Store design. Professional advice

The quality and assortment of the goods offered in the store, of course, are primary. There will be no such components - trading is impossible. But do not discount the "wrapper" of the candy called "our point of sale": a person strives for the attractive, bright, unusual, and learns the world through the senses, the main of which, after all, is vision. An eye-pleasing design works to attract customers in the same way that advertising does. And vice versa: an uncomfortable, uncomfortable room can literally drive away a client, even if he really needs what they offer there. After all, the market is large, and the buyer will find a seller to visit whom he will be comfortable.So, the design of the trading floor is an important link in the communication between the buyer and the seller.A professional designer or a homemade project?Here, of course, a lot rests on the budget allocated for the repair and arrangement of the premises. The owners of small shops are trying to save money and exclude such an item as a design project from the planned costs. It is worth noting here that such a project is not just original drawings and thoughts of the artist. This is really a project, that is, drawings (room plan), and the arrangement of commercial equipment on the plan and in projections, and repair estimates, and a color scheme that you can focus on. That is, there is something to pay money for. Perhaps a team of young novice designers will agree to decorate your store for very modest money or only for advertising their activities. If you still decide to do this work yourself, stick to good taste and moderation. Put yourself in the shopper's place: are you happy inside the store? Do you want to take a closer look at the product? Or is it too bright, stuffy, noisy (as an option - empty and uncomfortable) and you just want to go out without looking at things?Classic restraint or shocking originality: the choice of style is unconditional, the product group dictates certain conditions. Youth, sportswear, rock paraphernalia suggest contrasting design, details that literally rivet the eye. Products for newborns are not placed in too flashy interiors: they cause a sense of anxiety and reduce the turnover of such delicate products. It is also important to understand what kind of feeling you would like to evoke in a store visitor. Natural shades (brown, green, beige and ochre tones) will emphasize environmental friendliness, naturalness, care for the environment. If your product is something ultra-modern, there is no need for a "soothing" background, pure colors will do, even red and black, white, gray, a lot of metal parts and cold lighting.The ban in the flight of fantasy, in fact, is only one: if you are not a monobrand salon, an author's store, a boutique, you should not get carried away with the interior to the detriment of the product itself. Gigantic bright photo wallpapers, against which the rack with dresses is lost - this is an example of such hyper-embellishment. The products must be visible.Expensive and cheap commercial furniture: what is the difference between the proper quality of furniture of any price category: smooth coating without chips, no sticking fasteners, withstanding the weight specified in the documentation. It's worth paying extra if you need a certain color of painted components, or for additional options like shock-resistant glass, alarms, locks and window lights. Taking care of the safety of the goods always pays off.Also, the additional cost may be associated with a more expensive material, for example, natural wood. It is a completely universal design element. Bread and vegetables are perfectly sold on wooden shelves, and at the same time the tree perfectly represents denim clothes, men's suits, shoes. Metal shelves and hangers are convenient everywhere and the human eye almost does not notice them, but natural materials can attract attention.Finally, it is worth paying a little more for the manufacture of equipment in size, if you need to occupy a non-standard niche or beat some "inconvenient" ledge. There is a direct benefit here: the inert area will start working and selling.Oncoming, passing and passing by: the logic of movement inside the store must take into account the directions of customer flows and at the same time do not forget about the movement of staff. Since the store hall is not a public transport salon, each person needs at least 60 cm of free space between the shelves, and preferably more. The order of the zones inside the store, past which the correctly oriented buyer goes:- novelties, special offers, sales leaders; - customer service area (free consultants are waiting here, sometimes fitting rooms are put here);- settlement and cash zone.Utility rooms should not come into view. If the area of the store is small and the storerooms constantly catch the eye, then there should be perfect order.Storefronts and advertising storefronts are already half of the store's design when it comes to attracting customers. This is, one might say, a sniper weapon for a designer. If there are no funds for a large-scale project, it is worth investing at least in a competent beautiful showcase. The best lamps, the best sets and the best mannequins will be located there. The shades and stylistics of the showcase are then repeated in interior advertising inside the store, such as: signs, light boxes and signs, posters, information signs, etc.There are also moments inside the store that the owners do not always pay attention to. Meanwhile, professionals advise to monitor the temperature in the room, the volume level of music, advertisements and any background noise. And also for the aromas on the shopping area. The perfume shop, of course, is full of different smells, but there must be powerful ventilation so that the customer can safely make a choice. In stores of a different orientation, there should be no smells at all, or pleasant unobtrusive fragrances are allowed.A sense of proportion, good taste and some kind of zest, characteristic only for your store: here, in short, is where you need to start designing any design. 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