Crash Course in Creativity - Assignment 2
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The document describes 4 different store atmospheres observed by the author: 1. Stores that create a frenzied atmosphere through aggressive sales tactics and large signs to encourage impulse buying. 2. Stores with sparse decor and cool lighting that give off little energy or excitement, aimed at customers who know what they want. 3. Stores that invite curiosity through prominent displays of top items without hard selling, aimed at tourists and locals seeking new products. 4. Stores that convey luxury through polished appearances and signage indicating higher prices, aimed at customers willing to pay more.
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- 1. Week 2: Observation Lab Maryanne McGlothlin October 2012
- 2. 1 / Create a Frenzy • Salespeople hawk products on each level. • Big price signs signal deals and encourage buying more than 1. • Lots of light and glass. Busy-feeling. • Customers seem to feel an urgency to buy and not to miss out on deals. • Target audience: Customers who want quantity over quality.
- 3. 2 / Walk on By • Lighting is white/cool, not warm and inviting. • Sparse décor. Not much to lure one in for a browse. • Gives off no energy or excitement. • Target audience: Someone who knows he or she wants a cupcake and does not need enticement to enter and buy.
- 4. 3 / Invite Curiosity • No hard-selling tactics. Browse without interruption. • Display of top selling items catches eye of passersby and invites in to look. • Products have explanatory signs, making the exotic comprehensible. • Target audience: Tourists looking for something new to try or give and locals who know the products and want quality.
- 5. 4 / Convey a Hint of Luxury • Customers self-select entry. Signage, gleam of floors and glass, &appearance of displays indicate items are higher-priced. • Attention to detail conveys quality. • Target audience: People willing to pay more.
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