Neuroarchitecture is the union of neuroscience knowledge applied to spaces!
And what does that mean? It means that we can use spaces to generate feelings, sensations and interfere in decisions made by people who experience these environments. “Okay, Renata, but in practice now” if you use Neuroarchitecture in your commercial space, you can influence your customer to increase the chances of purchases! And how do we do it? Well, if you already follow me assiduously on Instagram (@studiocortopassi) , you probably already know the answer, but I'll give you the thread here again: 1 - Colors
Colors generate sensations. Each color generates a group of positive and negative sensations, and the combination of colors used within a space will tell us what we are going to feel more predominantly. For example: green closes the appetite, orange opens it. So if I have a restaurant with green as the main color of the brand, I need to use other supporting colors in the space so that green doesn't generate that feeling and harm your business. And that, obviously, are connections that we make in the subconscious of our brain, it's not something thought through, it's just a feeling! In the same way that when entering predominantly red places we become alert, we release cortisol, it's stressful! So I could do a half-hour class but I think you get the point: you need to study the colors that will compose your space, and that has everything to do with branding, so please read our article on that theme. 2 - Lines, Points and Textures
The greater the amount of information, the more stressful the environment, and creating confusion clouds your customer's head, inhibiting the purchase or expelling them from the store UNLESS you intentionally create an experience that is super stimulating, such as on a dance floor, at a party house, at an electronic game store, etc! Minimalism is the opposite extreme: it can be peaceful at the same time as it can be boring, and besides, I hate this architectural trend because it:
- Not instagrammable - Not stimulating - Not memorable - Pass the subliminal message to your customer of “don't buy”, since the minimalist mentality is to live with only the essentials, so it does you a great disservice in your business. For this reason, I almost always advocate the middle ground, except for the options I mentioned of ultra-stimulating experiences, in the others, a space that is creative, scenographic, stimulating, memorable but without excessive information, without generating stress, is my bet. 3 - Comfort
The comfort of your space dictates how long your customer stays inside. If your store doesn't have a place to sit, or if it does and it's uncomfortable, if your store is too hot or too cold, if you don't serve water or coffee, you are generating an uncomfortable experience for the customer, which will make them stay for less time, which may reduce the likelihood of purchase. 4 - Service This is the only part that really doesn't depend on me, it is totally up to you: in places where the customer is poorly attended, there is a drastic reduction in consumption, and the Zendesk report on Custumer Experience released a data that 61% of consumers will not return to a place where they were poorly attended just after a bad occurrence! In other words: it is ABSOLUTELY essential to have an excellent service, and believe me, in 5 years from now with the forecast of complete implementation of consumption via metaverse, businesses with poor service in person will literally not survive. Customer will have access to the same service in a highly interactive and agile way within this new universe. Whenever possible, try to charm, deliver more, surprise in the service, because it will put you ahead. 5 - 5 Senses Experience
This is my favorite and we try our best to work with our customers! The 5 senses experience seeks to interact and impact all our senses to the fullest, and I'll explain how. In the vision sense, we enter with the instagrammable and creative architecture that is impactful and memorable, generating feelings and sensations. When it comes to smell, we seek to develop unique fragrances for our customers through partner companies, so that by entering the store you already feel smell that is personalized thinking about your audience, and that will activate the affective olfactory memory, and you can even put this aroma in the bags or even give it as a gift so that your brand is always remembered in the customer's mind! Audition, also through partners, we create special playlists for our customers, always keeping their audience in mind, this playlist is reproduced by the store's sound system - which we always design - passing the business "vibe" to the customer and leaving him at ease, also accessing the auditory memory, so when the client listens to that song he heard there, he remembers the experience. Touch we treat through the comfort of furniture and materials, we already talked a little back there. But it can also be stimulated through unconventional materials, such as pebbles, rugs, sand, water mirrors.
And finally, the palate: have you ever tried to buy something hungry? I, particularly, turn into a hungry little monster, I get irritable and sleepy! And that's why I always indicate: serve something to your client.
Can you remember any store that offered you a cake or sweets? Or even a delicious cappuccino or espresso? I remember these places with extreme affection and I'm already excited when I need to go back to them!
That's the kind of memory that little attitude generates!
“Ok, Renata, but my business is a restaurant, so we don't need it, right?” Wrong! One of the reasons why places like the outback are always full of people is the customers' gratitude for the delicious, warm complimentary bread. I always recommend giving something away for free!
Neuroarchitecture is not the future, is the present, and it is exactly what we have been doing for years here in the Studio.
My name is Renata Cortopassi, I'm Brazilian, Architect and I'm available to get your project off the ground!
We work online or in person wherever you are, feel free to talk to me about your project by sending a message by clicking here.