🧠psychology - the psychological environment (consumer)

Question 1

Wayfinding:

Answer 1

Our ability to know where we are and to plan a route to where we are going.

Question 2

What were the 3 groups of environmental variables that help with wayfinding according to Weisman?

Answer 2

• Visual cues
• Architectural differences between parts of a building
• Signs and room numbers
• Building configuration

Question 3

Weisman: What’s a possible problem with visual cues?

Answer 3

If they block shopper’s ability to see through the mall it will reduce their ability to form a mental map (this careful consideration required)

Question 4

Weisman: What’s a possible problem with architectural design?

Answer 4

Use of color has to be well-considered because though they are eye catching they can be confusing

Question 5

Weisman: how does architectural differentiation help?

Answer 5

Creating identity for each zone allows shoppers to break down mall into smaller chunks

Question 6

Weisman: What’s a possible problem with signage?

Answer 6

Too much visual noise can be confusing and distracting

Without pictograms there are language barriers

Question 7

Weisman: What’s a possible problem with building configuration?

Answer 7

Malls where corridoors of shops look very similar are confusing

Question 8

What is legibility?

Answer 8

The level that a space facilitates the obtaining and understanding of environmental information

Question 9

What are some features affecting legibility of signage?

Answer 9

• Font
• Size
• Color
• Contrast