Patel Isha Vishal

IR3596

This research discusses how heuristic cues are triggered using space making elements in a branded environment. Retail stores leverage the use of heuristics (mental shortcuts that the human mind makes) that impact customer behaviour. Materials can influence the perception of the brand in the customer’s mind, and help them make a decision faster. The research examines the use of heuristics as simplifiers by making inferences from literature reviews. Case studies of multiple brands are conducted to understand the play of materials that serve as heuristic cues in retail stores. The research synthesizes and establishes the connection between surfaces and materials used by the brands, and their influence on customers to build a brand image. Eventually, the research highlights the role of materials in creating a brand identity, influencing customers’ perceptions and catering to the target demographic. The research finally derives parameters that can help designers and brands looking to use careful material selection to create memorable and productive retail spaces.