Abstract: Compared with external design, internal design involves more design elements and is more difficult. The elements involved include channels, counters, colors, lighting, music, commodity display layout and so on. Shop design should follow two major principles: highlighting the characteristics of goods and conforming to consumer psychology. Interior design of the store:

Compared with exterior design, interior design involves more design elements and is more difficult. The elements involved include channels, counters, colors, lighting, music, commodity display layout and so on. Shop design should follow two major principles: highlighting the characteristics of goods and conforming to consumer psychology.

1. Highlight the characteristics of goods

Shop design serves the sales of goods, and the only criterion for testing the quality of shop design is the sales of goods. Therefore, in the shop design, it is the primary goal to serve the goods, highlight the characteristics of goods, and let customers "contact" the goods most conveniently, intuitively and clearly. We should make use of all kinds of artificial design elements to highlight the form and personality of goods, rather than usurp the host's role.

(1) Consider the shape changes of commodities.

when the shapes of goods change a lot, the space feels lively, but it is also easy to be messy. If there is little difference in the image of the goods sold, we should pay attention to change when conceiving the space, otherwise it will make people feel dull. For example, shoes have little change in their shapes, so we should make full use of the changes in space and display devices to create a vivid atmosphere.

(2) consider the size changes of commodities.

Different changes in the size of commodities cause different sense of space. Commodities with large changes are rich in appearance, but they are also easy to be messy. The design should emphasize order and reduce artificial decoration elements. Commodities with small changes are arranged neatly, but they are easy to fall into monotony. When designing, we should pay attention to changes and increase decorative elements.

(3) consider the color and texture of the goods.

Electronic products are generally dark in color, while plastic products are generally bright in color, which requires the design colors in the store to serve as a foil and highlight the colors of the goods as much as possible. In addition, the texture of goods often shows charm under specific light and background. For example, the display of glassware must highlight its glittering and translucent characteristics.

(4) consider the price of goods.

The concentrated appearance of several cheap goods can attract people's attention, but too many gatherings will also lead to the speculation of "unsalable". Therefore, the clever handling of asymmetric groups will give people the impression that goods are "in demand". Valuable goods must be strictly limited in the number of exhibitions to fully display their value, and the design pursues elegant and stretched style.

(5) consider the positioning of goods.

different product positioning leads to different store design styles. The positioning of goods determines the style of store interior design. For example, both are fashion stores, but high-end women's clothing stores should be designed with fresh and elegant design; Youth casual wear stores should emphasize the unrestrained style, and the two should be completely different.

2, in line with consumer psychology

Generally speaking, when consumers enter the store to shop, most of them go through a series of psychological processes, although sometimes it is not so obvious. In the interior design of stores, we should formulate countermeasures for the psychological activities of prospective consumers to attract and help them to shop smoothly.

◆ Design according to the purpose of purchase

Business psychology divides customers into three categories:

(1) purposeful shoppers. They had a purchase goal before they entered the store, so their eyes were focused and their steps were clear.

(2) selective shoppers. They have a certain range of attention to commodities, but they also pay attention to other commodities. They walk slowly, but their eyes are more focused.

(3) visitors with no purpose. They go to the store without a certain goal, with slow steps, unfocused eyes and irregular actions.

different stores receive different proportions of three kinds of customers.

For the industries that buy by name, for example, many customers received by pharmacies are purposeful shoppers, and the interior layout should give priority to function.

select industries to buy within a certain range, such as stationery stores and food stores. Design should pay attention to organization and order. Compare the industries you choose to buy, such as fashion shops and jewelry stores. The design should make the space environment attractive.

industries that buy without a purpose, such as some jewelry stores and toy stores. When designing, we should pay attention to the effect of goods and stimulate consumers' desire to buy.

◆ Enhance the contrast between the goods and the background

There are many kinds of visual information in the store, but customers can only choose a few goods as identification objects in a short time. According to the principle of visual psychology, the greater the difference between the object and the background, the easier it is to be perceived. Therefore, you can use a colorless background to set off colored goods, and put bright goods on a dark background.

For example, in the interior design, dim colors are used, and low-level lighting is carried out, while the light is projected onto the goods with a floodlight, so that customers' eyes are attracted to the goods. Another example is that light-colored goods are set off by dark walls, while dark goods are set against white shelves to highlight goods.

