Final Post

One of the readings that I found particularly noteworthy was "What Main Street Can Learn From the Mall" by Steven Lagerfeld. This article primarily focused on Robert Gibbs, and his belief that downtown areas should try to conform to standards set by large shopping malls to become more successful centers of commerce. I thought this was one of the best articles that we read all year because the main points were clearly highlighted and everything that Gibbs or the author said seemed to fit together in a logical way. For these reasons, I used this article as my source for my final paper about urban design in Birmingham, Michigan. Another article that I thought was extremely important to this class was Chapter Three from Donald Norman's Emotional Design. This chapter was truly the foundation for the majority of our projects and discussion in class for the rest of the year. Although this was one of the first articles that we read, I don't think I will forget the concepts of "visceral design," "behavioral design," and "reflective design" for many years simply because we delved so deeply into these concepts throughout the term. Like the Lagerfeld Article, this chapter was very clearly written and had a very logical structure. In terms of exercises, I really enjoyed the egg drop and the chair-building classes. These two mini-projects were very enjoyable because we were able to go out and build something with our hands. For me, it is very satisfying to put my knowledge to the test by actually constructing something tangible. I also liked these exercises because we were forced to work with other people in our class without really knowing them. It is challenging, but also rewarding, to work as a team with new people. In regard to assignments, I really liked the retail analysis presentation. It was a fun experience to go to the mall, evaluate a store, and in my case, buy new clothes. It was also interesting to use the knowledge that I had acquired from class readings to evaluate a real-world store. Once again, this goes back to my desire to take what I know and put it to use outside of the classroom. I thought the final presentation was extremely challenging. The groups had endless topics to choose from, and it was difficult to narrow down our topic and know exactly what kind of information to look for. Our group ended up changing topics three times, which wasted time and energy. It was also difficult to work in a relatively large group to do such an important project because it was not easy to set up meetings that fit with all of our schedules. However, this is a challenge we will have to cope with in jobs after college.

Beyond all of our readings, discussions, and presentations, I think the most important thing I learned from this class was how to actively lead and participate in a discussion aimed at several key points. This class required all of the students to be very proactive and responsible. How much we got out of the class really depended on how much we put in. Early on in the class, I thought it was very strange when I heard that Professor Stull was going to "turn it over" to the students. I thought that student-led discussions would not be very meaningful, and would be awkward and unproductive. I was very wrong, however. This class taught me to fill all of the roles required in conversation, from initiating to gatekeeping. Another important thing that I learned from this class was how to analyze the design and efficiency of many things in my life. I will never look at a doorway, a sidewalk, or a microwave the same way again. I think this was a very important aspect of this class. We had to learn to think about things that we have learned over the years to not think about. This taught us to look at solutions to various problems in completely different ways, and in many cases, showed us that the solutions that currently exist are not necessarily the best answers to problems. One final important thing that I learned from this seminar was that my writing can be much more concise. I have always been quite confident in my writing ability, but I realized that I can communicate my ideas in fewer words than I previously thought was possible. On the Wikipedia paper, I eliminated over 300 words between my first copy and final paper. I also was very attentive to conciseness in my final paper. My first draft had over 1100 words, while my final copy had about 860.

I don't think we could have taken a better seminar in terms of learning things that will help us in the future. As mentioned above, this class made us consider current solutions to problems, and look for new solutions. This way of thinking is extremely important for success in college and future professions. We cannot just accept what we have and be content to let others figure out new solutions for us. This class taught us to be proactive and to seek new, better answers. Improving group conversation skills and working with a team were also elements of this class that are very important for the future. With few exceptions, the professions that all of us are striving toward involve working with others at some point. For example, I am considering a career as an orthopedic surgeon. This career involves communication with assistants, nurses, physical therapists, patients, and many others. Learning how to work with people I am not familiar with is a skill I will need for the rest of my life.

The Secret to Turning Consumers Green

The author's main points in this article centered around how peer pressure can affect environmentally responsible habits. Recently, some places have instituted economic incentives to be environmentally friendly. For example, Washington, D.C., imposed a five-cent tax on every disposable bag at any retailer that sells food, candy, or liquor. The number of bags handed out by stores in the city dramatically decreased. Although this strategy successfully decreased pollution, it came in tax-form, which many people are reluctant to accept. In comparison, the author spoke at length about ways to turn consumers green that do not involve raising taxes, but rather focus on putting peer pressure on consumers. An important quote from the article came in the third paragraph, where District Councilman Tommy Wells said "it's more important to get in their heads than in their pocketbooks." While the government can try to (and often does) take action to reduce environmental impact, it is more beneficial to have people make their own decisions that reflect environmental awareness. The author provided numerous examples that exhibited how peer pressure can make consumers more green. One of these examples was the study conducted in hotel-room bathrooms, in which different signs were used that encouraged people to reuse their towels. Signs in several of the rooms said "Help save the environment," while the signs in the other rooms said "join your fellow guests in helping to save the environment." The visitors who stayed in the rooms with peer pressuring signs were 25 percent more likely to reuse their towels. Another interesting point that the author discussed was how certain companies are making attempts to allow consumers see their environmental impact while leaving the door open for peer pressure. For example, Microsoft Corp. calculated energy efficiency ratings for many homes in the United States and made the information accessible to the public online. This not only allows homeowners to see their own impact, but also allows others to access the information, and thus puts pressure on homeowners to be environmentally conscious.

I do not think I am affected at all by any kind of advertisements or promotions for being green. Often times, this can be misunderstood as "I don't care at all about the environment." This is not at all an accurate statement, as I care about the environment very much. However, I make my own decisions on how I can reduce my environmental impact. For example, there has been a great deal of controversy lately about driving large SUVs, and many people are pushing for smaller, more fuel efficient cars. I do not care how many advertisements I hear about how I should be driving a small car; I will be driving a large car for the rest of my life. Last year, I was involved in a very serious car accident, and I am very thankful that my SUV kept me safe in the accident. If I had been driving a smaller car, I might not be here to be writing this post. Still, this does not mean that I will not consider environmental impact when buying a car. I will always search for a car that has good gas mileage, both because it makes financial sense and also because I do not want to damage the environment more than I have to. However, the fact that my peers are driving small cars will not affect the way that I think about my own safety.

Although "environmental design" may not be the most accurate description for my example, my family and I have been buying organic food for many years. The primary reason for this is that we believe that we are protecting ourselves from harmful chemicals and pesticides that may be present in some (but not all) non-organic food. In other words, we are looking out for our own health. However, at the same time, we are spending money on companies that have reduced their negative impact on the environment, which in turn encourages other companies to become more green. If more people would buy organic food, companies that use harmful pesticides would feel pressure to become more environmentally friendly.

As discussed in the answer to the second question, many cars have become more environmentally friendly as part of a recent push for more fuel-efficient vehicles. Many cars are becoming smaller, and some are even experimenting with different sources of power, including electricity. Many institutions are also using motion detecting lights to save electricity. I am currently sitting in the second floor of Upjohn Library, and can see lights in distant parts of the library turning off after a certain amount of time passes without any motion being detected. Another environmentally friendly act that I can observe in the library is more efficient printers and printing techniques. When we attempt to print a paper from a school computer, it is automatically printed double sided, which helps reduce the amount of paper consumed.

The Media Business: Advertising

A quote from this article that is particularly relevant to clothing advertising and brand identity is: "Today brands are built emotionally. You have to get a message across and show what the brand ideology means to her life."After doing a great amount of research for our presentation, we found that this is a very accurate statement. A lot of thought and planning goes into shooting clothing advertisements. When you think about it, the simplest form of clothing advertising would be to lay clothes on the floor and take a picture of them. However, as a consumer, you will almost never see clothing advertised in this way, because companies try to send more of a message in their advertising. Every element of the advertisement, including the appearance of the model, the background, the lighting, and the music are carefully thought out and planned to create a reflective reaction in the mind of the consumer. In this article, the author talks about Nine West, a company that has an advertisement showing three men staring at the sandals of a woman in a bar. Obviously, this advertisement goes far beyond just taking a picture of the product. Instead, it is showing that if you shop at Nine West and buy products from this company, you will receive more attention and be more popular than if you shopped somewhere else. It is important to note that the company is not just saying that by wearing one particular pair of sandals, you will look better. Rather, the company is  saying that by becoming part of Nine West, consumers will become more fashionable, attractive people overall. This, of course, is a deceptive advertising strategy, but one that almost all clothing companies use. Wearing a product does not change what kind of a person you are; it just changes a part of your appearance.

