Taylor Made Designs (TMD), a creator of uniforms and workwear for leading visitor attractions, theme parks, zoos, aquariums, and museums across the United Kingdom and Europe, explains how a branded uniform can boost your team’s performance.
The concept of Enclothed Cognition is based on scientifically validated research. Taylor Made Designs discusses the science behind this innovative finding and offers operators advice on how to apply Enclothed Cognition techniques in their attraction.
“The clothes you wear can improve your performance at work and Enclothed Cognition proves it,” says Ed Taylor, managing director of Taylor Made Designs.
“We pay very close attention to the science of Enclothed Cognition when we’re consulting with clients on their next uniform collection. It’s especially useful for theme parks and attractions, where you have lots of very different roles to consider.”
Enclothed Cognition
In 2012, Northwestern University conducted an experiment to examine whether the clothing we wear can enhance our performance. During the study, volunteers performed a series of tasks while dressed in a standard white lab coat.
Everyone wore the same white lab coat, but some volunteers were told it belonged to a doctor, while others were told it was a painter’s coverall.
All participants received the same set of tasks, and their performance was recorded. Those who believed they were in a painter’s coveralls performed at an average level, whereas those who thought they wore a doctor’s coat demonstrated better attention to detail and caution.
Everyone wore identical white lab coats, with the only difference being the symbolic meaning each person assigned to that coat.
“This experiment proves what we have felt all along here at TMD: the uniform we wear has a huge impact on how we feel and perform at work,” says Taylor.
“To get the benefit of Enclothed Cognition, uniform needs to be role-specific. For example, the best uniforms for ride operators convey a sense of confidence, friendliness, level-headedness and – above all – a commitment to safety. In our experience, there are a few different ways to send these signals through the garments themselves.”
Uniforms fit for purpose
Take, for example, the ride operator uniform. This is designed with performance-boosting features to ensure staff feel confident, safe, and professional. A smart, structured collar on polo shirts is recommended over round-necked t-shirts, as it helps operators present a polished appearance. During the autumn and spring seasons, these uniforms can be paired with collared gilets and soft-shell jackets for added warmth and protection.
Functionality is key, so uniforms should include zipped pockets and strong belt loops, allowing staff to securely carry personal items, keys, walkie-talkies, and basic first aid supplies. This organisation keeps staff feeling in control and prepared. To support the staff further, TMD often supplies carry bags and long-lasting, branded water bottles.
Designed for all seasons, ride uniforms should ensure comfort and protection from the elements without sacrificing the appearance of a brand ambassador. TMD recommends incorporating the park’s branding into every item—from underlayers and hats to quarter-zips, body warmers, and winter coats—so staff can stay aligned with the brand regardless of the weather.
In some cases, creating a slightly different branded garment for flagship rides can enhance the guest experience. Custom polos or soft-shell jackets can serve as visual cues for staff focusing on specific guest interactions. Additionally, experimenting with different styles of lanyards or name badges can further distinguish the team and reinforce branding.
In the Enclothed Cognition experiment, researchers revealed how symbolism in clothing influences behaviour. This highlights the importance of branding in uniform management: branded attire should represent the park’s values and culture.
TMD’s skilled team of designers, along with in-house print and embroidery specialists, produce high-quality branded garments for renowned parks and attractions worldwide.
Blooloop readers interested in applying Enclothed Cognition in their park can schedule a free uniform review with Taylor Made Designs. Visit this link and complete the form to get in touch.
Earlier this year, TMD provided premium, high-detail uniforms to elevate the guest experience at Legoland Windsor’s new Woodland Village development.
