The Impact of Visual Complexity in a Retail Environment on Emotions

This study investigates the impact of the store decorative patterns contributing to overall visual complexity on viewers’ emotions using both self-reports and psychophysiological measures. Store design is an important factor that significantly influence shopper’s emotions unconsciously, consequently affecting consumer behaviors such as approach behavior and willingness to purchase. Especially, for fashion products, the store setting is a vital aspect in forming the visual experience and the brand image. For this study, 3D computer simulation and a large 65” ultra high definition (4K resolution) display were used to create a virtual store representing two levels of visual complexity (high vs. low). The participants were asked to view a series of store images in full screen covering peripheral vision, and to complete the questionnaires regarding emotions and behavioral intentions. To complement the possible bias from self-reports and unconscious emotional responses were captured using three channels of psychophysiological data: EMG, ECG, GSR to tackle pleasure, arousal, and attention dimensions of viewer response. Increasingly competitive markets call for innovative strategies to enhance the role of brick and mortar store environments. The visual complexity has been introduced in high-end flagship stores to attract new generation consumers’ attention, maximize in-store experience, and create strong store/brand identity. By understanding the role of visual complexity and thus effective managing the level of visual stimulation via the optimal use of various design elements such as patterns, lighting, layout, etc. the store environment can designed to trigger positive consumer emotions and form a strong image in the memory. Findings from self-reports and psychophysiology measures will be discussed in association with theoretical implications in emotion studies and managerial implications for planning of retail spaces.