Sticks

sticks
g r o c e r y
+ c a f e
programming book

Angela Williams
Fall 2012

ARID 3120

Thom Houser

table of contents

List of Tables & Figures: 2

Chapter One: Introduction 3 Chapter Six: Analysis of the Solution 39

Design Problem Statement References 40
User Needs
Rationale for the Study Appendix 41-45

Chapter Two: Research 4-5

Survey Questionnaire 4
Survey Interpretation 5

Chapter Three: Site/ User Analysis 6-10

Georgia 6
Georgia’s Crops 7
Athens 8
Building Site 9
User Analysis 10

Chapter Four: Case Studies 11-24

Publix 11-12
Kroger 13-14
Trader Joe’s 15-16
Earth Fare 17-20
Case Study Findings 21-22
Layout Study 23
Case Study Analysis 24

Chapter Five: The Program 25-38

Part one 25
Occupancy 26
Part two 27
The program interior 28
Color Research 29
Adjacency diagram 30
Bubble diagram 31-32
Block diagram 33-35
Conceptual images 36
Concept diagram 37
Conceptual sketches 38

List of figures 2
List of Tables:
4.1 Case Study findings

List of Figures:

Chapter 2
2.1 Survey Questionnaire 4.14 Kroger Lighting Example
2.2 Survey Results 4.15 Kroger Lighting Example
2.3 Survey Results 4.16 Trader Joe’s Logo
4.17 Trader Joe’s Sign Example
Chapter 3 4.18 Trader Joe’s Sign Example
3.1 Georgia Cotton Crops 4.19 Trader Joe’s Sign Example
3.2 Boll Weevil 4.20 Trader Joe’s Lighting Example
3.3 WWII Bombers manufactured in Georgia 4.21 Trader Joe’s Checkout Lanes
3.4 Airplane manufacturing plant in Georgia 4.22 Trader Joe’s Merchandising
3.5 Georgia Farmland 4.23 Trader Joe’s - Observation of Layout
3.6 Georgia Farmland 4.24 Earth Fare Philosophy Sign
3.7 Georgia Farmland 4.25 Earth Fare Produce Merchandising
3.8 Peaches 4.26 Earth Fare Produce Merchandising
3.9 Tomatoes 4.27 Earth Fare Interior
3.10 Seasonal Crop Calender 4.28 Earth Fare Interior
3.11 Blueberries 4.29 Earth Fare Signage
3.12 Corn 4.30 Earth Fare Signage
3.13 Strawberries 4.31 Earth Fare Signage
3.14 Map of Georgia 4.32 Earth Fare Lighting Examples
3.15 Downtown Athens, Georgia 4.33 Earth Fare Lighting Examples
3.16 755 Broad Street Apartments 4.34 Earth Fare Lighting Examples
3.17 909 Broad Street Apartments 4.35 Earth Fare Hot Bar
3.18 Painted UGA Bulldog 4.36 Earth Fare - Observation of Deli and Eatery
3.19 Map of Potential Site 4.37 Earth Fare Community/Store Calender
3.20 Proximity of Apartments to Site 4.38 Grid Layout Example
3.21 University of Georgia Arches 4.39 Store Image & Productivity Diagram
3.22 Young Families (target user group)
3.23 UGA Students (target user group) Chapter Five
5.1 Existing Floor Plan
Chapter 4 5.2 ADA Diagrams
4.1 Publix Produce Merchandising 5.3 Parking Lot Adjacencies
4.2 Publix Customer Service Desk 5.4 Level 2 Existing Building Exterior
4.3 Publix Logo 5.5 Level 1 Existing Building Exterior
4.4 Publix Store Signage 5.6 Criteria Matrix
4.5 Publix Lighting Example 5.7 Color
4.6 Publix Lighting Example 5.8 Adjacency Diagram
4.7 Publix Interior 5.9 Level 1 Bubble Diagram
4.8 Publix Interior 5.10 Level 2 Bubble Diagram
4.9 Kroger Logo 5.11 Level 1 Block Diagram
4.10 Kroger Interior 5.12 Level 2 Block Diagram
4.11 Kroger Interior 5.13 Combined Block Diagram
4.12 Kroger Interior 5.14 Conceptual Images
4.13 Kroger Lighting Example 5.15 Concept Diagram
5.16 Conceptual Sketches

chapter one - introduction 3

The studies included in this booklet were completed to assist in the design process of a grocery
store and cafe located in downtown Athens, Georgia. Numerous research methods were utilized to
provide information about the subject and ultimately provide framework for a functional design
solution.
Design Problem Statement:
The design problem for the potential grocery store and cafe is to create a space that will
adhere to the context of the downtown community and provide a functional and enjoyable
atmosphere for the users. The potential design of the grocery store is worth pursuing because
downtown is lacking a business that satisfies the needed criteria. Knowing this, a thoughtful
design could provide a space that would be convenient for downtown residents and profitable for
the client. Issues that will be addressed throughout the process include; the layout and circulation
of the store, convenience for the user, parking issues, local economic growth, and fit within the
downtown community. Although there have been grocery stores downtown, all have failed.
Assumptions conclude the stores did not provide an environment in which the residents of
downtown wanted to spend time or money. The stores could have also had a problem
meshing with the surrounding community. For the grocery store to be an effective project, the
design should be highly functional, convenient, and provide a place the user will want to go to
spend time and money.

User needs:

The user consists of residents and visitors of the downtown area. This target group includes
an age range of 15-45. Currently there is not a store downtown that provides grocery items so the
users have to travel longer distances to fulfill their shopping needs. The potential user needs a
store which is close in proximity to their homes and places of employment (University employees)
and accommodates their busy lifestyle, but also allows for social gathering and entertainment.

