Branding Through Store Design by Hyo K

BRANDING THROUGH

STORE DESIGN

HYO. J. KANG

DESING STUDIES

STORE DESIGN GUIDANCE FOR EFFECTIVE BRAND COMMUNICATION PROPERTY OF HYO. J. KANG

TABLE OF CONTENTS

INTRODUCTION CHAPTER 1. BRANDING AND BRAND MANAGEMENT Brand and Brand Management Survey: Store design and brand association CHAPTER 2. STORE INTERIOR Lighting Material and finishing Store layout CHAPTER 3. COLOR Influence of color Color and brand Use of color in store CHAPTER 4. PRINCIPLE OF DESIGN Principles of design and display Principles of design used in display CHAPTER 5. STORE DESIGN STRATEGY FOR SUCCESSFUL BRANDING Design for successful branding Store design Strategy BIBILIOGRAPHY

INTRODUCTION “Design is not just what it looks like and feels like. Design is how it works.” - Steve Jobs Former CEO of Apple The biggest mistake retail designer frequently makes is putting a primary focus on creating aesthetically pleasing space when design the store. One design consultant even indicated in his writing that key aspect for successful retail store design is to “wow” your customer. In some sense, it is true that “you only get one shot to make a first impression” looms large over the world of retail. However it is not the whole story. You might be able to impress shoppers with a huge glass door, creative lighting fixture and fancy marble tile, however visually

remarkable glass entryway do not always tell consumer to enter the space and linger around. Shopper can be impressed and form a nice first impression for its architectural design but that doesn’t necessarily lead them to stay and shop inside. Design is more than simply looking good. Store design is not just about drawing a nice sketchy of interior space but strategically managing how shoppers interact and perceive the space. Long history of McDonald’s store revamp illustrates how company can use store design to battle a years-long sale slump.

Retail Review

| Making

“Knowing the power of design for effective communication, the first thing the company worked on was going through a full makeover.”

McDonald’s | Illinois, USA Picture taken in 2003

Traditional look of McDonald’s

Over McDonald’s Tired of being held up as an example of corporate evil and greed, the American largest fast food chain, McDonlad, announced to go green in 2003. Mcdonlad’s biggest fear was that it was losing one of the most important audiences, the Millennial, adults ages 18 to 32 with healthy food revolution. 90 % of information that comes to the brain is visual. Knowing the power of design for effective brand communication, the first thing the company worked on was going through a full makeover, redesigning its restaurants and even package designs. The menu also got changed to varying degree over few years with the introduction of fresh salad and toasted deli sandwiches.

McDonald’s | Spain Picture taken in 2012

Contemporary look of McDonald’s

THE GOLDEN ARCHES GO GREEN

McDonald’s | Chicago, IL, USA Picture taken in 2008

McDonald’s | Promotional Coupon Design

McDonald’s | Web Design

A dark green façade replaced the trademark bright red and yellow one and low-hung trendy light made harsh bright ceiling light to disappear. Heavy use of wood for finishing and materials along with green color are all an attempt to deliver the green image of the McDonald to keep pace with the rapid changes in food market, going green and healthy.

INTRODUCTION Retail Review

| Making

Over McDonald’s

“The golden arches went green,

but not everybody was lovin’ it.” Between 2003 and 2007, over 7,000 Mcdonald’s restaurants in US have been redesigned. A dark green façade replaced the trademark bright red and yellow one and low-hung trendy light make harsh bright ceiling light to disappear. Heavy use of wood for finishing and materials along with green color are all an attempt to deliver the green image of the McDonald’s to keep pace with the rapid changes in food market, going green and healthy. It was not just the store deisgn. From packaging to website, even promotional coupon had completed their visualization project of going green. The golden archs went green but not everybody was lovin’ it. One frequent visitor of Mcdonald’s said “People go to Mcdonald for a snack. They don’t really go there for a meal.” Regardless of huge efforts Mcdonald put to follow green

trend using multi-million dollar, sales report was rather disappointing. Their CEO reported restaurant has “lost our customer relevance”. Healthy and green is not what consumer would associate with McDonlad.

