Observation Exercise for Crash Course on Creativity

1. Simple observations:
Looking at the Fonts
Del Monte Shopping Center - Monterey

2. The Big Idea
• Wanted to focus on one thing more in depth
• Got the idea from looking at instructions
• Focused on font and images of signs outside

3. Apple Store
Probably my most favorite store
in the mall
Image is very modern
Almost avantgarde
How many people notice the
bite out of the apple?

4. Apple Store
Even from a distance you can
tell it is the Apple store

5. Apple Store
Never been to the store when it
wasn’t busy
People want Apple
Variety of people but most fit
an innovation psychographic

6. See’s Candies
Antithesis of Apple
As old fashioned as Apple is hip

7. See’s Candies
Looks like it could be an old
time post card in black and
white
Never notices that See’s only
has first letter in caps and
CANDIES is all caps but same
size as See’s lowercase

8. LALLAgrile
Weird variety of fonts – block
caps in yellow for LALLA, aqua
script for grille
Little blocks of solid glass for
windows
Feels LA hip

9. LALLA grille
Aqua color scheme inside
Behind the bar looks like the
window

10. LALLA grille
Even servings look kind of LA
hip

11. Men’s Wearhouse
Logo is contradiction in terms
Sort of looks like a combination
of European hip – the MW –
and old-fashioned warehouse

12. Whole Foods
My grandfather used to own a
fruit stand in the 1920’s. This
picture makes me think of him
and a family picture we have.
Never thought of it that way

13. Whole Foods
Oranges, what else is there to
say