Rationale for the Study:

The design of the grocery store in this location is important because the residents and
visitors of downtown Athens do not have a store to purchase grocery items that is in close
proximity to the area. The store will provide a space for families, students, and University
employees to shop for their needed items without having to travel a far distance. As well as
providing a place to shop, the store will be a space where people can gather, eat, listen to music,
and enjoy themselves. Research of the subject will provide information on the layout of the store,
what colors are relevent for the design, and what problems might be seen in compairable stores.

chapter two - Research 4

SURVEY
Question 1:
Have you ever been shopping in a grocery store? Yes / No
IfÊ youÊ answeredÊ ÿ Yesÿ Ê toÊ QuestionÊ 1Ê pleaseÊ proceedÊ toÊ QuestionÊ 2.
Question 2:
How often do you go grocery shopping? Circle one.
Less than once/month Once/month More than once/month

Question 3:
What words would you use to describe a positive shopping experience?
Circle all that apply:
Modern Dark Organized Cluttered Chaotic
Clean Calm Quick Bright
Open Frenzied Leisurely Mundane

Question 4:
What about a grocery store could make the shopping trip more enjoyable?
_____________________________________________________________________________________Ê

Question 5:
What is important when choosing a grocery store to go to?
____Sales/Price ____Brightness ____Fresh products
____Layout ____Friendliness of Staff ____Other (please indicate)
____Cleanliness ____Proximity to home or work _________________________

Question 6: Circle one: 1 disagree, 2 neutral, 3 agree
I think going to the grocery store is unexciting.
1-----------2----------3

Question 7:
When I go to the grocery store, I try to get in and get out as quickly as possible.
1----------2----------3

Question 8:
What do you notice first when entering the grocery store?
_____________________________________________________________________________________Ê

Question 9:
The most frustrating part of going to the grocery store is________________________________________

Question 10:
Which of the following images MOST reflect the feeling you would want in your grocery shopping experience?

Fig. 2.1 Survey Questionnaire

chapter two - research 5
Survey Interpretation:

The survey was given to ten subjects with an age range of 18-22. All of the subjects go to the grocery store
at least once a month and most of them had similar thoughts about what would create a positive shopping
experience. Organization, cleanliness, and openness were the top three choices for a positive experience. The
subjects felt simple way finding, good customer service, and the color of the store would make for an enjoyable
and relaxing space. They also felt that an abundance of self checkout lanes and free samples would also add to the
experience.
Cleanliness was selected the number one reason why a store might be chosen for grocery shopping. Sales
and price were close behind cleanliness. Although setting the price of items would not be the designer’s job, the
thoughtful placement of sale items could have an effect on the user’s experience. Surprisingly, most of the subjects
do not feel going to the grocery store is unexciting, and a few of them do not try to get out quickly.
In my opinion, the initial perception of the store is essential in creating an enjoyable atmosphere. Some of
the elements first noticed by the subjects include; cleanliness, color, brightness, and the layout of the aisles. A few
other elements consisted of the produce, which was the most visually appealing aspect of the store, and the amount
of people who were shopping. Again, the amount of people in the store at one time is something that might be out
of the designer’s control, but the functional design of circulation can help eliminate the feeling of the space being
over crowded.
The subjects were asked about the most frustrating part of the grocery store experience, and eight out of ten
stated organization and layout were large contributors of irritation while shopping. Realizing organization and
layout can be the deciding factor of whether or not a customer returns to a store is important. The design should
allow for the most efficient use of space for the product but also support a simple layout which can be easily
maneuvered by the customer.
Various images were provided to gain a feeling of how the subjects wanted to feel after or during their
grocery shopping experience. The images included a social scene, a calm lake, a lady relaxing, a structured flower,
and an excited child. The top two picks included the relaxing scene and the excited child. The subjects wanted to
feel relaxed and happy while they were shopping. Using visual stimulation while keeping the layout of the store
simple would help to create a combination of these feelings within the customers.
In conclusion, the subjects believed that cleanliness, organization, and brightness were some of the main
features that are important to create a space in which customers want to spend time and money. Way finding and
the layout of the aisles should be simple and straightforward, emphasizing sale items and special products to
maximize exposure and profitability.

What is the first thing you notice when What is the first thing you notice when
going into a grocery store? going into a grocery store?

Fig. 2.2 Survey Results Fig. 2.3 Survey Results

chapter three - site analysis 6

Georgia:
Georgia was founded in 1742 and became a royal
colony in 1752. Throughout history the state has had
many difficulties which they had to overcome. War,

loss of labor (slaves were 44% of the state’s popula-
tion), and poor weather conditions left the state in a
economic downfall. Although Georgia struggled with
the economy of the state the success of cotton crops in Fig. 3.1
the 1900’s led to economic expansion. Things were fi- Georgia Cotton
Crops
nally looking up for Georgia until the arrival of the boll
weevil in 1911. By 1921 the pest destroyed 45% of the
state’s cotton crops.

Fig. 3.2 Boll Weevil

Georgia’s economy continually struggled through
World War I and the Great Depression but finally made

progress during World War II. The production of air
planes and bombers used in the war afforded thousands
of people steady employment.

Fig. 3.3 WWII Bombers manufactured in Ga.
Today, agriculture in Georgia contributes almost 70
billion dollars to the state’s economy. Over 11 million
acres of land are being utilized for farmland and crops.

Fig. 3.4 Airplane
manufacturing plant in Ga.

