Modern international airports come designed to make grand statements. Some are symbols of national prowess, while also signalling economic clout. That's especially the case for the emerging nations of Asia. By comparison, many airports in the West look rundown and shabby because few stood the test of time. It remains unclear how 'future-proof' are the newer cathedrals to aviation. 

With a clean slate, airport architects produce structures, lighting, fixtures and a ‘total-experience’ packaged for effect. They seek to prioritise excellent visibility and straightforward navigation. To achieve this, built into the plan are subtle elements that you may miss. These features complement the process of moving passengers around, influence our behaviour and, of course, aim to generate revenue. As we will see, the adage that 'an airport is a shopping centre with a runway attached' holds.

For departing passengers, seeing the tarmac and planes after clearing security or immigration, provides them with an opportunity to orientate themselves. 

Arriving at any modern airport, you will see a lot of glass. That's there for reasons beyond the esthetic. By allowing in natural light, it's possible to improve the mood of passengers and staff. Access to sunlight helps us with our circadian rhythm, plus it also makes us more alert. And here's the crucial point, we've long-known that cheery people shop more and then spend more when shopping. So, all that glass helps push sales.

Further, the design makes those airport shops unavoidable. Sited to intersect with the highest passenger footfall zones, you can't give them a wide berth. The layout forces you to walk passed or even through them. The more twists and turns the passenger needs to negotiate on the way to the gate, the better for sales. 

Because most people tend to look to the right when walking, shops on that side attract more customers. To maximise this effect, airport walkways will often have a right to left curve with prime shop space on the right side of the bend. 

Besides, by getting passengers to walk through a cluster of shops, you can create a marketplace effect with people moving from shop to shop. This set-up takes advantage of 'dwell-time' or the 'golden hour' before boarding when people browse. These areas have plenty of display boards with flight details and walking times to gates to reassure passengers that they have time to loiter.

For departing passengers, seeing the tarmac and planes after clearing security or immigration, provides them with an opportunity to orientate themselves. Although shops are in the vicinity, this space is kept open to allow a view that signals passengers are moving in the right direction. Once settled, they will then tend to linger longer in the shops.

Signs are vital, although keeping these to a minimum to avoid visual clutter is also a consideration. The positioning and layout of signage need careful thought. The vast majority of airports use lettering with three typefaces: Helvetica, Frutiger or Clearview. All these fonts are san serif, thus easier to read over a distance. As regards size, the rule of thumb is that for every ten centimetres of letter height adds 12 meters to visibility. Thus, a letter of 40 centimetres height should be visible at 48 meters distance. 

Also, signs often have a specific colour to identify each zone or terminal. As people move around any change in colour prompts subconscious clues and makes them take notice. Even the floor surface can help trigger a response. In the vicinity of the boarding gate fitted carpet helps passengers realise they've reached a waiting point. This cue helps them slow down, relax and wait. 

Nobody enjoys a queue, especially if an adjacent line appears to be moving quicker. Nothing is more likely to get passengers riled than the perception they are in the slow line. Thus implementing a single-line queue system, that people deem fairer, is the astute way to avoid stressing people.

Don’t complain too much about the shops. Without them, the cost of flying would be much higher because some 30% of revenue is generated from retail concessions. In 2013, about 70 % of airports were operating at a loss, with that trend reversing slowly until Covid-19 hit us. With billions wiped from airport revenues by Covid-19, those shops are more important than ever. So, eyes right!