Rauschnabel and colleagues link thinking that an object is closer to more positive feelings for that object’s brand. They report that “Our results show that because AR [augmented reality] makes digital objects appear directly in front of the consumer, or even virtually applied to the consumer's body, it can increase the perceived physical closeness between a consumer and a brand. Study 2 shows that this effect is more powerful when AR is more realistic and hence produces a greater sense of local presence . . . for the digital objects.
Szocs and colleagues evaluated design options for stores yet to be built. They determined that “retailers must leverage the [physical] store environment to curate a captivating experience that cannot be emulated online. . . . . First, managers can increase their focus on sensory elements (e.g., visuals, scents, sounds, haptics, taste) and use these elements to curate pleasurable, multisensory in-store experiences. Second, managers should . . . [offer] environments that are personalized and customizable. . . . .
Biswas and colleagues report additional benefits of curving design elements. They share that “Websites and online advertisements contain virtual elements such as call-to-action buttons, images, and logos. This research examines how curved versus sharp angled shapes of virtual elements in online ads and on websites influence click-through rate (CTR) outcomes. The findings of a series of studies, including three field experiments and an eye tracking study, show that website and online ad elements in curved (vs. sharp angled) shapes generate higher CTR.
Grounding => Succeeding
Curved or angular affects sales
Neuroscientists have determined how design can meaningfully encourage sales in physical and virtual stores while elevating buyer and seller quality-of-life.
Xu and Ding studied how experiencing nature in some way influences how people respond to the need to wait to receive something that is currently unavailable. They report that “exposure to nature will lead consumers to be more patient in their waiting decisions. . . . marketers can reduce customer churn during peak or out-of-stock periods by decorating the store with potted plants or playing background music with natural elements. . . . marketers should minimize natural elements when they want to exploit consumers’ impatience to promote services. . . .
Lee, Chu, and Chang, via a study published in Journal of Marketing, found that physical distance to products influences our responses to them. The researchers determined that “how far we’re standing from a product changes what we think of it. . . . Previous research has shown . . . that customers respond more favorably to premium brands when their logos are positioned high above the customer. . . .
Research completed by Moyal and Garcia provides insight into the sort of impression that sellers’ should make.
Increasing willingness to pay a price premium