Fig. 3.5 Georgia Farmland Fig. 3.7 Georgia Farmland
Fig. 3.6 Georgia Farmland


Georgia’s Crops:
Georgia is a major producer of crops such as peanuts, peaches and pecans. Although
these are some of the major crops, they are not the only ones that create profit for the
state. Some of the other products include:

Tomatoes Onions Poultry
Apples Vegetables Goats
Blueberries Watermelon Sheep
Cabbage Wheat Catfish
Corn Strawberries Trout
Cotton Dairy Cattle Honeybees
Oats Hogs Beef Cattle

Being such a rich agricultural state, Georgia should be able to be self sustainable, only
outsourcing when products which cannot be produced or manufactured within the
state are needed. Buying locally grown products provides the consumer, farmer, local
economy and the environment numerous benefits. Not only is the produce fresh when
it is local, the proximity of the crops allows for less transportation. This saves fuel and
energy and creates a less of an environmental footprint.

Fig. 3.11 Blueberries

Fig. 3.8 Peaches

Fig. 3.12 Corn

Fig. 3.9 Tomatoes Fig. 3.10 Seasonal Crop Calender Fig. 3.13 Strawberries


Athens is located in the Northern part
of Georgia, about 70 miles east of
Atlanta.

According to the 2010 census, Athens
is home to over 115 thousand people.

The majority of the population, about
31%, are from the ages of 18 to 24 and
50% of households are non-families.

Given that the University of Georgia is
a such a major entity within the
community, it is safe to say that much
of the population is made up of
students.
Fig. 3.14 Map of Georgia

Downtown Athens is made up of numerous historical
buildings such as Franklin House, which is dated back
to 1845. This area is home to a great deal of bars,
restaurants, and retail shops.

Downtown apartments and hotels are popular due to
their proximity to the University. Many students live
in the apartments and walk or ride their bike to campus
and families of the students and Alumni fill the hotels
every weekend during football season.
Fig. 3.15 Downtown Athens, Georgia

Fig. 3.16 755 Broad Street Fig. 3.17 909 Broad Street Fig. 3.18 Painted UGA Bulldog
Apartments Apartments


The potential site for the grocery store and cafe is located on the outskirts of
downtown and the University’s campus. As seen below there are numerous
apartments located downtown. These are in walking or biking distance from the
site and could also be easily accessed by students on their way home.

In addition to downtown living, there are many residential neighborhoods within
a mile radius. These areas are home to many families as well as students.

Fig. 3.19 Map of Potential Site
An ongoing problem with the downtown area is parking. Although there is a
parking deck and a good amount of metered parking spaces, when busy, it is
usually hard to find a place to park. An advantage to the potential site is there is
adjacent parking lots which are specified for the building users.
C: 755 Broad: Luxury apartments

D: Whistle Bury Condominiums

E: Georgia Gameday Center: Hotel

H: 909 Broad: Luxury apartments

I: White Columns Hall: Apartments

G: Farmers Exchange Lofts

Fig. 3.20 Proximity of Apartment buildings to site Potential Site

chapter three - user analysis 10
Athens, Georgia is home to over 34,000 University
of Georgia students. This student population spends
a good amount socializing, living, and working in
the downtown area of Athens.

The target user group for the grocery store will be
students and young families aged 15-45. The grocery
store will be mainly focused towards younger people
who attend UGA or live in the downtown area.
Fig. 3.21 University of Georgia Arches

Students are usually funded by parents, loans, or
part-time jobs, so their budgets may be more
constricted than someone with a full-time job.
Young families are generally in the same position as
the students. Knowing this, the store should provide
products that are affordable housed within a space
which is innovative and exciting.

Socializing with peers is an important aspect of
college life. Students and younger people enjoy
having a place to relax and unwind after a long day
so the space should include a place for socialization
where they can come to meet friends, eat, listen to
Fig. 3.22 Young Families (target user group)
music, and enjoy themselves.

Considering the potential users, the
space should be a fresh, exciting, and
eventful where students and locals can
come shop, eat, and socialize.
Sustainability is an important aspect of
the design so the integrity of the origi-
nal building will be salvaged. Sustain-
able and energy saving materials and
fixtures will be utilized within the
space to keep the environmental
footprint of the building low.

Fig. 3.23 UGA Students (target user group)

chapter four - case study 11

“More and more people today are paying close
attention to what they eat. They’re looking for
options that are more natural and less processed.
They’re trying to avoid additives and chemicals, and
seeking products raised in a way they can feel good
about. To meet these growing needs, Publix has
created Publix GreenWise Market.”
(Publix.com)

Fig. 4.1 Publix Produce Merchandising

The greenwise section of the store is geared towards
those who prefer organic products. The branding
looks somewhat different from the actual Publix
brand but still stays cohesive with the overall look
of the store. Going even further, the company has
branched out to include Publix Greenwise Markets
which consist of primarily organic products.

Fig. 4.2 Publix Customer Service Desk

Publix uses branding to create a memorable experience for the customer. Using elements such as
color, font, layout, and lighting, the brand is demonstrated throughout the store.

Publix stores usually do not differ considerably from one to another. Stores in different parts of
the city or country use the branding techniques to create a company profile that users can easily
understand.

Walking into a Publix store is always enjoyable because of the cleanliness and the friendly
atmosphere. The employees make the experience as well but the design and the layout of the
store give it a open feel.

Large Supermarket Companies:
Signs are placed for added way finding
assistance but also to create a cohesive look
throughout the store.

