Mark Pollard makes some excellent observations about the design of Sydney's Ikea store, and their use of the Gruen Transfer:
The Gruen Transfer is a theory that contemplates how to manipulate people into purchase through disorientation. It’s the sort of stuff that casinos do (no clocks, no natural light, maze-like table layout, patterned carpet, etc). Shopping malls and supermarkets too - with their aisles, queues, ambient music, scents, lighting, use of colour.
What’s interesting about this is that we all know what they’re trying to do but still we deliver ourselves unto them. Why?
...I thought I’d share a few thoughts about how [Ikea] game you because they’re pretty good at it
Mark's main points are:
- Scarcity that sucks you in
- One escalator in - there’s no escape!
- Start in the lounge room
- Activity I ought to be doing, right?
- A flow that blocks then opens
- Social zones to build affinity
- Crowds make you act funny
- The Great Hall of Panic
