Design Principles

Exploring theories that underpin our work

DESIGN PRINCIPLES - GOLDEN RATIOLife of Phi -- the Golden Ratio

For thousands of years, the Golden Ratio has been a part of our lives. It has been the cause of endless studies and debate throughout time. Some seek to understand why it appeared with such frequency in our natural and built worlds. Others believe it is nothing more than a mathematical concept layered into discussion whenever convenient.   

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Ceiling is believing -- the 'Cathedral' effect

Successful retail design is about far more than mere look and feel. Environments should have a positive impact on the customers and staff who use the space — as designers, it’s our job to find interesting ways to do this. Understanding the ‘cathedral effect’ is one way to help this. 





DESIGN PRINCIPLES - PRIMING HEROThe prime of life -- the 'Priming' effect

Since the 1970s, there has been a huge amount of research into ‘priming’. The depth, detail and complexity of information makes it difficult to understand the different levels of impact this phenomenon can have on our behavior. But today, most leading researchers agree that priming affects us all to some extent.






Clever curves -- contour bias

Many features of the everyday objects and environments we encounter lead to us making quick judgements about them, sometimes without even realising that we have. Colour, scale and shape all have a measurable effect on how we relate to an environment or object, without us even being aware.