This week I did a brief Instagram post on why the seating you choose in a Commercial environment is essential to your business. Let's chat a little more about the psychology behind it.
There is seating, and then there IS seating!
Let's face it, the pallet table and stool have had their day, and though it provides a semi-functional solution for your business and its users, it screams budget-conscious, back-aching and is purely inappropriate for companies whose brands don't align with the look of a pallet; think Asian street food or the rustic cafe scene.
So why is seating not just a place to perch during a meal?
We may not realise it when entering a hospitality environment, but it fundamentally comes down to our perception of what feels emotionally safe to us as individuals.
Each time we enter a new space, we subconsciously scan the area to find our "safe" space. There is a considerable level of vulnerability when entering an environment that is not our own. Though we are more than likely heading out to dinner to escape from our routine at home, each outing still needs to provide consumers with a level of emotional security.
Ok, so how does this all relate to seating? Has a Hospitality worker ever ushered you to your seat, yet you have already eyed off your seat in the distance and asked to be seated there instead? Probably more times than you can count, right?
That is because we are drawn to a seated area based on three personal ideals;
COMFORT - Preference towards a type of seating for your body.
FUNCTIONALITY - Considerations of the people you are with and whether a booth setting may be more practical or possibly a table and chairs. How long do you attend to be there?
And most importantly;
INTIMACY - The feeling or emotions you think you will have from sitting in that area. How safe does it feel? How connected will I be with my environment and its people? Do I resonate with the brand and feel like I belong here?
Seating options to consider within a hospitality environment apart from your traditional chairs include;
Banquette seating (booth), stools, lounge chairs, benches and also suitable ottomans.
Something as simple as varying levels of seating zones can persuade users to interact with areas of the environment they may not have previously considered. A raised Bar or even a mezzanine level has the ability to make people feel secure when they can view their surroundings from a higher perspective.
A variety of seating also means you have an inclusive environment, where you can welcome all diners with all needs into a space they can enjoy and return to time and time again.
How can you elevate your seating game in your Hospitality environment? We love chatting about Design psychology!
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