Tuesday, October 28, 2008

1. List the criteria Robert Gibbs uses to evaluate a Main Street
2. Think critically of Gibbs’ argument. Do you think “Main Street” should be a mall?
3. Make your own checklist to judge a Main Street. What things do you think are important?

1. An ideal main street has a few dominant qualities that make it a good shopping area. First, commerce is your main concern. The beauty of a street is irrelevant if it does not provide a good shopping atmosphere. In order to accomplish this, one must determine if there are any areas that invite loitering. If so, these must be altered or eliminated, because a group of loitering teenagers and such is bad for business. Also, trees, brick paved walkways, and fancy light posts are all nice and pretty, but distract the consumer from the stores and is essentially hurting business. Second, portraying a safe image is important. If a business is not located in a part of town that is generally thought of as safe and appealing than it will not attract as much business as it would in a safer area. Safe areas are generally thought of as clean, well lit, and have security present. Lastly, street design and location are both of the utmost importance. The best streets are said to have numerous turns, so when a consumer looks ahead he sees a row of storefronts. “Location, location, location,” is a popular phrase when referring to the single most important aspect of a business. For the most part, this statement is true, and a few simple rules exist to help one decide on an optimal location. A store that requires a left turn to access it is in a bad place to attract business. Another important aspect of location is surroundings. Clothing stores next to restaurants are found to have worse business than they would next to something else. Lastly, and probably the most important aspect to a successful location is its ease of entry to a customer driving past. Once again, a business should be marketing to those driving on the right side of the street, as they are most capable of parking and entering the business.

2. Main streets should be malls for a couple of reasons. First, just as “riff-raff” scares away customers, so do customers push away “riff-raff”. Prosperous areas are often heavily trafficked and this will cause more money to flow into the area and in turn make the area nicer. This would be beneficial to both businesses and the surrounding area. Secondly, something about a business on a main street downtown is more viscerally appealing than a shop in a mall. Something about the hustle and bustle of downtown make it a more attractive and almost old-fashioned form of shopping.

3. Check list:

- Is it a clean, safe, and well lit area?
- Is the street plain enough that the stores will be the focus of attention?
- Are both sides of the street easily accessible by car and foot?
- Is appropriate parking present?
- In general does it provide a good shopping atomosphere?

Monday, October 27, 2008

Target

I observed Target, and my guess is that they market to mothers, because they usually buy the groceries, and do the majority of shopping for the family.
The outside of the store was simple, TARGET, with the company logo. Inside the store there was no noise other than that of talking and just general shopping. The merchandise was displayed with all the sale items near the front, brightly advertised. Everything in the store was easily visible. Floors were tile, for the aisles, with some carpet in the clothing sections. Signs were present to show you which section was which, and which aisles had what things. The cashier area was near the entrance/exit of the store, which was convenient.
The business tries to project a simple, retail store image. They try to offer a wide array of products, and make it a one stop shopping center. This is shown through design elements in a few ways. First, the simple store front, does not try to attract a ton of attention, yet it gets the point across. Once inside, numerous different items are present, from groceries to clothing.
Being a retail store, customers interacted in a typical fashion with the design. Walking up and down the aisles, they picked things that they liked off shelves or hangers depending where in the store they were.
I found it interesting that they put their brand items in front along with the sale items. Their products are usually cheaper and it is a good idea, because it will catch the eye of somebody looking for a better buy.

Wednesday, October 22, 2008

"Consumer Reports"

1. What points from this article do you feel are most important?
2. How much do you personally feel you are influenced by a store’s design?
3. Make a check list you could use to analyze a retail store like Paco Underhill does

