My daughter came home from college last month, and one of the first things she said when she walked in the front door and into our living room was, “I love the low ceilings!”
For a half-second, I felt defensive. Low ceilings are undesirable, aren’t they? Most of the homes you see and read about in design publications (including this one) feature large, airy spaces with double-height ceilings hung with fabulous chandeliers. But we live in a 1950’s ranch house where 8-foot ceilings are the norm. Everyone on my block has them.
My daughter, who had just spent a semester eating in huge dining halls, studying in large libraries and navigating communal spaces designed for big groups, said our low-ceilinged living room felt cozy. And that was a good thing, because it meant, “Whew, I am home.”
We all know that emotion plays a role in design and business decisions, but I think we sometimes underestimate just how much. At the ART conference in Miami last month, it was the underlying theme of many of the presentations and discussions.
The best merchandising isn’t about displaying products on shelves, trend forecaster Patti Carpenter told conference attendees. It’s about connecting consumers to brands in an engaging, emotional way that differentiates one brand from another and builds loyalty.
Mike Peterson, founder of Science in Design, and interior designer Ginger Curtis, led a fascinating talk about the power of neuroaesthetics, the study of how beauty improves health. Our brains are hard-wired to organize, recognize patterns and bring order to the things we see, which is why it relaxes when patterns, designs and colors found in nature are replicated in architecture and interior design; and in the shapes, colors and patterns in our home furnishings (and presumably the low ceilings that make us feel protected and cozy). Our unconscious minds are also attracted to four things that we either find reassuring and familiar or alert us to potential danger: faces, edges (as opposed to straight lines), color contrast and color intensity. These visual cues can trigger an emotional response in humans.
The idea that beauty in design can evoke a positive emotional response was also evident in ART’s annual community service project. Attendees spent half a day of the conference working at Camillus House, a nonprofit organization that provides food, housing and shelter for those who need it. Conference volunteers refreshed two floors of living quarters with new furnishings donated by the industry —from mattresses, lamps and accent furniture to rugs and artwork. The makeover was remarkable visually, but even more importantly, said Camillus House CEO Eddie Gloria, it refreshed the soul and signaled to the residents that they matter and are valued.
In a market flooded with products, emotion drives decisions, both consciously and unconsciously, Peterson said. I think this is critical to keep in mind when developing, buying and displaying new products at retail, so that we can all relax when we walk through the front door.
