In Be Our Guest, Vice Chairman Marty Sklar answers the question about how Disney delivers it's service themes and standards by sharing the list of design principles he created. [He said it's what he learned from his principal mentors Walt Disney and John Hench.]
Think about your church as you read this. Think about the individual ministries. Think about your brochures, your web site, your lobby, your postcards, your emails... every touch point a visitor experiences. Ready?
- Know your audience. Before creating a setting, obtain a firm understanding of who will be using it.
- Wear your guest's shoes. That is, never forget the human factor. Evaluate your setting from the customer's perspective by experiencing it as a customer.
- Organize the flow of people and ideas. Think of a setting as a story and tell that story in a sequenced, organized way. Build the same order and logic into the design of customer movement.
- Create a visual magnet. It's a visual landmark used to orient and attract people.
- Communicate with visual literacy. Language is not always composed of words. Use common languages of color, shape and form to communicate through a setting.
- Avoid overload--create turn-ons. Do not bombard customers with data. Let them choose the information they want when they want it.
- Tell one story at a time. Mixing multiple stories in a single setting is confusing. Create one setting for each big idea.
- Avoid contradictions; maintain identity. Every detail and every setting should support and further your organizational identity and mission.
- For every ounce of treatment provide a ton of treat. Give your customers the highest value by building an interactive setting that gives them the opportunity to exercise all of their senses.
- Keep it up. Never get complacent and always maintain your setting.
[I promise this isn't my list. I took it right from Mickey. But, it's the principles I get fired up about regularly. I could pass if off as my list.]