In marketing the term atmospherics is used to describe the discipline of designing commercial spaces. Atmospherics was coined by Philip Kotler in a 1973 article in the Journal of Retailing. Kotler argues that the tangible product is only a small part of the total consumption package. Buyers respond to the total product, which include services, warranties, packaging, advertising, financing, pleasantries, images and so on. Atmospherics covers three major art forms important to retail: architecture: exterior structure, interior design, and the design of window displays. The atmosphere of a commercial space performs three functions: creating attention, messages (communication) and affect.