Healthy and green is not what consumer would associate with McDonlad’s.

Recently, McDonald moved to forge a contemporary restaurant experience. For it’s store and packaging, now, it’s about using simplicity to convey the company’s new agenda of being modern and progressive. They are going simple while keeping their core brand identity as fast food chain, where people can quickly and conveniently grab snack with affordable price. 7

Going simple while keeping their core brand identity as fast food chain

“While still in the early stages, we can confirm that our new concept restaurants have seen a sales uplift of 9% across our in-store estate.” -McDonald’s spokeswoman

INTRODUCTION “Redesign can help sale. However the design must be consistent with the retailer’s strategy by meeting the need of the target market. Delivery of brand identity is the key”

As illustrated by McDonald’ case, the primary objective for store design should be to implement the retailer’s strategy. The design must be consistent with and reinforce the retailer’s strategy by meeting the need of the target market and building competitive advantage. Simply presenting store and its merchandise in way that will attract the attention of shopper is not enough. Deliver consistent brand identity through store design can reinforce retailer’s overall retail strategy. Store design and visual merchandising can be very effective elements of retailer’s communication mix and play an important role in creating and reinforcing a retailer’s brand image. This booklet begins with the discussion of brand and brand management. Next, the elements of store interior design are discussed. The decision about what kind of lighting to be used and how much space to allocate to different merchandises categories are reviewed. The booklet also examine the effect of color on branding communication in the store design context and explore how basic design principle can be applied to the store design. This booklet concludes with an examination of several case studies where retailer used design to reposition their brand in the market and managerial implication-several takeaway points regarding store design. 9

CHAPTER 1.

BRANDING AND BRAND MANAGEMENT

Target Audience

Young Adult (age18-38) Who seeks style Innovator

INNOVATIVE CREATIVE COOL WHO USE APPLE PRODUCT? AGE

HOUSEHOLD INCOME

13-17

7.6 %

Less than 25K

6.4%

18-24

15.2 %

25-34

27.0 %

25K-49K

11.9%

35-44

20.3 %

50K-74K

15.9%

45-54

16.4 %

75K-99K

16.4%

55-64

7.3 %

65+

6.2 %

More than 1000K

49.9%

Source: IDC, Price Waterhouse Copper(PWC)â&#x20AC;&#x2122;s Global Entertainment and Media Outlook 2011-2015

What is Brand? “Brands are People Too”

- Jennifer Aaker, Professor in Marketing, Stanford University

Brand associate a set of human characteristic When we think about a heavy user of Apple product compared to the person who sticks to use IBM products, we associate different set of human characteristic. While Apple user is easily associated with innovation and creativity, personal traits such as traditional, responsible are more easily linked to the IBM user. Study conducted in University of California-Berkeley demonstrated that a mere exposure to Apple logo actually lead people to perform more creative activity. This results proved how powerful brand can be. Consumers build the mental model of a brand. Brands are People Too. Brands with high brand power should have distinctive characteristic just like human. It can be gender, age, socio-economic class, psycho graphic and even emotional traits.

This concept is referred to as “brand personality” and it is one of the key concepts to understand what brand is. This brand personality is the weighted average of previous impressions built over a period of time through continuous exposure to its products and retailer’s diverse communiction mix. In consumer’s mind, these impression merges to form an overall concept of what to expect from brand. Jennifer Aaker, consumer psychologist who first introduce the term, brand personality, examined the personalities attributed to U.S. brands and found they fall into five main clusters: (1) sincerity, (2) excitement, (3) competence, (4) sophistication, and (5) ruggedness in 1997. These clusters have been extended over time as the need to differentiate brands intensified with increasing number of brands in this competitive consumer market. 13

â&#x20AC;&#x153;Brands with high brand power should have distinctive characteristic just like human.â&#x20AC;?

