(Extracted from No B. S. Direct Marketing by Dan Kennedy)
one of the Disney Imagineers we met was in charge of “fixing confusion.” At any spot in any of the parks where there was a noticeable slowing of movement (yes, they monitor that) or an inordinate number of guests asking employees for directions, he was tasked with figuring out the reason for the confusion and changing or creating signs, giving buildings more descriptive names, and even rerouting traffic as need be to fix the confusion. “It isn’t just about efficient movement,” he told us, “it’s about a pleasing experience. People do not like not knowing where to go or even what is expected of them.”