Fig. 4.3 Logo Fig. 4.4 Signage

Fig. 4.5 Publix Lighting Example Fig. 4.6 Publix Lighting Example

Publix uses lighting which creates a clean The aisles are spaced far enough apart
and inviting atmosphere. for two carts to pass each other which
helps with circulation.
Departments:
Deli
Pharmacy / Health
Bakery
Produce
Seafood
Meat
Dry goods
Home goods
Dairy
Frozen foods
Cash registers
Customer service
Featured products
Greenwise (organic foods)
Beer/wine Fig. 4.7 Publix Interior Fig. 4.8 Publix Interior
Floral

Kroger was founded in 1882 by Bernard Kroger in Cincinnati, Ohio.
Kroger wanted to produce the merchandise within his own store so
customers would not have to go somewhere else to for fresh
products. Kroger also manufactures their own brands to sell in the
stores.
Fig. 4.9 Logo

Compared to Publix, the design of Kroger is not as
cohesive or unified. The branding the company is not
readily seen throughout the interior of the stores.

For the most part the color palate is neutral colors
such as brown and tan. Bright colors can be seen for
signage within the various departments, but this
fluctuate between stores.

The layout of the stores are similar to Publix and to Fig. 4.10 Kroger Interior
each other. Some Kroger stores include a Starbucks
kiosk by the entrance. Kroger utilizes aisle space to
promote items that may be on sale at the time. This
does allow for gained visibility by the customer, but
creates circulation problems when the store is
crowded. Another problem with the Kroger layout,
at least two I was able to visit, is the proximity of the
registers to the aisles themselves. When the store is
busy, the line backs up and the main aisle is blocked
by customers waiting to check out. The registers need
to be away from any main aisle to prevent this from
becoming a circulation problem. Fig. 4.11 Kroger Interior

The lighting within the stores is at an acceptable level
but with the darker colors used within the space, the
store seems to be somewhat dim and gloomy. If darker
colors had to be used within the design, they could
be kept for flooring or accent colors throughout the
space. Using lighter colors on the walls allows the
space to seem bright and clean.

Fig. 4.12 Kroger Interior


Fig. 4.13 Kroger Lighting Example Fig. 4.14 Kroger Lighting Example

Using lower ceiling panels delineates
various spaces within the store and also
allows lighting to target specific
products within the department.

Various display tables used within the
store have a residential look to them.
This creates a relaxed and comfortable
environment and makes the customer
feel at home.

Departments:

Deli Fig. 4.15 Kroger Lighting Example
Pharmacy / Health
Bakery Although there are some positive elements to the design of Kroger
Produce stores, the oveall design of the interiors seem outdated. The color
Seafood schemes and materials used could be modernized to create a space that
Meat looks clean and simple. While the stores could vary slightly in design,
Dry goods they should have similar qualities within the interior which would add
Home goods to the cohesion of the brand and the company.
Dairy
Frozen foods Between the two large supermarkets, I feel Publix comes across as a
Cash registers well organized company that cares about the appearance and unity of
Customer service
Organic foods their stores. Using bright interiors and simple layouts, Publix appears
Beer/wine friendly and inviting to consumers.
Floral

Mid-size organic markets:

Trader Joe’s was founded in 1979 by Joe Coulombe. Named after the
founder, the company began as a small convenient store and, because
of the competition of 7-Eleven stores, doubled its square footage and
evolved into a market which was more in demand at the time. Trader
Joe’s is a smaller store carrying around 4000 products where a larger
supermarket carries around 50,000. Eighty percent of the products sold
at Trader Joe’s carry the brand name of the company.
Fig. 4.16 Logo

Fig. 4.17 Trader Joe’s Sign Example Fig. 4.18 Trader Joe’s Sign Example

Trader Joe’s takes pride in their unique signs
placed throughout the store and the company hires
individuals with artistic talents to complete them.
Although these signs are visually interesting for
customers and give the store personality, they do
not take the place of aisle signage which is usually
lacking. The stores are usually smaller in square
footage but aisle signs would help with way
finding and make it easier for the customers to find
the products they needed. Fig. 4.19 Trader Joe’s Sign Example

The lighting within the stores is adequate;
consisting mainly of fluorescent fixtures. The cold
items also have direct lighting illuminating from
the top of the case. I don’t feel the lighting adds
any interest to the space, it is simply there to pro-
vide ambience. Considering how much effort is put
into their handmade signs, accent lighting could be
used to highlight them.
Fig. 4.20 Trader Joe’s Lighting Example

Trader Joe’s layout is fairly simple. The store
is neat and organized, and everything seems
to have a place. There are a few displays in
the aisles, but they are not too large or
overwhelming. It is apparent the company
has done their research on the psychology of
grocery store layouts, information which is
talked about further into the booklet, because
everything is done to those standards.

Fig. 4.21 Trader Joe’s Checkout Lanes Fig. 4.22 Trader Joe’s Merchandising

• The flowers at the front of the store
creates fragrance and visual interest as soon
as the customer walks in.
• The milk and eggs are in the back of the
store so the customer has to walk through the
rest of the merchandise to get to them, and
is more likely to purchase items they did not
come in for.
• Samples of food and coffee are always
readily available in the back of the store.
• There are plenty of good things to buy next
to the registers so “waiting time becomes
buying time”.

One of the setbacks of the layout is the
registers. There are not enough checkout
lanes and when the store is busy, traffic backs
up into the merchandise making it hard for
other shoppers to get by.
Fig. 4.23 Trader Joe’s - Observation of Layout


Earth Fare, like Trader Joe’s, is a smaller
grocery store who’s focus is on fresh and
organic foods. The company’s food
philosophy, as seen to the left, highlights the
importance of selling natural products.