1. The main points in this article all involve a shoppers tendencies, and a stores attempt to manipulate them. The article begins with Paco Underhill and his attempts to study consumers via video tape and staff inside of stores. He believes in shopping concepts like the invariant right, and the butt-brush theory, because he has tape that shows its relevance. The article then goes on to question if we should fear Paco Underhill and people like him as they are manipulating the consumer to buy things they may not normally buy. The article then goes on to the study of consumers and what they are predisposed to purchase. After answering a short survey, one could tell you the basic tendencies you have when you shop. This process is called typing. However, everyone is influenced by outward opinion. So ones preconceived notions about a product and their original tendency to buy it can be influenced by an outward source known as a market maven. The article describes this Market Maven as a person who knows a great amount about different products and is not shy in giving you their opinion. So not only knowing what one thinks, but also what their Maven thinks is important to these “typists.” Two more points that the article focuses on are the gender gap, and the environment of a store. Starting with the gender gap, it is just as one would expect; women shop longer than men. Women are still the main consumer in America so many stores market their environments to them. The environment of a store is usually targeted to women, but in some cases it is also adjusted to be pleasing to men. Simple things, such as the placement of accessories near the exit for men, so they can grab them on the way out, or the pre-placed matching ties so that when one buys a shirt, a tie that already matches is waiting for him too. These are simple changes a store can make, but many stores go above and beyond this. They stop creating a store and begin creating an environment. They want the consumer to want to be in the store first, and then worry about clothing. The store should be a place the consumer wants to be. The last point the author makes relates to the workings of Walter Whyte. He stands true to the statement that the all of our actions are related in one sense or another. He believes that the greatest attraction to a place is other people, and he also believes that there is a type of subconscious interaction between body language when in public. He does not know what causes what, or why it occurs but he believes it exists.

2. I am somewhat influenced by a store’s design based on an experience that I recently had. I went into a Rheul store the other day. I had never before entered this store or any of their other stores anywhere else. The store front was a brick building with a rout iron fence. I walked in and there was a greeter and to the immediate left a men’s living room. I walked up the flight of stairs in front of me and found a hallway. Rooms lined both sides of the hallway full of clothing targeted for my gender and age. The music was somewhat loud, lighting somewhat dull, but for the most part I liked the atmosphere. It was as if I wanted to just hang out there. Silly as it sounds, this caused me to spend more time in this store than any of the others.

3. Location
Decompression zone
Product Placement
Time in store
Products purchased per visit
Number of customers
Target demographic attracted?

Monday, October 20, 2008

iconic

Packaging is important to the extent that it attracts attention from those who see it, and that it fulfills the behavioral needs that it was originally built for. A cereal box that does not allow for pouring of the cereal would be a pointless design, because it would be so inconvenient to try and eat the cereal; it would cause somebody to not even purchase the product. However as long as the products function is not sacrificed, design is the most important part of marketing a product. It is the “face” that consumers see. The consumers do not see the product. They see the product’s package, and view that, in a sense, as the product itself. Packaging has influenced me to buy many things, but one of the best examples would have to be the propel water bottle. The design of the bottle is appealing because it’s one of the few water bottles that is not clear. The bottle is blue and transparent with a somewhat distinct shape. It still holds true to your basic water bottle only it has two distinct ridges just above the label. I have found these to be both visually appealing, and also conveniently useful when gripping the bottle. It is a true blend of form and function. Also, on the propel bottle, the drinking hole is about twice the size as one you would find on your typical water bottle, but is the same size as the one found on a Gatorade bottle. A true spin on typical water, propel’s flavored fitness water has a very unique package that really catches the consumer’s eye, and has an excellent product that users love to drink.

Some other products that have iconic packaging are Propel Fitness water, Powerade sports beverages, Patron tequila, Coach Purses, and Louis vuitton anything. All of these are products that have either a single distinct package, or an emblem or logo that is on all their products that is unique to them. Out of all of these the best example I believe is Patron tequila. Its hand blown glass fifth is the only one shaped like that in its market. It represents one of the best kinds of tequila on the market, and its unique design tells everyone that I am drinking Patron. It reminds me of Coca-Cola’s product, only for a more upscale and older demographic.

A product that has “the coolest design ever,” but cannot be used is probably worthless. Not many people buy a product just because it is going to look sweet on a shelf. Most buy a product to use it, and that is a necessary element of consideration when designing something. As I stated earlier, a cereal box that does not pour cereal is next to useless, just because nobody is going to buy cereal to put on a shelf and look at. One of the best examples of bad packaging is in my mind the tiny milk cartons that were made of paper and required folding and pushing to open, and at times would open weird so that the milk would not pour out right. That package was neither appealing nor useful in my mind.

