2021 Volume 72 Issue 2E Pages 149-158
The present paper applies a psychological approach to the evaluation of the impression, perception and aesthetics of public display designs in competitive business contexts. Questionnaires and two versions of data collection methods along with corresponding application guidelines were developed as part of this approach. This approach was developed for marketing department employees, and thus managerial limitations (e.g., the skills /knowledge needed for its implementation) were taken into consideration. The proposed approach, which is simple and easy to carry out, was applied to a case study that carried out evaluations for three platform displays. The results of the evaluations as well as their implications will be discussed.
