CADS 1740 final exam

what is space?

All the available area within a given 2 or 3 dimensional boundary

What is composition?

Arrangement of elements within space

2D space + 5 P's

Areas within the boundaries of a building facade

a landscape floor plan

A wall, a ceiling, a floor

a product silhouette

a web or catalog page

a magazine advertisement

signature

packaging

3D space + 5 P's

Area within the architectural structure

the landscape

the products form

window display

subdivisions of the store interior

packaging

Hot spaces in a store

Areas of the store that receive a significant amount of foot traffic

cold spaces in a store

Areas of the store that consumers skip over

How can hot and cold spots be determined in stores?

Through sales data and video footage

What can you do within the information of hot and cold spots in a retail store?

Change the spatial layout (fixture placement, pathways)

move items around in the store

How can sensory qualities of space differentiate a brand? example: Cabelas

They can create sensory-appealing themed megastores

Cabin retreat on steroids- timber, stone, skylights, stuffed animals, mountainous terrain, waterfall, live fish

What is place attachment?

an emotional bond to a place that leads to a strong tendency to maintain physical and psychological closeness to that place

What does place attachment have to do with retail space?

The location, temperature, architecture, or color help retailers capture a local sense of place

ex: shopping center design - reminiscent of main street shops or southwest/vacation areas

How is space changing in retail?

Shopping area spaces are changing.

Shopping areas are no longer JUST for shopping but are small communities for recreation and entertainment.

What is 2-D Space?

Flat plane

Can you identify a 2-D space and tell the elements of the composition?

Composition created by the placement of colors, lines, shapes, textures, patterns on the surface

Fabric used for a garment is 2-dimensional. The print on the fabric is the composition

What is 3-D Space?

Height, weight, depth

Can you identify a 3-D space and tell the elements of the composition?

The area within the store is 3-dimensional. the placement of physical structures within the store and their formal qualities would be the composition

Filled 2D space

very little ground is visible

Unfilled 2D space

much ground is visible

What is filled or unfilled space describe?

Describes the level of occupation of the visual ground (background) of a 2D space or the available physical space

How does visual weight influence the level of 2-D fill?

The store may look less filled if you use clear glass fixtures, and the back wall (ground) can be seen

What is a filled 3D space?

Has little room for physical movement and maneuvering

What is an unfilled 3D space?

Allows easy movement and maneuvering

What is retail density?

filled 3D retail space

What is a filled 2-D surface for fabric?

When the ground is visible, the 2D space is filled

What makes a filled 2D surface for fabric filled?

Colors, lines, shapes, textures, and patterns

What makes a filled 3-D space for apparel and the body?

Garments that fit the body closely and limit the movement of the body

What makes a 2D surface for fabric unfilled?

colors, lines, shapes, textures, and patterns

What an unfilled 3-D space for apparel and the body?

Garments with much space between the body and the garment, allowing freedom of movement

What is ease ? What does it have to do with space?

The amount of roominess in a garment

additional space is added to the garment beyond the dimensions of the body to create space between the body and the apparel item

What is fit ease? What does it have to do with space?

Allows for a normal expansion and movement of the body

waste measurement for pants for breathing and sitting

What is design/style ease? What does it have to do with space?

Extra fabric added to a garment for style or design reasons only

The amount of ease in a design affects the degree to which the body fills the 3D space available in the garment

Fitted silhouette

Shaped, close to the body

semi-fitted silhouette

Shaped, skims body

Relaxed silhouette

Slightly shaped, easy fit

Loose silhouette

Oversized fit

Body primary focus

entails visual focus on body shapes, surfaces, and contours.

Created when the product is UNFILLED 2-dimensionally and FILLED 3-dimensionally

Clothing primary focus

entails visual focus on the product

The product is FILLED 2-dimensionally and UNFILLED 3-dimensionally

How can the design of a 3-D space affect pleasure? Large vs Small spaces? How can this be applied to department stores with large and small spaces?

Large roomy spaces with uncluttered aisles, well-spaces merchandise, and well-organized layout -> positive impact on emotional pleasure

How can the design of a 3-D space affect pleasure in Large vs Small spaces?

Large spaces may enhance arousal (The Awe factor)

Small spaces are calming and provide the consumer with a sense of dominance in the space

How can the pleasure affected in large and small spaces be applied to department stores with large and small spaces?

Larger spaces give more room for merchandise and gives the customers more room to walk around

What is human density?

The number of people in a space

When is human density pleasurable?

The presence of other human beings is exciting and reassuring and adds to the fun of the experience

When is human density unpleasurable?

The presence of too many other human beings frustrates, increases shopping time, and encourages escape of the space

What is spatial density?

The level of crowdedness caused by displays, furnishings, and layout of the space

Why do consumers have higher negative associations with the brand with spatial density over human density?

As spatial density increases, perceived control decreases, which decreases pleasure, willingness to buy, and willingness to return to retailer

What are the associations/ meaning behind large and small spaces?

