1. Understand Your Audience

Walt Disney's inspiration for Disneyland stemmed from a visit to Griffith Park in Los Angeles with his daughters. Frustrated by the fact that while his kids enjoyed the merry-go-round, he sat alone on a bench, he envisioned a theme park that offered fun for families, not just children.

Disney had the fortunate insight of knowing his audience intimately; he was experiencing their plight first-hand. However, as Disneyland expanded, he realized that staying in touch with guest needs would become increasingly challenging. It was essential for the Imagineers to design attractions with a focus on what guests desired rather than on their own preferences.

The importance of understanding your audience ties back to a psychological principle known as the Self-reference Effect.

What is the Self-reference Effect?

This principle indicates that individuals are more likely to remember information that they find personally relevant. When Imagineers understand their audience, they can create experiences that truly resonate.

2. Step Into Your Guests' Shoes

Empathy is a significant challenge in design. By experiencing the same difficulties as their customers, designers can easily identify issues needing attention. Walt Disney encouraged Imagineers to visit the park regularly and experience it as guests would.

For you, "stepping into your guests' shoes" could mean using your product, shopping in your store, or engaging with your service from a customer’s perspective.

Why is empathy for customers vital? It relates to the behavioral science principle known as Recency Bias.

What is Recency Bias?

This principle suggests that people are more inclined to remember recent experiences over older ones. By frequently visiting the park, Imagineers could leverage their fresh memories to inform future designs.

3. Streamline the Flow of People and Ideas

Marty Sklar, an Imagineer, noted, "Great stories and experiences have a logical sequence that rewards guests for their time and effort." Walt Disney recognized that a fun park must also be easy to navigate. An organized setting enhances the magical experience, allowing guests to discover more joy.

In his book "One Little Spark," Sklar described the queue for the "Indiana Jones and the Temple of the Forbidden Eye" ride, illustrating how the environment enhances anticipation and engagement.

Why is it essential to create a structured flow and narrative? This is explained by the concept known as Narrative Bias.

What is Narrative Bias?

This principle explains our tendency to understand the world through stories. We trust and become emotionally connected to narratives, which helps us remember information better.

Disney and the Imagineers created an immersive environment where each moment contributes to a greater story, making visitors feel part of the enchantment.

4. Introduce Visual "Weenies"

Before you question why Disney is discussing hot dogs, a "weenie" refers to a visual landmark that draws guests through the park. Think of weenies as guiding posts that help visitors understand their journey and where they might go next.

The most iconic weenies include Spaceship Earth in Epcot and Sleeping Beauty's Castle in Disneyland.

What psychology supports the importance of "weenies"? This can be explained through the principle of Visual Salience.

What is Visual Salience?

Visual Salience refers to how prominently an element stands out and emotionally engages an observer. By creating salient visual cues, Imagineers facilitate easier navigation.

5. Utilize Visual Literacy

Disney understood that non-verbal communication resonates more effectively with people. As Imagineer John Hench stated, "We pay close attention to color relationships and how they help us tell our stories."

Consistent visual themes throughout the park assist guests in making decisions, establishing each attraction's identity.

Why is visual literacy crucial? This can be explained by the Picture Superiority Effect.

What is the Picture Superiority Effect?

This principle posits that images are remembered and understood more effectively than words, keeping visitors engaged and assisting navigation.

6. Prevent Information Overload

As Marty Sklar remarked, "Your first task on any new project is to learn as much as you can about the subject of your story or assignment. Your second task is to become a great editor."

Disney aimed to create immersive experiences without overwhelming guests with excessive information.

John Hench articulated Disney's information strategy: at decision points, they offer only two choices to simplify the experience.

Why do Imagineers avoid overload? This principle relates to Simplicity Theory.

What is Simplicity Theory?

This principle suggests that individuals prefer experiences that minimize cognitive load. The less mental effort required, the more enjoyable the experience.

7. Focus on One Narrative at a Time

Disney recognized that effective stories are clear, logical, and coherent. Sklar explained the goal of crafting a unified storyline that can be reviewed across disciplines.

Take, for example, the Apple Store. Its layout focuses on the innovation of its products without distractions, maintaining a clear narrative.

8. Uphold Consistent Brand Identity

Consistency in brand identity reinforces recognition and preference. Just as Coca-Cola has maintained its iconic logo for over a century, Disney ensures uniformity in its visual assets.

Why is maintaining a consistent brand identity vital? This is explained by the Mere Exposure Effect.

What is the Mere Exposure Effect?

This principle states that repeated exposure to a brand or message increases likability. Consistency builds familiarity and preference.

9. Balance Treatment with Entertainment

Disney understands that guests often endure less enjoyable experiences, such as waiting in line. To counterbalance this, Imagineers infuse entertainment into these moments.

For example, in line for the Haunted Mansion, guests engage with interactive elements, making the wait enjoyable.

Why is it important to combine fun with treatment? This ties back to the concept of Idleness Aversion.

What is Idleness Aversion?

This principle asserts that people are happier when occupied, even if the activity is not inherently enjoyable.

10. Ensure Consistent Maintenance

Once a great experience is established, it must be maintained. In Disneyland, this means ensuring everything operates smoothly, from rides to air conditioning. As Sklar stated, "Poor maintenance is poor show."

Why is maintenance critical? This relates to Status Quo Bias.

What is Status Quo Bias?

This principle explains that once individuals adapt to a certain experience, deviations from that norm create feelings of loss.