Nike is an example of a clothing company that has extremely iconic advertising. Nike frequently uses very famous athletes in advertisements. Professional athletes are people who have worked very hard and experienced great success in their lives. They are people who are admired and looked up to, especially by the younger generation. Often times, Nike advertisements show an athlete performing his or her sport,  and also usually have a short catch phrase, such as "just do it." In the advertisement that is included in my post, Lebron James is shown in an extremely athletic, dominant pose in an arena filled with admiring fans. He is the center of attention, and the words "will to win" show that he is an extremely motivated athlete. This advertisement is very interesting because the Nike logo does not appear on any of James' clothing. Even if the clothing that he is wearing is made by Nike, it is not likely that an everyday shopper would be able to buy the jersey that he is wearing. Therefore, Nike is trying to sell the idea that the company can help you become a successful athlete. This idea is more important than any individual product that the company could advertise.

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Brand image has influenced my decision to buy clothing on several occasions. For example, I have bought Oakley sunglasses that cost over one hundred dollars each of the last two summers. While I could have gone to a drug store and bought a cheap pair of knock-offs, I chose the Oakley's for several reasons. First of all, I know that Oakley is a very reputable company, and since I was looking for durable, high quality sunglasses, I knew that Oakley would be a safe, reliable option. Another reason that I spent so much money on Oakley sunglasses is that the company has a very iconic logo that is instantly recognizable to many people. Something about the message that this logo sends is attractive to me, as opposed to an inexpensive off-brand. Another example of how brand image has influenced my decision to buy an item of clothing is with Adidas tennis shoes. I have been wearing different versions of the Adidas Barricade tennis shoe for the last four years. Although I have had no complaints with the shoe, I also have not experimented with different brands to see if there is a better product. The Barricade is a shoe that many different professionals wear. It is not so much that I think I will be more like these professionals if I wear this kind of shoe, but I know that if Adidas is good enough for professional tennis players, it will be good enough for me. In regard to the second part of this question, I think that it really depends from person to person. When you look at a middle school boy wearing a tee-shirt that screams the word "Hollister" in bright blue lettering across the chest, jeans that are purposely torn or shredded at the knees and faded across the front, and a flat brimmed purple hat, I think that the clothes are defining the person. The consumer is looking for clothes that make a statement so that he does not have to. On the other hand, people who put more thought into the clothes that they buy can define the clothes. When people with very interesting personalities have interesting senses of fashion, the clothes become ways for people to express themselves. In this case, the person is defining the clothes and what it means to wear them.

Cookie Cutter Housing

One of the author's most important point in this article is that city ordinances should not be minimum-based, but instead should be reward based. City ordinances provide guidelines to developers, surveyors, engineers, and planners about certain minimum dimensions and area restraints. Ordinances determine things like how far apart houses must be spaced, how far houses must be from streets, and how wide streets must be. The author says that because city ordinances provide minimum requirements, developers will often create designs that meets the standards, and simply reproduce the design over and over again to make a cookie-cutter community. The author also talks about how the way that the system is set up prevents engineers and surveyors from striving for innovation, and also prevents anything from changing. In order to go against the rules, a licensed individual must place his or her reputation on the line. Conflict with a city council is highly feared among these subdivision designers because if the change fails, the designer might not be consulted on future products. Instead of taking this risk, it is much safer to stick to the conventions. One final important point that the author makes in this article is that engineers should think more about the quality of life of the individuals living in the developments that they design. The exact same house design, side by side in a cookie cutter community, is not the best living option. Every community is different, and individuals deserve homes that are designed specifically for their communities.

This article did not really change the way that I think about subdivisions. I feel that subdivisions are very positive factors that are part of the American way. It is difficult to imagine our country without subdivisions. Many years ago, Americans lived primarily in either big cities or in the country. Many people either worked in industrial jobs or were farmers. However, as transportation and road developments made it easier for Americans to get from one place to another, people moved out of cities and established communities in the suburbs. Subdivisions provide a favorable alternative to either living in a large city or living in the middle of nowhere. That being said, I do not think the author of this article is suggesting that we eliminate subdivisions from the United States. Instead, I think he is trying to suggest alternatives that would make subdivisions better places to live. However, since I am not trained in housing and development in the same way that the author is, I do not feel his frustration. I am not particularly bothered by cookie-cutter subdivisions. Of course, it would be nice if every house in every subdivision was different, but this does not seem like the most efficient or cost-friendly option.

I live in a subdivision in a Detroit suburb. In my area, the author's viewpoints are not especially applicable. All of the homes in my subdivision are very different in terms of design, color, and layout. They have a great deal of space in between, and have large yards. Some of the houses are two-stories, while others are ranches. The only time I have every seen a subdivision like the author seems to be describing is in movies, so I have a very difficult time relating to the author's points in this article.

Biggest Mistakes in Web Design

This reading relates to the concept of user-focused design because it discusses at length ways that websites can be better for consumers and visitors to the websites. In the first section of the article, the author tells the reader to remember two key points while reading the article, one of them being: “the only reason my website exists is to solve my customers’ problems.” This point is alluded to many times throughout the article. The author stresses user-friendliness as the key design aspect of websites. Of course, web designers should try to make their websites visually appealing, but more than anything, they need to make sure that visitors to the website can easily accomplish what they came to do. For example, text should contrast page backgrounds so that it is easy to read everything on the website. Users should not have to squint to read text that is designed in a less contrasting but more artistic design. Another user-friendliness issue that was raised was flash page introductions. These frequently do not present any further information to the user, and can be very frustrating. If a website needs to have a flash introduction, there should be an apparent “skip” button so that web-users do not need to waste their time. Web design is just another medium that the design concepts we learned in class can be applied to. This class has focused largely on designing things in ways that are easy for consumers to use and understand, as opposed to designing to win art contests. In other words, we have stressed the priority of behavioral design over visceral design. This article is an extension of these principles. Although we have barely touched on web design so far in the class, it is interesting to learn how similar the guidelines for design are.

The most important point in this article, as discussed in the above paragraph, was user-focused design of websites. The author presented sixteen specific ways that websites can be well designed for user purposes. One of the headings in this article that I found particularly interesting was “Nobody cares about you or your site.” The author defended this point by saying that what people truly care about is solving their problems. Users come to websites for four purposes: to get information, to make a purchase or donation, to be entertained, or to be part of a community. Web design should allow users to accomplish these goals as easily as possible, without over the top design elements. It is all about solving the customers’ problems. Another interesting part of the article was the section about heroin content. Websites that have heroin content make their users willingly come back to the site to get new information and perspective. One requirement for a website to have heroin content is frequently updated information. Blogs, for example, can have heroin content if they have candor, urgency, timeliness, pithiness, and controversy. Under the right circumstances, heroin can outweigh design. This is because if the material on a website is interesting and useful enough, people do no notice or care if the site is designed poorly. One final important point of the article was mystery meat navigation. This occurs when the user needs to mouse over unmarked navigational buttons which are usually blank or don’t reveal their function. This is particularly common in art and fashion websites, but other web designers sometimes use mystery meat navigation in their websites. Mystery meat detracts from user-friendliness, and can be very confusing and unclear. Applying another previous aspect of design from this course, websites should give feedback to users so they know that they are accomplishing their goals in visiting the website. Although mystery meat navigation may seem like an innovative, creative technique, it is confusing and difficult.

In my opinion, one of the most important aspects of web design is color scheme and page organization. There are only a very limited number of websites that I use on a daily basis, and they are Facebook, Google, and the Kalamazoo portal and webmail pages. When I visit any other website, I am usually unsure of exactly what the content will be and how it will be presented. If the website opens and I see very bright, neon colors, with font that is cramped together in a jumble, I will go back and look for a new website. It is not so much that I expect websites to be visually appealing, but I expect them to be professional and appropriate for their designated purpose. Other elements, such as music or moving animation, instantly detract from the credibility of most websites. When I use a website to get information, I want to get my job done as quickly and efficiently as possible. Superfluous elements make it more difficult to make this happen. Another very important element of web design is having an appropriate amount of information on each page. Some websites are overwhelming in that they have an extremely large amount of information on each page. I like information to be logically broken up into simple headings and categories. Websites that are designed well have clearly visible links to the information that I need to access.

The Future of Retail

Negroponte does not explicitly state his thesis in his article. If I was the author, my thesis would be "online shopping will become the primary method of shopping in the future, although enjoyment and social factors will prevent retail shopping from disappearing entirely."

This reading relates closely to Norman's concepts of user-focused design. In Norman's article, the author discussed how the design of products should be easy to understand and straightforward. Consumers should not have to read an instruction manual over more than one time to operate a common, day to day product. Effective product design does not just mean designing the most aesthetically appealing product possible, but rather means designing with the consumer in mind. Negroponte's article addresses his belief that retail shopping will take a major hit in the near future due to the fact that it is inconvenient for shoppers. Although retail shopping is obviously not a product that can be designed, the same principles of consumer-focus still apply. For example, Negroponte uses the example of a bookstore to show how retail shopping is difficult for consumers: "All of the elements are against you: weather, time, energy, price, not to mention availability. Instead, by logging onto, say, Amazon.com, you can order the book in less time than it would take to call and see if your local bookseller has it in stock." Clearly, in terms of consumer friendliness, online shopping comes out on top of retail shopping. Nonetheless, Negroponte addresses some of the reasons that people still go out to shop instead of shopping exclusively online. Among these reasons is that going out to do shopping is an experience that the internet cannot replace, and has turned into a social opportunity. This leads Negroponte to one of his main conclusions: although online shopping has not completely replaced retail shopping, it will force retailers to become better and operate with the consumer in mind. Retailers that are not convenient for shoppers, whether they have inadequate parking, poor staff, or lack of product availability, will not be able to compete against online powerhouses.

