IIDA Perspective - Summer 2018 - 28
G
Lowe's
Holoroom is a
virtual reality
visualization
tool that
empowers
homeowners
with an
immersive,
intuitive
experience.
Good looks only go so far. To create a truly immersive
experience that takes users where you want them to go,
designers must fire on all senses. While the visuals grant our
first impression of a place, balancing visual elements with scent,
sound, taste, and touch, is what makes a space truly shine.
About one-third of the brain's neurons are dedicated
to processing what we see. Another 20 to 30 percent are
devoted to touch and sound, with additional, smaller
percentages for taste and smell, says Charles Spence,
professor of experimental psychology and head of the
Crossmodal Research Laboratory at the University of
Oxford, Oxford, England. But those other senses shouldn't
be ignored.
"It's the nonvisual senses where much of the opportunity
for differentiation lies," Spence says. "There aren't many
unturned rocks in visual design, but there is often a world of
possibility as far as the other nonvisual senses are concerned."
"Humans are complicated, and they interact with
the world through all of their senses," says Joy Monice
Malnar, AIA, co-author of Sensory Design and
professor emerita of architecture at the University
of Illinois, Urbana-Champaign, Champaign, Illinois,
USA. "Designers need to put themselves in the head of
users and think about their journey with the space or
the brand." They should think about how each sense is
triggered to make a journey memorable.
"The goal should be to create spaces where people
can obtain boundless sensory information," says Frank
Vodvarka, co-author of Sensory Design and professor
emeritus of fine arts at Loyola University Chicago,
}
Chicago, Illinois, USA. "Once designers and their clients
see a positive return on designing rich memorable
experiences, these trends will catch on."
This is where it all begins. "Visual perception is still
the most important part to consider during the design
process," says Barbara Seidelmann, managing director, 5
Star Plus Retail Design, Beijing, China.
To step up their game-and the experience-designers
must link visual experiences with other senses.
Take L'Occitane's new flagship store in London,
England. Designed by FutureBrand UXUS, the shop aims
to immerse visitors in the botanical world of the French
beauty brand. Upon entering, shoppers immediately are hit
with the smell of real roses and lavender. While waiting for
services, they are offered classic French macaroons. When
guests are browsing, they can smell and test products at the
hand-care bar. These elements are reinforced through the
28
perspective
iida.org/perspective
Photo by: Lowes
Visual Aids
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Table of Contents for the Digital Edition of IIDA Perspective - Summer 2018
IIDA Perspective - Summer 2018
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Data Viz
Pre/Post
I Design
Every Where Has a Why
More Than Meets the Eye
To The Max
Picture It
DNA of a Design Firm
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Summer 2018 - IIDA Perspective - Summer 2018
IIDA Perspective - Summer 2018 - Cover2
IIDA Perspective - Summer 2018 - From IIDA
IIDA Perspective - Summer 2018 - Contents
IIDA Perspective - Summer 2018 - 3
IIDA Perspective - Summer 2018 - 4
IIDA Perspective - Summer 2018 - 5
IIDA Perspective - Summer 2018 - Next
IIDA Perspective - Summer 2018 - 7
IIDA Perspective - Summer 2018 - 8
IIDA Perspective - Summer 2018 - 9
IIDA Perspective - Summer 2018 - World View
IIDA Perspective - Summer 2018 - 11
IIDA Perspective - Summer 2018 - Sum of Its Parts
IIDA Perspective - Summer 2018 - 13
IIDA Perspective - Summer 2018 - Talk, Talk
IIDA Perspective - Summer 2018 - Data Viz
IIDA Perspective - Summer 2018 - Pre/Post
IIDA Perspective - Summer 2018 - 17
IIDA Perspective - Summer 2018 - I Design
IIDA Perspective - Summer 2018 - 19
IIDA Perspective - Summer 2018 - Every Where Has a Why
IIDA Perspective - Summer 2018 - 21
IIDA Perspective - Summer 2018 - 22
IIDA Perspective - Summer 2018 - 23
IIDA Perspective - Summer 2018 - 24
IIDA Perspective - Summer 2018 - 25
IIDA Perspective - Summer 2018 - More Than Meets the Eye
IIDA Perspective - Summer 2018 - 27
IIDA Perspective - Summer 2018 - 28
IIDA Perspective - Summer 2018 - 29
IIDA Perspective - Summer 2018 - 30
IIDA Perspective - Summer 2018 - 31
IIDA Perspective - Summer 2018 - 32
IIDA Perspective - Summer 2018 - 33
IIDA Perspective - Summer 2018 - To The Max
IIDA Perspective - Summer 2018 - 35
IIDA Perspective - Summer 2018 - 36
IIDA Perspective - Summer 2018 - 37
IIDA Perspective - Summer 2018 - 38
IIDA Perspective - Summer 2018 - 39
IIDA Perspective - Summer 2018 - Picture It
IIDA Perspective - Summer 2018 - 41
IIDA Perspective - Summer 2018 - 42
IIDA Perspective - Summer 2018 - 43
IIDA Perspective - Summer 2018 - DNA of a Design Firm
IIDA Perspective - Summer 2018 - 45
IIDA Perspective - Summer 2018 - 46
IIDA Perspective - Summer 2018 - 47
IIDA Perspective - Summer 2018 - 48
IIDA Perspective - Summer 2018 - 49
IIDA Perspective - Summer 2018 - Scratch Pad
IIDA Perspective - Summer 2018 - 51
IIDA Perspective - Summer 2018 - Insider Intel
IIDA Perspective - Summer 2018 - 53
IIDA Perspective - Summer 2018 - IIDA News + Updates
IIDA Perspective - Summer 2018 - 55
IIDA Perspective - Summer 2018 - Why This Design Works
IIDA Perspective - Summer 2018 - Cover3
IIDA Perspective - Summer 2018 - Cover4
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