Staying with neutral tones gives the store a
calm atmosphere and lets the product itself
shine through. The colors also work with the
organic nature of the products. Brown, green,
and yellow are some of the main colors used
throughout the space.
Fig. 4.24 Earth Fare Philosophy Sign

Fig. 4.25 Earth Fare Produce Merchandising

Fig. 4.26 Earth Fare Produce Merchandising


Fig. 4.27 Earth Fare Interior Fig. 4.28 Earth Fare Interior
The organization of the store is neat and orderly. The circulation of the store is adequate. There
is not a good deal of clutter in the aisles, but they do get cramped when the store is busy. In most
places the aisles are tall so you can not see over them. This could cause the aisles to feel smaller
than they actually are and also prevents visual access to the rest of the store.

Fig. 4.29 Earth Fare Signage Fig. 4.30 Earth Fare Signage

By using the same fonts, colors, and styles, the
signs within the store are extremely cohesive.
These coordinating signs add to the branding of
the company and are used in many Earth Fare
stores.
Not only do the signs carry the same fonts and
colors, almost all of them use the Earth Fare
logo.
Fig. 4.31 Earth Fare Signage


Earth Fare uses several types of
lighting fixtures throughout the
interior.

• Dropped ceiling grids with
fluorescent lights are suspended
over areas that might want to be
emphasized.

• Over the produce, track lighting
is utilized to create a space that is
flexible. The lighting can be
directed towards the products
even if the layout changes.
Fig. 4.32 Earth Fare Lighting Example

• Pendant lights are used within
the dining area, although they
were not lined up with the tables.

• Fluorescent lighting fixtures are
used to create an ambient light
throughout the space.


The lighting in the store is thoughtfully used to add focus
to the product and allow for a good amount of ambient
light throughout the space. Some area’s of the store can be
somewhat dark, because of the interest added by the
numerous fixtures it looks intentional. Overall the lighting
adds a nice ambience to the store and creates a cozy
atmosphere.


Earth Fare seems to be well designed with
thoughtful use of signage, color and lighting. It is a
comfortable atmosphere which places emphasis on
the product and the health of the customer.
However, I was disappointed by the lack of design
elements within the eat in deli area. The circulation
of the deli was confusing and almost nonexistent
and the sitting area was hidden from the actual deli,
which made it seem like an after-thought.
Fig. 4.35 Earth Fare Hot Bar

The sitting area was blocked
by a large cooler of beer and
had random items sitting in the
corner of it. The art hanging on
the faux wood paneling looked
like hotel art, and gave the
appearance of being dingy.
The pendant lights, although
interesting by themselves, were
not lined up with the tables.
The layout and the design of
the deli could have been more
thoughtful.
Fig. 4.36 Earth Fare - Observation of Deli and Eatery

Earth Fare supplies their customers with opportunities to
participate in community and store activities throughout
the month. These activities not only bring the customers
together in a social setting, it allows them to feel as if
the store itself is part of the community.

Fig. 4.37 Earth Fare Community/Store Calendar


Store Publix Kroger Tr

Type Large Supermarket Large Supermarket Sm

Bakery, Deli, Pharmacy, Sushi,
Additional spaces Bakery, Deli, Pharmacy Sam
Greenwise

Locations Eastern U.S. Eastern U.S. Al

Lighting Fluorescent Fluorescent Fl

Grid layout, sale items by Grid layout, floral, coffee, and Grid layou
Layout
entrance baked goods by entrance good

Signage, varies throughout
Way finding Signage, same throughout stores
stores

Color Green, Orange, Blue
Green Orange Blue Varies from store to store
Varies from store to store Varies fr
Varies fr

Cohesive signage, logo, color,
Branding Logo, employee uniform Handm
fonts, employee uniforms

Layout is sometimes cluttered
with merchandise in the aisles, Way findin
Issues lighting is dim, store design be utilized,
could be updated, stores need
cohesion

Table 4.1 Case Study Findings


Store
Kroger Trader Joe's
Publix Earth Fare
Kroger Tr

et Large Supermarket
Type Large Supermarket
Small Market Large Supermarket
Small Market Sm

y, Sushi, Bakery, Deli, Pharmacy, Sushi,
Bakery, Deli, Pharmacy
Additional spaces Sample counter Deli/Café, Bakery, Juice bar
Bakery, Deli, Pharmacy Sam
Greenwise

Eastern U.S.
Locations All over U.S.
Eastern U.S. Eastern U.S.
Eastern U.S. Al

Fluorescent
Lighting Fluorescent Track, Pendant, Fluorescent
Fluorescent Fl

ms by Grid layout, floral, coffee, and Grid layout, floral and baked
Grid layout, sale items by Grid layout, floral, coffee, and
Grid layout, more complex, Grid layou
Layout
baked goods by entrance goods by entrance
entrance baked goods by entrance
produce first good

Signage, varies throughout Signage, varies throughout
ut stores Way finding Signage, same throughout stores Signage, same throughout stores
stores stores

ue Varies from store to store
Varies fromColor to store
store Varies from store to store
Varies from store to store
Green, Orange, Blue
Green Orange Blue Varies from store to store
Varies from store tones
Brown, Neutral tones
Brown Neutral to store Varies fro
Varies fro

o, color, Cohesive signage, logo, color, Logo, color, cohesive signage,
Logo, employee uniform
Branding Handmade signs, logo Logo, employee uniform Handm
forms fonts, employee uniforms fonts

Layout is sometimes cluttered Layout is sometimes cluttered
with merchandise in the aisles, Way finding techniques should Café seating was disconnected
with merchandise in the aisles, Way finding
Issues
lighting is dim, store design be utilized, aisle signage is non‐ from café itself, aisles are closely
lighting is dim, store design be utilized,
could be updated, stores need existent spaced
could be updated, stores need
cohesion cohesion

Table 4.1 Case Study Findings


The layout of the store is important because it determines how the customer will shop. Eggs and
milk are usually located in the back of the store so the customer has to walk through the store to get
to them. This causes the customer to navigate through other merchandise, which might lead to more
purchases.

