The first stores in this country were simply incorporated into the homes of the craftsmen who produced and sold their wares on the premises. The shop was usually located in a front room, with quarters for the family and apprentices at the rear or on another floor. By the 19th century, however, a new breed of enterprising merchants emerged who were primarily interested, not in the production of the product, but in its purchase and resale to others. At first, they too operated from their homes, but the storage requirements for their inventory soon compelled them to take over the entire house for business purposes. Eventually, they outgrew the house as a place of operation and had to relocate in buildings that could be used for warehousing as well as sales. Although sales was essential to their operation, the building’s interior still looked and functioned as a warehouse, not the store as it is perceived today. Ambiance, user comfort, store image, display systems, and adjacency planning were not considered. Customer convenience, in terms of building location and design, was traded off for storage space and proximity to transportation arteries. By the turn of the century, some thought was given to the display of merchandise, and stores begn to lose some of the warehouse look. After World War II, as large chain store operations were created, as shopping centers and malls evolved as a new prototype for mercantile space, and as new stores were constructed throughout the country, emphasis was placed on the design of store interiors, based on market research, buying habits, merchandising theory, and customer convenience.
Today the essential function of mercantile spaces, small or large, is to display and sell merchandise. If the quality of the interface between the customer and the interior space is poor, the purpose of that space is defeated. Likewise, if the quality of the interface between the store personnel and that space is not adequate, the effectiveness of the store will be diminished. The points of interface are too numerous to examine thoroughly here, yet among the most obvious are the interface between the customer and the display and between customer, display, and sales personnel. Human dimension and its impact on the quality of that interface will be examined in the drawings on the following pages. The relationship, for example, among fields of vision, eye height, and display is extremely important; the most creative display is worthless if it can only be seen by a small percentage of customers. The height of the counter so that it will accommodate the body sizes of the majority of customers is equally important. The location of shelving within reach of those of both small and large size is another consideration. Clearance adequate to allow comfortable circulation is yet another factor. To be responsive to these considerations requires an understanding of the anthropometric requirements involved.
In an interior environment such as a retail space, where customer convenience and comfort are a matter of corporate policy, the responsiveness of the design to human dimension and body size is extremely critical. The interface between the user and the various types of sales counters and shelf displays, for example, must be of the highest quality. Included among the drawings on the following pages are illustrations of various counter types for use from both seated and standing positions, indicating the anthropometric considerations involved and suggested dimensional clearances for use in making preliminary design assumptions.
Proper visibility of displays both from within and from without is also crucial to the successful design of a retail space. In this regard, the eye height of the small and large viewer and the geometric implications of human vision must be accommodated. The height of a wrapping counter, the size of a dressing cubicle, the critical dimensions of a shoe department, and circulation around and between merchandise displays must all accommodate users of varying body size. Illustrations of these aspects of retail spaces are also among the drawings included in this section, together with suggested clearances. The anthropometric measurements of significant importance are indicated in this matrix.
The drawing above shows the optimum height of viewing planes located at 12-in, or 30.5-cm, intervals, with the viewer stationed 12 in away from the show window. Two sets of data are presented: one concerns the viewing planes related to a viewer of small body size, and the other, planes related to a viewer of larger body size. The eye level of the former was based on 5th percentile female data and the latter on 95th percentile male data. As in other situations, the diagram should not be taken too literally, since it does not take into account head movement or the scanning capability of the eye, each of which can significantly increase the area that the eye can see. By using the geometric approach implied in the diagram, the size of optimum viewing planes can be established with the viewer in different locations.
| in | cm | |
| A | 68.6 | 174.2 |
| B | 56.3 | 143.0 |
| C | 27.0 | 68.7 |
| D | 14.7 | 37.4 |
| E | 28.0 | 71.2 |
| F | 28.3 | 72.0 |
| G | 41.5 | 105.4 |
| H | 28.6 | 72.6 |
| I | 47.8 | 121.5 |
| J | 36.3 | 92.2 |
| K | 54.8 | 139.1 |
| L | 42.5 | 107.8 |
| M | 83.1 | 211.1 |
| N | 69.3 | 175.9 |
| O | 55.4 | 140.8 |
| P | 41.6 | 105.6 |
| Q | 27.7 | 70.4 |
| R | 72 | 182.9 |
| S | 60 | 152.4 |
| T | 48 | 121.9 |
| U | 36 | 91.4 |
| V | 24 | 61.0 |
| W | 12 | 30.5 |
| X | 84 | 213.4 |
The following drawing explores visual relationships related to interior displays. For further information on visual displays, refer to Section 9.
