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12 Ways Airports Are Secretly Manipulating You

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Over the years, airports have evolved from bare-bones transportation hubs for select travelers to bustling retail centers for millions. They’re being designed to both complement and influence human behavior. Everything from the architecture and lighting to the trinkets on sale in the gift shops is strategic. Here are a few tricks airports use to help travelers relax, get to their gates safely and on time, and hopefully spend some money along the way. 

1. They make sure you can see the tarmac

One key to a successful airport is easy navigation. Travelers should be able to get from security to their gate without getting lost, with help from subtle design cues nudging them in the right direction. In design lingo, this process is called wayfinding. “I tell my staff that signage is an admission of failure,” says Stanis Smith, executive vice president and leader of the airports sector at consulting firm Stantec. “Obviously one needs signs, but the best thing for designers to do is look for ways you can assist with wayfinding that are subtle.”

For example, in many new airports, passengers can seen through to the tarmac immediately after they leave security, or sooner. “More important than anything is a view directly out to airside and you see the tails of all the aircraft,” says Robert Chicas, Director of Aviation and Transportation at HOK, the architectural firm that helped redesign the Indianapolis International Airport. “Does it matter whether it’s your aircraft? Probably not. It gives you an orientation so you know generally that’s the direction you need to head in.”

2. The signs send subliminal messages

“Very, very little in the style of an airport sign is arbitrary,” writes David Zweig, author of Invisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion. Take the font, for example. In 75% of all airports, you’ll find one of three typefaces: Helvetica, Frutiger, and Clearview. All three are sans serif because it’s easier to read at a distance. The unofficial rule for size, according to the Transportation Research Board’s guide to wayfinding, is that every inch of letter height adds 40 feet of viewing distance (so a “3 inch tall letter would be legible from 120 feet”). Sometimes different terminals will have their own distinct signature sign design—like rounded edges or a specific color. “If you are ever in an airport or campus or hospital or other complex environment and suddenly something feels off, you sense you are going the wrong way, there’s a good chance it’s not just magic or some brilliant internal directional sense,” Zweig writes, “but rather you may be responding to a subconscious cue like the change of shape from one sign system to another.”

3. They lighten the mood

Newer airports incorporate as many windows as possible, even in stores. “There’s a trend that the shops face the tarmac. Passengers tend to walk more into shops that have direct access to the sunlight,” says Julian Lukaszewicz, lecturer in aviation management at Buckinghamshire New University. “If they’re closed off with artificial light passengers feel they are too dark and avoid them.” 

4. They herd you with art

That big sculpture in your terminal isn’t just there to look pretty. It’s another tool to help travelers navigate. “We like to use things like artwork as kind of placemakers that create points of reference through an airport terminal,” says Smith. “For example, in Vancouver International Airport we have a spectacular 16-foot high sculpture at the center of the pre-security retail area. People say, ‘Meet you at the sculpture.’ It acts as a point of orientation.” 

Art also serves to create a sense of place, transforming the airport from a sterile people-mover to a unique atmosphere where people want to spend time (and money!). In one survey, 56% of participants said “a more culturally sensitive and authentic experience tied to the location” is something they’d like to see more in airports by 2025. 

5. They use carpeting

In many airports, the long walk from check-in to gate is paved in linoleum (or some other hard surface). But you’ll notice that the gate waiting area is carpeted. This is an attempt to make holding areas more relaxing by giving them a soft, cozy feeling, like you might find in your own living room. Happy, relaxed travelers spend 7% more money on average on retail and 10% more on Duty Free items. And it doesn’t stop with a layer of carpeting. Yoga rooms, spas, and even airport therapy dogs are becoming more common as airports look for new ways to relax travelers and encourage spending. 

6. The “golden hour” is key for profit

In airport manager lingo, the time between when a passenger clears security and boards their plane is called “dwell time.” This is when, as the Telegraph puts it, “passengers are at a loose end and most likely to spend.” Especially crucial is the “golden hour,” the first 60 minutes spent beyond security, when passengers are “in a self-indulgent mood.” Display boards listing flight information are there in part to keep you updated on your flight, but also to reassure you that you still have plenty of time to wander and shop. Similarly, some airports are installing “time to gate” signs that display how far you are from your destination. And because 40% of us would prefer to avoid human interaction when we shop, self-service kiosks are becoming more common in airport terminals. According to the Airports Council International, 50% of American airports now have robo-retailers.

