1. • . Crash Course on Creativity Observation LabBefore you
enter the store:Does the store draw you in? If so, how?Is the door
open or closed?How does this make you feel?How big is the sign
lettering and in what font?What does it tell you about the store?
Environment:What is the color scheme of the store? How does this
affect you?What type of floor does the store have? How does this
effect the environment?How high is the ceiling? How does this
feel?How brightly lit is the store? How does this affect you?How
loud is the environment?What is causing the noise?Is there music
playing? If so, does it fit the environment?Is the store warm or
cold?Is the store crowed with merchandise or is it sparse?Does the
store have a distinctive smell?Where is the cash register located?
How visible is the store security?How long do you want to stay in
this store?Does the environment influence the perceived value of
the merchandise?
• 2. Personnel:How long does it take before a sales person
initiates contact?Does the salesperson have a script to follow with
each customer?Does the salesperson treat different customers
differently?What is the ratio of salespeople to customers?What age
and gender are the employees?Are the salespeople using the
store products?Do the salespeople have a uniform?Do the
salespeople match the stores image?Products:What is the first
product that you notice?Is there a central display table with
featured products?Where are items that are “for sale” located in
the store?How are the products arranged? By function? By price?
By color?Are there free samples or demonstrations?What products
are at eye level?What items in the store are in the least accessible
locations?Where are the most and least expensive products
located?Are the prices of the products easy to find?Are there
impulse items near the cash register?
• 3. Customers:Are most customers alone or with someone
else? What is the relationship?What is the average age and

2. gender of the customers?When a customer enters the store, do
they tend to walk in the same path or direction? -How long do
customers stay in the store, on average?Do customer touch the
products? Is this encouraged?Do most customers appear to be on
a mission or are they browsing?What percent of customers
purchase products in the store?Other Observations: