Topic Statement The exploration of how environmental graphic design gives identity to a brand in retail design. Thesis Statement Most retail stores lack authentic identity that represents the brand story with an experience that connects customers and the physical environment. The thesis explores the importance of integrating branding as a process to the architectural design features that gives identity to a retail space. The physical space communicates the brand story while creating an authentic experience through environmental graphic design (EGD), specifically Architecture, Graphic Design, and Interior Design. Branding through EGD will affect customer acquisition, user connectivity, brand recognition, and whether the brand gains loyalty. …show more content…
Majority of retail is not letting the customer be the co-author in their brand story. This will create a distance that appears between the brand and the customer since the conceptual and design process is about selling and not about connecting. Another challenge reflected on making the environmental graphic design— that includes Architecture, Graphic Design, Interior Architecture, have its own identity, while including the identity of the urban space and location they are in. Like flagship stores, It’s important to maintain a balance of having authentic aesthetics that doesn’t stray away from the main brand. Being true to the brand and to the city, region, street, and/or culture you are in, will allow customers to relate their origins to the brand identity. Retail environmental graphic design is not only for the brand’s interest, it influences people’s comfort, mood and emotions for numerous reasons. Those who form a connection to the brand, because the space speaks to who they are and their lifestyle, become a community of like minded individuals that connect through that brand. Being a part of something, brings people together and has them feeling better about themselves. It’s the same reason community, faith, culture, background creates a sense of happiness for people— caused by …show more content…
While focusing on retail design that started from simple signage to a whole packaged environment that tells a story and how that effects users. One of the main goal’s of retail stores is to create an experience that leaves customers with a memorable impression. Using branding, materiality, colors, decor, furniture to model identity through an environment that embodies the customer’s personality and lifestyle. Retail also combines insertions of other sections in EGD in retail— the comfort in navigation and wayfinding in the space; the signage outside and inside the store; as well as designing for pricing or other in-store information; and the traffic patterns of the architectural
Tadajewski, Mark, and Kathy Hamilton. "Waste, Art and Social Change: Transformative Consumer Research Outside of the Academy?." Journal of Macromarketing (2013): 0276146713509631. Google Scholar. Web. 6 May 2014
The branding Ms. Klein wrote about only appears to work because the idea of “choice” as defined by the brick-and-mortar retailers is an illusion. Anyone entering a department store or mall understands this quiet truth. There are many styles to choose from, it seems, b...
What exactly does it take to create a successful leading retail store? So many companies are in competition of gaining the shopper’s loyalty they end up neglecting other important aspects. A perfect retailer has to balance out high-quality, attractive prices, customer loyalty, and an enjoyable environment. “Target has experienced considerable growth in the last decade because its stores offer fashionable merchandise at low prices in a pleasant shopping environment.” (pg42) “It has developed an image of ‘cheap chic’.” (pg42)
Paco Underhill has created a way for stores to draw more customers in and spend more money by getting in the mind of the customers. I found some of Underhill’s theories to be true. Underhill’s theories have helped provide research of the actions of consumers inside of American Eagle, Meijer and Hollister, these theories include, the need for shoppers to acclimate to their surroundings, the way customers turn into stores, and by placing most used products in the farthest places away from the
Branding is defined as “the promot[ion] of a product or service by identifying it with a particular brand” (Merriam-Webster, 2015). Branding is also used to create a corporate image or brand by utilizing logos, corporate statements, and other images that will be associated with or displayed on all of that company’s products (Wolak, 2002). A brand is a valuable, enduring asset that is essential in creating and maintaining competitive advantage in an industry (Wolak, 2002; Murphy, 1988). This corporate asset can be just as important as the product or service behind it, because it carries name recognition and peace of mind to customers in the purchase decisions they make everyday (Hall, 2008). Brands essentially work as a “shorthand device” for consumers to evaluate product decisions by conveying a message of uniform quality, credibility, and experience
Do you think of graphic designers when you see a logo or advertisement? Is it possible that they are a compelling force in our brand choices? Or in the way we respond to the environment? Or even how we communicate? It’s important to understand the role they play and the responsibility they share through the onslaught of marketed messages we absorb everyday, so that as a community we can make informed decisions.
