What Store Design Can Do for You

Several years ago an article appeared in The Wall Street Journal under the following headline: “Interior Designer Sets Out to Make Casino That Relaxes Your Morality.”

A casino that “relaxes people’s morality”: How could that be? Perhaps the waitresses’ serving drinks to the gamblers helps relax their morality, or maybe the dealers do that. But as the article explained, it was the casino buildings themselves that influenced customer behavior. A marketing specialist hired by one of the casinos explained that the entire building was designed for that express purpose (see Figure I.1):

Lobby windows, for instance, will be replaced by sheets of creamy Italian marble so that “people won’t be able to relate ...

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