Design semiotics offers an alternative to the dominant design research paradigms, including architecture, with its emphasis on form, and environmental psychology, with its emphasis on the phenomenology of the shopper experience. Architectural designers emphasize the structural integrity of design form and function and its relationship to contemporary movements in art and philosophy, such as classicism or post-modernism. Environmental psychologists conduct observations and empirical testing to assess the effects of things like traffic flow, merchandising, and atmospherics on the user experience.
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