In retailing, it seems very important to examine how consumers perceive in store design factors such as instore space for walking, product arrangement styles, instore display types, window sizes, and possibly others. Furthermore, consumers perceptions of various designs would be differentiated by consumers shopping patterns such as actual shopping versus window shopping. This article empirically investigates how various desings create different consumer reactions measured by consumer mood and store image depending on the types of consumer shopping. It was found that design factors such as open, focused, and big would create better consumer mood and consumer perceptions of store image than closed, unfocused, and small. Another finding was that consumer perceptions would interact with consumer shopping patterns. Based on the research findings, some implications are discussed in the article.