02/10/2019
Architecture and colours create new value
Estimate the importance of architecture is not always easy. One of the world's most interesting examples, which has been already explored, is the Guggenheim Museum in Bilbao. The building created new value for the previously unknown Bilbao. The town faced a challenge – it was required to turn from an industrial city into a tourism-oriented city. The construction of such building has attracted a huge number of foreigners (it is estimated that among the entire tourist flow, foreigners make up 80 percent). In other words, a building, which changed the attitude of people and created a stream of visitors that no one could even dream of, was built (I do not evaluate architecture as itself). This is a real example of how a building creates value. Of course, there are some nuances in relation to collections, pieces of art, that are brought there, but this is already a matter of content. It is also important that most of the value people experience through their sensations.
Aspects of the relations with the consumer
Contemporary studies have confirmed that people react differently to images, environment, space, colour. Everyone knows this, but maybe this is emphasized too little. I have noticed, that for many people it is new, that the colours should be selected relying on certain psychological studies. But this is nothing new, researches, conducted since the 60s of the 20th century, is being repeated again and again.
A whole lecture about unboxing video could be given. There are different types of them. For example, there is a video about the MacBook Pro that was taken by a woman who bought this computer. I like Apple, I have a lot of products from this producer. Nowadays it’s very important, that, in terms of feelings, the attitude of the person who purchased the MacBook, and what the user feels when unpacking the device, everything is thought out. Everyone knows that the experts of Apple select cardboard, create the respective surface of the box, add a smell. The design of the items in the box is exceptional as well. It is characterised by the fact that once unpacked, you are unlikely to be able to fold everything back as it was. Everything is thought out from the first to the last moment, even the product itself is enclosed in a special package so that no one else's fingerprints remain. Unpack the thing to the end, and it is yours. What does it mean? It means the fact that nowadays, speaking about marketing, every aspect is important, every aspect of the relationship with the consumer is important.
The features are the same, but I want only “that one”
In America there is such a company – a public organization that takes money from consumers for testing devices. They clearly show there is one and the other product, they are identical, maybe even the first one is better, but for some reasons they still buy the “that one”. How can this be? The answer – Apple consider every step, every consumer’s encounter with the brand, with the product itself and creates value through all possible aspects.
One more example. The idea of the “Heinz” ketchup advertising “You Can’t Eat It Seriously”: one restaurant tried to find out the reasons for the negative feedback from visitors. What has happened that they do not like it so much? It was figured out that most of the impressions associated with the restaurant had no effect. For example, a girl told a young man that they were breaking up. And this place begins to be associated with unpleasant sensations that affect the further decision.
The interior affects the health
If we talk about the interior, it should be reminded, how the recovery of two patients, staying in two different wards, was explored in 1984. It turned out that those patients, whose view from the window was on a brick wall, recovered longer than those, who saw an open space, a beautiful city, a park through their window. Since that time, the discussions about a huge impact of images and the environment on human health have begun. There were even more studies, for example, the research on what a positive effect the garden in the hospital has on the condition of pregnant women.
The purpose of another study was to find out what effect the same interior, painted in warm and cold colours, gives. Does any of these interiors have a negative effect? Studies have shown that there is no significant difference, but in a warm environment, people were inclined to spend more money and order more services. I remind you that the interior is the same, only the colour of the walls is different.
Time of addiction
The situation we are in, might be called addiction. Everyone knows that young 18-24 years old people, as soon as they wake up, first check their page. A study has already been carried out, which showed that girls of the same age do this before going to the toilet. Social networks seek to engage and achieve this instantly. One can argue that platforms are designed to hook on, but the addiction to social networks is the same as to the Internet or other overdoses of digital media.
If giving the example on an American girl, it would look like this: 31 hours per week watching TV, 17 hours per week listening to music, 10 hours at a computer, 4 hours of films, 3 hours of press, 45 minutes a day of the media. Our numbers are similar, and later 3 out of 4 feel shame, guilt and depression. Until the 18th birthday, children manage to see about 77 546 000 advertisements. The influence of the media is undeniable.
Based on the report of Gintaras Šeputis, presented during AMRES ART design week