The preceding drawing shown illustrates the clearances suggested between counters on opposite sides of a main aisle. The total clearance suggested is between 117 and 120 in, or 297.2 and 304.8 cm. This allows an activity zone for standing customers facing the lower counter and a larger activity zone for standing and/or seated customers facing the upper counter, as well as a generous through circulation lane between the two.
| in | cm | |
| A | 66 min. | 167.6 min. |
| B | 18 | 45.7 |
| C | 72 | 182.9 |
| D | 26–30 | 66.0–76.2 |
| E | 116–120 | 294.6–304.8 |
| F | 30–36 | 76.2–91.4 |
| G | 18–36 | 45.7–91.4 |
| H | 18 min. | 45.7 min. |
| I | 51 min. | 129.5 min. |
| J | 66–90 | 167.6–228.6 |
The following drawing illustrates the clearances suggested for a secondary aisle. The clearance in front of the merchandise case at the left takes into consideration a kneeling figure removing merchandise from a low shelf, while the clearance in front of the case on the right is only a minimum of 18 in, or 45.7 cm, which accommodates a person standing parallel to the case, either looking or handling merchandise displayed on the top surface. Although the maximum clearance between cases could be as much as 90 in, or 228.6 cm, a restricted minimum clearance of 51 in, or 129.5 cm, could be used if one is willing to accept some body contact or sidestepping required by a third person to pass between people engaged in activities on either side.
The drawing above shows the clearances required for a medium height display counter. The suggested seat height of 21 to 22 in, or 53.3 to 55.8 cm, requires a footrest for the seated customer. The counter height shown will allow the display to be viewed by both the seated customer and the standing sales clerk. The customer activity zone allows adequate space for the chair. Knee height, buttock-knee length, popliteal height, and eye height sitting are all significant human dimensions to consider in the design of counters to be used by a seated customer.
| in | cm | |
| A | 36 | 91.4 |
| B | 26–30 | 66.0–76.2 |
| C | 18–24 | 45.7–61.0 |
| D | 30 min. | 76.2 min. |
| E | 10 | 25.4 |
| F | 21–22 | 53.3–55.9 |
| G | 5 | 12.7 |
| H | 23–25 | 58.4–63.5 |
| I | 4–6 | 10.2–15.2 |
| J | 34–36 | 86.4–91.4 |
| K | 30 | 76.2 |
| L | 16–17 | 40.6–43.2 |
The following drawing is of a low 30-in, or 76.2-cm, display counter also for use by a seated customer. The anthropometric considerations are the same. Although the counter height is responsive to the anthropometric requirements of the seated customer, it is less than ideal for the standing clerk. For the standing user’s optimum comfort, the counter height should be about 2 or 3 in, or 5 to 7.6 cm, below elbow height. This will allow a person to handle objects comfortably on the counter surface or use the counter as support for his or her arms. The 30-in height is too low to permit such use.
The drawing above shows the clearances involved for a 42-in, or 106.7-cm, high counter to service a seated user. By filling the recess with an additional display, however, the counter can also be used exclusively as a typical sales counter. It should be noted, however, that although sometimes used for special display situations, such a counter height is not recommended. Both the customer and the sales clerk of smaller body size would find coping with such a height uncomfortable anthropometrically, particularly when one considers that the counter would be higher than the elbow height of slightly over 5 percent of the population. From a merchandising viewpoint, where customer convenience is of paramount importance, it would be unwise to exceed 39 to 40 in, or 99 to 101.6 cm, as a counter height.
| in | cm | |
| A | 26–30 | 66.0–76.2 |
| B | 18–24 | 45.7–61.0 |
| C | 42 | 106.7 |
| D | 28 | 71.1 |
| E | 84–112 | 213.4–284.5 |
| F | 18 | 45.7 |
| G | 18–24 | 45.7–61.0 |
| H | 30–48 | 76.2–121.9 |
| I | 18–22 | 45.7–55.9 |
| J | 35–38 | 88.9–96.5 |
| K | 72 | 182.9 |
In addition, the smaller sales clerk forced to tend such a counter for extended periods of time could be subjected to severe backaches and pains. Getting on and off a high stool for elderly and disabled people or those of smaller body size can be not only difficult, but hazardous. The following drawing illustrates the clearances for a typical sales counter.