This is a difficult question for me to answer, since I have very little experience with online shopping. I have never used any online trading websites, such as eBay or Craig's List, and have only purchased products online on several occasions. However, based on my experiences, I do not think Negroponte's ideas are particularly relevant today. The article was written over ten years ago, in a time when computers and the internet were not as widespread as they are today. In this period of development, there was probably a great deal of excited speculation about how the internet would change the world as it was known. In this case, I feel that Negroponte's speculation about the impact of internet shopping is erroneous. While internet shopping is definitely an option, I think many people still favor going to stores to get the true shopping experience. Another reason that this article loses credibility in my mind is because of the author's suggestion that mailboxes should include built-in refrigerators. This sounds like science fiction more than a realistic prediction about the future of retail and shopping. Although his predictions about the rise of internet shopping may be inaccurate, the author's points about the importance of user-focused design are very relevant. The threat of online shopping, paired with competition from well run businesses, forces stores to be convenient for shoppers.

I really do not think retail will change very much over the next century. For many, shopping is an activity, and is all about the experience. Shopping is like the staple that will remain constant over a long period of time. While many things will change, such as how we get to the stores, what we wear, and what we buy, the actual shopping experience will not change very much in my opinion. Stores will continue to use the strategies that we have studied in this class to sell their products. For example, consider one principle: zone four design. Businesses will never stop trying to push customers all the way to the back of the store. This is because the idea of forcing customers to see every product that the store has to offer will not change, regardless of the time. Nonetheless, one area of retail that may adapt with the times is the use of technology. We already see technology used in innovative ways in stores like Apple. At this store, to get assistance from an employee, a shopper must register his name with another employee. In the future, this use of electronic devices will likely increase. Shoppers might be given an electronic device upon entering the store that allows them to contact and communicate with an employee. As the world becomes increasingly digital, people love new ways to connect and interact with other people.

Downtown Kalamazoo

Overall, I would give downtown Kalamazoo's business area a "C" in terms of design. One of the most noticeable aspects of the design was sidewalks on Burdick Street, which were wider than any sidewalks I have ever seen. It was easy to walk shoulder to shoulder with at least five other people. In addition, there were many trees and other plants in planters on the sidewalks, as well as numerous umbrella-covered tables with chairs. In fact, there were so many plants and tables that it was slightly overwhelming and drew my attention away from the stores. At the beginning of the evaluation, I didn't even look at the stores I was passing because my eyes were drawn more toward the street than the shops. While the tables and chairs looked very welcoming during the day, they also invited loitering and street people. At one point in the evaluation, our group stopped outside a store to write down several observations. Some of us sat at a table, one of us used a trashcan as a writing surface, and one of us kneeled down on the ledge of a planter to write. I noticed that the owner of the shop we were stopped in front of was staring at us from the window, and he seemed uneasy. Passing pedestrians would likely react the same way, which would make them unlikely to go into a store or even notice advertisements and displays. The most evident problem I noticed was that the streets were extremely narrow and difficult to drive on. The section of Burdick Street that we walked on was one way and one lane, with parallel parking on either side of the street. The driving lane was so narrow that if a someone opened the door of a parked car while a moving car was passing by, the car would probably not be able to avoid the opening door. It was very difficult for pedestrians to see cars coming from behind the lane of parked cars, and i was relatively close to being hit by a car on one occasion while crossing the street. The problems with street design do not end here, however. It was extremely unclear which streets were one way or two way. On Burdick Street, I noticed "Do not enter," "one way," or "no right turn" signs that seemed completely arbitrary in placement. There seemed to be no rhyme or reason to the street layout, and a visitor to the city would probably be extremely confused by the roads. Cars driving along Burdick Street were moving very slowly, which is usually a good sign since it allows them to notice window advertisements and gives pedestrians the impression that the street is busy. However, other areas of downtown Kalamazoo, like Haymarket, had one way streets that were three lanes wide and had very fast moving traffic. Another design aspect that I noticed was second story design. On Burdick Street, most buildings were two stories tall with many windows on the upper level. While the height helped give the city a true "downtown" feel, many of the upper story rooms had closed blinds or curtains, and were probably apartments. The city could really take advantage of its height by putting businesses on the second story of buildings and advertising down to the street. This would help give the city an extra boost of life and energy. In general, the city seemed to be relatively crowded, especially for a very cold weekday afternoon. I felt very safe and comfortable on Burdick Street because I was always in sight of other people. As I moved into the Haymarket area and toward the Rave movie theater, I felt less safe. There were not nearly as many people in this area, and more of the buildings were vacant. Other miscellaneous observations included the fact that the sidewalks on Burdick Street were paved in a slightly distracting pattern. The sidewalks were not simple like Gibbs suggested, but instead were paved with colored brick that was organized in a diagonal pattern. I also noticed that the trashcans were designed very interestingly, and served multiple purposes, including a writing surface. The city was also very festive. It seemed to be decorated for the winter holidays, and many flags were hung from light posts on Burdick Street. Overall, I thought the city's design was very viscerally appealing, but that it was a behavioral failure and did not help businesses attract attention and sales.

To improve the design of downtown Kalamazoo, the first thing I would do is get rid of the current road system, and make all streets two way. Two way streets are easy to understand and navigate, and would take the uncertainty out of driving through downtown Kalamazoo. The roads were so confusing that I think I would deliberately avoid the downtown area when driving. Main Street should attract pedestrians and drivers alike, not repel them. My second suggestion is to redesign the sidewalks along Burdick Street. Instead of going for the prize-winning design, the sidewalks should be simple and unnoticeable. The sidewalks should also be slightly less wide to increase the sense of crowdedness. About half of the trees and tables should also be removed. Because these elements were so excessive, they were very distracting and blocked visibility from across the street. Another recommendation to improve city design is to refigure the parking situation. All of the parking along Burdick Street was parallel, and I observed several drivers having difficulty parking. Personally, I am a horrible parallel parker, and often will drive right by a parallel parking spot because I don't want to go through the trouble. In addition, the parallel parking was almost like a brick wall in that it blocked the view of the other side of the street. Over the weekend, I noticed that downtown Birmingham has a much better parking solution that Kalamazoo should consider. All parking along the Main Street is diagonal, which allows drivers to park quickly and easily. The diagonal solution also makes it much easier to see across to the other side of the street.

The following passage from "What Main Street Can Learn from the Mall" is very pertinent to downtown Kalamazoo: "The shade trees and planter boxes? Lovely, [Gibbs] says, but they block shoppers' view of shop windows and signs. Those handsome groupings of benches and tables? They seem inviting until Gibbs points out that they often attract teenagers and other loiterers, who scare off shoppers. The elegant Victorian street lamps, the expensive trash cans, and the distinctive granite paving stones-- 'so beautiful that people will stare at them as they walk by the storefronts,' Gibbs says--are little more than money down the drain." When reading this section, it almost sounded like Gibbs was talking about downtown Kalamazoo, because everything he said relates exactly to the city. There were far too many trees and plants in Kalamazoo that blocked the view of the stores. As mentioned earlier, the excessive tables and chairs present the problem of loitering. Kalamazoo also seems to have wasted a great deal of money on superfluous design details, including colored bricks for the sidewalks, old-fashioned lamp posts, and beautifully designed trash cans. Not using these three elements would have saved a great deal of money, and would also have helped stores draw more attention.

Gibbs vs. Whyte

Gibbs approached city design from a more specific perspective than Whyte. In the article, Gibbs gave specific, concrete descriptions of what works and what does not work in street design. When reading the Gibbs article, it seemed as if Gibbs was sitting on a bench in the middle of a downtown area, explaining all of the elements he saw that contributed to either efficient or inefficient design. He was very focused in his approach and looked at the subject in black and white: there was no middle gray to Gibbs' main points. For example, Gibbs explained that restaurants should not face west while retail stores should not face south. Gibbs also talked about sidewalk material, window display size, and bench location in Main Street areas. All of Gibbs' points are derived from his belief that Main Street areas should borrow as much as possible from mall design in order to prosper financially. Contrastingly, Whyte presented his information in a jumbled, much less organized format. Unlike Gibbs' focused approach, Whyte seemed as if he was sitting in his office, trying to recall details of effective design from his memory. There seemed to be no rhyme or reason to the order in which he presented his points. Instead, he jumped around from example to example haphazardly. The Whyte article also made points that were very unclear. For example, Whyte talked about the inefficiently designed entrance at Bloomingdale's in New York City. These doors often held up large crowds of people on the sidewalk, and created an area of heavy congestion. However, based on our conversation in class today, it was unclear whether this inefficient design actually had a positive or negative impact on the store. While I thought that the inconvenient doors were an asset to Bloomingdale's, others like Shelbi thought that the doors hurt the store. While Gibbs assumed the perspective of a thoughtful city planner, Whyte assumed the perspective of a critic or analyst. Overall I found Gibbs' article more convincing than Whyte's. Gibbs presented a model of a successful shopping mall and tried to show how its elements can be applied to a downtown area. In other words, he took something that worked and tried to apply it to something that did not work as well. This gave his arguments credibility. Meanwhile, Whyte's arguments seemed to be less professional and less based on fact. The points that he made often seemed arbitrary and incomplete.

