Design principle two & three


Use positive cues & avoid negative cues

On the one hand, to create the desired impressions, companies must introduce cues that affirm the nature of the experience to the customer. It is the cues that make the impressions and create the experience in the customer’s mind.

On the other hand, unplanned or inconsistent visual cues can leave a customer confused or lost. Even an otherwise beautiful environment can often leave a negative impression on the visitor. It could be overflowing ashtrays, or boxes stacked up in a stunning lobby. If you start paying attention to them, you can discover distracting elements in practically any environment.

So ask yourself the question:

Are all the impressions, that a visitor gets, harmonised by means of positive cues? Are all impressions in sync with each other? Are there any negative cues that need to be eliminated?