The threshold area, also known as the "decompression zone", is the very first space that prospective customers step into when they enter your store and typically consists of the first five to fifteen feet worth of space, depending on how big your store is. It's also the space where your customers make the transition from the outside world and first experience what you have to offer. They also make critical judgements like how cheap or expensive your store is likely to be and how well coordinated your lighting, fixtures, displays, and colors are. Since they're in a transition mode, customers are more likely to miss any product, signage, or carts you place there.