1. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
BETTER
SHOP
DECORATION：
JUST BE LESS。

2. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
I went to a department store near my school to do the
observation a few days ago.
It was at noon on a working day when I went there, while
most people here ( in Shenzhen, China ) prefer to hang out
with friends and do shopping at weekends.
But it unexpectedly helped on my observation because the
shops were not so crowded with shoppers as usual.

3. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
The ladies came out of the shops with shopping bags, which had
different goods well packed inside.
These shops which could attract the customers to purchase at this
usual day lunch time were selling different things, from clothes to
households. It seemed there was no connection between them,
But they have one thing in common that I thought it might
probably the motivated the deals.

4. The decoration of these shops was mostly like this:
Just white

5. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
For example: shop YUMICO
→
With nothing colorful to
catch the eyes, the custimers
went into these "blank"
decorated shops because of
the products themselves.
←
YUMICO is a select shop of
Japanese designers' works.
Only using the white color and
wooden shelfs with the
decoration of its selling products

6. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
The white color backgrounds emphasize the products in the shop.

7. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
When people get in these shops, they are more likely to be attacted by
the goods and not by the beautiful decoration.

8. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
Also, the white color never drive away people's
attention when they are picking.

9. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
White color created a "visually silent" atmosphere, which let
customers spend more time in the shop without feeling any
uncomfortable.

10. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
People are unconciously expecting more in a
fully decorated shops which give them great
visual impacts, so they might be more picky.

11. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
People prefered simply white decorated shop may partly
due to it was not at the weekend and they did not have
much time to shop.They did quicker decisions in such neat
and clean surroundings.

12. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
There comes to my conclusion:
Shop decoration,just be less.

13. Individual Assignment of A Crash Course on Creativity@Venture Lab 2012
"ARE YOU PAYING ATTENTION?"
That's all for my presentation.
Thank you for watching.
Liang Jingwen
e-mail : menkomaru@gmail.com
Pls vote if you like it. THX!