Source: Alessia Mors, www.pinterest.com/alessia0073/

Brand is intangible asset The unique aspect of brand is that brand is intangible asset for company. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and /or engender trust, however all these activity occurs with established association consumer constructed in their mind. An important and relatively unique aspect of brand, intangibility imposes the critical role of visual contents in branding. Especially for products that are hard to differentiate, fashion product for example, visual aspects of branding and helps to achieve different communication objective.

Brand management and retail design Academic researchers identify brand elements as: (1) memorability, (2) meaningfulness, (3) aesthetic appeal, (4) transferability (both within and across product categories and across geo-graphical and cultural boundaries and market segments), and (5) adaptability and flexibility over time. Brand positioning involves establishing key brand associations in the minds of customers to differentiate the brand and establish competitive superiority. Successful brand management can be achieved through integrating all these brand elements into positioning of the brand. Visual feature of brands helps consumer to recognize the brand by influencing the memorability of the brand and creates strategically important features.

Retail Review

Apple Flagship store Fifth Avenue, Newyork, USA Photo by Apple

| Apple

Space Completes Brand Experience

“Creativity, cool and innovation, core brand identify of the Apple are well delivered to consumer who entered the glass entry.”

Apple continually seeks new idea to appeal to people’s aesthetic and tactile sense. The cube and other visually remarkable glass entry give the message to consumer that they have arrived at the Apple destination. Apple wanted to create the comfortable place for shopper but delivers the message of being on the edge of technology. These seemingly

conflicting two values has been resolved nicely with the unique design aspects of the Apple store. Apple store in the Hamburg, Germany, the stairs move between floors are all glass and are attached only at the top and bottom, creating a sense that shoppers are walking in the air. In side of the store, bright but soft lighting and warm wood finished tables helps build the

communal sense intimated by its products. It also encourage and enable consumer to interact with Apple’s highly sophisticated tech products in more inviting setting. Creativity, cool and innovation, core brand identify of the Apple can be well delivered to consumer who visit the store with this bright light lit glass store.

Store Design and Brand Association | Survey Result

Survey | Brand association with logo Three graduate students were asked to answer the survey. 14 brand logos are presented and participants assessed the association evoked by brands by selectng five adjectives that desribes brand personality (Aaker, 1994). Each logo comprised the brand name set in a distinctive typeface and color as seen below.

Survey | Brand association with store design Two to three store images for each brand are presented to the subjects. Retailerâ&#x20AC;&#x2122;s name are deleted from the image and images are selected carefully to represent the store. Participants assessed association evoked by brand using same questionnaire that was used for logo, and asked to guess the retailers name with given images. Finally, they answered questions on representativeness, the level of how well the store design reflect retailerâ&#x20AC;&#x2122;s brand image and assesed how much each store design elements contributes to representativenss of the brand image.

Result | Brand association with logo

Prada

Luxurious, Simple, Modern, Expensive, Urban

Channel

Luxurious, Sophisticated, Modern, Expensive, Classy

Michael Kors

Style, Urban, Chic and Cool

Tiffany & Co.

Luxurious, Sophisticated, high quality, Expensive

Calvin Klein

Modern, Simple, Classy

Swarovski

Inspiring, Glamorous, Sophisticated

Ralph Lauren

Traditional, Classy, Trust

Anthropologie

Natural, Decorative, Idyllic

Victoria Secret

Sexy, Glamorous, Femine, Style

Pink

Femine, Naive, Youth

Guess

Sexy, Energy, Fashionable, Style

Lululemon

Energy, Healthy, Fashionable

Nike

Energy, Youth, Healthy

Gap

Youth, Casual, Simple

Result | Brand association with store design All subjects tend to choose same or similar set of adjectives when they are presented store images. For example, if one choose a set of words, luxurious, expensive, high quality sophisticated, and classy when they saw Tiffany’s logo, he choose a similar set of words when he was presented tiffany’s store image. Subjects made correct guess for naming the retailer except fews store (Channel, CK). Averaged rating of representativeness indicates Victoria secret’s store reflects the brand image the best among 14 brands (6.2 out of 7). Among six inteterior design factors (lighting, color scheme, finishing & materials, pattern & texture, scale) color scheme is found to be the most influencial factor for such representativeness.

