The document discusses the results of a study on how store design elements like logos, interior layout, flooring, music, smells, security presence, product placement, and employee behavior can influence customer experience and purchasing. Stores with open doors, cluttered interiors, pop music, perfume and "new" smells, and easy access to impulse items like socks and belts saw customers spend more time browsing and were more likely to make unplanned purchases.

1. Assignment #2: Paying attention
CRASH COURSE ON CREATIVITY

2. Red logo inscriptions
communicated “pop” and
“trendy”
White logo inscriptions
communicated “elegance” and
“dash”

3. The open doors were more
welcoming and luring than the
closed ones

4. The “sparse” interior made me
feel less comfortable and
communicated that clothes inside
are very expensive
The “cluttered” interior made me
spend 5 times more time inside
the store than the “sparse” one

5. All stores either had white or gray
floor tiles
All stores played music,
pop music in general
Stores had two distinctive smells:
1) Perfume
2) The smell of “new”

6. Security was only visible in stores
that had security
Most stores has placed clothes on
sale in the frontal part of the
store

7. The most exposed product for
impulsive purchasing were socks
Belts were at least accessible
item in each store

8. Most shop assistants did not
greet any customer perhaps
because people were primarily
browsing

9. The end…