Retail malls use sound, lighting and smell marketing to trigger their consumer’s consumption. How about we taking the same concept, but use it to reduce over-consumption and break the impulsive shopping loop.
The reason that malls use sound, lighting and smell marketing to trigger their consumer’s consumption is that bright lighting makes people feel energetic, loud music and fragrance rise people’s heartbeat rate and adrenaline it overall triggering consumer to have impulsive shopping with excitement.
Taking it opposite, using lighting and aroma to make people easing their impulsive shopping behaviour, I notice there were also lots of people gathering in the seating area of the shopping mall. By designing a relaxing section in a mall around bathroom area, taking blue light and the smell of Yokukansan medicine, creating an “impulsive easing section” by selling to the mall as “a place for the customer to relax.”
In colour psychology, different colour can modify human’s mood, and intention, like red and green, sometimes are being used to price tags it is because it makes the customers feel energetic in shopping. Blue also affected human psychologically, where Japan use blue street light to easing people’s impulsive behaviour as blue can calm oneself down and balancing the heartbeat rate, and also stabilizing mood, so overall it affects reducing impulsive behaviour.
Impulsive behaviour can be build up within any second, people who got this behaviour are usually easy to get excited. In Japan, people take a medicine called Yokukansan to stabilize their heartbeat rate and easing their tempting emotion, this type of medicine is also use to treat people who are easily to get irritating. A healthcare show in Taiwan, a doctor mentioned that, she have use this type of medicine to treat people who consider themselves having problem as being a impulsive buyer. The medicine contains rhizoma, Poria, Cnidii rhizoma, Angelica, Bupleuri radiz, Glycyrrhizae radix, and Uncariae uncis cum ramulus.
Washroom area is a place that differs to the mall as inside the mall it seems like we are in a different dimension sound were absorb because of the wide space, noise from distance, and the feeling of being vacuumed. However, the washroom area has a feeling of being brought back to the real world, the vacuum feeling is gone, but considering to the safety issue of the emergency exit in the restroom area, only three relaxation chair can be placed in the washroom area.
The Sit Down and Breathe project uses the reverse of sensory marketing (smell, sound, and lighting) to ease the customer's impulsiveness within a mall setting. Selling the mall relaxation seating set with ambient lighting and an aroma diffuser beside a chair, and actually sneak in the furniture to help people in a mall get out of the trap of manipulating sentiment marketing.
The relaxation chair contains a blue light and a diffuser when the user sits on the cushion it will trigger the pressure sensor to turn on the light and the diffuser.