People behave in accordance to design. In a restaurant, warm lamps and candle lights create an impression that it is a romantic place. People talk softer, sit closer together, and the overall ambiance is calm and light. On the other hand, bright white day light gives an impression of liveliness and animation. Big groups of people can be talking and laughing heartily. Each small element of the interior communicate who and what the brand or business represents. It also guides how the customer should interact with it. Design is that powerful.

As far as businesses and brands are concerned, in-store design is part of promotion. It communicates the identity of a company. Ultimately, the architecture and interior design of its stores are integral to drive sales and business.

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