High representativeness

Low representativeness

Tiffany and Co

Prada

Victoria’s Secret

Calvin Klein

CHAPTER 2.

STORE INTERIOR

LIGHTING Retail lighting can do more than illuminate the store.

Lighting in ths store can be used to provide intended ambience, draw shopperâ&#x20AC;&#x2122;s attention to certain products, make products appear to be more attractive, create shopping pattern, encourage more repeating visits and even stimulate more purchase. If it is done right, it can create positive image of the store and lead more sale, however poorly done lighting design can be a huge sale killer. Before going deeper into the discussion of lighting and branding relationship, this session briefly discusses the effect of lighting design on general consumer behavior and goes over important lighting design feature. The session is composed of four parts. 1) Lighting and consumer behavior, 2) Retail lighting design features, 3) Lighting and brand, 4) Retail lighting trend.

â&#x20AC;&#x153;Lighting is the single most important item inside of a store.â&#x20AC;? Jack Sjogren Hillphoenix Design Center Specialist

Before

After

Before

After

“Lighting in ths store can be used todraw shopper’s attention to certain products, make products appear to be more attractive, create shopping pattern, encourage more repeating visits and even stimulate more purchase.”

Source: Hillphoenix Design Center Article: Is It Time To Re-Think Your Lighting Approach? 27

Lighting and Consumer Behavior | Application of research findings

Put the light down and draw attention to lower shelves It is commonly known that shoppers pay little attention to the lower third of shelves in retail store. Eye-tracking experiments have demonstrated that position of the products on shelves has a significant influence on attention and, thus choice. Eye level shelf position is indeed the most expensive spot in retail store while lower shelves are largely avoided due to the limited

Sephora | USA

shopperâ&#x20AC;&#x2122;s visual attention. Targeted accent lighting in the lower shelves can strongly improve costumer attention and evaluation toward the product. A combination of backlighting and accent lighting makes identification of merchandise easier and makes presented goods look more attractive.

Bloomingdales | USA

Abecrombie’s lighting get shoppers to follow selective path Dark party environment is what customer associates with Abecrombie’s store. Starting from dark light allows retailer to light slectively and draw attention to things in a designed and calculated way. Abecrombie’s store is almost completely dark by having barely no light except few area. Only brightly lit clothing shelves and racks let shoppers to walk down and find their way through those. The store strategically place strong lighting contrast.

Lighting can help customer to navigate in the store easier Lighting can help distinguish certain area from surrounding spaces and people can only map spatial entity if they are distinct. Distinctiveness can be achieved by the form and volume of the space that define architectural elements, and this is frequently done by use of lighting. Lighting can emphasize the importance of distinguishing zone. Well-designed lighting can help spatial identification.

Vertical illuminace makes orientation easier in the space. The easier it is for customer to find their way around, it is un-doubtful that the more likely they are to walk around the store. Since customers’ eye will naturally be drawn to the brighter area, the use of different level of brightness can be one strategy to draw shopper to follow specific ways.

Warm and frontal light provide a flattering look

Kate Spade London | UK Picture taken by Rowena Doyle

Shopperâ&#x20AC;&#x2122;s personal appearance is important factor in fashion store especially in the fitting room. The Illuminating Engineering Society of North America (IESNA) recommends fitting room lighting to be attenuate personal appearance and facial mode. A combination of diffused overhead lighting and frontal directional lighting highlights facial features and define more flattering image over harsh overhead light. Warm orange color lighting provide more flattering facial feature as it matches with skin tone. Field experiment revealed that shoppers are significantly more satisfied with their look and showed higher intention to purchase fashion products when the store used warm and frontal lighting around mirror compare to cool and overhead lighting.

