The Power of Category

Human beings categorize instinctively because it helps us make sense of our world and define our place in it. The instinct is so strong that we often categorize without being aware of doing it.


Not surprisingly, findings suggest that in a retail environment as many as 20% of people will buy in product categories from which they had not originally intended to purchase when they recognize a product category.


Design language can be used to organize a retail environment and define product categories to attract customers.



Originally reported by OgilvyAction, "Shopper Decisions Made In Store" (SDMIS), 2008.

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