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
Nordstrom retail stores have large hallways, and everything is presented in a very classy manner. The color scheme includes pale yellows, whites, and gold, to provide a more elegant appearance in the store in order to make the shopped feel special. The design is also seen through product organization. Compared to stores like Macy’s, which organize their products based on brand, Nordstrom organizes their products based on lifestyle. Because of this, it is easier for shoppers to find clothes similar to their style as opposed to by brand. In effect, shoppers will purchase more products. This also is a type of experiential retailing, where Nordstrom customers are able to experience the elements of their lifestyle within one section. More so, the product presentation will draw people’s eyes to products, even if they are not looking for it. This gives Nordstrom a competitive advantage in relation to other similar retail stores because it makes their store look more glamorous and high-end. While other stores may focus on value, Nordstrom utilizes the retail positioning strategy to make a customer feel more high-end and
Ron Johnson spent a great deal of time and money to promote his ideas of “stores-within-stores” by turning floor space into an area to house several branded boutiques. He did this in order to attract a target market of a wider demographic which includes age, gender, and generation. One of the m...
S.H. Kress achieved a unique architectural distinction in both defining a brand identity while simultaneously fitting in with the five-and-dime market and the local main street character of each town. He was a pioneer in creating company brand identity through a “signature storefront”. He viewed his buildings as an advertisement and each store had some components that were standardized, reflecting the popular assembly line approach at that time, while other components varied based on the location to fit within each town culture.
Sustainable manufacturing requires the green fashion knowledge from consumers to make it work. Green fashion knowledge is, “Environmental attitude models or consumers’ perception and beliefs on green products”. (Cervellon & Wernerfelt, 2012, p. 178) This is crucial because it raises awareness for consumer for the environment and hence promote the importance of green and sustainable textile manufacturing. But consumers often get the wrong idea and clarity of the true meaning behind it, “Consumers seem to doubt the existence of sustainable production processes, especially in the fashion industry where manufacturing is often outsourced to emerging countries” (Cervellon & Wernerfelt, 2012, p.178) Consumers often believed that sustainable manufacturing is only practiced by a minimal amount of manufacturers, so the concern for sustainable fashion is often neglected. On the other hand, the image of green fashion is often related to dull and not in style, so the majority of people will prefer fast fashion that is trendy, up to date and cheap. To promote the benefits of green fashion, it will take time to educate consumers and transfer knowledge to them. In a study performed by Marie-Ce ́cile Cervellon and Anne-Sophie
Graphic design is now at the point that it is used every day by large companies and small family businesses. It is used to represent something bigger than itself, and become the symbol for the entire entity. An example of this can be seen when someone is asked to think of McDonald’s, many would think of the golden arches that we recognize miles down the road before we can see the building or even read t...
From a designer’s point of view, design is “making things better for people” and focusing on human behaviour and quality of life. As a designer, the first stage is to find out what the customer wants and needs. All the design products that keep coming out stimulate the society. When it comes to design, representation mediates how users think and semiotics are a powerful tool to grab users attention. These two key concepts make a clear understanding of how representation of branding can be so powerful and can affect cultural space that shapes people’s experiences.
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
In a simple way, the retailer needs to create a warm, friendly and an approachable retail space to attract consumers.The visual displays is an imperative element of branding of any store. If the stock is presentable, it is bound to appeal to the shoppers. If the shoppers appreciate the store layout and product, they are likely to spend more time in the store, and in return reward the store with sales. Along with the products for sales, the staff, the décor, the store interiors, the trial rooms arrangement, the lightings and music also form an inclusive elements boosting store sales. (fibre2fashion, 2008)