Abstract

Purpose: This study investigates how design can address human safety needs, integrating psychological principles and practical design examples. Drawing from Maslow's hierarchy of needs and regulatory focus theory by Higgins, it explores safety beyond physical protection, including psychological comfort and stability. Research Design, Data, and Methodology: The research examines how these cognitive instincts can be applied in design practices and retail store design, through design case studies and literature reviews for design psychological principles. Results: The paper categorizes safety-related cognitive instincts of design users into three key areas: cognitive frugality, which emphasizes the brain's tendency to conserve mental resources so that they can be used in more critical situations; perceptual agility, which enables quick detection and interpretation of environmental cues, especially the cues related to threats and dangers; and psychological defensibility, the ability to create a sense of control over one's surroundings. Conclusion: By understanding these psychological principles, designers can create designs and retail environments that not only meet aesthetic and functional needs but also support and enhance human well-being by addressing deep-seated survival instincts. Therefore, the study could provide valuable insights for designers aiming to create designs and retail spaces that foster safety, security, and overall human flourishing.