◆ Grasp the appropriate intensity of stimulation

Too much is too much, and "stimulation" will not play any role if it exceeds a certain limit. Experiments show that the possibility of attention decreases much faster than people expected in terms of the amount of attention. Adding a second signboard will not reduce the possibility of the first signboard being noticed by half, but the influence of the third signboard will be great. The average person's visual attention range is no more than seven, such as presenting letters in a short time, and the average person can only see about six. Therefore, in interior design, we should reasonably determine the number of commercial signs, advertisements, the number of counters and the division of space. It is necessary to grasp the appropriate stimulus intensity.

◆ Induce buying emotion

Many times people's buying behavior is the result of emotional action. You often hear friends complain, "I bought too much on impulse today". This is the buying sentiment at work. In interior design, the following methods can be adopted to induce buying emotions:

(1) Arouse interest. The novel and beautiful display mode and environmental design can make the goods look more attractive. Foreign commercial buildings pay great attention to the diversification of display devices, and often design display devices according to commodities, so that the characteristics of commodities can be fully displayed, thus arousing customers' interest in stopping to watch commodities.

(2) induce association. Many experience marketing is this way. Through the use of intuitive commodity use scenarios, customers are induced to associate with the effect of using the commodity in the future, thus stimulating the desire to buy. NJk, a children's goods store, arranges the bedding and toys used by children into a children's room, which is much more vivid than the display mode of sorting and queuing, and it makes customers immersive.

(3) stimulate desire. Attention should be paid to the atmosphere of the background, because the beautiful display mode and environment are as attractive as the goods, even more attractive than the goods, which can fully display the goods and stimulate customers' desire to buy.

(4) promoting trust. The style of shop interior design should be consistent with the characteristics of goods, which can increase customers' trust in goods. For example, traditional Chinese medicine shops will make consumers trust more than modern Chinese medicine shops; On the contrary, fashionable fashion shops are more attractive.

3. Channel design

The channel guides customers' shopping action route, and its design directly affects the number of goods displayed and the utilization effect of store area. It is the key to store marketing to be able to fully and effectively display goods and prolong the customer's stay in the store.

generally, the width of the main channel should not be less than 1.21cm, and the width of the secondary channel should not be less than 81cm. The image background board should face the main population or the main passage.

when designing the channel, we should first consider how to maximize the display of goods, so that the goods can form a double encirclement of customers' psychology and sight.

generally speaking, the main channel in the store should be designed according to the route that customers are used to browsing. The passage of large shops is often designed as a ring or a well; Small shops are L or inverted Y-shaped. Among them, hot-selling models and popular new products should be placed on the shelves of the main aisle so that customers can easily see and touch them.

generally, the auxiliary channel is guided by the main channel, which is used to arrange auxiliary and ordinary goods. The specific scheme is generally determined by referring to the store's own needs and spatial characteristics.

the collection channel should be placed at the end of the main channel, and at the same time, the brand symbols such as LOGO and spokesperson should be highlighted in combination with VI, so as to make an impact on customers' vision at the last level.

4. Container design

Container design should give people a neat feeling, and the counter design should be unified. It is best not to have counters with various specifications and colors in a shop, otherwise it will give customers a chaotic feeling. The neat arrangement of counters with a single specification will naturally form the feeling of a road, which will give customers a psychological hint to move on.

the counter should not be placed at the exit. In order to promote the sale of goods, some shops often set up counters at the exit. The purpose is of course to make customers see the goods they are selling as soon as they step on the floor, so as to increase the possibility of selling goods. However, this practice often makes some customers deliberately bypass this counter.

5. color arrangement

color plays an important role in improving the design effect of the store and creating the atmosphere of the shopping environment.

the colors of the store should be unified, and the colors of goods and decoration should be harmoniously integrated, so that people can see the main color of your store at a glance. But the unity mentioned here is not to make the clothes and decoration colors exactly the same, which will make the store look monotonous and dull, and should make some parts contrast and obey the whole.

Generally speaking, warm colors are easy to get close to, such as red and yellow, which are more suitable for young shops. In the same color system, pink, bright red, goose yellow and other colors that women like are more suitable for high-end shops with gorgeous products such as women's goods stores and baby clothing stores.