The layout can be used to organize similar products together so the customer can find what they are
looking for in one place.

Exits should be placed so there is an extra step to
leave the store to deter shoplifters.
Thoughtful placement of monitoring equipment
should also be a priority.

Space within the aisles, visibility, color of fixtures,
and merchandise arrangements can affect how the
customer feels within the store. A space that is
cramped or has low visibility can cause anxiety for
a customer.
Fig. 4.38 Grid Layout Example

Psychology of grocery store layouts:

Entry: Flowers by the entry can add to the customers experience by adding appealing color and
fragrance to the space. Produce strategically placed in the front sets the tone for the rest of the store
and lets the customer know the products are fresh.

Perimeter: Demonstrations and sample carts slow the customer down while subjecting them to new
products. Include a deli in this area and hungry customers will have the ability to eat lunch which
will let them stay in the store for a longer period of time.

Center Aisles: Draw the customer in and subject them to products they might have forgotten they
needed.

Back of the store: Dairy, eggs, and meat can be located in the back so customers will have to pass
through the store. Doing so causes a greater change for impulse buying which was otherwise a
quick trip.

Registers/ checkout: Areas around the registers can be utilized for merchandise. This allows
customers in line to buy extra products while waiting.

chapter four - case study analysis 24
Completing the case studies for the various grocery stores emphasized the importance of a functional layout,
efficient and interesting lighting, and the use of color as well as other thoughtful design elements. Both
Publix and Earth Fare use color, font, and signage to promote the brand of the store and create a cohesive
design within their interiors. Creating a design that is cohesive throughout the company allows the customer to
grow accustom to the same experience in different locations. This process can lead to long lasting customer
relationships.

The layout of the store should be functional for profitability, but also simple and organized so the customer
can easily find the products they are looking to buy. The layout should allow for enough flexibility that the
merchandise can be quickly rearranged for changing products. Stores such as Kroger, do not seem to have
a flexible layout. The products that are promotional or on sale are usually stocked in the aisles. This creates
problematic circulation issues and gives the feeling of over crowding within the aisles. Way finding should
always be considered. Aisle signs are the most common way finding features within the grocery stores, but
elements such as maps, flooring color, and changes in ceiling heights can be used to help direct customers as
well.

Lighting has to be thoughtfully considered to create a space that is interesting, but also functional. The use
of lighting can be used to highlight products that need to be emphasized and it can also create a space that is
inviting to the user. Publix uses high intensity lighting which makes the store appear clean and welcoming.
In comparison, Earth Fare uses lower intensity lighting to create an intimate space that feels more homey and
comfortable. Earth Fare also uses several different types of luminaries which adds interest to the store.

Overall, each store has both strengths and weaknesses. Store layout, signage, lighting, and flexibility of fix-
tures are just some of the important features that should be considered while designing a grocery store. The
design should allow the customer to feel welcome and create a space where they want to stay for an extended
period of time. That being said, the layout should be clear with efficient organization so the customer can find
the products easily and promotional items can be highlighted.

Primary focus of the store:

The focus of the store would be to supply the
customer with local produce and meat while
keeping the prices reasonable so everyone can
afford to be healthy. Using the objectives seen
on the left, the store will portray an inviting
environment while supporting a functional
layout. Using simple way finding techniques,
a practical layout, and an efficient circulation
pattern, the design of the store will be visually
interesting but also highly proficient.

Fig. 4.39 Store Image & Productivity Diagram

chapter five - the program 25

Throughout the completion of the research, there were various findings which are of
significant importance to the design of the grocery store. The survey allowed insight to how others
perceive a grocery store while shopping and what features are important or overlooked. The
information which was gathered gave the impression that if the store was clean, bright, and well
organized the customer would have a more enjoyable experience. This leads me to the conclusion that
the layout of the store and how easy it is to find the merchandise customers are looking for is of utmost
importance. Creating visual interest by the main entrance is also a valuable tool in giving the space a
welcoming feel and drawing the customer inside.
While the layout of the store is important it is irrelevant without the use of signage and other way
finding techniques. Thoughtfully placed signs can not only help the customer find their way through the
store, but can also serve as a branding element with the use of cohesive colors and fonts. Circulation
paths should be clear of unnecessary merchandise to create a clear passage way throughout the space.
This allows for easy access to merchandise and keeps the flow of traffic smooth and uncomplicated.
Flexibility of store fixtures, signs, and spaces is necessary for continually changing product, especially
within the local good department.
As seen in Earth Fare, various lighting techniques add ambient light to the space but also
allow for an interesting atmosphere. The design will utilize natural lighting, but also add various fixtures
throughout the space to add visual interest.
Overall, the design of the space should be functional and allow for flexibility within the store.
Layout and circulation should be simple and easy for the customer to understand and the use of signage
and way finding techniques should be included in the design as well. The use of various lighting fixtures
should allow for a high level of luminance and also add interest to the space.

