Seating mistakes will hurt the bottom line

Airline seats by Priestmangoode

Airline seats by Priestmangoode

The significance of seating quality means it has been a frequent feature of advertising

The significance of seating quality means it has been a frequent feature of advertising

Very restricted space on a bus seat

Very restricted space on a bus seat

Spacious seating on one of the First UK Greyhound coaches

Spacious seating on one of the First UK Greyhound coaches

Ray Stenning

Ray Stenning

Colour and pattern of seat covering should communicate something about the product and brand proposition.

Colour and pattern of seat covering should communicate something about the product and brand proposition.

O­ne function of design I mentioned in my first column is to make things work better. In the realm of public transport, encouraging people to want to make repeat journeys (ie repeat purchases) means making sure their first journey makes a good impression and leaves a feeling of calmness and comfort rather than stress. Something they are doing for virtually all their time on board the vehicle is sitting down, so this area is surely worth a significant level of attention. Which brings me to...