The cold color seems to have a feeling of being far away and high, and it has a sense of expansion. Shops with high ceilings in cold areas should not be used, otherwise they will feel very cold and friendly when entering the store, so it is better to avoid using them as much as possible. However, in summer, in order to reproduce the feeling of mountain peaks and waves, the use of cold colors in the exhibition can produce a cool feeling, so it is very appropriate as a seasonal application. The research shows that for impulsive consumers and consumers who want to buy cheap goods, the environment with warm colors (such as red and yellow) has a strong inducing effect; The environment with cool colors (such as blue and green) is suitable for rational consumers, which can encourage them to choose goods calmly.

the background color of the product display is also a factor worthy of consideration. A harmonious background color will set off the goods well. For example, we often see jewelry counters with black fabrics as the background, because the black background will make jewelry more eye-catching.

in order to highlight the recognition of the store, the name, logo pattern and markers of the store can be displayed in a contrasting color that is quite different from the main color.

6. Lighting atmosphere

Some lighting in the store can enhance the color and texture of goods. Appropriate light beams can also increase the sense of space in the background of displayed goods. It is necessary to design an appropriate lighting atmosphere in combination with brand image and product characteristics.

Natural light will change with the passage of time. Therefore, when designing the store layout, a preliminary lighting survey should be carried out first, so that the light can scan the vicinity of the store door and the front of the store at different times with the operation of the sun to attract customers.

compared with natural light, the lighting design in the store can achieve a long-lasting illumination effect. Lighting design should pay attention to some key points:

(1) Basic lighting.

basic lighting is mainly to ensure the basic lighting in the store, and at the same time to keep the color of the store uniform, so that the light in the store can be extended as a whole. Generally, there are two schemes: embedded (such as floor lamp, roof bucket lamp) and direct ceiling lighting.

(2) accent lighting.

accent lighting can not only make the product form a three-dimensional feeling, but also the strong contrast between light and shadow is conducive to highlighting the characteristics of the product. For popular and hot-selling products, the application of accent lighting is very important.

accent lighting can also be applied to windows, LOGO, brand spokespersons and in-store models to enhance the unique effect of the brand. In particular, models, point hanging these single-piece display, must be set off with spotlights.

accent lighting's commonly used equipment includes spotlights and wall lamps.

(3) auxiliary lighting.

the main function of auxiliary lighting is to highlight the color level in the store, render colorful atmosphere and visual effects, and enhance the attractiveness and appeal of products. There are many lighting devices available.

(4) lighting tone.

different colors of lighting can bring different shopping atmosphere. If you want to improve the excitement of customers, you may wish to use warm color lighting, and if you want to show the stability of the business premises, you can use cool color lighting. In addition, the light green light makes people feel soft and bright, while the rose light gives people a luxurious and elegant feeling. Therefore, in the counter where high-grade cigarettes are displayed, some rose lights can be appropriately arranged.

The effect of fluorescent lamp is better in cool color environment, and incandescent lamp can be used in warm color environment.

generally speaking, the lighting design in the store can make your store full of individuality and artistic flavor, eliminate the visual dead angle through the cross illumination of various lights, and ensure the best display effect, thus highlighting the brand characteristics and product charm.

7. Background music

Background music can create a shopping atmosphere, promote brand culture and ease customers' emotions. Studies have shown that the retail store with background music will increase the patronage rate of customers by 15%, which shows that background music plays an important role in the sales of goods.

you should choose the corresponding background music to play according to the color tone and product characteristics in the store. For example, a clothing store full of youthful vigor can play fashionable pop music; Retro clothing stores can play classical music; Formal and professional clothes shops can play relaxing music.

generally speaking, playing low-intensity and soothing background music can make customers linger and increase their stay time. Studies have shown that when the sound intensity is too high, customers will spend less time in the store; Compared with fast-paced music, soothing music can increase store sales by an average of 31%. The deafening music makes people naturally feel irritable, which can only have a negative impact on the promotion of stores. Of course, for some fast food restaurants that want to speed up the turnover of customers, it is a wise choice to play fast-paced music.

The following requirements should be comprehensively considered when selecting the tracks to be played:

(1) The types of music should be the same as the styles of shops and commodities;

(2) There are enough music, which will not make people feel repetitive when playing continuously;

(3) The playing time and volume of music are reasonable;

(4) Music can cater to customers' interests and styles.