Spence and Levitancontinue research into links between colors seen and taste experiences. They share that “For centuries, if not millennia, people have associated the basic tastes (e.g., sweet, bitter, salty, and sour) with specific colours. . . . [there] appear to be a surprisingly high degree of consistency regarding this crossmodal mapping. . . . the growing awareness of the robustness of colour–taste correspondences would currently seem to be of particular relevance to those working in the fields of design and multisensory experiential marketing. . . . Spence et al.
Framework for Reaction to Place
Xia and colleagues link feeling nostalgic and the purchase of new products. The research team reports that their “research investigates the motivational effect of nostalgia induced by aversive and threatening situations (e.g., COVID-19) on new product purchase intentions. . . . perceived COVID severity induces feelings of nostalgia and that heightened nostalgia boosts purchase intentions for new products. We replicate the effect with nostalgia triggered by a different threat (i.e., social unrest). . . .
New research indicates how to manage early and late stages of experiences via design or other means when both can not be supported equally. A team lead by Keren has determined that “early experiences may have a larger effect on our mood than more recent events. . . . People routinely report on their moods during everyday activities and when they interact with clinicians providing mental health care. It is commonly believed that the most recent experiences during a task or interaction with someone else may have the strongest effect on how an individual feels at a given time.
Zhang and colleagues probed the value of physical stores. They share that they hypothesized “that one benefit of the store to the retailer is to enhance customer value by providing the physical engagement needed to purchase deep products – products that require ample inspection in order for customers to make an informed decision. . . . we find that buying deep products in the physical store transitions customers to the high-value state more than other product/channel combinations. . . . Customers purchase a deep product from the physical store.
Zhang, Yang, Jin, and Li have learned more about how the real environments in which virtual experiences take place influence those virtual experiences. They state that “The experience in virtual reality (VR) is unique, in that observers are in a real-world location while browsing through a virtual scene. . . . Participants performed distance judgments in VR, which rendered either virtual indoor or outdoor scenes. Experiments were also carried out in either real-world indoor or outdoor locations. . . . .
Wilson and Bellezza investigated consumer minimalism. They share that “Minimalism in consumption can be expressed in various forms, such as monochromatic home design, wardrobe capsules, tiny home living, and decluttering. . . . Three distinct dimensions of consumer minimalism are identified: number of possessions (reflecting the ownership of few possessions), sparse aesthetic (reflecting the preference for simple and uncomplicated designs), and mindfully curated consumption (reflecting the thoughtful selection of possessions).”
Chinazzo and colleagues confirm links previously noted between colors seen and perceived temperature. The researchers report that participants in their study experienced “three colored [window] glazing (orange/blue/neutral). . . . Daylight color significantly affected thermal perception. . .
Handy data for designers
Prospect and refuge a plus
Device, robot, and friend personas