7. They’re increasing dwell time

The “golden hour” is great, but two golden hours are even better. “One hour more at an airport is around $7 more spent per passenger,” says Lukaszewicz. Anything that’s automated, from check-in to bag drop, is meant to speed things up. And it works. Research suggests automated check-in kiosks are 25% faster than humans. “A lot of airports, especially in Japan and New Zealand, are now doing this, where you don’t actually get any assistance from any staff member from check-in,” says Lukaszewicz. “You print your own baggage tag. You put it on the bag on the belt. You go through auto-security and immigration where there is no one. At the boarding gate you just touch your barcode and they open a gate and you walk onto the plane without any interaction.” One study found that for every 10 minutes a passenger spends in the security line, they spend 30% less money on retail items. Last year, the TSA announced it would give $15,000 to the person who comes up with the best idea for speeding up security.

8. Shops are strategically placed

Most airport spending is done on impulse (no one really needs a giant pack of Toblerone), so the key is getting the goods out where they can be seen by as many people as possible. Shops are located where airport footfall is highest. Some airports force passengers to wander through Duty Free to get to the gates. And the more twists and turns, the better. According to one report from consulting company Intervistas, Duty-Free shops with “serpentine walk-through” designs have 60% more sales “because 100% of customers are exposed.”

Shops and restaurants are often clustered to evoke a Main Street feel, because people tend to shop in bustling environments. “It’s no different than if you’re in a town in Europe or in Manhattan,” Smith says. “Retail succeeds when it has a critical mass.” 

9. They go local

Airport shops are packed with souvenirs and trinkets that reflect the local culture because that’s what travelers want to buy. For example, more than 20 years after its release, ”Sleepless in Seattle” shirts are still a top-selling item at Seattle-Tacoma International Airport. In the Phoenix Sky Harbor Airport, shoppers go wild for potted cactus plants. “Local brands, local services, reinforce this idea of place, and that you are in a special place on your way to the rest of the world,” says Ripley Rasmus, senior design principal at HOK. 

10. Walkways curve to the left

The majority of humans are right-handed, and according to Intervistas, this influences airport design. “More sales are generated if a walkway curves from right to left with more merchandise and space on the right side because passengers are looking right while (perhaps unconsciously) walking left,” says one report.

11. A single queue puts us at ease

While the line for check-in and security may seem absurdly long, a single queue actually lowers stress levels by increasing the perceived sense of fairness, according to Lukaszewicz. No one worries the other line is going faster than theirs, because there is no other line. “If you implement a one-queue system for check-in, or for security, so one long line and then you go just to the next available counter, passengers perceive it as more fair because each person standing in the same line,” he says. “It’s strange but true because you always think the queue next to you moves quicker.” 

12. The security officers get conversational

Since 2007, the TSA has been pouring $200 million a year into agents trained to spot suspicious behavior in passengers. The program, called Screening of Passengers by Observation Techniques (SPOT) was developed by a psychology professor at the University of California Medical School in San Francisco named Paul Ekman. It involves a list of 94 signs of anxiety and fear, like lack of eye contact or sweating. But one report found that SPOT is ineffective because "the human ability to accurately identify deceptive behavior based on behavioral indicators is the same as or slightly better than chance." 

Another method of screening passengers is simply to talk to them. A 2014 study found that asking open-ended questions—known as the Controlled Cognitive Engagement method (CCE)—is 20 times more effective than trying to monitor based on behavior. For example, an agent might ask a passenger where they’re traveling before prodding them with a random question like where they went to college and what they majored in, then watch for signs of panic. “If you’re a regular passenger, you’re just chatting about the thing you know the best—yourself,” says researcher Thomas Ormerod, PhD, head of the School of Psychology at the University of Sussex in England. “It shouldn’t feel like an interrogation.” In the study, officers using conversation-based screening caught 66% of deceptive passengers, compared to just 3% who used behavior-based screening.

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Ramones Karaoke, Flickr // CC BY-NC 2.0
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Fake It Until You Make It: 10 Artificial Ruins
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Ramones Karaoke, Flickr // CC BY-NC 2.0

The love of ruins, sometimes called ruinophilia, has for centuries inspired the creation of clever fakes—a host of sham facades and hollowed-out castle shells found on grand English, European, and even American estates. The popularity of constructing artificial ruins was at its peak during the 18th and 19th centuries, but architects occasionally still incorporate them today.

