Immersion
The principle of Immersion refers to a mental state where an individual loses sense of the world and experiences “joy and satisfaction” from the environment or activities in which they participate (Lidwell 134). Perception and cognition is at a level in which the individual is neither overtaxed nor undertaxed, so that they don’t lose interest or experience frustration. As a result, the user is more susceptible to enjoying and getting lost in the experience.
Example 1: Titanic Museum Exhibit
The R.M.S. Titanic museum exhibit employs immersion by putting visitors into the story of the Titanic’s maiden voyage (Lidwell 135). From the excitement of its departure to the tragedy of its sinking, visitors guide themselves through a self-guided exploration of the exhibit. They receive identities as either high, middle, or lower class passengers/crewmen and given a boarding pass for one of these individuals at the beginning. Throughout the exhibit reality slips away as visitors envision themselves on certain locations and stories aboard the Titanic. Highlights include true-to-life sets of areas on the ship, real artifacts from the wreckage, and a giant iceberg that visitors can touch.
Example 2: Pokemon Go
Pokemon Go uses augmented reality to simulate a hunt for Pokemon in real world locations. Immersion was employed skillfully and users rushed to locations to find rare Pokemon. However, designers did not take into account negative outcomes due to immersion. There have been reports of traffic accidents due to users being distracted while playing the game. For instance, a study performed by Purdue University’s Krannert School of Management, accidents in Indiana’s Tippecanoe County increased 26.5% at Pokestops (hubs where pokemon can be caught) (Faccio).
Example 3: Old Navy HQ Mock Store
Old Navy HQ uses a mock store to immerse employees in an experience to understand what future seasons’ assortments and store layouts will look like. Merchandising, design, production, store operations, marketing, and strategy teams are involved with preseason planning and must understand if the assortment will make things easy for the customer to find, be visually appealing, and tell a cohesive story. The mock store allows them to put themselves in the shoes of a customer. It simulates a real Old Navy store experience, complete with mannequins wearing clothes, dedicated sections for the family, and signage and decorations.
Sources:
Lidwell, William, et al. Universal Principles of Design. Rockport, 2010.
Faccio, Mara, and John J. McConnell. Death by Pokémon GO: The Economic and Human Cost of Using Apps While Driving. 21 Nov. 2017, ssrn.com/abstract=3073723.