One of the most important elements of an urban area for me is the safety and crowd-level. I am much more willing to spend time in a crowded, busy urban area than a deserted, vacant one. Growing up, the big city that I most frequently visited was Detroit, Michigan. This city is known for being very dangerous, and as I grew older, I became much more reluctant to go into the city because I did not feel safe or comfortable there. While Detroit does have several very nice attractions, including a baseball stadium, football stadium, numerous theaters, casinos, and Greek Town, these hot spots are scattered throughout the large city. This makes it very uncomfortable to walk through the city, since there are many vacant, unpopulated areas that are unsafe. On the other hand, a city that I have spent a great deal of time in over the years is Birmingham, Michigan. Birmingham has a medium sized downtown area, and from the morning until late at night, there are always people in sight. The constant flow of people makes the city seem like a popular place to spend time in, and bolsters the feeling of safety. Another very important element of urban design is the appearance of height and large size. Most of the buildings in Birmingham are two to three stories tall, while other apartments and large office buildings tower high above the surroundings. The multiple stories are very important because they give the city vitality. In many cases, the second story developments are apartments. The fact that there are people living in the city make it feel like the city is always alive, and that there will always be a stream of people moving in and out of the city. One final urban design element that attracts me is small trees and plants along the sidewalks. These elements show that despite the urban nature of the development, the natural element is still present. In addition to displaying wildlife, trees along the sidewalks also serve as a great decoration at night if Christmas lights are hung through the branches. The image of lighted trees lining the sidewalk of a downtown area triggers a strong visceral and reflective reaction in my mind. Apart from the beauty of this display, it reminds me of Christmas shopping as a child with my family, and creates nostalgia. On the other hand, one element of urban area that strongly repels me is the presence of homeless people. I feel terrible for saying this, because homeless people are often perfectly kind people who were dealt an especially hard hand in life, but I feel very uncomfortable walking past or being approached by a homeless person on the street. There are many homeless people living on the streets in Detroit, which is not only very sad, but also frightening. This is another reason I usually avoid going into the city. Another repelling element of an urban area is an old-fashioned appearance. Some downtown areas try to maintain an "old-country" feel which I do not find attractive. This may be a reflective reaction, since I usually associate old cities with dirty, dusty cities of the old-West. I much prefer cities that try to blend old elements with new ones.

City: Chapter 6

The author's key points in this chapter all stressed effective street design. One of these points was the importance of properly sized sidewalks. Whyte said that an effective sidewalk is broad enough so that it is slightly crowded at its peak. The sidewalk of side streets should be about fifteen feet, while the side walk on main streets should be twenty five feet. When side walks are crowded, they make people slow down and observe their surroundings, which makes them more likely to go into a store. Another interesting point that the article raised was the benefit of a slightly messy appearance. Modern shopping malls have made every effort to appear perfectly neat, clean, and orderly. However, Whyte talked at length about the importance of streets not appearing over-designed. Most shoppers like a small amount of chaos and disorganization during the shopping experience. The author mentioned the specific example of Bloomingdale's in New York City. This department store has a very confusing, inefficient doorway that frequently causes backups on the sidewalk. People often stop to socialize outside the doors, and vendors also congregate there to try to sell their products. Despite the madness, Bloomingdale's still has one of the highest sidewalk shopper-densities of any other store in the city. Another important aspect of street design is abundant second story businesses. Businesses located on the second story of a main street development make a lively sight in the evening, when interior movement becomes visible from street-level. The article also talked about effective window display in a very vague manner. For example, the article said that inexpensive items often attract window shoppers, but at the same time, expensive products that most people cannot afford also attract shoppers. Movement in window displays, such as live people actively displaying products, can be a major attraction to shoppers. However, nothingness can also be an effective window display. After reading the entire article, the point that stuck with me most was that the best designed streets are the ones that do not appear to be designed. Small, confined areas that combine a mixture or jumble of different businesses and that involve as many of the senses as possible are the most successful ones.

Whyte's ideas were much more unclear and vague than Norman's, and overall I felt that Norman presented much stronger ideas in a more organized manner. While reading this article, I was struck by how unorganized the information seemed, and how difficult it was to absorb. The Norman chapter was broken down into three very specific categories: visceral, behavioral, and reflective design. All of his examples fell into one of these categories, which made his concepts much easier to understand. Each real world example that Norman gave was concise and relatable. This article by Whyte, on the other hand, presented an overwhelming amount of examples one after the other with very little explanation. It was very unclear what main concepts the author wanted to convey because he gave so many examples. The reading reminded me of an extremely long novel with no chapters and no plot. It just contained page after page of unorganized ideas that did not have a larger category to fall into. The two articles by the different authors were similar in that they sought to explain what makes a design either successful or ineffective. They were different in that Norman did not limit his chapter to street design. His concepts can be applied to many different fields of design, including product, store, or street design. The Whyte chapter applies specifically to street design.

Based on this reading, one of the most important aspects I would analyze when evaluating an urban area is the apparent busyness of the area. Streets that have a large number of pedestrians but that are very spacious and spread out are not the most effective design. Streets that appear to be very busy and that have narrow, crowded sidewalks are more effective. To compare these two scenarios, the pictures on pages 88 and 89 of the reading were very insightful. One of these pictures is a busy shopping alley in Tokyo. It looks light a very small space, a little dirty and dingy, with no excessive decorations, seating, or plants. The next picture shows a recent development in Japan that is much like an area that would be found in the United States. This space has broad sidewalks and a park-like atmosphere, but there are very few shoppers. This shows that the chaotic, messy, human element is very important when evaluating an urban area. Another important element to consider is face to face interaction between shoppers and sellers. While modern stores in the United States have minimized this interaction, it is one of the most effective ways to sell products. Stores that move products and salespeople out into the sidewalk and directly interact with customers and passing shoppers are more likely to be successful. This goes back to the early roots of trading and shopping in alleys and bazaars all over the world. One final criteria I would use to evaluate an urban area is how easy it is for pedestrians to interact with the design of the street. Whyte mentioned how pedestrians in New York City use the trash cans for a wide variety of purposes, including tables for writing and eating. He also talked about how ledges on certain buildings  can be used as benches for pedestrians or as display shelves for vendors. The more the street invites shoppers to interact with the design, the more successful it is likely to be.

What Main Street Can Learn from the Mall

Gibbs considered several different factors when evaluating a Main Street design. One of the most interesting factors he mentioned was sidewalk design and material. The pavement of the most successful downtown shopping areas in the country is plain, undecorated cement. While many downtowns favor more decorative materials, including bricks or stone, these materials are less effective construction materials for several reasons. First of all, the more intricate the sidewalk, the more likely the shopper will look at the ground as opposed to the storefronts. In addition, sidewalks made of porous, spaced apart materials are more difficult to clean, and overtime contribute to a dirty appearance. Another interesting consideration was storefront display. It takes the average Main Street shopper about eight seconds to walk past a store front, meaning that the store has no more than eight seconds to draw the pedestrian-shopper's attention. Since downtown shopping centers also have automobile traffic, stores have only about one second to draw the attention of car shoppers. The size of the window display was also an important element of Main Street design. Stores that have large, open window displays typically indicate less expensive items, while stores that have small, confined displays like Tiffany's usually sell more expensive, high quality, exclusive products. Gibbs called this idea the price-point-to-aperture ratio. Gibbs also focused on the placement and organization of tables and benches in the downtown shopping area. For example, benches and tables that are placed very close together, like at an outdoor cafe, can often be a turnoff to female shoppers. This is because when people are sitting on the benches, pedestrians need to squeeze between people, often resulting in physical contact. Additionally, excessive seating areas may look appealing during the daytime, but they can also attract teenagers and other loiterers, which contributes to uneasiness among shoppers. In evaluating Main Street design, Gibbs also gave great attention to streets that ran through the area. An effective downtown shopping area is located at the intersection of the two busiest streets. Cars should not move quickly through this intersection; instead, it should be heavily trafficked. Finally, Gibbs evaluated the differences in location of restaurants and retail stores in the Main Street area. Restaurants should not face west, so the setting sun does not interfere with the dining experience. Restaurants can also be located on side-streets, since restaurants are usually destinations, as opposed to impulse stops. Retail stores, on the other hand, should not face south, because clothes displayed in the window will fade and lose color. Retail stores should also be located in high traffic areas to attract drop-in business.

