Literature Review:

As the modern shopping space is completely of sensory stimuli, the retailers were challenged by
the online operatives. So this made tend the retailers to fill their outlet with furniture, displays
and other necessary equipment to attract the customers to the stores and to enhance their in
store experience. Customer’s perception on the visual complexity increases as the amount and
variety of colors, elements, materials, and surface styles increase. The visual complexity of the
outlet is exactly linked to design features such as walls, furniture and fixtures, floors, ceilings,
density and layout within a outlet, and diversity of product collection. The grade of pleasure
replicates positive feelings such as satisfaction, happiness and joyfulness of every individual has
on the environment; pleasure experienced by customers while shopping positively moves their
behavior. When decorative patterns are attractive and environmental factors are freely
arranged, the customers who enters the store perceive a high level of visual complexity. The
response of the customer on visual complexity depends on the individuals perception. (Ju Yeun
Jang)
As the constraints in designing a store typically emerge continuously throughout the design
process, so dealing with such constraints requires altering outlet designs, every point of time
new and unsatisfied constraints encounter in the process of designing. The fashion outlets must
also meet customers need for networking with the goods. The outlet has both to motivate and
to present the goods in a way that kinds it easy for the customer to see, touch, and try them.
The outlet must also lodge social aspects in both an direct and indirect way. this self-congruity
can be expected by outlet dimensions such as atmosphere, promotions, merchandise, price.
The plan constraint is somewhat that limits the likely design choices, notable between three
design constraint dimensions: domain, generator and function. Lawson separated constraint
creators into clients, designers, legislators, users. The dissimilar constraint makers may have
differing interests, and that most constraints are not identified beforehand but arise during the
design development, as decisions are being made. (Mia Borch Münster, 2016)
Customer pulling is primary aspect of any shopping outlet and this characteristic can only be
obtained by store layout design. Based on the analysis on 300 customers, the outcome is that
maximum number of customers are between 20-30 years of age and earning 15k-30k where it
has been that easy movements. The most number of customers are less than 5kms where they
prefer to shop weekly once and interested to come more in first week of the month. It has been
claimed that customer's buying behavior has been influenced by store atmosphere through
layout, lighting, color and music. The floor plan has to be attractive such that customers can
walk and pick up their merchandise. Store front design, lift facility, arrangement of fixtures,
product category departments, packing and delivery of goods are the most essential needs for
most of the customers. Customer shopping experience will be increased by 20% based on this
store layout design which creates standards for improving retails of any outlet with proper
planning and designed arrangements. (Kotni, 2012)
Creativity and retailing are two abundant features for selling products and attracting the
customer way to view retail outlets which offers new tastes of products. Creative use of existing
places will definitely put the investment down and give a higher reach to customer experience
and adaptation in each design project is extension of business changes and continued
concurrency. The engagement of stakeholder’s diversity in the design process has implications
for creativity throughout the organization. A primarily organizational and spatial planning-
focused activity, as is often the case in large-format food and multi-category store design. The
traditional model however recognizes just three primary stakeholders. Creative spaces provide
new insights into the ways in which retail development can be traced and point to new
dimensions for retail strategy. Marketing researchers have examined the role of the
environment in store atmospherics, branding, service and operations. (Kent, 1999)

The shopping environments is mentioned it cues ambient such as music, temperature, color, smell,
textures, lighting, artifactual and architectural components in a retail store. Especially lighting as
an essential element of interior designing could give a positive experience to the consumers though
its unique atmosphere conducive and also helps in conveying a brand image to the market targeted.
To examine the dependent variables which includes the perceptions towards complexity,
preferences, coherence, store image, mystery shopping behaviors and lighting a between subjects
analysis of variance was conducted. The results revealed that lighting uniformity in both clothing
stores – formal wear and casual wear, had significant effects on the four perceptual dimensions –
coherence, legibility, complexity, and mystery as predictors of store lighting preferences. (T
Schielke Dr, 2014)
Refrences:
Jang, J. Y., Baek, E., Yoon, S. Y., & Choo, H. J. (2018). Store design: Visual complexity and consumer
responses. International Journal of Design, 12(2), 105-118.

Münster, M. B., & Haug, A. (2017). Management of constraint generators in fashion store design
processes. International Journal of Retail & Distribution Management, 45(2), 122-142.

Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of Store Layout Design on Customer
Shopping Experience: A Study of FMCG Retail Outlets in Hyderabad, India. European Journal of
marketing, 47(10), 1711-1732.
Kent, T. (2007). Creative space: design and the retail environment. International Journal of Retail &
Distribution Management, 35(9), 734-745.

Schielke, T., & Leudesdorff, M. (2015). Impact of lighting design on brand image for fashion retail
stores. Lighting Research & Technology, 47(6), 672-692.