The document summarizes an assignment where the author observed shops and restaurants in a train station to understand how creativity and subtle details are used to attract customers. The author noticed that every aspect from colors and lighting to product placement and staff behavior is carefully planned. Different establishments create distinct atmospheres to appeal to targeted demographics, often influencing customers unconsciously. While some places had nearly perfect designs, others provided opportunities for small improvements. The overall experience taught the author to more critically examine their surroundings.

1. A Crash Course on Creativity
Assignment 2
The assignment was really a fascinating experience. Everyday we pass so many places and we don’t realize how many messages
are transferred around. So many things were created to make our life easier or better. And of course, so many things were created
to... sell...
I spent an afternoon observing shops and restaurants in Central Station in Stockholm.
My main conclusion is that in such places almost every detail is planned.
Colours, light, sound, smell work on our senses. Decorations make place cosy or totally opposite. Staff gives us feeling of
understanding, confidence, influence our mood. Setting of offered products and their selection gets our attention before we even
enter the shop. All of above mark a distinct group of target customers that a place is addressed to. Sometimes you don’t realize how
you ended up in this particular restaurant or cafeteria, even though there is plenty of them around. That is the power of humans’
thought. That’s exactly people’s creativity that got you there.
An interesting is also to observe places that are not perfect. So many things could be improved! Setting of cash registers, maybe
the personnel's dress. When you look at those places after watching good examples, something triggers in your brain that you
see potential in small changes. I definitely started to look around with much more attention. That is the main achievement of this
homework. I will keep looking at world around like a child.
As an attachment, I add notes from one of restaurants I was observing.