Part one: Space square footages
Level One existing square footage: 5940 sq. feet
Level Two existing square footage: 8645 sq. feet
Total: 14585 sq. feet

Fig. 5.1 Existing Floor Plan


Occupancy Types:

International Building Code:

Mercantile - Grocery and Convenient store

A-2 - Cafe

Maximum floor area allowances per occupant: Area of room/min area per person = max. occupants

Grocery store: Grocery store:

Mercantile - 60 sq.ft./ occupant 13000/60 = 216 occupants

Storage/stock/shipping - 300 sq.ft./occupant 1500/300 = 5 occupants

Mechanical equipment: 300 sq.ft./occupant 300/300 = 1 occupant

Cafe: Cafe:

Assembly without fixed chairs: 15 sq.ft./ occupant 900/15 = 60 occupants

Kitchen: 200 sq.ft./occupant 600/200 = 3 occupants

Key Accessibility Codes:

ADAAG 227.2 - Check-out Aisles
308.2.1 - Unobstructed Reach
308.3.1 - Unobstructed Side Reach
403.5.1 - Clear Width
407 - Elevators

Fig. 5.2 ADA Diagrams

chapter five - The program 27
Part two: Proposed program

The program exterior:
The exterior of the space will stay the
same for the most part. Some windows
Broad Street
and doors will be expanded or filled in
but the building’s main structure will be
the same.

The proximity to the parking lots is
considered uncommon in the downtown
area. The amount of parking adjacent to
Parking the buildings is an added bonus to the
Level One site and will not be changed.

Level Two Exterior spaces will be updated to
Parking include seating areas in front of both
buildings, and a space for music in
Deliveries front of the Level one building.

Parking

Fig. 5.3 Parking Lot Adjacencies Fig. 5.4 Level 2 Existing Building Exterior

Fig. 5.5 Level 1 Existing Building Exterior


The program interior:

The square footages will be similar to the existing square footage. There will be a small
amount added for a landing within the building for a connection between the floors.

Level One existing square footage: 5940 sq. feet
Level Two existing square footage: 8645 sq. feet
Landing square footage: approx. 200 sq. feet

Total: 14785 sq. feet

Fig. 5.6 Criteria Matrix

Brown, a neutral color, is sometimes considered dull, but it also can represent friendliness
and health. Brown also can stimulate appetite, possibly causing the consumer to buy more
food. When used in the background with other neutral colors, brown can make
accompanying colors seem more rich and vibrant.

Green is abundant in nature and considered representational of growth, renewal, health
and environment. Green also has calming qualities that would be essential for the positive
experience within the store.

Orange as a warm color is a stimulant. It can stimulate emotions and appetite. This color
demand attention and can be used to promote products that may be on sale or need quick
movement. Orange is mentally stimulating and can be used to get people moving or talking.

Blue is a calming color which can be light and friendly. It is a color liked by most people
and its calming effect can make time pass more quickly. Using this color in the interior will
calm the customers and cause them to spend more time within the store.

Ivory is considered a neutral color and can also have a calming effect. It has the pureness
and cleanliness of white, but is viewed as warmer and more rich. Used with light greens or
browns can create a tranquil environment.

Fig. 5.7 Color Palette

Based on the found information on the colors, the palette above would create a space that is calm but has
interest. The use of brown and orange will stimulate the users appetite, while the blues and green will relax
them and make them feel at home. Departments such as produce will stay neutral to accentuate the natural
color of the products.


Adjacency Diagram

exterior views
Fig. 5.8 Adjacency Diagram

major adjacency

minor adjacency


Fig. 5.9 Level 1 Bubble Diagram


Fig. 5.10 Level 2 Bubble Diagram


Fig. 5.11 Level 1 Block Diagram


Fig. 5.12 Level 2 Block Diagram


Fig. 5.13 Combined Block Diagram


Fig. 5.14 Conceptual Images


Fig. 5.15 Concept Diagram

Key Concepts: Using the concepts found through the initial programming phase merged with elements taken
from a weathered barn, a space will be created which encompasses the feeling of a natural
Calming and calming environment. A strong linear emphasis will be used throughout the structural
Natural elements of the space, and allow for a more modern take on the rustic components seen
Open within a barn. The organization and layout will be kept clean and simple with an abundance
Organized of visual access throughout the interior. Overall the design will allow for an atmosphere
Linear which is clean and modern with a cohesive use of line, texture, and color.


Fig. 5.16 Conceptual Sketches

chapter six - analysis of the solution 39

To create a grocery store that will be successful in the downtown area of Athens,
Georgia, various issues should be addressed. Flexibility is crucial within the design of the store
to allow for the change in local crops throughout the seasons. During the winter months locally
grown produce will take up less square footage, therefore, the space should include flexible
displays which can be used for supplementary merchandise. The layout of the store should be
simple and easy for customers to understand. Way finding techniques such as signage, flooring
changes, maps of the store, and changes in ceiling heights will help delineate various spaces. To
accommodate the busy schedule of the customer a small convenient store will be added to the
space. The store will carry essential items which the customer can grab and go without having
to encounter the regular grocery store traffic. To create a space which corresponds to the
downtown community, numerous areas for social gatherings will be integrated into the design.
Outdoor spaces will be utilized for dining and listening to local music. Altogether the design of
the grocery store will provide a functional and flexible space in which customers can come to
eat, gather, shop, and enjoy themselves.

Design Limitations:

Creating an uncomplicated flow through the two existing buildings will have to include the use
of expansions joints between them.

The connection of the two buildings will also have to include means for the users to get from
the first floor to the second floor.

The store should be accessible from the north side of the building near Broad Street.

The original roof and trusses should be kept, although skylights may be added.

If possible, the existing windows and doors should be used.

ADA guidelines should be considered.

References 40

Websites:

EarthFare.com

georgiaencyclopedia.org

georgiainfo.com

Kroger.com

Publix.com

TraderJoes.com

Visitathens.com

Articles:

Cadwell, D. (2010). The Psychology behind grocery store design.
Retrieved from http://frugalforlife.blogspot.com

Cherry, K. (2012). Color psychology: How colors impact moods,
feelings, and behaviors. Retrieved from www.about.com

Grocery store psychology 101. (2012). Retrieved from www.squidoo.com

Store Layout and design. Retrieved from http://www.westga.edu/~mrickard/Web%20Stuff/Retailing/PDF/13-
Store%20Layout%20&%20Design_New.pdf

appendix - RECRUITMENT LETTER 41

Interview Participants Recruitment

I am looking for interview participants of my study: Psychological Effects of Grocery Store Layouts; How
a Customer Shops. The purpose of this study is to investigate how the layout of a grocery store affects how
a customer interacts with the store and how they feel while shopping. Interview participants can be male or
female and have an age range of 18 to 35.

Project time frame: October 16-23, 2012

Each interview will last approximately 30 minutes and will be recorded to be transcribed. If you agree to be
in this study, the researcher will ask you to do the following things:

1) You will be asked to describe your previous grocery shopping experiences. The questions will
focus on your thoughts, feelings, and memories about these personal experiences.

2) You will be asked to discuss certain situations that may arise while shopping, and explain how
and why these instances might cause a reaction from you.
There will be no compensation for the interview.

The interview is part of a research project conducted by Angela Williams. If you are interested in participa-
tion, please contact Angela Williams by phone or email.

Angela Williams, MFA Candidate
Interior Design
Department of Art
College of Design
University of Georgia
E-mail: angelaw2@uga.edu
Phone: 850-559-0754

appendix - CONSENT FORM 42

CONSENT FORM

Psychological Effects of Grocery Store Layouts

You are invited to be in a research study of Psychological Effects of Grocery Store Layouts. You were se-
lected as a possible participant because you meet the standard criteria for the study. We ask that you read this
form and ask any questions you many have before agreeing to be in the study.

This study is being conducted by: Angela Williams
Department of Art
College of Design
University of Georgia

Background Information:

The purpose of this study is: To investigate how the layout of a grocery store affects the emotional state of the
user.

Procedures:

If you agree to be in this study the researcher will ask you to do the following:

1) You will be asked to describe your previous grocery shopping experiences. The questions will focus
on your thoughts, feelings, and memories about these personal experiences.
2) You will be asked to discuss certain situations that may arise while shopping, and explain how and
why these instances might cause a reaction from you.

The interview will last approximately 30 minutes and be recorded and transcribed.

Confidentiality:

The records of this study will be kept private. In any sort of report we might publish, we will not include any
information that will make it possible to identify a subject. Research records, including the taped interview,
will be stored securely and only researchers will have access to the records. They will all be destroyed one
year after the project completion.

Voluntary Nature of the Study:

Participation in this study is voluntary. Your decision whether or not to participate will not affect your current
or future relations with the University of Georgia. If you decided to participate, you are free to not answer
any question or withdraw at any time without affecting those relationships.

appendix - CONSENT FORM 43

CONSENT FORM CONT’

Contacts and Questions:

The researcher conducting this study is Angela Williams. You may ask any questions you have now. If
you have questions later, you are encouraged to contact her at 257 W. Broad street, Athens, GA, 30605,
phone (850) 559-0754, e-mail: angelaw2@uga.edu or you may contact Jain Kwon at jainkwon@uga.
edu.

You will be given a copy of this information to keep for your records.

Statement of Consent:

I have read the above information. I have asked questions and have received answers. I consent to par-
ticipate in the study.

Signature: ______________________________________ Date: ________________________

Signature of Investigator: __________________________ Date: ________________________

appendix - INTERVIEW QUESTIONNAIRE 44
Interview Questionnaire & Instrument Angela Williams

INTERVIEW QUESTIONNAIRE
Title: The Psychological Effects of Grocery Store Layouts; How a Customer Shops
Interview #:_______ Gender of Interviewee: __________ Age of Interviewee: _________
Interview Date:_______________________ Interview Time: ________________________

This interview is to ask you about your previous experiences shopping in grocery stores and how these
experiences affected you. Questions can be rephrased if needed; depending on your answers, some of the
following questions may or may not be asked. Please ask the researcher if you have any question or requests.

Introduction Questions:

1) How many times a month do you visit a grocery store?
• What is the average amount of time you usually spend there?

2) What grocery stores do you frequent?
• If you have more than one, what are some of the differences and similarities between them?

Main Interview Questions:

1) How long have you been doing your own grocery shopping?
• Can you tell me about the earliest memory you have about visiting a grocery store? What makes the
experience memorable?

2) Tell me about the worst experience you had in a grocery store?
• How did you feel leaving the store? Did you go back?

3) When you enter a grocery store what is the first thing you might notice?
• How do you feel this initial perception is important to the set up the rest of the experience?

4) When you only have one specific item to buy, how often do you end up buying more items? What would be the
reason behind the extra purchases?

5) In your experience what elements of a grocery store has made your visit enjoyable and relaxing?
• Do you feel these elements governed how much time you spent in the store?

6) Have you ever had to spend extra time searching for an item you needed to buy?
• If so, how did that experience make you feel?

7) In your experience, have you ever been more inclined to purchase something that was being promoted on the
end of the aisle? Why or why not?

8) How easy to you feel grocery stores make it for you to get in and get what you need in a timely manner? Why?
• How do you feel the stores could do a better job with this?

appendix - INTERVIEW QUESTIONNAIRE 45

INTERVIEW QUESTIONNAIRE CONT’

9) How does the size of the store affect how you feel when you are shopping?

10) How does the layout of the aisles affect how you shop? What do you think might be a more efficient way
of organizing the store?

Do you have any questions about the interview?

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