The document describes observations and insights from four different retail stores. The first store had dim lighting, no music, small seating and constant movement with families shopping together. The second store was louder with music and conversation, families and groups of different ages shopping, and pricing clearly visible. The third store had quiet music, central waiting area, black interior design and no visible pricing. The last store had harsh lighting, shoppers mostly alone with security visible, bright colors and styles everywhere with pricing clearly visible.

1. Observations
Dim lighting
No music
Small sitting area
Constant movement in
store
Families
Bright colors, bold
typography, bright
spotlights
Some prices visible,
some not
Insights
There was circular
movement through
store
Families shop for
apparel together
Warm, dark comforting
space made me more
apt to purchase
expensive items

2. Observations
Warm lighting
Loud rumble of
conversation and music
Televisions add to
active feel
Families, couples,
friends with a wide
variety of ages
Sparse decor still
endows rich hints of
place
Pricing clear
Door closed
Insights
It doesn’t take much to
set the stage, but those
small touches are
critical
The customers can be
the most important
design element
Dark is comforting

3. Observations
Bright lighting
Quiet music
Central waiting area
Black styling
No pricing
Custom typeface
Door closed
Chemical smell
Style conscious
Insights
Attention to store’s
appearance will carry
over to customer’s
appearance
Exposed ceiling and
black interior design
scheme implies a
cosmopolitan services
Design elements can
denote associations
with large cities

4. Observations
Harsh lighting
Quiet
Shoppers mostly alone
Security highly visible
Bright colors,
cacophony of objects,
colors and styles
Pricing clear
Door closed
Insights
Bright lighting denotes
inexpensive
Quick purchases are
highly functional and
made alone.
Except when they’re
not. Some purchases
are made in pairs of
friends.
Clutter can be
acceptable if
consumers already
know what they want
Unless they don’t. Lots
of impulse items