I do not think Main Street should be a mall. All of the uniqueness of walking through a nice downtown area would be lost if it was transformed into a mall-like atmosphere. There are several cities with very nice downtown areas near my home, including Birmingham, Royal Oak, and Rochester. At the same time, we also have Somerset Mall in Troy, which is one of the largest, fanciest malls in Michigan, and the Village of Rochester Hills, an upscale outdoor shopping mall that is extremely popular in the area. While both the mall and the Main Street shopping area have many appeals, they are extremely different, and experiencing only one of the two would get very tedious. Going to a shopping mall is usually not a relaxing experience. It is usually very crowded and full of other shoppers, but it is excellent if you need to browse through large amounts of clothes. When you go into a mall, you know that the primary purpose of the visit is to spend money. On the other hand, walking through downtown Birmingham can be a very relaxing, peaceful experience. There are many different possibilities, because you can go shopping, go to a restaurant, watch a movie at the theater, or simply enjoy a walk along Old Woodward Avenue. However, this is not the best option if you have a great deal of shopping to do and limited time. I think that the contrast between the shopping mall and Main Street experiences is something that should not be lost. I found the following quote from the article very intriguing: "Gibbs' prescriptions for the streets of West Palm Beach and of other American towns and small cities borrow so heavily from the mall that it becomes difficult to see how, except the absence of a roof over its streets, a place reconstructed along such lines would differ from a mall. It might be a town, but would it be a community?" This is an excellent point, and one we must carefully consider. Personally, I love Somerset Mall, but it does not define where I live or the person who I am. In other words, I have no personal attachment to the mall, since it is so similar to hundreds of other malls throughout the country. However, I feel a deep personal connection to the streets of downtown Birmingham. These streets and the surrounding community are unique, and they say so much about who I am and what I have experienced. Every downtown is different, and it would hurt communities to lose this unique nature.

I think the most important consideration when evaluating Main Street design is cohesion of the buildings that comprise the downtown area. Buildings should be made of similar materials with similar colors. This can be a challenge for older cities, where buildings constructed many years ago stand side by side modern buildings. I have seen downtown areas that completely fail in terms of design because the construction materials of side-by-side buildings clash unappealingly. I think that bringing natural elements into the Main Street design is very important. Nice downtown areas have trees in planters in the sidewalks. These trees provide beauty during the day time, and can also be prominent features at nighttime, when they are often hung with Christmas lights. Trees and other plants truly distinguish the Main Street shopping experience from simply walking down any other street. They give a "special" feel to the area. I also think having a wide variety of stores is critical to the success of Main Street. There must be a blend of clothing stores, restaurants, cafes, ice cream and snack stores, movie theaters, apartment building, banks, and offices. While shoppers are not likely to stop in banks, apartments, and offices during a routine shopping experience, these kinds of features add the very important unique feel to downtown areas, and give shoppers a sense of community, instead of simply retail store after retail store.

Cape Cod Style Architecture: Wikipedia

Here is the link to my Wikipedia article on Cape Cod Style Architecture:

http://en.wikipedia.org/wiki/Cape_Cod_Style_Architecture

Retail Analysis

1. The store that I observed for this project was Pacific Sunwear, more commonly known as Pacsun. This store primarily markets to 15 to 22 year olds. Pacsun sells clothes that fit into California beach culture, and is known as a surf and skateboard shop. The store particularly targets males with its marketing, since it sells products with big brand names, including Hurley, Volcom, and Billabong.

2. a) From the outside, Pacsun had a very inviting appearance. The store had a large, bright yellow electric sign that truly put the "sun" in Pacsun. The front of the store had very large paned windows with black metal framing, and it was clear that the entire store was visible and well lit, which showed shoppers exactly what the store was selling. A store that takes the reverse approach is Hollister. The inside of this store is very dark, and when a shopper walks by the front of the store, all that he or she can see is a bench, a fake palm tree, wood paneling, two mannikins, and a large advertisement.

b) Once inside Pacsun, the shopping experience was very positive. The store was playing alternative music by artists such as Weezer and Something Corporate. The music was quiet enough so that a conversation could be held at a normal volume, but loud enough that it was audible throughout the entire store, including in the changing rooms.

c) Pacsun used numerous means to display its clothes, including shelves and hanging racks on the walls, tables, benches, and standing racks. It was interesting that hats with flashy brand names were located at the back of the store on shelves that were stacked up to the ceiling. This created an interesting visual effect and drew attention to the brands and logos on the hats. Clearance items were hung on racks toward the back store. A large number of tee-shirts, v-necks, and graphic tees were displayed on tables and benches that ran from the front of the store all the way to the back. The shirt display was slightly messy and chaotic, since people unfolded the shirts and put them back without refolding them. The tables also had compartments below the main display level, which gave the impression of a massive amount of merchandise and countless possibilities. Finally, the store was also selling brightly colored headphones, which were dispersed on tables and counters throughout the store.

d) The floors at this store were smooth, dark brown/gray stone. This material was not perfectly uniform, so some areas were darker than others, while others swirled different shades of browns and grays. The floors were very earthy and organic, and helped bring the natural elements into the store.

e) Signs were an important part of the store. There were many signs on the walls, most of which showed pictures of bikers, skateboarders, surfers, and the ocean. All of the advertisements had a summery feel, since they were set in sunny climates. Many models were also wearing sunglasses. The advertisements displayed the big brand names mentioned above, as well as others like Vans, Fox, and O'Neill. Finally, there were many brightly colored, highly contrasting signs advertising special deals, including two pairs of jeans for 55 dollars.

f) The cashier area at Pacsun was located in the very middle of the store, and was designed so that the cashiers were positioned facing the entrance/exit of the store. The cashier counter was long, horizontal, and was not closed in on the back, which allowed the cashiers to step out from behind the counter to help customers. The counter was made of glass, and had shelves beneath it containing headphones and cologne. It was interesting that a sample of cologne was also on top of the counter for customers to try, but that it was not sprayed around the entire store: a strategy employed by other stores like Hollister and Abercrombie.

3. The image that this business was trying to project was young, casual, California beach. The store seemed to specialize in v-knecks, skinny jeans, striped and fitted longe-sleeves, and brightly colored hoodies. There were also many plaid shirts and flannels. Many of the clothes were made out of thin, clingy materials. Pacsun also seemed to be trying to set itself apart from preppy stores like American Eagle, Aeropostale, Abercrombie, and Hollister. This was particularly evident in the girls' clothes, which consisted of darker, natural colors, including greens, dark blues, grays, and browns. Many of the girls' clothes were not skin tight and revealing, but rather seemed low effort and low maintenance. While trying to separate itself from preppy competitors, the store also kept its distance from more dingy, rebellious stores like Hot Topic. Through its bright lighting and welcoming displays, Pacsun did a good job of not scaring away shoppers. They made it seem like there was something for everyone at the store.

4. The most noticeable way that customers interacted with the store design was by picking up tee-shirts that were folded on tables and shelves, and putting them back unfolded. Most of the tee-shirts that were sold were a combination of cotton and polyester, and thus had very soft, smooth textures that were comforting to the touch. As a result of all the touching and picking up, the tee-shirt section of the store was slightly disorganized and cluttered. In addition, the prominent hat display at the back of the store acted like a magnet that drew shoppers all the way back into Zone 4. Most shoppers started at the front of the store, looking through shirts and pants, and slowly worked their way back toward the brand name hats. The changing rooms and all of the sale items were also located in the back of the store, so it seemed like the majority of the shoppers spent most of their time in the back half of Pacsun.

5. I found it very interesting that Pacsun sold and displayed cologne on the cashiers' counter, but that the smell of cologne was not detectable anywhere within the store. This was an interesting strategy, and seemed to be deliberately standing in contrast to competitor stores like Hollister. I noticed this contrast in other ways, including bright lighting. It was also interesting that although Pacsun is in many ways a warm climate beach store, they do not use sex to sell their products. Hollister and Abercrombie fill their stores and advertisements with images of undressed or undressing teenagers. As a surf shop, Pacsun could definitely get away with using sex appeal to market its products, but this was a strategy that the store avoided. Instead of sex appeal, Pacsun relied on brand-appeal, a strategy more effective with males than females. Finally, I noticed that Pacsun seems to target males much more than females, and that most of the shoppers in the store were males. I recall from the Norman article that a men's store should be long and narrow, which fits the description of Pacsun. Belts were also located very close to the changing room and pants area, just like Paco Underhill described. However, it was interesting that the men's section was on the left, while the women's section was on the right of the store. The Norman article talked about the invariant right, which was the shopper's natural inclination to look to the right. Since Pacsun primarily targets males with its advertising, it might be more logical to put the men's section on the right and the women's section on the left.