Why build a structure that is already crumbling? Between the 16th and 19th centuries, the popularity of counterfeit ruins was influenced by two factors—a classical education that enforced the ideals of ancient Greece and Rome, and the extended tour of Europe (known as The Grand Tour) that well-to-do young men and women took after completing their education. Travelers might start in London or France and roam as far as the Middle East, but the trip almost always included Italy and a chance to admire Roman ruins. More than a few wealthy travelers returned home longing to duplicate those ruins, either to complement a romantic landscape, to demonstrate wealth, or to provide a pretense of family history for the newly rich.

Here are a few romantic ruins constructed between the 18th and 21st centuries.

1. SHAM CASTLE // BATHAMPTON, ENGLAND

Sham Castle (shown above) is aptly named—it’s only a façade. The "castle," overlooking the English city of Bath, was created in 1762 to improve the view for Ralph Allen, a local entrepreneur and philanthropist as well as to provide jobs for local stonemasons. From a distance it looks like a castle ruin, but it's merely a wall that has two three-story circular turrets and a two-story square tower at either end. The castle is not the only folly (as such purely decorative architecture is often called) that Allen built. He also constructed a sham bridge on Serpentine Lake in what is now Prior Park Landscape Garden—the bridge can't be crossed, but provides a nice focal point for the lake. Today, Sham Castle is part of a private golf course.

2. WIMPOLE FOLLY // CAMBRIDGESHIRE, ENGLAND

Building a structure that looks as if it's crumbling does not preclude having to perform regular maintenance. The four-story Gothic tower known as Wimpole Folly in Wimpole, Cambridgeshire, England, was built 1768-72 for Philip Yorke, first Earl of Hardwicke and owner of the Wimpole Estate. Owned by Britain’s National Trust, the ruin threatened to truly crumble a few years ago, so restoration efforts were needed. The last restoration was so well done it won the 2016 European Union Prize for Cultural Heritage. The Wimpole Estate is now open to the public for walks and hikes.

3. CAPEL MANOR FOLLY // ENFIELD, ENGLAND

Capel Manor at Bulls Cross, Enfield, England has been the site of several grand homes since the estate’s first recorded mention in the 13th century, so visitors might be tempted to believe that the manor house's ruins date back at least a few centuries. But that sense of history is an illusion: The faux 15th-century house was built in 2010 to add visual appeal to the manor gardens, which have been open to the public since the 1920s.

4. ROMAN RUIN // SCHONBRUNN PALACE, VIENNA, AUSTRIA

The Roman Ruin was built as a garden ornament for the 1441-room Schonbrunn Palace in Vienna, one of the most important monuments in Austria. The ruin was once called The Ruins of Carthage, after the ancient North African city defeated by Roman military force. But despite the illusion of antiquity, the ruins were created almost 2000 years after Carthage fell in 146 B.C.E. The ruin’s rectangular pool, framed by an intricate semi-circle arch, was designed in 1778 by the architect Johann Ferdinand Hetzendorf von Hohenberg, who modeled it on the Ancient Roman temple of Vespasian and Titus, which he had seen an engraving of.

5. THE RUINEBERG // POTSDAM, GERMANY

One of the earliest examples of artificial ruins in Germany was the complex of structures known as The Ruinenberg. Frederick the Great, King of Prussia, had a summer palace in Potsdam, near Berlin, that was said to rival Versailles. In 1748 Frederick commissioned a large fountain for the palace complete with artificial ruins. The waterworks part of his plan proved too difficult and was soon abandoned, but not before designer Georg Wenzeslaus von Knobelsdorff constructed the ruins. The complex includes Roman pillars, a round temple, and the wall of a Roman theatre. Since 1927 the site has belonged to the Prussian Gardens and Palaces Foundation, Berlin-Brandenburg.