Shelving is probably used more than any other single interior component for the storage and/or display of merchandise. Not only must the merchandise be within reach anthropometrically, but it must be fairly visible as well. The heights established must therefore be responsive to vertical grip reach dimensions as well as to eye height. In establishing height limits, the body size data of the smaller person should be used. Since in retail spaces, departments may cater exclusively to members of one sex or the other, two sets of data are presented. One is based on the body size of the smaller female and the other on the body size of the smaller male. The suggested heights reflect a compromise between reach requirements and visibility requirements.
| in | cm | |
| A | 48 max. | 121.9 max. |
| B | 30–36 | 76.2–91.4 |
| C | 51 min. | 129.5 min. |
| D | 66 | 167.6 |
| E | 72 | 182.9 |
| F | 84–96 | 213.4–243.8 |
| G | 20–26 | 50.8–66.0 |
| H | 28–30 | 71.1–76.2 |
| I | 18–24 | 45.7–61.0 |
| J | 18 min. | 45.7 min. |
| K | 72 max. | 182.9 max. |
| L | 4 | 10.2 |
| M | 42 | 106.7 |
| N | 26 min. | 66.0 min. |
The following drawing illustrates the clearances involved in hanging-type merchandise cases. Rod heights should be related not only to human reach limitations, but in certain cases to the sizes of the merchandise displayed. There is usually no conflict in respect to garments.
The drawing shown above concerns book and magazine displays and suggests the anthropometric considerations involved. The rationale is essentially the same as that indicated for the general merchandise shelving on the preceding page. In regard to books, however, the question of visibility is even more critical. To perceive the basic form, shape, and color of general merchandise may be sufficient, but for books and magazines, the legibility of printed matter must be taken into account. The distance between the customer and the display, lighting, and angle of sight should all be considered. It is suggested that to supplement the information shown on the drawing, Sections 9.1 and 9.2 also be consulted.
The following drawing deals with human dimension and the fitting area of a shoe store. The fitting zone clearance should accommodate the body size of the seated customer and that of the sales clerk.
The 60 to 66 in, or 152.4 to 167.6 cm, clearance should be viewed as a minimum. The buttock-heel length of the larger person was considered in anthropometrically establishing the clearance dimension. In regard to the workzone, vertical grip reach measurements of the smaller male and female should be used in establishing shelf heights, while maximum body breadth and maximum body depth of the larger person should be considered in establishing clearances.
| in | cm | |
| A | 66 min. | 167.6 min. |
| B | 18 min. | 45.7 min. |
| C | 30 min. | 76.2 min. |
| D | 36 | 91.4 |
| E | 68 | 172.7 |
| F | 48 | 121.9 |
| G | 36 min. | 91.4 min. |
| H | 66 | 167.6 |
| I | 72 | 182.9 |
| J | 60–66 | 152.4–167.6 |
Dressing rooms should accommodate the human body in the various positions a person assumes while in the process of dressing and disrobing. The drawing shown above suggests a room size of 54 to 60 in, or 137.2 to 152.4 cm, by a minimum width of 36 in, or 91.4 cm. Stature, maximum body breadth, minimum body depth, and side arm reach of the larger person should all be considered in determining dressing room size.
| in | cm | |
| A | 48 min. | 121.9 min. |
| B | 54–58 | 137.2–147.3 |
| C | 42 | 106.7 |
| D | 12–16 | 30.5–40.6 |
| E | 68 min. | 172.7 min. |
| F | 75 min. | 190.5 min. |
| G | 4 | 10.2 |
| H | 16 | 40.6 |
| I | 36 min. | 91.4 min. |
| J | 24 | 61.0 |
| K | 29–32 | 73.7–81.3 |
| L | 48 | 121.9 |
| M | 26 | 66.0 |
| N | 18 | 45.7 |
| O | 30 | 76.2 |
| P | 18–24 | 45.7–61.0 |
| Q | 6–10 | 15.2–25.4 |
| R | 35–36 | 88.9–91.4 |
| S | 35 | 88.9 |
The following drawing illustrates some of the clearances required for a wrapping counter. Given the nature of the activity involved, a counter height of 35 to 36 in, or 88.9 to 91.4 cm, would accommodate the majority of people. Horizontal clearances must accommodate the maximum body depth of the larger person within the activity zone, and the maximum body breadth of the larger person in the circulation zone. Depending on the intensity of the operation and the number of clerks, the circulation and the activity zone can be combined and the clearance between the front and rear counter reduced to 30 in, or 76.2 cm.