Egg Drop

I thoroughly enjoyed the designing, building, and testing of our egg container. The process started out with a major miscommunication during my first meeting with Mehmet. I had a vision of a container attached to several helium balloons, allowing the container to fall through the air at a very slow, controlled pace. Mehmet assured me that he had access to balloons through his work, so I thought that the process would be very simple. However, when we met for the first time on Sunday, Mehmet brought a number of empty balloons that could only be filled with air. Realizing the problem, we tried to come up with an alternative method. Mehmet suggested that instead of trying to come up with a completely new solution, we make the best of the materials we already had. While designing the container, we focused on keeping the container very light and providing ample padding for the egg. In the end, we used an orange canvas bag and filled it with a number of semi-inflated balloons. We used bubble wrap to surround the egg, and then nestled the egg in between the balloons in the bag. For added protection, we decided to inflate four balloons and secure them to the outside of the bag. To attach these external balloons, we used a long piece of tape and wrapped it several times around the outside of the container. Our intention with this extra element was to soften the impact from the drop, and possibly to help the container bounce. However, the true function of the balloons was to increase the surface area of the container and slow down the speed of the fall. Overall, the design of our container was very successful: our egg survived a drop from a third-story window. The best part of our design was that it was extremely light weight and low density. The end result worked much like I expected my helium balloon idea to work. Because there were so many balloons and no heavy materials, the density of the container was similar to the density of the air, so it dropped very slowly.

While we met the primary objective of the assignment, there are many ways we could improve the design of our product. First of all, the container lacked strong visceral design. There was exposed tape wrapped haphazardly around the outside of the container, which was a major aesthetic turn-off. To fix this problem, we could have used small pins to attach the lips of the external balloons to the bag. We also could have used black tape, which would have complimented the black and orange balloons. Another problem was that our design lacked durability. If the container had to be transported a long distance, or even kept in a dorm room for an extended period of time, it would not have been effective. The balloons on the outside would pop if they accidentally came in contact with sharp objects, and the balloons on the inside would have slowly deflated over time. In addition, the tape probably would not have kept the balloons secured to the bag for more than a short time. To improve durability for a long term project, we could have probably eliminated the external balloons all together. Even without these balloons, the container still had very low density and fell slowly. Cutting out the external balloons and tape would address another problem with our design: excessive materials. From an environmental standpoint, our container wasted unnecessary resources.

I was very interested to see some of the other groups' designs during the drop in class. I though Cameron, John, and Keaton's solution was very interesting. By freezing their egg in water, they made a much heavier, bulkier container. However, because the egg was secured in the middle of the ice, it did not crack upon impact. I also liked Christina and Olivia's solution. The parachute was the most impressive part of the design, since it slowed down the speed of the fall much like our balloons. Because the parachute did not rip during the drop, it must have been constructed out of a durable material and with an effective physical design.

This is the link to Mehmet's blog: http://mhmtpov.blogspot.com/

The Science of Shopping

This was a very extensive article that covered a wide variety of important points. That being said, I believe that several of the most important points were to identify shopper behavior within a store, to distinguish between different shopping habits of men and women, and to identify how different stores rely on different design qualities to create the targeted emotion in the shopper. In regard to the first point, the article went on at great length about patterns of shopper behavior, and how stores try to manipulate and capitalize on these patterns. For example, the author described his meeting with Paco Underhill and the many things that he learned from the visit. Underhill pointed out many things, like the fact that in grocery stores, the most popular items like dairy and produce are located at the farthest ends of the store, so that customers need to walk through many rows of food before finding what they came for. By that time, the customer has likely discovered other things that he wants or needs, and has already added them to his shopping cart. Underhill also talked about the Decompression Zone: the 12 to 25 feet that it takes a pedestrian to slow down and notice a storefront display while walking on the sidewalk. Underhill advises his clients not to put prominent displays in outside-facing windows that fall in the Decompression Zone, because pedestrians will not notice it. Another trick that was brought up was the consumer's inclination to turn and look to the right after entering a store. Thus, many stores will put important sale items and displays on the right hand side after walking in through the door. In addition, "Zone Four" was brought up as a way stores try to affect shopping patterns. Zone Four is the area towards the back of the store, and many companies try to get shoppers to walk all the way back to Zone Four while shopping by placing smaller items and accessories in the front of the store and more desired items in the back. Thus, shoppers look at all of the products in the store on their way to the most important items. A second important point of the article was to differentiate between male and female shoppers. Males tend to be more easily distracted shoppers, willing to buy products other than what they came to the store to buy. Males are also generally less organized shoppers, often going shopping without lists of what they need to buy. Males also have a harder time saying no to children while shopping, so a child who puts a box of cookies in a shopping cart is more likely to get his way with his father than his mother. Grocery shopping was not the only difference that was discussed in regard to male and female shoppers. At men's clothing stores, quick purchases like socks are often placed close to the register, while most clothes are organized according to what matches and which colors go well together. Stores try to simplify choices for men, and also try to keep men's sections very confined, because male shoppers can be intimidated if they accidentally stumble into the women's section. For female shoppers, items are less pointedly organized, because women like to feel like they make their own fashion choices, and enjoy putting their own wardrobes and outfits together. Stores are well aware of the differences between male and female shoppers, and try to target these differences in the layout of their stores. One final point of the article that was discussed at length was how different stores try to create different emotions and feelings for shoppers. Two stores that were compared were Calvin Klein and Polo Ralph Lauren. The Calvin Klein store that was evaluated had white walls, high ceilings, stone floors, and a small amount of merchandise on the floor. The salesmen and saleswomen were dressed in sombre, dressy clothing and maintained very formal manners. Meanwhile, the Polo store was packed with colorful clothing, jovial salesmen, and an overall inviting atmosphere. It was not that Polo was a better store than Calvin Klein, but that the two stores were trying to create different mindsets for their customers, and trying to create a lasting impression about the respective brands of clothing.

I like to think that I am not overly affected by a store's design, because I do not want to give in to all of the tricks that I now realize are being played on me. That being said, I do not feel like I am overly affected by store design. I am a very stubborn shopper, and if I think something is overpriced, I will not consider buying it. Especially for clothing, the things I focus on are appearance and price. I also enjoy shopping in very different stores, which shows that I do not pay too much attention to store design. For example, I like Urban Outfitters, which uses a great deal of natural wood in its displays to make it look unfinished. The store is not particularly organized, with lots of wall shelves and tables in the middle of the walkways. Everywhere one looks, there are more clothes. On the other hand, I also like Express, which has shiny white walls and a very polished appearance. This store is usually more organized, with most clothing on the walls, but some racks and tables in the middle of the floor. In terms of shopping for food, I think I am much more affected by store design. I always buy more at a grocery store than I came for, because the things I need are usually placed at the back of the store. A guy has to eat, right?

When analyzing a retail store, there are many different ways to evaluate store design. One thing that I would pay attention to is the lighting of the store. Some stores, like Express (mentioned above) have very bright lighting and bright, reflective walls. Other stores, such as Hollister and Abercrombie, are so dark that shoppers can barely see the clothes. Another aspect I would include on my checklist is smell. This may seem odd, but it plays a major role in the shopping experience. Abercrombie, Hollister, and American Eagle utilize large amounts of cologne in their stores. Shoppers smell this from halfway across a mall, and it can either draw shoppers in or turn them away. I have also noticed that in other stores such as Eddie Bauer, there is a great amount of wood that actually gives the store a forest-like smell. The way that stores display their clothing is another category I would use to evaluate a retail store. Most stores utilize a combination of stacking on shelves, hanging on racks, and folding on tables. All of these different means of storing clothes creates a different response from the shopper. Displaying clothes on a table allows the shopper to feel the clothing, which can sometimes influence the purchasing decision. Stacking on shelves is a great way to display the same product in many different colors, such as sweaters or dress shirts. The shape of a store is another great way to evaluate it. Narrow, rectangular stores with the register at the back can be a great way to push shoppers all the way to Zone Four, but this layout can also be a problem for claustrophobic shoppers. It can also make the store more vulnerable to shoplifting. Large stores with vast expanses of open floor space can be effective for shoppers with a lot of time, but can be problematic for male shoppers, and those who are impatient.

