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Putting the Human Back into the Design Equation - Kate Nightingale | Interact London 2017

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All design is by human and for human yet rarely designed with human in mind.

In this talk consumer psychologist Kate Nightingale will look into fundamentals of what makes us human and how to apply them into every design process to truly create designs which can be used by and useful for humans.


Kate Nightingale is a consumer and fashion psychologist and the founder of Style Psychology Ltd.

Style Psychology Ltd is a strategy and customer experience consultancy with a twist. It is a new view on consumer business stemming from an old view on the human. Our unique formula mixes decades of scientific wisdom on human behaviour, with our team’s unrivalled experience in consumer business and creative thinking unlike any other.

Kate and her associates worked on varied projects with brands like Harvey Nichols, House of Fraser, Next and intu Trafford Centre and had recently collaborated with architectural firm on a leisure centre concept design currently being built in China, UK and Germany.

Kate is also a lecturer in consumer behaviour at London College of Fashion. She is often approached by press and has appeared on Sky News, BBC News and Chanel 4 News amongst others.

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Putting the Human Back into the Design Equation - Kate Nightingale | Interact London 2017

  1. 1. Putting the Human Back into the Design Equation Interact 18.010.2017 ©stylepsychology
  2. 2. ©stylepsychology
  3. 3. ©stylepsychology CitizenM
  4. 4. ©stylepsychology
  5. 5. ©stylepsychology
  6. 6. ©stylepsychology
  7. 7. How human mind works? ©stylepsychology
  8. 8. ©stylepsychology For rugby, like business and like much of our life, is played primarily in the mind.
  9. 9. We are subconscious beings ©stylepsychology 11 mln bits of information processed subconsciously 40 bits of information processed consciously
  10. 10. A Vision A Sound A Smell A Touch A Taste A Bodily Sensations Senses are keys to our brain ©stylepsychology
  11. 11. Embodied Cognition Online Purchase intention was 29% higher when spoon was present and matched the dominant hand of the participant. Source: Journal of Consumer Research, 2012 ©stylepsychology
  12. 12. The Colour Makes a Difference Source: Canon When presented with B&W ads 74% of people chose products superior on the primary features as opposed to only 50% of people who were presented with colour ads. Source: Journal of Consumer Research, 2014 ©stylepsychology
  13. 13. Smellizing When people were shown a picture of a cookie and asked to imagine its smell, they ate 48% more cookies than when just viewing a picture. Source: Journal of Consumer Research, 2013 ©stylepsychology
  14. 14. Consider the environment around ©stylepsychology
  15. 15. Soft sitting: Creates a perception of a more relaxed and friendlier brand personality Makes you more agreeable in the negotiations and the negotiator more persuasive Bodily sensations Source: Moller & Herm, 2013 Ackerman et al, 2010 ©stylepsychology
  16. 16. Decrease in self-awareness Decrease in self-control Desires take charge Increase in impulsive behaviour Dim Lights Increase Impulsive Behaviour Source: Journal of Environmental Psychology, 2014 ©stylepsychology
  17. 17. Warm temperature increases:  willingness to pay by 36%  social conformity  choice of socially conforming products by 25% Warm Temperature = Spending More Source: Journal of Consumer Psychology, 2013 & 2014 ©stylepsychology
  18. 18. Consider what state a person is in ©stylepsychology
  19. 19. Shopping while hungry increases spending by 64%*. *NOT ON FOOD ONLY Shopping While Hungry Source: Proceedings of the National Academy of Sciences, 2015 ©stylepsychology
  20. 20. Cognitive ease leads to pleasure ©stylepsychology
  21. 21. ©stylepsychology Simplicity = Ease/Automatic = Low Cognitive Effort
  22. 22. Number of images in online shopping Source: Asos Source: Missguided Source: Journal of Consumer Research, 2014  Single image better than multiple images  Product uniqueness and distinctiveness increases by 16%  Preference for the product increases by 15% ©stylepsychology
  23. 23. Number of Categories Source: When presented with 9 vs. 3 product categories, people find shopping 16% more pleasurable and their favourable attitudes towards the online store increase by 8%. Source: Journal of Interactive Marketing, 2011 ©stylepsychology
  24. 24. Building a bridge between science, creativity and business. ©stylepsychology
  25. 25. Download Your Copy at sensoryretaildesign Contact me at: @StylePsychology 0203 322 1740 0789 1305 176