Anticipate Aesthetics Avoidance

Retail consultant Paco Underhill told a story about an unexpected problem occurring at an Einstein Bros. Bagels store in Utah: The bags of bagel chips were being shelved with such precision that customers hesitated touching the bags, let alone buying a bag. To disturb the configuration would disrespect the aesthetics, the shoppers seemed to be thinking. The solution? Instructing store staff to regularly check that the bags were sufficiently disarrayed.
     Researchers at Arizona State University and Duke University attribute such hesitations to people not wanting to make a beautiful item or arrangement look less beautiful by using it or selecting from it. The researchers documented these effects in studies comparing a cupcake with smooth frosting against a cupcake with frosting in the shape of a rose blossom, an undecorated napkin against a napkin with a floral design, and even plain white toilet paper versus white toilet paper featuring festive motifs.
     Generally, consumers were relatively less interested in using the aesthetically pleasing items and expressed greater discomfort about the consumption they did complete. There were exceptions to this general finding. Shoppers who have less appreciation for aesthetics or don’t associate superb design with extraordinary effort will be less concerned about the disruptions from purchase and use.
     For circumstances where your shoppers do seem hesitant to buy high aesthetic items, consumables or not, consider using one or more of these research-based tactics:

• Sand castles. The beautifully designed sand castle is expected to draw awe and then to deteriorate. Give shoppers permission to deface the item after honoring the aesthetics. Point out how the item would deteriorate anyway if not used. 
• Limited editions. Present the item as being more like one of a restricted set of prints than like a unique original painting. Have more than one copy so evidence of the artistry is not destroyed forever. This reduces concerns that consuming the item dishonors effort exerted during item design and physical production. 
• Souvenirs. Have versions of the item that are not so intricately decorated which can be used to stimulate memories of the unpurchased artistic rendering. If the consumable is not likely to deteriorate with time, invite purchase of both the beautifully designed version and a version containing the same ingredients, but with a functional format. 

     Aesthetics in store design, package design, and item design all draw positive attention from shoppers. But sidestep your shoppers saying, “It’s too beautiful to use.”

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

Click below for more: 
Manage Store Clutter Strategically
Explain Delivery Time As Quality/Talent
Showcase the Appeal of Sentimental Souvenirs
Design Stores with Visual Aesthetics
Abandon Discard of Damaged Packages