Social Climate

A setting’s social climate is composed of real and perceived conditions, which frame the context’s atmosphere. Actual climate conditions can include conditions such as relative humidity or temperature. These conditions are not just limited to outdoor spaces—a room can feel muggy and humid, which can affect how products, services, and systems function and can also impact people’s comfort in the setting.

Perceived conditions, such as prevalent attitudes or mindsets at a place and time, also affect experience design scenes. During national economic prosperity, such as the 1980s in the United States, attitudes—the “climate” of the country was mostly positive and hopeful. These attitudes, caused by external factors, can affect people’s decisions. During economic prosperity, citizens tend to have more disposable income and spend more money on items that may not be deemed “essential.”

• Economic downturn causes uncertainty
• The city’s baseball team wins the World Series, and residents are cheerful
• Ramadan creates an air of celebration, feasting, and community togetherness
• Political unrest is at a high before a contentious Presidential election

When designers research a setting’s climate, they gain an understanding of the impression a context makes upon actors who are in it. Some environments can be observed, and their effects are known. Research into physical climates reveals how people and design outcomes will likely react to these conditions. Perceived conditions, such as prevalent attitudes in a setting caused by political, economic, sociocultural, technological, legal, and environmental factors, can affect what people value and, in turn, their behaviors.

Questions to Ask

• What is the “normal” climate for this setting?
• What are some extreme climates for this setting that could affect how people complete activities?

Look For…

• Changes in consumer spending
• Festivals due to a national holiday celebration