Packaging and planogram design impact the perception of a navigable space
Key Points
Environments with many design elements increase cognitive effort. People are initially attracted to areas of high contrast.
Emotional intensity (Heart Rate Variability) in VR correlates with emotional intensity in real world retail space.
A clean line of sight is key to achieving shopping objectives, and discontinuity in a space should be bridged by a repeating design.
About Shikatani Lacroix
Shikatani Lacroix designs compelling at-purchase moments that connect in the blink of an eye. Their philosophy and strategic design approach, Think Blink, is driven by a consumer’s motivation to make a purchase decision. Everything they do is geared to owning the immersive “at-purchase” moment. The firm has a well earned reputation for designing immersive brand experiences that effectively connect brands with consumers to drive measurable results for clients.
SLD has been experimenting with different kinds of approaches to augmented reality (AR) and virtual reality (VR), seeking to discover innovative ways of delivering value to their clients with the insights derived from these new and exciting tools.
For more information visit www.sld.comChallenge
Our intention was to understand customer behaviour within a retail environment, by merging VR/AR with Neuroscience technologies. “With the advancements in Mixed Realities experience, we want to create new visualization tools that can combine with real time consumer state tracking to allow for better insights that have never before been possible”, said Jean-Pierre Lacroix, Shikatani Lacroix President.
Solution & Results
Looking at a retail bank concept in VR and AR revealed impressive insights. With the use of measure like cognitive effort, short-term engagement and heart rate variability, we learned what was driving consumers positive reactions to various architectural and décor elements.
The result is a groundbreaking approach that marries Microsoft HoloLens and Samsung VR headgear with Electroencephalogram (EEG) neuroscience equipment to decipher consumer preference through emotion and cognition. The combination of technologies is capable of saving companies millions of prototyping dollars.
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