6. PARC MONCEAU // PARIS, FRANCE

Elegant Parc Monceau is located in the fashionable 8th arrondissement of Paris near the Champs-Elysees and Palais de l’Elysée. In 1778, the Duke of Chartres decided to build a mansion on land previously used for hunting. He loved English architecture and gardens, including the notion of nostalgic ruins, so he hired the architect Louis Carrogis Carmontelle to create an extravagant park complete with a Roman temple, antique statues, a Chinese bridge, a farmhouse, a Dutch windmill, a minaret, a small Egyptian pyramid, and some fake gravestones. The most notable feature of the park is a pond surrounded by Corinthian columns, now known as Colonnade de Carmontelle.

7. HAGLEY PARK CASTLE // WORCESTERSHIRE, ENGLAND

The ruins of the medieval castle at Hagley Park in Worcestershire are definitely fake, but they were built with debris from the real ruin of a neighboring abbey. The folly was commissioned by Sir George Lyttelton in 1747 and designed by Sanderson Miller, an English pioneer of Gothic revival architecture. The castle has a round tower at each corner, but by design only one is complete and decorated inside with a coat of arms. The grounds, which also feature a temple portico inspired by an ancient Greek temple, some urns, and obelisks, are now privately owned and not open to the public.

8. TATA CASTLE RUINS // TATA, HUNGARY

French architect Charles de Moreau (1758-1841) was a scholar of classical Roman architecture known for his ability to counterfeit impressive ruins. Nicholas I, Prince Esterhazy of Hungary, hired him to work on Tata Castle and to create the ruins of a Romanesque church for the palace’s English Garden. Even though the ruin Moreau created was fake, he built it with the stones of a real ruin, the remnants of the early-12th-century Benedictine and later Dominican abbey of Vértesszőlős. A third-century ancient Roman tombstone and relief were placed nearby.

9. BELVEDERE CASTLE // MANHATTAN, NEW YORK

Frederick Law Olmsted and Calvert Vaux designed Central Park in the mid-1800s, and their plan for creating romantic vistas included the construction of a folly known as Belvedere Castle. The Gothic-Romanesque style hybrid, overlooking Central Park’s Great Lawn, was completed in 1869. Although the folly was designed as a hollow shell and meant to be a ruin, it eventually served a practical purpose, housing a weather bureau and exhibit space. The castle also provides a beautiful backdrop for Shakespeare in the Park productions, evoking the royal homes that play prominent roles in the Bard’s works.

10. FOLLY WALL IN BARKING TOWN SQUARE // LONDON

In a borough known for its real historic buildings, the ancient wall found in London’s Barking Town Square might look centuries old. It’s not, and ironically, the wall is part of the square’s renovation efforts. The wall was built by bricklaying students at Barking College using old bricks and crumbling stone items found at salvage yards. Known as the "Secret Garden," named after the children’s book about a walled garden, the wall was designed to screen a nearby supermarket and was unveiled in 2007.

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Theo Rindos
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Graphic Designer Visualizes America's Major Rivers as Subway Routes
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Theo Rindos

Mark Twain spent his early years navigating America's winding waterways, but the steamboat pilot-turned-author was also a fan of modern transportation: He was one of the first passengers to ride the London Underground's longest tube line—the Central Line—when it first opened in 1900. Needless to say, Twain would probably be a fan of the map below, which visualizes U.S. rivers as subway lines.

A map depicting U.S. rivers as subway routes, by graphic designer Theo Rindos
Theo Rindos
 
 
A map depicting U.S. rivers as subway routes, by graphic designer Theo Rindos
Theo Rindos

Created by graphic designer Theo Rindos (and spotted by CityLab), the map is inspired by Harry Beck's original London Tube map from the 1930s. It's based on data culled from the U.S. Geological Survey, Google Maps, and Wikipedia.

"I have always been fascinated by transit maps and river systems, and I thought, 'Why not put them together?'" Rindos tells Mental Floss. Beck's design style "has been kind of a staple for many city transit systems because it's so easy to understand and is so beautiful. The rivers of the United States are complex, and I wanted to see if I could achieve a similar outcome."

The source of each river is denoted with a solid-colored circle. White circles indicate where these waterways converge and split, and neighboring cities and towns are marked as "stations." That said, the map doesn't feature every single U.S. river: It includes ones important to the transportation and shipping sectors, but for aesthetic reasons, Rindos opted to leave out awkwardly shaped rivers and turned smaller ones into bus routes.

You can view a mock-up of Rindos' map below (hard copies aren’t ready for sale quite yet), or visit the designer's website to learn more about his work.

[h/t CityLab]

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