How to do a good job in storefront design?
(A) store name design
The name of the store is very important. A highly generalized and attractive name plays an important role in the visual stimulation and psychological influence of consumers. It can not only give people beautiful enjoyment, but also attract customers, expand sales and play the role of the first "salesman". In ancient times, firms paid great attention to using auspicious words to hint at their business. At that time, most shops were crowned with the words Shun, Guang, Tai and Xiang, in order to be comfortable and auspicious. Modern management also pays great attention to giving their own shops a concise, fresh and distinctive name. As a shop, the name is also a university question. The name should be elegant and fashionable, which can touch the hearts of customers. A good store name must be suitable for the level, business purpose and emotional appeal of its target customers, so as to establish a good image for the store and enhance its appeal to customers.
1, design principle of store name
(1) The principle of easy reading and remembering.
The principle of easy to read and remember is the most fundamental demand for store names. Only when the store name is easy to read and remember can it effectively play its recognition and communication functions. How to make the store name easy to read and remember? This requires the following points: Conciseness-the name is simple, concise and lively, and it is easy to communicate with consumers. The shorter the name, the easier it is for customers to daydream and the richer the meaning. Generally, China names should be 2 ~ 4 bytes, and foreign names should be 4 ~ 7 letters. Unique-the name should be uniquely decorated to avoid coordination and confusion with other store names, so as to leave a clear impression in the public mind. Be novel, have a sense of the times or catch up with the trend of the times and create new concepts. It should also be loud and bold, with a high starting point, strong impact and strong sense of shock.
(2) The principle of product attributes not subject to store management.
The name of the store should also imply a certain performance and use of the product. The obvious problem is that the more a masterpiece describes a product, the more difficult it is for this masterpiece to extend to other products. Therefore, when naming a store, the owner should not use the name of the store to imply the type and attribute of the product, otherwise it is not conducive to the further development of the enterprise. But in the clothing industry, if a clothing store deals in a certain kind of clothing and aims at a certain kind of customers, it can name the customers and let them know the type of the store? Quot Lady's House is such a successful example. In addition to reflecting the types, we should also reflect the characteristics of clothing stores.
③ Heuristic association principle
It means that the store name should have a certain meaning, so that consumers can wait for happy associations, not negative associations, that is, to get a lucky name. However, it should be noted that sometimes from one language, it is the name of Geely, and when it is read in another language, it will have a negative meaning. In this case, if you want to enter this market, you must change your name.
Ceng Xianzi, the founder of Goldlion Far East Co., Ltd., once talked about his famous brand? Quot "Goldlion" determination. Mr Ceng Xianzi said, "To create a famous brand, we must first choose a good name. Goldlion was formerly known as Golden Lion. One day, I sent two golden lion ties to a relative of mine. He looked unhappy. Say,' I'm not wearing your tie! Gold lost, gold lost, everything lost. "It turns out that the pronunciation of' lion' and' lose' in Hong Kong dialect is similar. My relative is a person who likes to bet on horses. There are many people betting on horses in Hong Kong. Obviously, the word' losing' is taboo. I stayed up all night that night, and I racked my brains to change the name of Duoshi. Finally, the golden lion is changed into a combination of free translation and transliteration, that is, gold means gold, and the sound of lion and sound are beneficial. This name was quickly accepted by everyone, and there were many businessmen from all walks of life. Who doesn't want' golden seeds'? "
④ Support the marking principle.
Signs refer to the parts in the store that can be recognized but cannot be expressed in words, such as the red logo of Coca-Cola and the striking yellow logo of McDonald's. Quotm ",Apple Cowboy's Missing Apple, Mercedes-Benz's Three-pointed Star Ring, etc. When the store name can stimulate and maintain the identification function of the store logo, the overall effect of the store will be strengthened.
In addition, the principle of adapting to the market environment and the principle of being protected by law are also two very important principles that should be paid attention to when designing a store name.
(2) Outdoor design
Outdoor decoration refers to the beginning of all decoration in front of and around the store. Such as billboards, neon lights, light boxes, electronic flash advertisements, posters, leaflets, life advertisements, shop signs, facade decoration, window layout and outdoor lighting. , all belong to outdoor decoration. If a store wants to achieve good economic benefits, it must first let consumers enter the store. In addition to advertising, traditional prestige and other factors, consumers' understanding of a strange shop begins with its appearance. The general psychological reaction of people to things is that a shop with elegant and luxurious outdoor decoration will sell high-grade and high-quality goods; Moreover, the decoration is flat or outdated, and the goods sold are definitely patchy and the quality is difficult to guarantee. Too luxurious or simple decoration, uncoordinated collocation, outdated fading, Yan Kou Na Song Lin? Br> Outdoor design mainly includes exterior design, entrance design, signboard design, window design and exterior lighting design.
1, design
Appearance is the overall feeling of the store, sometimes reflecting the grade and personality of the store. Overall style can be divided into modern style and traditional style.
