Beware the Butt-Brush Factor

Which is more important?

A. Space for what we exhibit
B. Space for our visitors

The retail researcher Paco Underhill became famous a generation ago when he identified the “butt-brush factor”. When store spaces are packed with too many products, shoppers browsing narrow aisles are forced to accidentally brush one another from behind. People dislike this a great deal, but without actively recognizing why. The “butt-brush factor” makes shoppers unconsciously uncomfortable, and they leave purchasing less, or not at all.

Here’s the thing:
Which is more important: (a) space for what we exhibit, or (b) space for our visitors?

B. Space for our visitors.

Counter-intuitive at first, perhaps. We want to use our space for all our wonderful physical collections, content, and media. But making space for our visitors should come first. And if it doesn’t?

Beware the butt-brush factor.

Warmly,
Jonathan

P.S. Underhill’s classic text is “Why We Buy”.