The document discusses how stores use subtle details in their design and layout to influence customer choices and messaging. It provides 6 examples of stores and analyzes aspects like clothing placement, lighting, mannequin styling, and logo design that shape impressions and guide the shopping experience. The conclusion emphasizes that small details in communication and presentation can unlock opportunities, and businesses should find innovative ways to convey their identity creatively.

1. A Crash Course on Creativity:
Assignment #2
Are you paying attention?

2. Everything we can see, feel,
hear or touch can be a way of
transmitting an idea.
Messages don’t necessarely
have to be spoken or written;
they can even be hidden in small
details...
By looking carefully at some
stores, I realized we are
influenced by more apects than
we thought we could be and that
influences our choices when we
are shopping.

3. Exemple #1
The clothes are hung in a
different way; when you look at it
for the first time, it seems like it’s
an innovating shirt, but when
you pay attention to it, you can
see it’s actually a regular shirt.

4. The mannequins have different
faces, which could cause a bad
impression to some
people, reminding them of skulls - or
the opposite effect.
The objects are disposed in a way
that forces you to see other things
to buy.

5. Exemple #2
In this store, the
lights, the shelves and
the boxes give each
product a different
emphasis, which shows
that the store not only
sells products but
expose them as if they
were unique. Given the
purposes of the
store, the space inside
should be bigger, so
that people could walk
through the store more
freely.

6. Exemple #3
The logotype is Most of fhe mannequins are not
a bit confusing, it wearing shoes. That affects the
doesn’t match the image of the window, even though
kind of clothes many people don’t realize it and
they sell. can’t explain why there is no
harmony in it.

7. Exemple #4
The store has got a clean
look but some details break
the white, just like the floor, so
the place doesn’t look boring.
Even though
the main target of
the store is made
of young
people, it’s a very
organized and
clean place and
it’s easy to walk
through it.

8. In some areas of the store
the pieces are hung in
different ways, which gives
the store more versatility.
The store has got some boxes with
other things that the customer might
like, and not only clothes, called ‘’box
u’’. It tries to embrace a whole life
style of custumers that choose to
shop there.

9. Exemple #5
This store has
got a peculiar
way of disposing
the objects; they
put some chairs
in a high
shelf, for
example.
Even though it could be seen as a
characteristic of the store, it might be
too much information for the
customer, givin the impression that
some parts of it are messy.

10. Considering the big amout of
objects and furniture they sell, there
is lack of space in some areas and
sometimes it’s difficult to walk
through it.
Things sometimes are put together
in a way that the place looks
unusual, with many different ambients.
For some people that could be
attractive, for other people that could
be confusing.

11. Exemple #6
In this store, the
logotype is probably
too clean. It doesn’t
catch people’s
attention. Besides
that, the window
doesn’t show any
differencial aspect
that could attract
the customer to go
inside.

12. With the examples, it is possible to see how
many aspects a customer consider when going
into a store - or even before entering one -
consciently or not. Small details can be
decisive, not only in business, but in life. They
can hide great opportunities and infinite
possibilities. It is important to have in mind that
for everything we do, we’ve got to try and find
innovative and smart ways to
communicate, show identity and be creative.

13. October 30th, 2012
São Paulo, Brazil
Ingra Lopes Maia,