Secrets Behind Things That Look Good
How Small Changes in Design Lead to a Big Jump in Sales
by Claire Langju Lee
Pub Date 22 Aug 2017
When there are two identical products, how is it that one looks better than the other? Why do some designs stick in your memory when you've only seen them once? If something looks good, there's a good reason why. Here are 9 laws of visual attraction, which will sate your curiosity.
Secrets behind Things that Look Good shares in detail nine sales-boosting techniques that Lee discovered and experienced firsthand while providing visual merchandising consulting to 2,000 businesses including LG Electronics, New Balance, and major department stores over 23 years. The book shows how small changes in color, light, angle, pattern, and arrangement can lead to a big jump in sales.
We are naturally drawn to things that look good. But it's not easy to pinpoint why we find them appealing. Good design, vivid colors, trendiness, high product quality, frequent ad exposure . . . none of these factors are perfect explanations. This is because attraction is an instinctive process driven by all five senses. And behind this process lies an intricate science.
Secrets behind Things that Look Good presents nine secrets for creating a big difference in sales. Discover the secrets to product displays and store designs that instantly captivate consumers.
She elaborates from these on all the complicated and often misunderstood ways in which vision affects the other senses—even taste, which, according to the author, is primed far more often by sight than people tend to realize. And throughout the book there are interesting tidbits from Lee’s experiences, such as the reflective qualities of various shades. All of this should appeal not only to marketers, but to anybody who’s ever noticed efficient and vibrant displays as well. An engaging and eye-opening study of the ways in which the arrangements of colors shape buying decisions.
We named the exhibit we held last year “Esprit Dior,” or the “spirit of Dior.” We wanted to emphasize that there is more to Christian Dior than meets the eye—that while invisible, the spirit of Dior underpins the brand. Claire Langju Lee’s Secrets behind Things that Look Good shows why it isn’t only luxury brands that need a company philosophy. And why the most important issue for brands at the end of the day is to make their philosophy seen.
―Lee Jong Kyu, Regional Director, Christian Dior Couture Korea