Chicago developers target buyers with design psychology

Long gone are the days when developers of condos and apartments could market a building on its location, amenities or view alone.

They’re hiring companies well-versed in design psychology that will decorate model units, right down to a particular take-out menu placed next to a phone or a bedside book, to demonstrate how a certain type of consumer could happily live in them.

Getting the models ready takes months of planning by a developer and the designers. They single out groups of potential residents whose income, age, interests and lifestyle might attract them to a particular building, the Chicago Tribune reported May 17.

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