LAYOUT AND SPACE PLANNING CONSIDERATION AND THOUGHT

First thing that came into my mind when it comes to plan a layout and traffic circulation for my retail design is what kind of outcome I am aiming for. It might sounds light and simple, but not at all. Although on my first semester I had my concepts, problems, and objectives in designing however the process to define and convincing more into the idea over the space planning itself and the brand identity seriously complicated.

But that’s why designer needed, to solve a problem.

To ensure my steps and recap the stages I’ve done, I believe it would only wise to carefully looking back and to have a better research upon the preliminary research. I missed some of the link and websites I visited, but fortunately keep most of the important one.

Before coming into my brand client, I did overall science and psychology shopping research that applies to generally all kind of retail.

IMPORTANTCE OF LAYOUT?

Successful retail is the ones that able to attract, communicate excellently, and persuading customers to make purchasing decision.

To point them :

1. Attractive storefront – draw the crowds in,

2. Makes the customers stay longer – let them interact with merchandise comfortably and feeling attached with it so they tend to buying products,

3. Clear signage to give a good direction – let customers find what they want and looking for,

4. Consistent position and strategy – as well to give general indication of how the merchandise placement ordered.

When the stores atmosphere is likely to accepted well and feel amazing, it shall not only to stop there but more surprises prevent them from feeling bored. Putting clear image within pictures, typography, indications, and board could maximize and space productivity. When it comes to materials, how the cost can worth the value. How this relates back to retailer in affordable way yet beautiful and enticing. Furthermore, the flexibility of the design is what both parties expected for. Customers always curious with constant changes, as much as the brand keeping up their merchandise with current trend and future prediction.

Unfortunately, I haven’t come up with any decision of what kind of layout I would like to apply in this project. Further information will be updated regarding some factors.

HOW THE DESIGN PRESENT THE RETAIL COMMUNICATE?

Again, retail is about the visual. The design will widely the image of the brand itself. The first thing we see when it come to retail is the storefront. Therefore, it is a crucial part that will let the customers to decide whether to walk in, or only pass by.

There is three types of storefront layout.:

ARCADE FRONT

STRAIGHT FRONT

ANGLED FRONT

Apart of the storefront elevation designed, there is three important aspects consisted at every storefront. The Brand sign, the window display, and overall identity design.

In my project, how the storefront successfully reflect my brand identity is very important. Benefit Cosmetics as my client, is having its own identity that even from the packaging design, most of people could name it. Seeing it positively recognize, I don’t want to mess with the unique characteristic it has. But come back to the retail, can anyone tell by looking at the storefront, that this retail is Benefit Cosmetics?

This is the first challenge. How. I keep thinking about this matter. Throughout the information received, one of expert in retailing said “You have to be able to tell what you are selling.”

Of course I’m designing a cosmetic retail, that’s what I thought. But then it came to be a different answer. What is exactly my brand is selling? Yes, it is a cosmetic products. But what makes Benefit Cosmetics different than Maybelline? Etude House?

Benefit Cosmetics is selling Fun. Luxury. And Value.

This is the answer I found. Not every makeup brand is selling fun. Marc Jacobs can be selling luxury too, but what about the fun?

My answer for this retail project obviously have to sell the same thing. A fun retail. Luxury retail. And Valuable shopping experience inside the retail. Okay then, let’s leave this first and move in to next, is window display.

Have you ever pass the retail and had no intention of going in, but the merchandise displayed looks so enticing you could not help but to go in only for checking and sightseeing? Amazingly, it makes you explore more inside and liking the products maybe even purchase something. This is a rough idea of how successful display might works at is best. One of player in this factor might be the mannequin, lighting effect, or strong visual graphic either from the merchandise or the design itself.

Last but not least, the overall identity of the brand. Somehow pretty much related to the first question. How the retail able to tell this is the Benefit Cosmetics that sells a fun makeup products that luxurious and has a great value worth to buy. How the storefront popping out, so revealing compared to the rest of the retail. That at one glance, it captures the eyes.

It is again, about a vision. Vision. And vision.

LET THE DESIGN COMMUNICATE

I’ve written about visual a lot on the beginning. Now it comes to the feeling. There is so much to talk about. Let me point out the major issue :

1. Flexibility

Come into this word, I’ve mention something about boredom. Flexible design offer wider range of changing, and keep it fresh. New things prevent customers being bored. They keep coming back to see what is new. For additional value, when retail able to function and keep up with the market trend, it will always followed. Surprise customers constantly throughout the time.

1. Emotion. Memory.

People tend to remember what takes their emotion. When buying a good product, those happy customers keep coming back. When receiving a bad service, they will remember and will never likely to make any purchase from the store. It creates a memory. How the retail reflect and offer a great design to be remembered and precious in the memory with the surprises beyond their expectation. It can be related into five senses. Such as touch, scent, visual, et cetera.

1. Comfortable space

Let the customers feel flattered by any activities or programs conducted and designed. Let them feel comfortable. Makes them feel invited and freely explore the spaces. That way, they feel belonged. Let them interact. Let them judge.

1. Understanding

Of course to reach most of the point above, we have to understand the behavior of target market for our client.

1. Environmentally Friendly

One thing that I mention in ‘Flooring Materials’ post, is that customers feel better to purchase a green product. Even though the brand itself not selling green, doesn’t mean the retail should not. Even the smallest contribution can add the value of a friendlier environment. Sustainable and green design creates a healthier products that could come luxury and makes the customers feel redeemed to pay higher for this value.

FIXTURES

Is the main furniture in a retail. Generally, the design that I had explained above same applied through fixtures. Flexible fixtures is a flexible design. Same goes to colors, concept, and style.

But when it comes to merchandising placement, it takes a whole new level.

The best merchandise with a fame is likely to placed at the very back shelves. Why? To let the customers walk in deeper. Same as the trick Cotton On using when it comes to discount items. The sign indicating design on the storefront draw people in. Lurking in and wander around only to find a small corner at the back with a dim-lit to place the discount item. Makes people go in to see the more interesting product that is not on sale, then create a bad atmosphere to purchase the discount items (at least for me).

Putting more expensive and best on the eye level is also a trick to capture more attention. The fixtures on main aisle is more valuable than the peripheral. Free standing shelves are good for promotion items.

LIGHT AND COLOR

Again, this pretty much build the relation into the feeling. Well-lit is good to persuade the customers to explore, but the darker makes them passive. When it comes to color, warm increasing the blood pressure, catching attention, but somehow can be distracting. Whilst cold go for relaxing, anxiety free, and more space.

Warm Color

Cool Color