Page 273 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes including cognitive psychology and perceptual psychology, linguistics, cognitive science,
architecture and environmental design, haptics, hazard analysis, product design, theatre,
information design, information architecture, ethnography, brand strategy, interaction design,
service design, storytelling, heuristics, technical communication, and design thinking.
It primarily comprises:

 Dynamic experience: Utilise moving and charging audio visual elements.
 Static experience: They are formed that do not alter in any form.

Task Gather more information on dynamic experience vs static experience.
Commercial context: In its commercial context, experience design is driven by consideration of
the moments of engagement, or touch points, between people and brands, and the ideas,
emotions, and memories that these moments create. Commercial experience design is also
known as customer experience design, and brand experience. In the domain of marketing, it
may be associated with experiential marketing. Experience designers are often employed to
identify existing touch points and create new ones, and then to score the arrangement of these
touch points so that they produce the desired outcome.
Broader context: In the broader environmental context, there is far less formal attention given
to the design of the experienced environment, physical and virtual — but though it’s unnoticed,
experience design is taking place. Ronald Jones describes the practice as working across disciplines,
often furthest from their own creating a relevant integration between concepts, methods and
theories. Experience designers design experiences over time with real and measurable
consequences; time is their medium. According to Jones, the mission of Experience Design is “to
persuade, stimulate, inform, envision, entertain, and forecast events, influencing meaning and
modifying human behaviour.”
Within companies: Experience design can refer not just to the experience of customers, but to
that of employees as well. Anyone who is exposed to the space either physically, digitally, or
second hand (web, media, family member, and friend) may be considered in the application of
XD. This includes staff, vendors, patients, visiting professionals, families, media professionals
and contractors.

Multiple dimensions: Experience design is not driven by a single design discipline. Instead, it
requires a cross-discipline perspective that considers multiple aspects of the brand/business/
environment/experience from product, packaging and retail environment to the clothing and
attitude of employees. Experience design seeks to develop the experience of a product, service,
or event along any or all of the following dimensions:
 Duration (Initiation, Immersion, Conclusion, and Continuation)
 Intensity (Reflex, Habit, Engagement)

 Breadth (Products, Services, Brands, Nomenclatures, Channels/Environment/Promotion,
and Price)
 Interaction (Passive < > Active < > Interactive)

 Triggers (All Human Senses, Concepts, and Symbols)
 Significance (Meaning, Status, Emotion, Price, and Function)

268 LOVELY PROFESSIONAL UNIVERSITY