DEVELOPMENT OF A RETAIL BRAND ENHANCEMENT TOOL THROUGH THE USE OF EMOTIONAL DESIGN THEORY

Abstract

Design is created to fulfil the needs of its users, and its functions are constantly assessed by such users. In a retail environment, design elements should also represent the brand vision that the company wants to communicate to its customers. Understanding how design elements influence customers’ emotions in a retail environment is vital for brand managers and designers; however, such information is difficult to gather and analyse, since it requires decoding layers of emotional responses from customers with regard to the design elements within the overall retail environment. This paper proposes an emotional mapping tool for brand managers and designers to use when analysing customers’ emotional responses towards a retail environment. The foundation of this tool is derived from emotional design theory, in particular Norman’s three levels of human processing - visceral, behavioural and reflective (Norman, 2004). The tool is then modified further after being tested in terms of an empirical case study of a large UK based supermarket brand and one of its stores. The findings suggest that the proposed tool is useful for customers when it comes to describing their emotions associated with a particular retail environment, and helps brand managers and designers to understand the emotional feelings customers experience in such a retail environment.