Take a look at this picture I took in the mall, in particular the Reitmans, Stokes, and Carleton Cards stores (left to right accordingly):

The stores look very different, mostly due to the colour of light they've used. In the Carleton Cards, there's a yellow light, adding a bit of warmth to a store built around relationships and expressing feelings. Stokes (a kitchen store) uses a very clean, white light, appropriate for clean kitchens, and pushing that meme. Reitmans (a clothing store) uses a rose coloured light which improves the look of skin for most people (especially us pasty Caucasians in the middle of winter).

Just another way stores are marketing to you that's easy to miss.


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Hi, I’m Paul Reinheimer, a developer working on the web.

I wrote a book titled Professional Web APIs with PHP back in 2006, and am currently working in Biomedical Informatics for a major public health company.

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