1. Architectural style
The facade modeling of the storefront should be basically unified with the form and style of the surrounding buildings; The relationship between wall division and building volume, proportion and elevation scale is more appropriate; The combination of various formal beauty factors in storefront decoration should be focused, with clear priorities and rich sense of rhythm and rhythm in comparison.
2. Entrance design
The entrance design of a store can reflect the grade of the goods it sells to some extent. The population design of large shopping centers is generally known for its grandeur, while small specialty stores win by being slim. The entrance design of the store is original, which can attract consumers' desire to browse in the store.
The location, size and layout of the entrance should be determined according to the plane form, location environment and storefront width of the store. The crowd and window of the shop are suitable for the position scale of plaque, advertisement, signboard and shop emblem, which has obvious recognition and guidance. Generally speaking, the entrance to the store should not be too small. The door of the shop is the throat of the shop, and it is the channel for customers and goods to enter and exit. The number of customers that a store welcomes every day determines the rise and fall of this store. If the entrance is too small, the customer's desire to enter the store will be suppressed invisibly.
3. Signboard design
Signboard design and creative store tricks can make the store more eye-catching and can also convey the business philosophy of the store to customers well. The golden arc logo of McDonald's fast food restaurant has been recognized by consumers all over the world.
Whether the signboard is attractive or not depends first on the name of the store. The name of the store should be distinctive, but not too far from the point, so that customers can know what goods you are dealing in through the name of the store. In other words, the name of a butcher shop should be like a butcher shop, and the name of a grocery store should be like a grocery store. A good shop name should have three characteristics: good pronunciation and easy to remember; Can highlight the business nature of the store; Can leave a deep impression on people.
In addition, some uncommon words should be avoided on shop signs. The role of shop signs is to let customers know the nature and business content of the shop, and to let customers remember and recommend the shop to others. Using uncommon words to mystify may attract a few curiosity seekers, but it often attracts the disgust of most customers.
4. Window design
People's understanding of objective things depends on 70% vision and 20% hearing. Window display can mobilize the visual nerve of consumers to the maximum extent, and achieve the purpose of inducing and guiding consumers to buy. Just as someone said, "Keep the customer's eyes in the shop window for five seconds, and you will get twice as many business opportunities as the competing brands."
◆ Double tasks
Window is the carrier of inheriting brand culture and sales information, and promotion is the main purpose of window design. Due to the dual tasks undertaken by the window, the design style of the window is different according to different brand positioning, seasons and marketing objectives. Window design The window is the eyes of the shop. As a part of the store image, the window is a display space for conveying commodity information and plays the role of consultant and guide for consumers. In order to reflect the commercial characteristics of a store by displaying representative goods, the window is a powerful performance tool. Reasonable window design can give people a glimpse of the whole picture.
◆ Emphasize sales information.
Some window designs focus on sales information and adopt relatively direct communication methods. In addition to displaying products in the window, they also prevent some posters with promotional information, pursue immediate results, let customers see clearly and stimulate their desire to enter the store. The design method should be simple and straightforward, usually suitable for price-sensitive consumer groups or some low-priced clothing brands, as well as activities that brands need to achieve marketing effects in a short time in a specific sales season, such as discounts, new products and holiday promotions.
◆ Brand culture display
Some window design styles are mainly based on brand culture display, and there is less commercial information except products, which makes the window show more artistic effects. Its design technique is elegant, the commercial information dissemination means is indirect, and it mainly pursues the accumulated brand culture dissemination effect. This window design technique is implicit. High-end brands are widely used, which are more suitable for brands that pay attention to product style and cultural consumption groups, or for the purpose of promoting and spreading brand image.
◆ Accurate transmission of information
The transmission of information must be accurate and can accurately reflect the characteristics and connotation of commodities. There are great differences in the connotation of the same commodity, whether in raw materials, texture or use. Design is to correctly discover and reflect this difference, so that people can feel it without looking at words. It is also a garment, and it is necessary to distinguish the feeling of wool and chemical fiber. As two kinds of drugs, it is necessary to distinguish the feelings of Chinese patent medicine and western medicine. Attention should also be paid to showing the typicality and completeness of commodities, as well as the accuracy of various words, pictures, models and prices.
