Biophilia EffectOpen Access

Biophilia Effect

We're drawn to living things and become stressed if too detached from them

Our evolved attraction to nature comes from a need to gather resources and survive. It therefore has a big impact on stress, attention and willingness to pay.

Rosenbaum, Ramirez & Camino (2018). A dose of nature and shopping: The restorative potential of biophilic lifestyle center designs. Journal of Retailing and Consumer Services, 40, 66-73.

The study

Setup

Setup

68 people were shown photos of shopping environments, either with or without plants. They were then asked about the environment’s percieved restorative power.

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Results

Results

Those who saw the biophilic environment reported a higher restorative effect on wellbeing than those without plants.

Study graph
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Rosenbaum, Ramirez & Camino (2018). A dose of nature and shopping: The restorative potential of biophilic lifestyle center designs. Journal of Retailing and Consumer Services, 40, 66-73.

Key Takeaways

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Use nature to restore consumer attention and boost dwell time (Lee et al., 2015).

Even a short exposure will reduce mental fatigue. Where are the most stressful points along a customer journey? Focus on ‘biophying’ these areas first. 

Takeaway image
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Leaf the stress behind.

Research (Ulrich et al., 1991) suggests that having restorative green spaces in the workplace reduces stress, even though 58% of office workers still have no plants (Human Spaces, 2014). Seeing plants from a worker's desk lowered self-reported sick leave next to those without a bio-optimized view (Bringslimark et al. 2007).

Start small and slowly work your way down the  list of biophilic enhancements. 


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Create familiarity through nature.

Use natural references to ground marketing of technologically-complex or abstract products to boost understanding and brand warmth (Rafaeli and Vilnai-Yavetz, 2004). 

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Biophilia Effect

Biophilia Effect

We're drawn to living things and become stressed if too detached from them

Our evolved attraction to nature comes from a need to gather resources and survive. It therefore has a big impact on stress, attention and willingness to pay.

The study

Setup

68 people were shown photos of shopping environments, either with or without plants. They were then asked about the environment’s percieved restorative power.

Results

Those who saw the biophilic environment reported a higher restorative effect on wellbeing than those without plants.

study graph
np_read_2490885_000000

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Certainty Effect
We crave clarity over chance and make costly sacrifices to get it

Like it or not, we're all hard-wired to seek out information that helps us reduce uncertainty over the future. We'll explore:

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Certainty Effect
We crave clarity over chance and make costly sacrifices to get it
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