Crash Course in Creativity - Assignment 2
- 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.
- 6. Visited Stores Included o Bloomingdale’s o Cako (Japantown) o CocoaBella o Nippon-Ya (Japantown) o Sur La Table o Uni-Qlo o Ghiradelli Café All in San Francisco, California.