◆ Moderate control information
In the modern society of information explosion, people are surrounded by a lot of information every day. In order to achieve the balance between physiology and I, N, the human brain often refuses to receive too much information, and turns a blind eye to irrelevant things. There is a survey in the United States: from the time everyone opens his eyes in the morning to the time he goes to bed at night, he has to be exposed to at least 800 pieces of various business information, and at most it reaches about 1500 pieces. The memory rate is that he can remember only 1.5 ~ 20 pieces of information. This is 15. Among these 20 articles, calling for a single message accounts for the majority. It can be seen that the single appeal is important to all kinds of advertisements.
The information of visual advertisement has similar "frequency" nature. People with "high frequency" have complex and changeable shapes and lively and fiery colors. People with "low frequency" have simple shapes and simple colors. Always accepting "high-frequency" stimulation will lead to excessive stimulation, decreased excitement, visual fatigue and dullness, which is not conducive to consumers' attention and memory of commodity information.
Therefore, when designing, we must master the appropriate amount of information and the theme of conveying information, do more with less money as far as possible, be concise in graphics and words, pursue the whole in the form of props, give up tedious details, have a clear tone tendency, and mix products appropriately to avoid blind stacking.
◆ Color and morphological processing
If consumers want to instantly notice the unconscious wait-and-see, cause visual excitement and leave a deep impression, they must pay attention to the treatment of color and form. The window should have a strong visual impact in color and form, and a distinctive, unique and peculiar personality.
In order to achieve the above effect, we should attach importance to people's related visual factors and make rational use of these factors. For example, the effective visual area of people is less than 30 degrees, and the optimal visual area is below 10 degrees. Therefore, the horizontal length of the window should not be too long, generally 5 ~ 6 meters is appropriate. At the same time, small and bulky goods should be set off with big props, which are organized and relatively concentrated. Large-sized goods should pay attention to the arrangement of levels, and also have an interesting center in the color and form of composition. Multicenter will not only cause visual impairment, but also dilute or even omit important parts. In addition, the window is a three-dimensional space, and the viewing effect from all angles should be considered. It is also necessary to arrange the layout according to the sight and scanning habits of pedestrians. For example, people are generally used to scanning goods from left to right and from top to bottom; The human eye observes the upper left quadrant better than the upper right quadrant, the upper right quadrant is better than the lower left quadrant, and the lower right quadrant is the worst.
◆ Design skills
In the window design, we should set out from the commodity theme displayed in the window, firmly establish the correct concept of function first and formal service function, and flexibly use the following skills:
There are several points to pay attention to in window design:
(1) has simple and clear themes, such as Christmas, New Year, spring, autumn, crazy sale and so on.
(2) don't be miscellaneous and complete, be typical;
(3) Provide customers with sufficient commodity information with appropriate promotional posters;
(4) Pay attention to proportion, balance and coordination, giving people a sense of beauty;
(5) regular replacement, in order to establish a unique image of the goods;
(6) color matching: coordinate matching based on the window background;
(7) Proper taste and excessive fancy are self-defeating, and the decoration of personal interest may scare away guests;
(8) The content changes with the change of fashion and seasonal theme, and it is impossible to travel thousands of miles in a day;
(9) Clean and tidy.
Agent tip: window display skills of clothing stores
Choose representative styles for display, and the clothes you choose should represent the overall style of the brand.
Grasp the visual focus of customers and form a three-dimensional communication model.
The display of window clothes should not be too complicated, but simple and clear to maximize the utility.
Pay attention to blank space and highlight the protagonist characteristics of clothing.
Mark the price so that customers can quickly understand the brand's grade and positioning.
Skillfully using artificial light to render product features.
The number of window models depends on the size of the window, generally 2 to 4.
Using multimedia, customers are stimulated by vision and hearing.
Keep the windows clean and spotless.