Enhancing the Customer Journey with Biophilic Design
Let’s dive deep into the world of biophilic design. For those of you who aren’t familiar with the term, biophilic design is an approach that connects people with nature by integrating natural elements—such as plants, water features, and natural light—into indoor spaces. But it’s more than just a visual trend. This design philosophy is grounded in the powerful effect nature has on the brain and nervous system, helping to enhance well-being, reduce stress, and boost creativity. When combined with sensory design, biophilic (nature) elements can elevate the experience to a whole new level. In this newsletter, we’ll explore how you can leverage biophilic design to transform your spaces, elevate customer experiences, and create lasting impressions.
WHAT WE WILL COVER:
The Impact of Biophilic Design on the Brain and Nervous System
Nature and Brand Authenticity
Five ways to incorporate it into your brand experience
The Impact of Biophilic Design on the Brain and Nervous System
The human brain and nervous system play a central role in how we process and react to our surroundings. The nervous system is responsible for regulating bodily functions, controlling emotions, and managing responses to stress. It is divided into two main branches: the sympathetic nervous system (SNS), which governs our fight-or-flight response, and the parasympathetic nervous system (PNS), which controls our rest-and-digest functions, helping us relax and recover. These systems work together to keep the body in balance, influencing everything from mood to cognitive performance.
Incorporating nature-based elements into your customer journey has a profound effect on the brain and nervous system. Natural elements help lower cortisol levels (a hormone linked to stress), activate the parasympathetic nervous system (the "rest and digest" system), and promote relaxation. This leads to reduced stress and an enhanced sense of calm. Additionally, exposure to nature improves attention and cognitive function by allowing the brain to recover from mental fatigue, which boosts focus and problem-solving skills.
Nature-based elements also stimulate the release of dopamine and serotonin, neurotransmitters associated with mood regulation, happiness, and overall well-being, leading to improved mood and psychological comfort. These benefits not only enhance customer engagement but also help create a lasting impression that encourages loyalty and positive brand associations.
Nature and Brand Authenticity
In addition to improving well-being, incorporating nature into a brand's space can significantly enhance its authenticity and realness. Today’s consumers are increasingly looking for brands that feel genuine, sustainable, and connected to the world around them. Biophilic design is a powerful way to communicate these values and stand out in a competitive marketplace.
Supporting the Sustainability Movement
A 2019 Nielsen report found that 66% of global consumers are willing to spend more on products from brands committed to sustainability. The presence of natural elements in a brand's physical environment can serve as a clear visual cue that supports these values, signaling to consumers that the brand is environmentally conscious.
Authenticity Drives Loyalty
According to Forbes (2020), brands perceived as authentic are more likely to foster strong customer loyalty, with 90% of consumers saying they prefer to purchase from brands they believe to be genuine. A prime example is Patagonia, which has built a reputation around environmental responsibility by using sustainable materials and promoting nature conservation. The use of natural, earthy elements—like reclaimed wood and nature-inspired designs—reinforces its authenticity as an eco-conscious brand.
Building Trust Through Nature
By integrating nature into their spaces, brands create environments that feel grounded, honest, and real, fostering trust with their customers. When consumers interact with a brand that embraces nature-based design, it signals that they are engaging with something genuine—not a superficial or manufactured experience. This helps build a deeper emotional connection, as customers feel assured that the brand is aligned with values of sustainability and environmental stewardship.
Five Ways to Incorporate Biophilic Design:
WATER
Water elements can enhance your space through sight, sound, and temperature. Think water features or misting sprinklers, or even the calming sound of a diffuser in smaller rooms. Babylonstoren’s use of water throughout their farm experience and retail space exemplifies how water can be seamlessly integrated into the customer journey.
PLANTS
Real plants instantly bring the outdoors in, creating a refreshing and calming atmosphere. Consider incorporating floral arrangements or nature-inspired art installations into your displays. You can also use growth as a metaphor in your visual merchandising to symbolize your brand's evolution—such as displays where plants gradually “grow” alongside your products, reinforcing your narrative of connection and sustainability.
La Motte’s retail store beautifully exemplifies this, with a tree at its core that seamlessly blends indoor and outdoor spaces. The combination of architecture, indoor plants, wallpaper, and raw materials creates a soothing environment. Your eye is immediately drawn to the half-moon glass wall that frames the tree, as if the entire space was sculpted around it, with nature as the starting point and everything else growing around it.
NATURE-BASED SCENT
By using nature-inspired fragrances, you can instantly transport customers to a place of calm and serenity. Think of scents that evoke the outdoors—fresh rain, forest air, or the aroma of blooming flowers. Scented pathways, created with plants like lavender, jasmine, or rose geranium, can naturally infuse the air as customers walk past, enhancing the immersive experience.
You can also incorporate items that not only release fragrance but also amplify the connection to the outdoors in a more tactile and visual way. Consider hanging bundles of eucalyptus in steam rooms or showers—its natural scent and visual presence enhance the sensory experience and bring the calming power of nature indoors.
TEXTURES
Textures play a significant role in how we connect with our environment, and natural textures have a calming, grounding effect on the mind and body. Consider incorporating materials like unfinished wood, stone, or quartz into your furniture, shelving, and flooring. A wooden table with a natural edge or a stone counter creates a tactile, earthy feel that aligns with your brand's connection to nature. Integrate natural fabrics like linen, cotton, or wool into your store's furnishings, upholstery, or even product displays. Incorporating recycled fabrics or natural finishes can also reflect your brand’s commitment to sustainability and authenticity.
SOUND
Natural sounds, such as birds chirping or water flowing, can surprise and delight customers. Cape Union Mart uses outdoor sounds in-store to create an unexpected, nature-inspired moment, connecting customers to their brand identity. By aligning your physical space with your values around sustainability, relaxation, and well-being, you create a powerful emotional connection that will leave a lasting impression.
By incorporating biophilic elements into your customer journey, you create environments that foster engagement, boost brand loyalty, and promote well-being. These changes not only improve customer experiences but can also drive growth and strengthen your brand’s authenticity.
Ready to elevate your brand? Start integrating biophilic design today to create a more meaningful, sustainable, and impactful customer experience.