Monday, October 13, 2008

wiki

1. The main points of the article involve the evaluation and use of Wikipedia, along with its comparison to the Britannica encyclopedia. Points are made on how Wikipedia can become all encompassing, and how it has no real limit on size which is something that Britannica cannot do. Also, it comments on Wikipedia’s reliability as a source. One of its primary downfalls.
2. “Wales also appointed an arbitration committee to rule on disputes. Before a case reaches the arbitration committee, it often passes through a mediation committee.” This seems an effective means of dealing with disputes. A disputed article will be passed through a meditation committee and then an arbitration committee who can find whatever resource necessary to make sure that the correct information is found on Wikipedia.
3. From a design perspective the encyclopedias are very different. Wikipedia is only available online, and is constantly changing. This can be good and bad in many ways. For one, it allows for the availability of almost any topic, but it also sacrifices quality. The Britannica encyclopedia can be found in a hard copy, is professionally written, and has three flaws to Wikipedia’s every four. Overall, Wikipedia is viscerally more appealing due to its more modern aspect. However, in my opinion, reflectively and behaviorally Britannica is the better option.
1. The main points of the article involve the evaluation and use of Wikipedia, along with its comparison to the Britannica encyclopedia. Points are made on how Wikipedia can become all encompassing, and how it has no real limit on size which is something that Britannica cannot do. Also, it comments on Wikipedia’s reliability as a source. One of its primary downfalls.
2. “Wales also appointed an arbitration committee to rule on disputes. Before a case reaches the arbitration committee, it often passes through a mediation committee.” This seems an effective means of dealing with disputes. A disputed article will be passed through a meditation committee and then an arbitration committee who can find whatever resource necessary to make sure that the correct information is found on Wikipedia.
3. From a design perspective the encyclopedias are very different. Wikipedia is only available online, and is constantly changing. This can be good and bad in many ways. For one, it allows for the availability of almost any topic, but it also sacrifices quality. The Britannica encyclopedia can be found in a hard copy, is professionally written, and has three flaws to Wikipedia’s every four. Overall, Wikipedia is viscerally more appealing due to its more modern aspect. However, in my opinion, reflectively and behaviorally Britannica is the better option.

Wednesday, October 8, 2008

1. How do you feel simplicity/complexity contributes to Visceral Design, Behavioral Design, and Reflective Design?
2. Find ideas from two of your classmates’ blogs that could be combined to make an interesting observation about design. Copy the relevant passages and explain how they relate to the point.

1. Both simplicity and complexity contribute to Visceral Design, Behavioral Design, and Reflective Design in different ways. Simplicity can affect Visceral Design in the terms of simple, bright colors, and smooth curves. The design is viscerally appealing because of its simplicity. However, it could just as easily be viscerally appealing if complex. The complexity of its color scheme could just as easily attract somebody naturally to it. Reflective design is a more self developed feeling and therefore it is hard to say whether it is complex or simple as it may vary from person to person. On the other hand, types of behavioral design are easily categorized as simple or complex, and both are important. As I have mentioned before complexity contributes to design when selling it. Simplicity contributes to design when actually using the product.
2. “I think that Evan is right about products that are complex is what everybody wants these days.”
-Maureen
“This supports the claim that with most products, the ones that appear to be the most complex are the most bought.”
-Kenny
Both of these statements are reaffirming my previous belief that complexity sells and that the biggest type of feedback for a business is what in the stores is selling. It is going to be hard for a company to notice a product that consumers really can use well but do not buy. Even if they could pinpoint these products, why make something that does not sell as much as something else. If consumers really want simpler products then buy them.

