registers, layout, furnishings and furniture, etc. and the ways that these elements are arranged within the space Signs, symbols and artefacts: Directional signage, personal artefacts (e.g. souvenirs, mementos), corporate livery and logos, style of décor (including colour schemes), symbols, etc. Each element in the physical environment serves multiple purposes. For instance, furnishings may serve a functional role in that they provide seating where patrons can wait for friends or simply enjoy a quiet rest, but the construction materials may also serve a symbolic role in which they communicate meaning through shared understandings. Plush fabrics and generous drapery may signify an elegant, up-market venue, while plastic chairs may signify an inexpensive, family-friendly venue. Signage may provide information, but may also serve to assist customers navigate their way through a complex service environment. When evaluating the servicescape, the combined effect of all the elements must also be taken into consideration. Ambient conditions Ambient conditions refer to the controllable, observable stimuli such as air temperature, lighting and noise. Ambient factors, such as music used in servicescapes, have been found to influence consumer behaviors. One study found that "positively valenced music [joyful] will stimulate more thoughts and feeling than negatively valenced [mournful] music ", hence, positively valenced music will make the waiting time feel longer to the customer than negatively valenced music. In a retail store, for example, changing the background music to a quicker tempo may influence the consumer to move through the space at a quicker pace, thereby improving traffic flow. Evidence also suggests that playing music reduces the negative effects of waiting since it serves as a distraction. Spatial layout According to Zeithaml et al., layout affects how easy or difficult it is to navigate through a system. Two important aspects of layout are functionality and spatial layout. Functionality refers to extent to which the equipment and layout meet the customer's goals while spatial layout refers to how physical elements are arranged, the size of those objects and the spatial arrangements between them. With respect to functionality of layout, designers consider three key issues; circulation – design for traffic-flow and that encourages customers to traverse the entire store; coordination – design that combines goods and spaces in order to suggest customer needs and convenience – design that arranges items to create a degree of comfort and access for both customers and employees. Spatial layout is closely related to space utilisation. Some