Innovation Catalysts at Intuit headed to Disneyland to learn about how Disney designs for emotion. They learned a lot, and compiled a list of things you should notice when you are at Disneyland.

1. 1
Things to notice when you are at
Disneyland
Suggestions from the Innovation Catalyst Community

2. 2
We held our Innovation Catalyst Offsite in
August 2014 at the Disneyland Hotel… to
learn from Disney about evoking a positive
emotion. Based on that experience, we made
a list of things to notice when you go to
Disneyland.

3. 3
The lack of trash on the ground
Trash makes a place feel neglected, sad,
dirty – not like something you want to
interact with. Clean feels friendly, cared for,
someplace you want to be.
Disney strives to keep it clean.
Notice how many trashcans there are. They
have trashcans every 27 paces, so there is
always one when you need it.
All cast members pick up trash. Notice what
happens when someone drops a wrapper…

4. 4
Pin Trading
Overwhelmingly, Innovation Catalysts think
you should notice Pin Trading. Not just that
Disney sells pins and lanyards, but also:
• How it drives engagement with other guests
and staff,
• How it gives people a customized
experience.
• How it creates a mission to go alongside
the amusement park experience,
• How it gets guests to begin story-telling
without any inhibitions.

5. 5
Buttons
“My favorite are the special event buttons
that guest get - “just married” or “birthday
girl”. And then see how the cast members
use those to make their interactions with
people so personal.”
Photo credit to DanMcNeely

6. 6
Landscaping
Doesn’t it always look lovely? All of the flowers
everywhere? How do they do that? Well, they
replace them frequently. Flowers need to always be
in bloom… it’s all part of the “set”.
These trees are about the biggest they’ll let them
get. Soon they’ll dig them out of the ground and
move them elsewhere in the park. They can’t get too
big or it will change the perspective of main street
and the castle.
Also, notice how they use landscaping to obscure
different areas of the park. That is so that at each
turn, you’ll have a new scene unveiled.

7. 7
Main Street USA
Take a step back in time… notice feelings
of nostalgia for a main street that never
really existed, but that we always dreamed
of.
Main Street was designed to be a comfort,
to put you in a nostalgic mood, and to help
you connect to the past trips to the park.

8. 8
The size of the windows in the
second floor vs first floor
They use forced perspective to make the
buildings on Main Street seem closer, more
approachable… and bigger than they are.
This has the effect that you have as a child,
and makes you feel cozy.

9. 9
The Lamp in the Window
There is an apartment above the Fire House on
Main Street. In the window, you’ll notice a lamp with
the light on.
When Walt Disney was alive and in the park, the
light would always be on so everyone at the park
would know he was there.
When he died, the employees turned on the light
and now leave it on everyday… as his spirit forever
resides in the park and in their hearts.
This light is a constant connection to the past that
created the vision of the park.

10. 10
Company and People Names in
the windows of the buildings
Throughout Main Street, and in Toon Town
and other places in the two parks, you’ll see
company names and individuals. These are
all in honor of real people or companies
who helped make Disneyland, either
originally, or over the years.

11. 11
The Smell of “Vanilla”
Look for the vents near the ground that pipe
in the scent of vanilla near the middle of
main street by the candy shop. They start
the scents at midday, when people start
getting tired and grumpy. It’s not that there
isn’t a smell of candy, but vanilla is warm
and comforting… and yummy.
They also always have popcorn popping
when you arrive in the morning. It isn’t that
people eat popcorn first thing in the day, it’s
that the smell puts you in a festive mood.

12. 12
The half-painted lightbulb in the
round entry to the Coca-Cola
Store
To alternate the colors of the lightbulbs,
Disney has to make a choice. Do they have
two red bulbs in a row, or two white?
Neither would look right, and it would bother
a few detail-oriented visitors who would feel
uncomfortable with it being off.
So, they do both to ensure that it always
looks right. (They hand paint this bulb)

13. 13
Fireworks
Disney calls it the “kiss goodnight”. Notice
not only the show, but the music, and the
behavior of the crowd.
They are building it into the experience as a
moment of reflection and wonder.