Visual merchandiser Dr. Langju Lee reveals how to draw customers' attention by making invisible brand philosophy visible and attractive, along with its scientific strategy behind doing so.
- Book Intro
Why does Starbucks uses its flagship shade of green in 5% of store space? Why is there a fruit corner at the entrance of the supermarket? What is different about the restaurant lighting that makes it so good for selfies? Behind things that look good, an elaborate and scientific strategy lies hidden. What a person feels so "good" is an instinctual judgment made with all five senses. There are nine scientific rules which control such instincts. What are the secrets behind things that look good, hidden in color, temperature, angle, and movement pattern?
Secrets Behind Things that Look Good: How Small Changes in Design Lead to Big Jumps in Sales (Publisher Influential) is a book written by a visual merchandiser, Dr. Langju Lee. Lee, known for "Midas touch" due to her ability of saving dying businesses, spent 13 years in charge of luxury brand stores in large department stores. After that, she established a social enterprise to discover and help one man businesses, small shops, and traditional markets that are often ignored by customers because they are "not visible," even though they sell "good stuff." Many shops and businesses have been revived with her help and the advice that design is not just about visual impact, but is the core of a management strategy. This book was written with the intention of spreading such experiences more widely to more people.
- About the Author
Dr. Langju Lee (F) has a "Midas touch," able to save all dying places. From large franchises to small shops in traditional markets, there are plenty of examples of miracles that came out of her consulting. Her support has helped numerous local governments and markets across the country, including Kyobo Books, LG Electronics, Hi-Mart, Pulmuone, and Hansot Dosirak. She is Korea's first visual merchandising doctor, and has worked at Hyundai Department Store, Lotte Department Store and E-Land over 13 years since 1993. After that, she established Langju Lee VMD Lab. Books published by Lee include Selling Heart and Secrets of Surviving Things.