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Assignment #2 Carey SunnyCA Whole Foods – Door is closed, mostly, a sliding automa<c
door. It makes me feel apprehensive about entering because it’s cramped in there just as you walk in, with the cash registers right in front of you. People are trying to push their way out a single narrow door as you’re trying to get inside. But it’s also protec<ve feeling once you’re inside.
Apple Store-‐ open door – makes me feel free, powerful,
s<mulated. Exterior is en<cing, simple, light colored. Makes me want to come in. It looks simple and organized in there.
Valley Village Liquor – closed door makes me check to see
who’s in there before going in. I want to make sure nobody’s drunk inside or holding it up.
Farm Boy Grocery – Door is sliding and it’s crowded once you first walk in because there’s a cash register there.
Gelson’s I am realizing that Gelson’s has it right in terms of doors. They open and close in a sliding manner, but they’re far back from the cash registers in the front, which makes
me feel in command of the store. Merchandise is not on top of me as soon as I walk in.
Trader Joe’s – automa<c sliding doors that open and close, but that’s fine. In this case, the doors don’t open onto the cash registers, but rather to an open area surrounded by
flowers and some vegetables. This has a posi<ve effect that makes me feel in command of the store, like Gelson’s, but not like the other stores. It draws me in with its exterior
displays.
Door, Exterior & Entrance
Whole Foods – logo colors – green and white: makes me feel healthy, but also like you need to be wealthy to shop here, which is true because it’s so pricey
Apple Store-‐ white and grey – no leXers – makes it feel like they understand me here (I’m a visual processor). Also, I’m visually sensi<ve, so they’re not overs<mula<ng me with color, which helps me think more clearly and feel
more crea<ve, iow, “clean slate” feeling
Valley Village Liquor – white and red – makes me feel like this place is old and outdated and base
Trader Joe’s – red and white color. I would probably like green beXer, but Trader Joe’s has a tropical flower next to it that reminds me of vaca<on and the interes<ng things you find when you’re in a foreign land, like interes<ng snacks and soaps in the grocery store. Trader Joe carries a lot of reasonably priced imports, so this is a good reflec<on of that “on vaca<on” feeling.
Gelson’s-‐ red and white, but some<mes it’s also in green. The font makes me
feel like it’s upper crust, jazzy, upscale.
Valley Village Liquor – white block leXers on green. Very plain and pragma<c. Mom and Pop shop feeling. Reliable feeling.
Farm Boy – again with the red leXers on white. The blocky font makes me feel
again, like this is a mom and pop shop and reliable.
Logo / Color
Whole Foods – not that bright – yellowish <nge inside. Makes me feel comfy, cozy, at home. Lots of wood. Reminds me more of the Farm Boy mom and pop store than I realized. Inspires trust and a belief
the people have good values and the products are wholesome and high quality.
Apple Store-‐ white and grey walls in front, but lots of wood tables in back and also wood shelving. Brightness is beXer in back because it’s more dim and homey. Up front, it’s a liXle too white. I always thought it was really bright in an Apple store. But with all the light pine wood tones, it’s kinda homey.
Reminds me of kindergarten furniture. Those are Angelina’s kids in the photo to the le_, btw.
Valley Village Liquor – fluorescents. I hate fluorescents. Too much junk food, not well displayed. But they also have essen<als. Typical convenience store model. But pragma<c and works well. You don’t
feel like you’re overpaying too much because it’s so shabby. So that’s a small comfort anyway.
Farm Boy – not all that bright, fluorescent lights. Store is packed with vegetables. Not a lot of packaging, aisles packed together. Gives feeling of inclusiveness at farmer’s market or produce yards. Implies you won’t overpay and quality is fresh. The nut shelves are a liXle too jammy. Feels like a store in another
country, but not in a good way.
Gelson’s – not as bright as a typical large supermarket like Kroger’s, Ralph’s or Von’s. They are very bright, with fluorescents, which cast a blue light on everything. Gelson’s ligh<ng is more mellow. Also, there’s a lot of product packaging and they’re on shelves in a very neat manner, that makes me think things are going to be expensive. And they are. It has a “top shelf,” fancy market kind of feel. Even
though Whole Foods can be just as expensive. Signs are all printed by computer.
Trader Joe’s – Also has a homey market feel. Standard grocery store lights, but lots of wooden (vs steel) shelves and also smaller stores with more islands. Products messier with lots of hand drawn signs to
give more of a small market feel. This inspires trust, makes you feel like you’re gecng quality and good prices.
Brightness, Interior Décor & Products
Whole Foods – local market feel
Apple Store interior
Gelson’s Farm Boy
Whole Foods – Right in the front – you prac<cally trip over it when you walk in. There’s not enough space to stand in line. I like Gelson’s beXer. It feels more open. Customers hippies
health foodies. Leisurely pace.
Apple Store-‐ Cash registers are everywhere and nowhere. I guess Geniuses use those hand-‐held cash registers. Impression is it’s a display room, there’s no pressure to sell. Also, reminds me of a school learning center or elementary school library. Feels like learning and understanding are promoted here, even for dyslexic / feeler / crea<ve people (vs le_ brainers). Customers s<cking around for a long <me. Sales people
very laid back.
Valley Village Liquor – Front, to the le_. Right where it should be, I guess. I guess people might probably steal a lot from this store
though because it’s far from a lot of the cases.
Trader Joe’s everyone’s having fun in here. Cash registers are too crowded though. Helpful staff, but they don’t come up to you unless asked. Other grocery stores (like Pavillions), they will
actually come up to you.
Farm Boy – customers a liXle more rushed, but lots of liberal, working people, so they pretend to be polite. Staff almost unapproachable. They
will tell you everything’s sweet. Th
Customers & Cash Registers
Lindsay Lohan at Trader Joe’s Natalie Portman at Gelson’s