The document compares and contrasts traditional stores with big box stores or malls. It notes that traditional stores have smaller spaces with lower ceilings, while big box stores are huge with very high ceilings. Traditional stores also have more personalized service while big box stores feel more like supermarkets with many checkout lines and impulse purchase displays. In both cases, the document observes how store layout, product placement, music, and other design elements are used to influence customer behavior and purchases.

1. Traditional stores vs. Big malls
Paying attention – Observation lab
Crash Creativity Course
By Amaia Markuleta

3. Before you enter the store…

4. It doesn’t really draw you in... Whole place designed to capture you!

5. Closed door, is cold outside... Completely opened door

6. The traditional store has old fashioned lettering, with ugly typography…
Poor in design and colors!

7. In the other hand, the hypermarket uses big, modern, atractive lettering

8. In the inside…

9. Tight, small place, low ceiling. Huge, spacious, very high ceiling.
Loud orange scheme, but bright. Light color scheme and very bright.
No music, just the radio sound. Nice background music.

10. But it smells like fresh vegetables! And this smells to cleaning
products…

11. Only one sales woman with no script. Automaton seller in every corner.
Customized treat for each custormer

12. Very fresh and local vegetables & Packed, treated vegetables and
fruits, just picked up from the garden. foods.

13. Products arranged by type So are they in the hypermarket

14. Hand made prize labels easy to find Computer designed prize labels easy
to find too

15. But the big one has better
arrangement for central
display tables with featured
products, as seasonal
vegetables…

16. Specific “for sale” stands…

17. Or special merchandising…

19. Before you enter the store…

20. Very small and dark front in an Very wide, giant open door, in the
arcade. The door is closed. corridor of the mall. The products
are almost out.

21. Small, dark, old fashioned font Modern font used. Green over white,
lettering over a tiled wall. very aseptic lettering

22. In the inside…

23. Just one merchandising crowed wall. Lots of stands, it looks like more a
In a small, bright, silent, warm store. supermarket than a chemist. So nice
It smells to nothing. to be here, bright, bg music, warm…

24. First products to be seen, food for First products you see: featured
kids and organic cosmetics. vitamins for autum.
Security warnings all over the place.

25. Most products are behind the desk. All prizes and products avalaible for
Prizes no very avalaible. you to help yoursef.
Not encouraged to touch the product.

26. Featured products next to the cash “On sale” on baskets everywhere.
register.

27. Impulse items near the cash register. Here are 4 different cash register. All
of them have impulse items next to
them.

28. The big chesmist is a place
to stay long time at. While
in the old fashioned
chemist you enter to buy
your medicine and no
more, here you feel the
need to buy even what you
don’t need.
They even have a kids
zone to keep them
enterteined while the
mother goes through the
store.

29. Anyway, they know people in 3 sales person for lots of customers.
neighborhood and give very good and Efficient but cold treat to the customer
personalized service. CONFIDENCE

30. What I finally buy…

31. A complete organic featured Lip balm from the impulsive stand
cosmetics batch

33. Before you enter the store…

34. Very nice shop window, but a bit Very wide store. You can almost see
messy. The shop has no space all product form the entrance. Very
inside, almost all product shown here. tidy and organized.

35. Even if the font in the lettering is cute, Modern typography, logo and colors
not very legible with that tile... transmit fashion.

36. In the inside…

37. There is only one shelve. It’s used for Everything is perfectly organized by
on sale shoes and bags, but it is a bit typology and trends.
messy.

38. Nice music and very very nice place. Fashioned music (for young people).
The owner is very attentive with you. Very young sale persons, not very
Quality product and not expensive. effective. Cheap product.

39. What I finally buy…

40. Velvet and (fake) snake
leather marvelous hills in
the neighbourhood store.