Adapted from “H&M Mong Kok Flagship Opens Doors” by Retail

Redaction, 20 October 2016, Retail News Asia. 2013. Retrieved from:

http://library.nmu.edu/guides/userguides/apacitingtables.htm

Figure 3: Color Temperature Chart. FredRLK. 2013. Retrieved from

http://www.bing.com/images/search?view=detailV2&ccid=8wOdbpsJ&id=0D70F2

D2318F1AD31D4763A9DDC3CE1A2798B714&thid=OIP.8wOdbpsJMTZACtHxS

8iQkQEsEI&q=color+temperature+chart&simid=607988274863015686&selectedI

ndex=2&ajaxhist=0

Figure 4: Color Schemes. Adapted from “How to Choose Colors for Interior

Painting” by Frank Campanelli, Franklin Painting LLC. 2013. Retrieved from:

https://www.franklinpainting.com/blog/home/choosing-colors-interior-painting/

Figure 5: Johnson, Shelby. “Harley Davidson, Colorado Springs”. 2017.

Permission granted from Joe Denning, General Manager.

Figure 6: Figure 6: Figure 5: REI Store Interior. Picture Adapted from PiniMG,

2016. Retrieved from: https://s-media-cache-

ak0.pinimg.com/736x/88/d4/f9/88d4f9d55c9b7793cfc54a97d14e8e32

Figure 7: Dark Night, SW6237. Sherwin-Williams. July 2017.

Retrieved from: https://www.sherwin-williams.com/homeowners/color/find-and-

explore-colors/paint-colors-by-family#/color/6237

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PSYCHOLOGY OF INTERIOR DESIGN- HOW INTERIOR DESIGN CAN
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Figure 8: Bluff City 14 in. Pendant. Designed by Jonah Takagi, 2011. Y Lighting,

2017. Retrieved from:

http://www.ylighting.com/roll-and-hill-bluff-city-14inch-pendant.html

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