Upper price point retailers, like Prada, have very little product per square foot - low human density

Lower price point retailers, like Target, have large quantities of merchandise in an area - High retail density overall

What is the meaning behind an open space in retail?

can be a sign of status for retailers - higher price point so lower quantity of products EX. Prada

What is the meaning behind a high-density space in retail?

Target - more quantity of products in all of the spaces around the store

What effect does music have on consumer behavior?

Increasing sells

positively influencing purchase intentions

Enhance perceptions of service and merchandise quality

Increase shopping time

Decrease perceived shopping and waiting time

How do auditory elements help to build brand identity?

Enhanced brand awareness

differentiation through appealing sensory form

enhanced emotional experience

support of the brands message

increase the number of purchases and the amount of money spent

How can music transform the in-store experience for consumers?

Music can help create an emotional bond and engage emotions to put customers in a mood to try on clothes

How does music produce positive connections to the brand?

Evaluative conditioning

What are the formal qualities of music?

Time or duration

Pitch

Texture

What is articulation?

How a sound is made, determining the length of time a note sounds

How is staccato different from legato in sound/visual content?

Staccato notes sound for a short period of time - abrupt, sharp sound

Legato notes sound for a longer period of time - connected, smooth sound

What is rhythm?

Recurring pattern of pulses (notes) and rests (silences)

What are the types of rhythm?

Regular rhythm - repeated pattern

Irregular rhythm- more random

What is density?

The number of notes in a given amount of time

Thick density

A large number of notes with few rests played in a given amount of time

Thin density

A small number of notes and many rests per given time

What is tempo?

Speed, or rate, at which the pulses (notes) move

slow and fast tempo

What is pitch?

Number, or frequency of vibrations of sound per second

High pitch

light and small visual qualities (faster vibrations)

Low pitch

dark and large visual qualities (slower vibrations)

What is harmony?

A group of notes of two or more pitches sounded simultaneously

Consonant

blended notes

Dissonant

disjointed notes

What are the two types of mode?

Major- happy, freedom of movement

Minor- sad, restricted movement

What is timbre and how does it relate to musical and visual qualities

Distinguishable quality, or color, of the different musical instruments

thinness of flute

sonority of saxophone

brassiness of the trumpet

brittleness of xylophone

What are the expressive qualities of music?

pleasure from music is linked to the physiology of the body

music arouses and expresses emotion

In what ways can brands link to the symbolic qualities of music?

formal qualities of the composition

ex: instrumental music

What is unit?

an identifiable part of the aesthetic form - color or geometric shape

What do complexity and order relate to?

The degree of stimulation

What 3 ways can complexity and order be affected?

The number of physical quality of units

the degree of dissimilarity

the level of organization in the arrangement of units

What is novelty?

The perceived newness of the units and their organization

What do Gestalt principles emphasize?

relationships between perceived parts (units) and the whole

What are the 5 organizing factors of the Gestalt Principles?

Similarity of units

proximity of units

closure of units

continuation of units

interaction/combination of similarity, proximity, closure, continuation

Similarity of Units

grouping of units due to sameness

Proximity of units

grouping of units due to sameness and closeness in space

closure of units

perceived shapes that are not actually enclosed forms

continuation of units

uninterrupted path or line

Combination of similarity, proximity, closure, & continuation

influence the level of complexity and order

decrease the level of complexity

decrease the perceived number of units

increase cohesion

What is the preferred level of complexity?

not too complex and not to simple

What are the 3 determinants of complexity?

1) number of units

2) degree of interest of the units

3) cohesion among the units

- similarity

- order

Cohesion of units - Whole

Initial blending of the units due to sameness and/or arrangement

Cohesion of Units - Part

Units that are distinct from each other due to differences and/or arrangement

More complex

How are the concepts of complexity and order relevant to describing Product

Basics, classics, fashions, post-modern designs

How are the concepts of complexity and order relevant to describing Property

Post modern or traditional design

How are the concepts of complexity and order relevant to describing Promotional activities

combinations of products, people, technology

How are the concepts of complexity and order relevant to describing product presentation?

Complexity increases with the increase in SKUs in the store

What are basic goods?

Products of simple styling with little demand for change

EX: Gap khakis and grey shirts

Where are basic goods on the inverted-U graph

Right above pleasure and right past low

What are classic goods?

Stable styles characterized by design integrity, versatility, and easy coordination with other products

EX: White trench coat with gold buttons

Where are classic goods on the inverted-U graph

Higher above pleasure than basic goods and more past low than basic goods

What are fashion goods?

Products with more complex styling susceptible to frequent change

EX: A dress with a jacket or just a plain white dress

Where are fashion goods on the inverted-U graph?

higher above pleasure than basic and classic goods (almost to pleasant) and more past low than basic and classic goods (almost to complexity)

What are postmodern design goods?

Most complex, exaggerated styles and organization may be less apparent than in fashion goods

EX: A feathered dress with purple white and black tall socks

Where are postmodern design goods on inverted-U graph?

between pleasure and pleasant and between complexity and high

How does novelty affect pleasure?

Something that is too new or too familiar may not be pleasurable for people

evolution - novelty

When a moderate level of novelty is built into the product for a slow change