Lighting and Consumer Behavior

| Application of research findings

Lighting and Sales

Zumtobel, Austrian lighting manufacture, claims that fashion retailer in Germany, Gerry Weber, saw its sales go up by around 12 percent after it installed a new lighting scheme especially with design that appeal to the personality and profile of its target customer. “After three months (with the new scheme), the store now confirms a 12 % sales increase on average – it jumps between 8 and 15 – compared to a control store eight kilometres away with the same sales volume and nearly the same client group,” said Leif Escher, a product manager at Zumtobel. The scheme was devised by Zumtobel with the help of consumer market consulting group, Gruppe Nymphenburg Consult. Gerry Weber targets women between the ages of 45 and 60, who mostly fall into the calm, family-oriented category. To make the lighting more suitable for this group of people, Zumtobel added accent lighting to some parts of the test store and increased light levels from 450 to 600lx.

“Gerry Weber, saw its sales go up by around 12 percent after it installed a new lighting scheme designed to appeal to profile of its target customer.”

Before

After

Before

After

As part of a larger research project, Zumtobel devised and installed a new lighting concept in a Gerry Weber shop in Herford, which was specifically tailored to meet the lighting preferences of the main target group of this particular brand. The new solution was based on moderate accent lighting with a warm colour temperature. Source: Zumtobel Limbic® Lighting

Lighting and Consumer Behavior

| Application of research findings

Ambient Lighting sets the tone for the retail spaces CONSISTENT BRAND COMMUNICATION

Consider targeted consumer group

Although Zumtobel insists a positive influence of lighting on direct sale increase, academic researchers have been long questioned this direct casualty. Mixed study results in respect to sales suggest that it is hard to categorically say that lighting boasts sales. Shoppers do not perceive the store as a piecemeal but rather as a whole. There are simply too many other variables to consider. However the meaningful message the work of Zumtobel implies is the critical role of understanding target market. “I’ not falling into the trap of saying sales have gone up, but lighting can support sales as it being part of customer’s visual experience.” said Dave Tilley, a lighting consultant who devised the lighting scheme of the The Body Shop, global cosmetic company. Ambient Lighting sets the tone for the retail spaces. In that regard, furnishing appropriate selection of light for targeted consumer group can be a major contribution for the retail brand. Creating ambient mood that goes along with the brand image of store can facilitate easier communication of the retailer’s brand.

Retail Lighting Design Features | Important Design Factors

The most important design factor for retail lighting Feature Display

General Retail

Cashier

Circulation

Color Rendering Index/Color Temperature Contrast/Accent/Highlight Daylight Integration/Control Direct Galre/Reflected Glare Image or Style Modeling of Obejcts/ Shadow Visual Priority/ Organization Quantity of Light on Vertical Display(fc Quantity of Light on Horizontal Surface(fc) Aiming Flexibility of Accent Light Very Important

Important

Somewhat Important

Adapted from the Lighting Design Guide, IESNA Lighting Handbook, 9th Edition

Color Rendering Index(CRI) Color Rendering Index is a measure of a light source’s ability to show object colors “realistically” or “naturally” compared to a familiar reference source. Lower CRI values indicate that some colors may appear unnatural when illuminated by the lamp.

Why CRI matters in Retail Shoppers gravitate towards attractively designed displays and vibrant looking products. The Color Rendering Index of lighting plays a critical role in product display. Xicato, a California based manufacturer of LED light, conducted an experiment in women’s shoe display in order to evaluate the effect of CRI on the consumer attention and perception. Shoes were displayed in 3 different lighting setups with 80 CRI LED, 95 CRI LED, and 100 CRI Halogen lamps and shoppers were asked to rate the effectiveness of the lighting in terms of grabbing their attention and make shoes stand out. Respondents said that the 95 CRI LED and halogen lamps made colors look vibrant and attractive and gave the 80 CRI lamps a significantly lower rating.