When considering the implication of human dimensions in relation to the design of self-service food stores, the shopping cart should be viewed as an extension of the human figure and the combined measurements as a unit to be accommodated for purposes of establishing necessary clearances. This is more critical in terms of overall length than width considerations, since the maximum body breadth dimension, particularly of those of larger body size, is also sufficient to accommodate the width of the cart itself. Height of shelving for display of merchandise should be responsive to the reach limitations of the smaller shopper, and the display of merchandise should relate to the eye height of the majority of users. Depending on store size and economics, width of aisles should include an activity zone directly adjacent to the merchandise display unit adequate to accommodate a standing or kneeling user, who is scanning shelves, selecting goods, or loading a cart, as well as a circulation zone that could accommodate two lanes of shoppers with carts. Clearances between checkout booths should be adequate to accommodate a wheelchair-bound shopper. The situations discussed are included among the illustrations found on the following pages together with dimensional suggestions for use in making preliminary design assumptions. The anthropometric measurements of major consideration are indicated in the matrix here.
The drawing at the top left shows the overall clearance required by a customer and shopping cart to be about 42 in, or 106.7 cm. The clearance required to accommodate a man and woman abreast is illustrated in the drawing at top right and shown to be 60 in, or 52.4 cm. To allow for a small child, an additional 18 in, or 45.7 cm, should be added. Maximum body breadth is the key body measurement to consider anthropometrically.
| in | cm | |
| A | 42 | 106.7 |
| B | 60 | 152.4 |
| C | 18 | 45.7 |
| D | 25 | 63.5 |
| E | 36 min. | 91.4 min. |
The following drawing illustrates the clearances necessary between typical checkout counters. A clearance of a minimum of 36 in, or 91.4 cm, will accommodate not only the able-bodied customer, but also the wheelchair shopper. The overall dimensions of the wheelchair itself are 25 by 42 in, or 63.5 by 106.7 cm.
The drawing above illustrates the clearances related to a supermarket shelving display. An allowance of a minimum of 36 in, or 91.4 cm, in front of the shelving should be provided to accommodate the kneeling figure. An additional 60 in, or 152.4 cm, will accommodate two shoppers walking abreast.
| in | cm | |
| A | 32 | 81.3 |
| B | 36 max. | 91.4 max. |
| C | 60 | 152.4 |
| D | 63 max. | 160.0 max. |
| E | 15 max. | 38.1 max. |
| F | 108 | 274.3 |
| G | 30 | 76.2 |
| H | 48 | 121.9 |
| I | 48 max. | 121.9 max. |
| J | 30–32 | 76.2–81.3 |
The following drawing provides information on clearances required for an island display. A space of 30 in, or 76.2 cm, on either side of the counter should be adequate for shopper activity related to the handling of merchandise on display. Maximum body breadth or cart width, whichever is greater, should be the key dimension. The 30-in dimension accommodates both. It should be noted that this clearance is for the activity zone exclusively. It is assumed in the drawing that circulation will be accommodated outside this zone.
The comprehensive drawing shown here incorporates some of the isolated pieces of information shown on the preceding pages. It also provides minimum clearances between shelving and island displays. As suggested, the 72-in, or 189.9-cm, clearances between food displays are minimum. Although a 72-in clearance accommodates a shopper and cart adjacent to each of the opposing food displays, circulation for a third shopper to pass between them would be restricted. One of the two shoppers on either side would be obligated to move out of the way to permit passage. To accommodate clear central circulation, an additional 30 in, or 76.3 cm, should be added to the 72-in minimum clearance, providing a total clearance between food displays of at least 102 in, or 259 cm.
| in | cm | |
| A | 72 min. | 182.9 min. |
| B | 36 | 91.4 |
| C | 30 min. | 76.2 min. |
| D | 48 | 121.9 |
| E | 192 | 487.7 |
One of the most important considerations in making hair styling spaces responsive to human dimension is that of adjustability. Given the tremendous variability in body size, both in terms of the customer and the stylist and the nature of the activity involved, it is virtually impossible to accommodate the majority of people without some degree of adjustability to compensate for the great variability in body size. The range of adjustment possible in most standard chairs on the market is not great enough. The styling operation, for example, requires the operator to style the hair of the seated customer about the lower head, neck, and shoulder areas. Not only is it essential that the stylist have a clear view of the work area, but in many instances he or she must be able to step back and check for smoothness and level of cut. Even with the chair elevated to its maximum position, the taller stylist must still stoop to perform his work. Until such time that more chairs with a greater range of adjustability become available, the interior designer or architect should explore other ways to make the operation more responsive to the limitations imposed by human dimension and body size.