Packaging Design

Packaging is extremely important in the marketing of a product. I found that the Coca-Cola and Ciao Bella examples from "Isn't it Iconic" truly demonstrated this importance, but in different ways. In the case of Coca-Cola, the company packaged its product in an iconic bottle for many years. Throughout the generations, consumers became attached to Coca-Cola, and thus developed an emotional response to the classic Coca-Cola glass bottle. In more recent years, the company has reverted to a more environmentally friendly means of packaging, but still uses the classic bottle to market its product. For example, on the Christmas edition of the two liter Coca-Cola bottle, an image of the classic Coke bottle was displayed, thus recreating the emotional response to the classic design. The Ciao Bella example also testifies to the importance of packaging. Ciao Bella is a relatively new company that makes a high quality dessert product. As "Isn't it Iconic" mentioned, the company turned to a design firm to develop the package design for the product. The year after the new packaging was developed, sales of Ciao Bella doubled, and the company has now spread to a numerous private retailers and large grocery stores. Many different companies are capable of making delicious gelato. However, the exceptional packaging design of Ciao Bella sets it apart from the competition. The packaging of this product declares "this is a high-end, high-quality product." If a shopper walked down the frozen food section at the grocery store looking for ice cream, he or she would be drawn to Ciao Bella's product, and would be inclined to try it. In this case, the packaging does the initial selling, while the quality and taste of the product determine whether or not the consumer will continue buying the product. A recent example of how packaging influenced my decision to buy something occurred recently at a grocery store. Most days, I eat breakfast in my dorm room, so I need basic breakfast foods like yogurt, cereal, and milk. As I was looking for milk, I walked by the grocery-brand milk, which was packaged in an unappealing clear plastic carton with unattractive green lettering. The combination of the green lettering, the white milk, the plastic bottle, and the harsh refrigerator lighting gave the milk a revolting greenish hue. I continued looking for milk, and stumbled across Horizon's product, which was packaged in a bright red paper carton. The carton had a picture of an extremely happy looking cow, inviting text, and most importantly (for me) the word "organic" displayed prominently across the top of the carton. I bought the much more expensive Horizon milk because of the appealing packaging, the fact that it was organic, and because I did not want to go anywhere near the grocery-brand product.

I think that Apple uses extremely iconic and effective packaging. Apple has a very simple logo, but one that is very distinctive and recognizable to a large portion of the population. On most of the product boxes, the logo is displayed prominently against a bright white or dark black background. The boxes use very few words, usually just contain the name of the product, a picture of a product, and the Apple logo. Since Apple products are much more expensive than, say, Coca-Cola products, most people do not buy Apple products just because of the packaging. However, the packaging contributes to reflective design, and makes the consumer feel like he or she is buying a quality product before opening the box. Another excellent example of iconic packaging is Naked Juices. Naked makes high quality fruit juice and smoothie products which are packaged in a plastic bottle with a square base. The bottles are beautifully designed, containing pictures of fresh fruit and bright colors. There is a perfect balance of visibility between the juice inside the bottle and the excellently designed product label.

Many usability issues exist for packaging. The packaging must be durable, especially in the case of food products, and must seal off the product from the outside. Packages should be able to fit closely and efficiently together, so that less space and money is used while transporting the product. For example, packages that can stack or be placed together with little wasted space in between are particularly efficient. For liquids, different kinds of materials must be used to protect the product. For example, durable paper cartons, plastic bottles, or glass are typically ideal materials to package liquids. The length of use of the product must also be given consideration. For example, products like maple syrup are usually kept in refrigerators or pantries for extended periods of time. Thus, maple syrup is usually packaged in strong, lasting containers of glass or plastic. Paper cartons would not be ideal packages for syrup because over time, the box would probably lose its structure and stability. I believe that Campbell's Soup is an example of good packaging from a usability perspective. Soup is another product that is usually kept on shelves for a very long time, so the packages must be completely sealed off from the outside to prevent the growth of mold and bacteria. The material of the packaging is also very strong and can be dropped on the floor without being punctured. There is very little wasted material in the packaging of Campbell's Soup. The cans are filled up to the brim with soup, so the bare minimum amount of aluminum is used. The circular cans usually fit perfectly within one's hand. Finally, the cans can be stacked one on top of another, which is ideal for shipping and storage in grocery stores and personal pantries.

Know it All

I think that the author's three main points in this article are to provide a background about the people and ideas behind the start-up of Wikipedia, to present information about how Wikipedia is updated and maintained, and to raise the question in the minds of readers as to whether sources like Wikipedia are worthwhile in our society. In regard to the early days of Wikipedia, I was very surprised to read that Wikipedia is nonprofit. Especially since Wikipedia is such a massive online resource, I assumed that it generated a large profit. I also found it interesting that there is no advertising on Wikipedia. I recently saw the movie "The Social Network," based on the life of the founder of Facebook during the early days of the popular social networking site. In the early days of Facebook, there was also no advertising, so the website brought in no revenue. However, after Facebook spread to a large enough audience, the site began advertising to make money. This made me wonder if Wikipedia is simply biding its time to start advertising on the site. I also found the way that Wikipedia is updated and maintained to be extremely interesting. I had no idea that there is such an extensive network of "Wikipedians" who are committed to editing and adding to the site. While I found it a little bit troubling to hear how many hours some users spend on the site each day, we should be thankful for their efforts, because they help boost the accuracy of the site. The most important objective of the article, however, is to lead readers to the question: "Is Wikipedia a valid source of information, and will it succeed in our society in the future?" The article is interesting in that it maintains an unbiased approach to Wikipedia. It is in no way a glorification of the website; rather, it is an honest analysis of the sites positive and negative qualities. Personally, I feel that Wikipedia is an extremely useful and beneficial website. Of course, I would not use the website as the primary source of information for an important research paper, but is very convenient to check quick facts and pieces of information. I would much rather live in a world with Wikipedia than a world without Wikipedia.

Although the following quote is relatively long, it contains excellent supporting detail: "Because there are no physical limits on its size, Wikipedia can aspire to be all-inclusive. It is also perfectly configured to be current: there are detailed entries for each of the twelve finalists on this season's "American Idol," and the article on the "2006 Israel-Lebanon Conflict" has been edited more than four thousand times since it was created, on July 12th, six hours after Hezbollah militants ignited the hostilities by kidnapping two Israeli soldiers. Wikipedia, which was launched in 2001, is now the seventeenth-most popular site on the Internet, generating more traffic daily than MSNBC.com and the online versions of the Times and the Wall Street Journal combined. The number of visitors has been doubling every four months; the site receives as many as fourteen thousand hits per second." This is an exceptionally well supported paragraph because it starts out with a very clear purpose: to prove the all-inclusive, large scale, with-the-times nature of Wikipedia. After making this assertion, the author uses several concrete examples showing how these characteristics pertain to Wikipedia. The American Idol reference demonstrates that Wikipedia is connected with modern pop-culture, and more importantly, the "real world." The number of edits of the "2006 Israel-Lebanon Conflict" shows the incomparable speed and outreach of Wikipedia. However, the most effective part of this paragraph in my opinion is the number of hits that Wikipedia receives every second. This speaks volumes to the popularity and usefulness of Wikipedia.

Starting at the visceral level, I give the advantage to Encyclopedia Britannica. Although I generally like the appearance of Wikipedia, the Encyclopedia Britannica has a more colorful, inviting home page, with interestingly shaped boxes and search bars. However, since Wikipedia does not have poor visceral design, the advantage is slim. In terms of behavioral design, I give the clear advantage to Wikipedia. After searching "Taylor Swift" on Wikipedia and Encyclopedia Britannica, the Wikipedia search returns a lengthy article that is broken down in an evident table of contents, making it easy to search for desired information. There is also a box on the side of the page highlighting several quick facts that could be very helpful to searchers at a quick glance. A similar search on Encyclopedia Britannica returns five brief paragraphs with no headings, titles, or table of contents. To find a specific piece of information in this article, one would have to scan the entire text, which is inconvenient and time consuming. Thus, the Wikipedia page is much more understandable and easy to use. I do not feel that reflective design plays a huge part in the debate since reflective design varies from person to person, but for me, the advantage would again go to Wikipedia. Wikipedia gives the impression that it is the source of quick information for people of my generation. It has a modern, social, connected feel which appeals to many people my age. Encyclopedia Britannica, on the other hand, feels scholarly and formal. The name alone makes me feel like I need a law degree just to search the website. Based on these principles, I feel that Wikipedia is superior to Encyclopedia Britannica from a design standpoint.

Garr Reynolds Reading

The author's three most important points stressed the content, structure, and preparation aspects of the presentation. The article indicated that if a presentation does not have strong content, it cannot succeed, regardless of other elements of the presentation. That being said, a great deal of emphasis was placed on not bombarding the audience with excessive information and data. Presenters must be careful not to create a "data dump," in which the audience is overloaded and cannot appreciate the true meaning of the presentation. Thus, there is a very fine line between presenting content in a logical manner, and overwhelming and boring the audience. Structure was another very important point in this article. Structure is attained by first mapping out the structure, so that the presenters know exactly what points they want to make and how to present them. One suggestion that the author made was to use analog tools, such as legal pads and whiteboards, to plan out the structure of a presentation before even opening powerpoint or any other electronic presenting means. You cannot simply create a well structured presentation by typing slides one by one in power point. In addition, the author warned that table of contents slides in power point presentations can sometimes be deceptive, because they mislead the audience into thinking that the presentation is well organized. When the audience realizes that the only organized part of the presentation was the first slide, they can become frustrated and impatient. One final point that was given a great deal of importance was preparation. The presenters need to know their material inside and out, so that they are prepared for any situations which might occur during the presentation. The point was made that we are afraid of the unknown; thus, if we know our material and are prepared, we will not be nervous, but if we lack confidence in our knowledge of the subject material, we will be much more nervous while presenting. The author suggested practicing going through the presentation several times, and to be ready for the unexpected, such as a last minute shortening of the presentation.

