The Art Current
The delightful sensory experience that good art provides can engage the brain's reward system, associating these spaces with positive emotions and experiences. This association, as research by Blood and Zatorre (2001) has indicated, can enhance our overall perception of a space[^3^]. If a place feels good, we are naturally more likely to linger, explore, and potentially, make a purchase.
But the impact of art in these environments extends beyond mere mood enhancement. Other neuroaesthetic research points to the intriguing possibility that the experience of beauty can also stimulate brain regions associated with critical thinking and problem-solving. For instance, a study by Jacobsen, Schubotz, Höfel, and Cramon (2006) found that the aesthetic judgment of visual stimuli activates the prefrontal cortex[^4^], a region often associated with cognitive functions such as planning, decision-making, and problem-solving. This cognitive stimulation can foster a more engaged and active mindset, potentially enhancing our interaction with the commercial environment and the products within it.
But the impact of art isn't just a matter of individual artworks stimulating specific brain responses. The overall design and aesthetic coherence of a space can also affect our brain and behaviour. Beautiful and coherent environments can reduce stress, enhance focus, and foster a sense of wellbeing. This has implications not just for luxury stores or high-end restaurants, but for any commercial or public space – including offices, hospitals, and schools.
Art, therefore, has the potential to be a powerful tool in experiential design. It can create environments that not only engage our senses and emotions, but also stimulate our brain in ways that enhance our interactions, our decision-making, and our overall experience.
However, as we'll see in the next section, this isn't just about 'beautifying' spaces with art. It's also about the psychological dynamics of customer perception and how a thoughtful engagement with art can influence the way customers perceive and connect with a brand. But as we delve deeper, it's crucial to remember that art isn't a universal panacea. Like any aspect of design, it needs to be thoughtfully integrated, taking into account the overall design ethos, the brand identity, and the specific needs and behaviours of customers.
2.2: Psychological Impact of Art in Commercial Spaces
Building on the insights from neuroaesthetics, we turn now to the broader psychological implications of integrating art into commercial spaces. How does this aesthetic infusion influence our emotions, memories, and brand connections? The potential effects are multifaceted and far-reaching, extending beyond mere visual appreciation to deeply influencing how we experience and interact with commercial spaces.
Firstly, let's consider the emotional impact of art. Research in environmental psychology shows that our surroundings significantly influence our moods and feelings. Art, with its ability to elicit a range of emotional responses, can greatly contribute to setting the mood within a space. A bright, vibrant piece can instil a sense of energy and positivity, while a serene landscape might foster calmness and relaxation. By mindfully selecting and placing artworks, businesses can create specific emotional atmospheres that resonate with their brand ethos and enhance customer experiences.
Beyond mood, art can also affect our cognitive processes, notably memory. Experiences that evoke strong emotional responses are more likely to be remembered, a principle known as the emotional enhancement effect. Art, with its emotive potency, can serve as a powerful memory anchor. An exceptional piece of art or a beautifully designed artistic environment can make a visit to a commercial space memorable, helping to differentiate a brand in a crowded market. In the realm of experiential design, memorable is desirable, for memory fuels repeat visits and positive word-of-mouth.
Art can also engender a sense of novelty and surprise, which are potent stimulants for memory and attention. We are naturally attracted to new experiences, and novelty stimulates dopamine production, which not only makes us feel good but also enhances memory and learning. Transforming commercial spaces into evolving art spaces, with rotating exhibitions or installations, can keep the customer experience fresh and engaging, making each visit a new discovery.
Art, with its profound ability to evoke emotions and stimulate thought, plays a key role in shaping perception and connection. Integrating art into a commercial space is far from a mere aesthetic decision; it communicates a powerful message about a brand's values and identity. According to Gainer (1995), this alignment with art can signal a commitment to creativity, innovation, cultural engagement, and quality1 — all values that are highly appealing to today's discerning consumers.
By aligning themselves with the world of art, brands do more than simply add an interesting visual element to their spaces. As Thompson and Arsel (2004) highlight, they can position themselves not just as mere retailers or service providers, but also as cultural contributors and influencers2. They become embedded in the aesthetic discourse, making a statement about their cultural relevance and willingness to engage with wider societal issues and trends.
The integration of art into commercial spaces holds particular significance for luxury brands. According to a study by Hagtvedt and Patrick (2008), art can considerably enhance perceived value and exclusivity3. Much like the status conferred on art collectors when they acquire unique works of art, customers too can derive a sense of prestige and distinctiveness from associating with brands that have strong ties with the art world. This strategy aligns well with the concept of "conspicuous consumption," a term coined by Veblen (1899), which refers to the acquisition and display of goods to signal wealth and status4.
Moreover, art fosters more than a mere sense of prestige. By providing customers with enriched, culturally meaningful experiences, brands can cultivate deeper emotional connections. They can move beyond transactional relationships and create a sense of shared identity and value, as suggested by Richins (1997)5. In essence, through art, brands can elevate their relationships with customers, transforming them into shared journeys of cultural exploration and aesthetic appreciation.
For luxury brands, in particular, art can enhance perceived value and exclusivity. In the same way that art collectors derive status from owning unique works of art, customers can derive a sense of prestige and distinctiveness from engaging with brands that align themselves with art. Moreover, by providing customers with enriched, culturally meaningful experiences, brands can foster deeper emotional connections, moving beyond transactional relationships to create a sense of shared identity and value.
However, the incorporation of art in commercial spaces is not without its challenges. Businesses must navigate the fine line between appearing cultured and appearing opportunistic. The art should not be viewed merely as a marketing ploy; rather, it should reflect a genuine appreciation for creativity and aesthetic exploration. This requires thoughtful curation, an understanding of the local art landscape, and, ideally, collaborations with artists that resonate with the brand’s values.
Furthermore, the choice of art should also consider the customer. Just as beauty is subjective, so too is the interpretation and emotional response to art. What one customer finds engaging, another might find off-putting. While it’s impossible to cater to all tastes, businesses can seek to understand their customer base and choose art that is likely to resonate with them, or at least provoke thought and conversation.
As we reflect on the psychological power of art in commercial spaces, it becomes clear that art serves a dual role. It enriches the customer experience through emotional engagement, cognitive stimulation, and brand connection. Simultaneously, it offers businesses a unique way to differentiate themselves, express their brand identity, and foster deeper relationships with customers. As we move forward, the artful interplay between these roles holds exciting possibilities for the future of experiential design.