The appearance of modern style gives people the flavor of the times and modern psychological feelings. Most shops adopt modernist style, which has an incentive effect on most consumers with a strong sense of the times. If the store is in the business district, the nearby shopping malls are generally more modern and can achieve a harmonious effect. In today's developing society, modern style shops give people a fresh feeling, which makes them harmonious and unified with modern high-speed society, and also reflects the trend of clothing.
The appearance with national traditional style gives people a simple, rich and traditional psychological feeling. Many century-old shops have become traditional font sizes that have influenced China and foreign countries, and their appearance decoration has formed a fixed pattern in the hearts of consumers. So their traditional appearance style is more attractive to customers. If the clothing store deals in ethnic costumes or antique costumes, such as cheongsam, traditional styles can be adopted. Or the clothing store is opened in a commercial street full of antiques, or it can adopt a traditional style consistent with the overall style.
2. Signboard design
After choosing the name of the store, you should consider the signboard. The design and installation of signboards must be novel, eye-catching, concise, beautiful and elegant to attract customers' attention. Because the shop name signboard itself is an advertisement with a specific meaning, in general, a group with a signboard can let customers or passers-by see clearly from far away or from multiple angles, and neon lights should be equipped at night. Generally speaking, the design and decoration of signboards should consider the following contents:
Forms and devices of (1) signs.
The forms, specifications and installation methods of signboards should be diversified and different. It should not only be eye-catching, but also be integrated with the store design, giving people a perfect impression. Signboards are made of various materials: wood, stone and metal, and can also be directly embedded in decorative exterior walls. The installation of signboards can be vertical, wall-mounted or suspended.
For many small and medium-sized professional shops, the production and use of signboards can directly reflect the business contents of the shops. Making it into an image or figure consistent with the business content can enhance the direct attraction of the signboard. According to the business scope of clothing stores, different types of signboards can be adopted. Women's clothing stores can choose signs with a strong sense of fashion, and the colors of the signs should be eye-catching; Men's clothing stores are mainly suits, which are more formal. Signs should adapt to this style and look solemn. Children's clothing stores should be lively and interesting to attract children.
3. Entrance and exit design
When designing the entrance and exit of the store, we must consider the business area, passenger flow, geographical location, commodity characteristics and safety management of the store. If the design is unreasonable, it will cause crowded people or the goods have not been eaten by customers when they arrive at the export, thus affecting sales. In the customer channel set up in the store, the entrance and exit are the power pumps to drive the consumption flow. A good entrance and exit design should allow consumers to browse the audience in an orderly way from the entrance to the exit, leaving no dead ends. If it is a regular store, the entrance and exit are generally on the same side, in case the customer is too wide to walk in and leave a dead corner. Irregular storefronts need to consider many internal conditions, so the design is relatively difficult. Store doors should be opened, and customers should not be allowed to produce in the design? Quot "claustrophobic", "dark" and other bad psychology, thus shutting the guests out.
4. Window design
Shop window is not only an integral part of the overall decoration of the facade, but also the first exhibition hall of the shop. Mainly based on the goods sold in our store, we skillfully use the scenery and props to set off the background picture decoration, with appropriate lighting, colors and text descriptions.
(1) integrated window layout
It displays many unrelated goods in a window, forming a complete window advertisement. This kind of window arrangement must be carefully designed because of the great differences in goods, otherwise it will give people a feeling of "assorted porridge". Some of them can be divided into horizontal window arrangement, vertical window arrangement and unit window arrangement.
② window arrangement of the system
The window area of large and medium-sized shops is large, which can be displayed in one window according to factors such as category, performance, material and use.
③ Thematic window arrangement
It centers on an advertiser's title, organizes different types of goods to display around a specific thing, and conveys an attractive theme to the media. It can also be divided into: festival display-a festival window topic with the theme of celebrating a festival; Event display-a window with a social activity as the theme and related commodities; Scene display-according to the use of goods, a variety of related goods are set as specific scenes in the window to induce customers' buying behavior.
(4) Specific window layout
It refers to the centralized introduction of a product in the window with different artistic forms and treatment methods, for example, the specific display of a single product and the specific display of a product model.
⑤ According to the seasonal changes, display seasonal commodities, such as sweaters and trench coats in late winter and early spring, summer clothes, sandals and straw hats in late spring and early summer. This technique satisfies the psychological characteristics of customers' seasonal purchase and is used to expand sales. However, the seasonal display must be displayed and introduced to customers one month before the arrival of the season in order to play the role of seasonal publicity.
5, external lighting design
External lighting here mainly refers to the use of artificial light sources and color matching. It can not only illuminate the store door and the environment in front of the store, but also render the atmosphere in the store, contrast the environment and increase the formal beauty of the storefront facade.
Color is one of the basic features of human vision. Different wavelengths of visible light make people feel different colors and form different psychological feelings. For example, the rose light source gives people a sense of luxury, tranquility and elegance; Light green light source gives a soft and bright feeling; Crimson is irritating, which will make people's psychological activities tend to be active, excited, passionate or restless; The weak stimulation of indigo will make people's psychological activities tend to be calm and control their emotional development, but it is also easy to feel dull or depressed. The colors are arranged in the order of red, orange, yellow, green, blue, indigo and purple, and the intensity changes from strong to weak.