This article will help me with my presentation in the way that I approach the organization and preparation. Certain aspects of presentations, such as the aesthetic details, come naturally to me, but I sometimes struggle presenting my ideas in a logical way. I definitely think I will try to map out ideas on a  whiteboard or notebook, so that I do not just simply put my ideas into powerpoint as I think of things to say. In addition, I sometimes get very nervous while formally presenting something to a group, so I will definitely take advantage of the preparation advice as I get ready for the presentation. I will make sure to go through the presentation with my partner as if we were delivering it in class, and be confident in the ideas I am trying to share.

I think presentation preparation has so much in common with product design because like design, it involves visceral, behavioral, and reflective aspects. Presentations need (or at least, it greatly helps) to be very aesthetically appealing and inviting. It helps to have something pleasant to look at. Presentations also have behavioral aspects because they need to be useful and informative. The reflective nature comes into play because presenters must relate to people on a cultural and emotional level in order to truly be effective.

I would be most interested in exploring how culture plays a role in design. We all come from different backgrounds and have different cultural roots, so I would really be interested in seeing how design differs in different parts of the world. How do things such as advertising and product design change as we travel the globe? Are there certain qualities or principles that vary from country to country. I would also be interested in exploring what causes these differences to occur. While the differences would be very interesting to compare, it would also be interesting to examine similarities in design across the world. What design principles are universal, and what makes design relatable to people thousands of miles apart?

Emotional Design Chapter 3 Follow-up

For me, the most interesting part of this chapter from "Emotional Design" was the section entitled "The Devious Side of Design." There were many intriguing examples from this section that made me really think about my personal shopping experiences, and showed me that we all are constantly being manipulated by the stores that we frequent. For example, I found the supermarket example to be the most interesting part of the chapter. "To disconcert shoppers as a selling tool is hardly news. Supermarkets long ago learned to put the most frequently desired items at the rear of the store, forcing buyers to pass by isles of tempting impulse purchases. Moreover, related items can be placed nearby. Do people rush to the store to buy milk? Put the milk at the rear of the store, and put cookies nearby."As I was reading this passage, I realized that this was both very accurate and very frustrating. Every grocery store I have ever been in, the milk and dairy products are located in refrigerators at the back of the store, while the produce and meat are also located far away from the checkout counters. Many stores are also laid out in such a way that when one is proceeding to the checkout line, it is necessary to walk down another isle. While I had never noticed it before, this is a definite attempt by the store management to manipulate shoppers into buying more products that they don't really need. The more I think about it, shopping in grocery stores is really a pain, especially if you don't shop there on a regular basis. Finding the products that you need involves walking in front of numerous isles, looking up at hanging signs to point you in the right direction. Also, have you ever been in a supermarket and gotten separated from another person you were with. It can feel like you are stuck in a maze, which is probably another design trick to get people to buy more products. It would make so much more design sense to lay out the stores in a much simpler manner. For example, all products that do not require temperature control could be arranged in alphabetical order, so that "cereal" was located next to "dog food." This design might require some adjustments, but concepts like this would simplify the grocery shopping process.

The terms "visceral design," "behavioral design," and "reflective design" were not too hard for me to understand. However, I think that the categories would have been more useful if they were named according to the user's reaction. For example, instead of "visceral design," which requires the understanding of a relatively uncommon vocabulary word, a more simple name might be "wow design." The author said that visceral design is all about the "wow factor," so this new name might give a general audience a more clear picture of the concept. In addition, "behavioral design" could be renamed "use design." The author came right out and said that behavioral design is all about use: function, understandability, usability, and physical feel. "Use" might be a good word to replace "behavioral" because it pin points exactly what this type of design is all about. I do not think I would change the name of "reflective design" because this is such a broad category that means something different for everyone. In order to understand reflective design, one must truly "reflect" upon his or her self image, cultural influences, values, and beliefs. As we saw in class today, reflective design was a topic of extensive discussion, and I think the vague name suits the broad category.

Deciding whether visceral, behavioral, or reflective design is important for a particular product is very difficult, and I think the best solution is to find ways to incorporate all three into products whenever possible. Many products need the "wow factor" of visceral design to draw consumers in, but the behavioral and reflective aspects are also very important to determining whether or not the consumer will buy and use the product. I think that many external products that are displayed to the general public require strong visceral design. For example, clothing, sunglasses, and cars, which are all ways that we are seen in public, should have visceral characteristics. Behavioral design is especially important for things that we don't necessarily show off to the rest of the world, but that we use and rely upon on a regular basis. For instance, computers, phones, and suitcases require strong behavioral design to be successful. Reflective design is much more difficult, but I believe that sports products and equipment should play to this type of design, especially in marketing. Put Roger Federer in a commercial for Nike tennis apparel, and people will buy that brand of clothing. Reflective design must appeal to people's greatest passions, including athletic or career aspirations, cultural or family identity, and religious beliefs.

Emotional Design: Chapter 3

The author's primary focus in this chapter was to distinguish between visceral, behavioral, and reflective design. Visceral design involves "the wow factor." It is the kind of design that intends to make objects look aesthetically pleasing. Visceral design can be viewed as shallow and superficial, because the only thing that really matters is how the product looks and the initial reaction of users or consumers. Some visceral principles include bright, highly saturated primary colors, and prominent physical features such as look, feel, and sound. The author also discussed behavioral design, which revolves around use. With behavioral design, qualities such as appearance and rationale are unimportant, whereas function, understandability, usability, and physical feel are key. Norman mentioned how recent developments in computers and software have detracted from behavioral design, because these new innovations take control away from the user and put it in the hands of a machine. Norman also discussed how activities such as cooking play into this behavioral aspect of design. Cooking involves physical feelings such as chopping, slicing, and grating, and many sounds like sizzling and crunching. A third key point of the chapter was reflective design, which pertains to message, culture, and the meaning of a product or its use. This helps establish one's self image and the way that a person sees himself or herself. With strong reflective design, a person wants to buy a product because it has prestige, perceived rarity, or exclusiveness. In addition to these three different kinds of design, the chapter discussed two types of product development: enhancement and innovation. Enhancement involves taking an existing product and making it better, while innovation involves finding a new way of doing something. Enhancements are easier to come up with than innovations, and require watching how people use what exists today, discovering difficulties, and overcoming them. A quote from the chapter that I found especially pertinent to this chapter and the class overall was "Everyday things have to be used by a wide variety of people: short and tall, athletic and not, who speak and read different languages, who may be deaf or blind, or lack physical mobility or agility - or even hands." This explains both the necessity and challenge of efficient design.

This chapter from "Emotional Design" is similar to the selected reading from "The Design of Everyday Things," and draws from many of the same concepts and ideas. Both chapters stressed the importance of "natural design." This is a common sense way of designing objects in a way that is clear to consumers and users and makes them feel like they know how to use the product before they even take it out of the packaging. Another similarity between the two chapters was that both included numerous examples that pertained to each of the author's key points. In this chapter from "Emotional Design," Norman explained several situations and examples relating to visceral, behavioral, and reflective design. This style of writing made the chapter much easier both to read and to understand. If the chapter was just 30 pages of notes about design, it would be very difficult to absorb any of the author's messages.

From personal experience, something that succeeds as visceral design was the restaurant I ate dinner at last night, Zazio's in the Radisson hotel in downtown Kalamazoo. The author's example of the restaurant in downtown Chicago reminded me of my own personal example. The restaurant's sign had an inviting layout of brightly colored, interestingly shaped letters. The inside of the restaurant was beautifully designed, with many of the walls shaped in long curves instead of straight lines. Where the walls met the ceiling, neon lighting illuminated the walls in bright orange and blue colors. The kitchen, which was visible from the dining area, had an extremely bright and bold backsplash of orange tiles. Finally, the bar was backed with a huge piece of fogged glass, with many illuminated bottles on the shelves. The design made me feel like I had enjoyed a great meal before I even started eating. Something that succeeds as behavioral design is my tennis racquet. I bought the racquet primarily because after trying out several different models, I found that this one has the best feel and the most control. In other words, this racquet allows me to play tennis at my highest possible level. Aspects such as appearance and color were not important factors when choosing the racquet. Rather, I focused on the performance of the object. Finally, something that succeeds as reflective design is my Oakley sunglasses. I could buy a pair of sunglasses from a drug store for one twentieth of the price I paid for the Oakley's, but something about the brand and the company's reputation makes me want the higher quality, more exclusive glasses. I always feel stupid when I tell people I like their sunglasses and they tell me they bought them from Rite-Aid for eight dollars, but when I picture myself in the summer, I can't see myself without a pair of Oakley's.