CRI of 90

CRI of 80

Color Temperature Color temperature is conventionally expressed in Kelvin, using the symbol K, a unit of measure for temperature based on the Kelvin scale. Color temperatures over 5,000K are called cool colors (bluish white), while lower color temperatures (2,700â&#x20AC;&#x201C;3,000 K) are called warm colors (yellowish white through red). Color temperature in interior space can have a dramatic effect on overall atmosphere of the space. Warmer colors temperature lighting (2700-3200K range) are know to create intimate and comfortable setting helping to convey a glow of fire lighting that can be associated with soothing and calming environment. Conversely, cooler color temperature lighting (5500-6000K range) associates sunny daylight and often used in general office area or certain retail store . Warm White (<3000K)

Neutral White (3300 K~5300K)

Daylight White (>5300K)

Retail Lighting Design Features

| Important Design Factors

Contrast/ Accent/ Highlight Contrast is related to the concept of lighting ratio. Lighting ratio refers to the comparison of key light to the fill light (the light that fills in the shadow area). The higher the light ratio is, the higher the contrast it creates. Accent light and highlight is lighting that target a specific area of the store.

Importance of Contrast in Retail Lighting

Bad

Good

Lighting Design Awards 2014: DKNY by Paul Nulty Lighting Design

Light levels and contrast ratios throughout the store are fundamental to create a visually stimulating retail environment. The accent lighting highlights merchandise and creates depth between circulation and display areas.Instead of increasing brightness in shops, and therefore also energy consumption, it is advisable to design lighting that is high contrast, making perception easier and heightening levels of attention. Source: www.illumni.co

Retail Review

| Abecrombie

Turns Light On

“Dark, cold and smells like cheap cologne. Abecrombie store is chaotic experience. When my mother and I would go to shop, she would get so frustrated with the store atmosphere.” Teddy, Consumer Instinct, Posted in 2011

“It is more annoying. Since I think its darker. You can’t really tell what color the clothes are unless you bring it to the light source.”

MienGuy, Yahoo Answer, Posted in 2010

Struggling teen fashion chain Abercrombie & Fitch has announced that the days of its tired nightclub themed stores are over, and will be undergoing a major makeover. Or a make-under as the case may be. In the coming months, the dim lights of its some 400 U.S. stores will be turned up, the thumping music turned down, the half-naked lingering models will acquire clothing and even the pungent perfume spritzes will be reduced by 25 per cent, according to The Business of Fashion.

“The stores are also becoming less intimidating. We are changing the music,” said Christos Angelides, the new-ish president of the Abercrombie brand, “trying different levels of noise—uh, music.The stores probably won’t be nightclub dark, the clothes will be easier to find, and the fitting rooms more welcoming.” As part of the overhaul, the heavy, daylight obscuring shutters on the windows have already been removed in 240 stores around the U.S. Even the logos are being toned down and made less prominent.

Source: http://www.dailymail.co.uk/femail/article-2637492/Lights-sound-clothes-Abercrombie-Fitch-tones-nightclub-themed-stores-bid-win-disinterested-teens, Daily Mail, May, 2013. 38

Extreme lighting contrast can irritates shopper â&#x20AC;&#x153;The design solution makes reference to the original store lighting theme for high contrast but avoids extremes.â&#x20AC;?

Abecrombie flagship store New York | USA Picture by Kurt Eggering

New lighting scheme

Abecrombie Washington | USA Picture from alamy stock photo

| Retail Lighting Element

Accent light

General/ Ambient light

Perimeter light Valance light

Shelf/Case light

Source: CBMC Lighting Solution www.cbmc.com.

Retail Lighting Design Features

| Retail Lighting Elements

General/ Ambient lighting It is general, uniform lighting using light fixtures that distribute the light widely, directly or indirectly. Ambient lighting enables the consumer to see and examine the merchandise. Lululemon | USA

Perimeter/ Valance lighting

CK collection store | USA

Valance lighting refers to the lighting the vertical surfaces. Asymmetrical lighting fixtures can direct light on tall vertical shelving and displays, typically located at the perimeter of the merchandise area. Valances are often built into the wall, shelving unit or gondola. Although primarily intended to provide light down on the merchandise, they also can be designed to light up on signage or provide indirect ambient lighting for the space.