Another area where much improvement is needed is the interface among customer, chair, wash basin, and operator in the typical shampoo station. Since most facilities do not permit comfortable neck flexion, the most critical phase of the interface involves the head and wash basin. Moreover, the hard, although rounded, edge of the basin in direct contact with the back of the neck adds to the discomfort. The quality of the interface could perhaps be improved by building adjustment capability into the chair so that the body may be placed in a more horizontal position. Within the limitations imposed by existing equipment, the drawings on the following pages illustrate some of the typical situations encountered in the design of hair styling spaces. The anthropometric measurements of major concern are indicated in the above matrix.
A plan view showing two styling stations and required clearances is shown on the preceding drawing. To accommodate the seated customer and provide for circulation and appropriate movement of the hair stylist, a space of 95 to 105 in, or 241.3 to 266.7 cm, deep and 83 to 87 in, or 210.8 to 221 cm, wide is required for each station. To conserve floor space, however, it is suggested that the spaces required for the individual styling stations overlap each other by 24 in, or 61 cm. The area of overlap is used as a shared activity zone.
| in | cm | |
| A | 16–18 | 40.6–45.7 |
| B | 15 min. | 38.1 min. |
| C | 29–36 | 73.7–91.4 |
| D | 36 | 91.4 |
| E | 30 min. | 76.2 min. |
| F | 96–105 | 243.8–266.7 |
| G | 30 | 76.2 |
| H | 23–27 | 58.4–68.6 |
| I | 83–87 | 210.8–221.0 |
| J | 34–36 | 86.4–91.4 |
| K | 68 min. | 172.7 min. |
| L | 19.5–25 | 49.5–63.5 |
The following drawing shows the styling station in elevation. It should be noted that despite the adjustability of the chair, the range of movement does not allow the chair to be elevated high enough to permit the stylist to work around the lower head and neck area without stooping.
The drawing above illustrates a proposed styling chair with an adjustability range of 24 to 36 in, or 61 to 91.4 cm. Such a range, not presently available, would enable the stylist, especially one having a large stature, to trim the back of the head comfortably without having to stoop.
| in | cm | |
| A | 84–93 | 213.4–236.2 |
| B | 16–18 | 40.6–45.7 |
| C | 15 min. | 38.1 min. |
| D | 29–36 | 73.7–91.4 |
| E | 24 | 61.0 |
| F | 34–36 | 86.4–91.4 |
| G | 24–36 | 61.0–91.4 |
| H | 36 | 91.4 |
| I | 23–27 | 58.4–68.6 |
| J | 4 min. | 10.2 min. |
| K | 24–27 | 61.0–68.6 |
| L | 25–28 | 63.5–71.1 |
| M | 12 | 30.5 |
| N | 31–36 | 78.7–91.4 |
| O | 10 | 25.4 |
The drawing at the left on the following diagram illustrates the clearances required for the waiting area. A minimum clearance of 37 in, or 94 cm, from the wall will accommodate the seated customer. This dimension includes an allowance of 12 in, or 30.5 cm, to accommodate leg projection beyond the edge of the front of the seat. A space of 36 in, or 91.4 cm, is adequate for one-lane circulation in front of the seating. For one person to pass another within the 36-in circulation zone will, however, require one or the other to step aside.
The drawing above shows a plan view of a shampoo station. A minimum of 82 in, or 208.3 cm, from the wall is required to accommodate the basin and the seated user with feet extended. A space of 24 in, or 61 cm, between chairs is adequate to accommodate a person while engaged in the shampooing activity.
| in | cm | |
| A | 118–126 | 299.7–320.0 |
| B | 28–30 | 71.1–76.2 |
| C | 54–60 | 137.2–152.4 |
| D | 36 | 91.4 |
| E | 24–28 | 61.0–71.1 |
| F | 24 | 61.0 |
| G | 48–52 | 121.9–132.1 |
| H | 34 | 86.4 |
| I | 35 | 88.9 |
| J | 17–18 | 43.2–45.7 |
| K | 18–19 | 45.7–48.3 |
| L | 52–58 | 132.1–147.3 |
The following drawings show the shampoo station in elevation. The next drawing illustrates the chair in use by a male customer, while the last drawing illustrates the chair in use by a female customer.
The clearances shown in each drawing are about the same. It should be noted, however, that since the body size of the larger female is smaller than the body size of the larger male, the clearance from the wall required in the shampoo station exclusively catering to women could be a few inches smaller. Since the difference is minimal, it would be more practical to allow sufficient clearance to accommodate the male customer of larger body size. However, in situations where space may be extremely tight, the small clearance required for the female could be helpful in conserving space. Of greatest importance anthropometrically is that the chair have maximum flexibility in terms of both seat height and backrest angle to ensure a comfortable body fit or interface between the back of the neck and the basin.
