Competition in the downtown residential market is intense. Whether it is rentals or condos, developers are taking every step they can to set their product apart and engage potential residents. The latest trend to emerge is design psychology, which involves interior design firms developing model units that target very specific portions of the population. The Tribune recently explored this idea and spoke with Taylor Johnson clients Fifield Cos., Related Midwest and Morgante Wilson Architects to get a better idea of how this practice is successfully employed.