Here comes the fear again.

When you're sad, when you're lonely, and it all turns out wrong, When you've got the fear.

Joanna provided some excellent points with regards to designing an environment for delight, and in our line of work, to distract attention away from the task at hand is mission critical!

My own interior design tendencies tip strongly towards the baroque (I will never say no to a tchotchke) - so instead of trying to justify my artful-hoarder tendencies, let’s focus on another aspect of experience design: terror!

Within the context of tattooing, though certainly applicable to any practice where a client stands to experience discomfort (physical training! dentistry! waxing! taxes!), by keeping an eye on your client’s fear (and hopefully lack thereof) within your space, you will not only improve the quality of your own billable time (a happy client sits still), you may just find that you’ll attract repeat business and even draw a new client or two.

It is terrifying to get tattooed. Even if you have great rapport with your artist, you know you’re about to experience discomfort at a minimum (but more likely, very real pain) - and you don’t know for certain what this appointment brings. And the trouble doesn’t end when your time in the chair is over - how much will this cost? What if I get an infection? What do I do if I don’t like the healed results?

Phew. Thinking through those sorts of client-concerns made my blood pressure rise. You too?

Good - then you’re capable of figuring out where clients are most likely to encounter fear and can design an experience which reduces those moments as much as possible.

Epecially for first-timers, fear of what’s to come can make what’s usually a simple tattoo absolutely terrifying. Why not give them a water line and make sure they understand they can end the session if the waterline proves too painful (99.9% of the time, they will sigh with relief when they feel what an actual tattoo feels like. It is always more painful in their mind than it is in person. And that 0.01% who do think it’s too painful? Better to get them up and out of the chair without a permament line than have them attempt to sit still through a session where you both will be dissatisfied with the results).

Be clear and concise about your design process: identify when a client can see their work and what their feedback opportunities are when booking their appointment. Can you take constructive criticism (or ridiculous change requests) like a professional - or do you become defensive and hurt? If you were providing feedback to a person remodeling your kitchen, how do you think they should navigate what you’re asking for? A tattoo has slightly more value than a new countertop, so be mindful of how to make the feedback process safe and easy to navigate.

You cannot do anything about a client’s tattoo after they walk out the door, so in order to reduce both your fear of losing a client to a bad heal as well as alleviating their fears about a tattoo heal going sideways, always offer aftercare in as many channels as are easy for a client to navigate. Put it on social media, put it on your website, print it out, make it a sticker, etc. Always make sure your client can contact you with questions. Just knowing that their artist is available for questions can often times reduce the amount of missteps in a bad healing situation, e.g. sometimes the best way to reduce your fear is to have a professional tell you it’s nothing to worry about.

Fear is the secret generator of discomfort in a tattoo shop, so keep examining your practice to identify additional Generators of Terror (must be said in a booming ominous voice): Can a client ask you to move a stencil? Can a client see what you’re doing? Can a client hold the position you’ve put them in for the time you need them to be in it? Can a client get to the bathroom easily? Can a client express a need for privacy? Can a client distract themselves in a way which will keep their mind off a tattoo? I’m not saying that every shop needs to be designed like a doctor’s office to ensure a client will remain happy and sit still, but it doesn’t hurt to think about where someone might have a bad time in your shop beyond the actual physical experience of getting the tattoo. If all your clients are exactly like you, then it’s not really an issue. If you’re comfortable enough to work there, they’re likely comfortable enough to be there, too. But if you serve different communities, it may not be a bad idea to understand what’s best for the goose may not be good for the gander - and maybe there’s some lovely in-between space you can inhabit to serve both birds’ needs.

Lovely title images built atop the lovely ‘The Old Dark House’ movie poster