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

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

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

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

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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

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. 

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. 


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). 

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

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.

Key Takeaways

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. 

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. 


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). 

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.

np_read_2490885_000000

In detail

Pairings

Currently being prepared...

Related "Wilds"

Currently being sourced...

Connected to

Running workshops?

Biophilia Effect

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box Two