Friday, October 3, 2008

Simplicity is highly overrated

1. The most recent example that comes to mind is when I purchased my cell phone. I bought the new voyageur, which I do like, but it has many features that I simply do not need or use. First, and the main reason I purchased this phone was because it has a touch screen. This may seem sensible at first, but when I really think about it, it creates more of a problem than making things easier. I have to constantly put on screen-lock as any touch in my pocket does something unwanted. Not only this, but it also is more difficult to use than a regular keyboard. Aside from the touch screen, there are many unused features such as mobile television. I will never want or be able to pay for it. Both of these are good examples of how the features at the beginning seemed “cool” or “new” but came to be more of a problem than anything.

2. Complexity is justified, when the article said it was. When the complexity sells the product. This is more of a producer point of view, but it does make sense. Companies to need to sell us on their products and if we are naturally inclined to purchase more complex items than how can they say that they will not create what sells. That is quite simply bad business. However, simplicity is most important when a product is actually being used. It seems that the best product would appear complex in the store, but be simply operated at home. This is a somewhat ridiculous notion but it does make sense based on the points provided in the article. If complex products sell, and simple products are better to actually use then my proposal does seem like a somewhat feasible solution.

3. “Simplicity is most important after the product is purchased…”
-Shanni
As I mentioned earlier, this seems a very valid point. Simplicity is only considered after the purchase is made. When compared at stores, products are displayed with price and a feature list, so that one can look and see what product accomplishes what the consumer needs. However, many products go above and beyond the needs of the consumer, but the consumer will still buy this product. Why? This occurs because in my opinion a consumer thinks well if I wanted it to, my product could do this. Not that it will ever need to, but it could. Overall, features sell. Businesses need to sell their products, so their products come with lots of features. Simplicity remains a second thought.

Wednesday, October 1, 2008

My excerpt

1. Select a brief passage from Chapter Three Emotional Design by Donald Norman and post it on your blog. Explain why you thought it was interesting.
2. Norman uses the terms Visceral Design, Behavioral Design, Reflective Design. Do these categories seem useful to you? Would other names or phrases make the categories clearer?
3. How could a designer decide if Visceral Design, Behavioral Design, or Reflective Design is more important for a particular product? Are some types of products more visceral, behavioral, or reflective?

1. “Reflective design covers a lot of territory. It is all about message, about culture, and about the meaning of a product or its use. For one, it is about the meaning of things, the personal remembrances something evokes. For another, very different thing, it is about self-image and the message a product sends to others. Whenever you notice that the color of someone’s socks matches the rest of his or her clothes or whether those clothes are right for the occasion, you are concerned with reflective self-image.” It never occurred to me how many of my purchases were based on this type of design. I never realized how often I bought a shirt because if its brand name or the way I felt when I wore it. This type of design could be very effective as advertisement because everybody walking around is a billboard. If I see somebody with a polo shirt, then I feel self-conscious and want one myself. Therefore not only does a store make a sale but they also get a free form of advertising. This seems interesting to me as I never looked at it in this way.

2. I believe that the three categories that Norman uses are quite useful. They break down the design of a product into three main ideas or objectives. You can then see the products that are successful and just break them down to see what aspects of each element of design each one possesses. You can then find what combinations are best. Also with this idea of three main categories, a design team can focus on satisfying each one to the extent that they so choose. If they want to build a less expensive product that sacrifices visceral and reflective design, but is behaviorally superior to its competitors then they can do that. However, if somebody wants to make a product that almost sells itself just by looking at it, then they will take much more time focusing on the idea of visceral design. Perhaps a simpler way of saying visceral design would be to say natural attraction design, and behavioral design as, possibly, usability design. One could also call reflective design, relation to self design because it is all about how a product relates to you and makes you feel.

3. I would definitely say that some products are more of one type of design than another. For example a lamp that has a straight pole, a light, and a base is strictly for the purpose of providing light. It has no real visceral or reflective design. It is simply a light on a pole. However, you could get a lamp with a nice curvature, a shade, and other things that add to its beauty, but this will cost more for production. The lamp will have a nice visceral design, and it will also fulfill the same behavioral design as the first lamp, but will most likely cost more. The problem designers face is deciding what type of designs are most important for their product. Naturally, certain factors can influence a designer’s decision. Some of these include cost of production, and personal biases. Also, the idea of form or function will help a designer decide what type of design is of greater importance.