Assignment 2 for the creative crash course.

1. Observation is key
Assignment 2

2. Plain Looking Shop1

3. Cues attracting the customer

4. Plain looking shop 2

5. Discount Pillars at Entrance

6. Before you enter
• Shops have transparent glass for you to
peek in and generate desire to buy
• Shops usually have close doors for Air
Conditioner/Security reasons however
eager to entertain anyone looking inside
• Security outside for screening miscreants

7. Logo Design
• Fastrack
– Young
– BOLD
– Futuristic
• French Connection
– Sleek
– Elegant

8. Ceiling and Flooring
• Ceiling
– Blue & Yellow lights
– Mimicking Sky & Sun?
– 10 feet high
– Feels Claustrophobic
• Flooring
– Blue reflective
– Feels cooler

9. Environment
• Music playing that suits the brand
• Cooler than room temperature
• Crowded with Merchandise
• Distinctive smell
• Cash register closest to entrance (even though it
may be prone to thievery)
• Visible store security
• Perceived Value of merchandise increased
because of environment

10. Personnel
• Uniform colors and
logo colors matching
• Personnel using store
products
• Young personnel
matching brand
image as well as age
group of customers

11. Other Observations
• Usually notice the items in center first
• Items in corner are for sale
• Products arranged by function the by color
• Products at eye level or a little lower
• Delicate products least accessible
• Free samples & product Handling
encouraged in most cases