Retail Lighting Design Features | Retail Lighting Elements

Shelf / Case lighting This refers to small or miniature light source located to the object being displayed, shielded from the customerâ&#x20AC;&#x2122;s view. This lighting must be carefully selected for the particular application to avoid accidental contact with hot lamps and to prevent damaging the merchandise with too much ultra violet radiation or heat.

Louis Vitton Washington D.C. | USA Picture from Bloomingdaleâ&#x20AC;&#x2122;s

Accent/Spot lighting

GAP New York | USA

Spotlighting used to provide higher levels of light in a focused pattern to accentuate selected object in relation to their surroundings. Accent lighting establishes the importance of certain objects through the use of contrasts, and highlights the form, structure, texture or color of the merchandise.

GAP New York | USA

Lululemon Westport, CT | USA

Michael Kors | USA

Accent lighting is one of the most commonly

used lighting types in U.S. fashion store Accent lighting attracts customers and allows easy evaluation of merchandise. General industrial lighting works best for fully illuminating the merchandise, however, lack of contrasts and drama makes overall store atmosphere less interesting. Using appropriate amount of accent lights/

Spot light

track lights with lower ambient level makes store more relaxing and comfortable. With constant changing display needs, retailers these days utilize the track lighting fixtures that can be added, removed or easily moved. Below images show one of those flexible track lighting systems.

Room Floodlight

Wallwasher

Source: Hoffmeister Lighting Solutions 43

Lighting and Brand | Lighting as a branding tool

As we’ve reviewed the technological landscape of lighting and application of lighting in retail space, we discuss the how to deploy these technologies to store’s branding. Maintaining a consistent brand image and yet inviting atmosphere is vital to retailer. Developing the integrity of company’s brand image is a core value in brand communication where considerable amount of resources and time are spent by marketing and merchandising department. Overall color scheme of lighting (color temperature), lighting fixture (luminaire) design, visual clarity of merchandise (CRI), brightness, and contrast of lighting all ties in with the company’s mission and brand images. A designer must consider a variety of key characteristics when developing the lighting plan.

Goal of retail lighting Reinforce brand and identity Give an impression about image and price range

Things to consider Color scheme of lighting (Color Temperature) Visual Clarity of Merchandise (CRI) Visual interest (Contrast and brightness)

Prestige & Luxury

High End

Middle Range

Basic Range

Tiffany & Co

Dior | Elegant, Glamor Tiffany & Co | Luxurious, Sophisticated, High quality

SWAROVSKI

Swarovski | Inspiring, Glamor Michael Kors | Style, Urban, Chic and Cool

Anthropologie

Anthropologie | Natural, Decorative, Idyllic Lululemon | Energy, Healthy, Fashionable, Youth

Gap | Youth, Casual, Simple

GAP

Lighting and Brand

| Lighting as a branding tool

Dior

Brand Image | Elegant, Glamorous Establishment of image and enhancing product is the one of the major goal for this type of, luxurious & prestigious brand in lighting design. Typically, luxury brand store use exposed or decorative lighting source to attract to attention to specific area of the shop and give the impression of high brand value. The use of decorative lighting creates elegant and luxurious atmosphere of the store and add sophistication to the store. Considerable amount of valence lights are used to highlight shelve area and often times used as primary light source in the store. The warm light that shows natural color well and is dim enough promotes the atmosphere.

Recommended Product Decorative light | LED

Shelf light | TetraÂŽ LED

Color : 3000 ~ 3500 K (Warm White) Contrast : High CRI : + 90

Lighting and Brand

| Lighting as a branding tool

Tiffany & Co

Brand Image | Luxurious, Sophisticated, high quality Establishment of image and enhancing product is the one of the major goal for this type of, luxurious & prestigious brand in lighting design. Typically, luxury brand store use exposed or decorative lighting source to attract to attention to specific area of the shop and give the impression of high brand value. The use of decorative lighting creates elegant and luxurious atmosphere of the store and add sophistication to the store. Considerable amount of valence lights are used to highlight shelve area and often times used as primary light source in the store. The warm light that shows natural color well and is dim enough promotes the atmosphere.

Color : 3000 ~ 3500 K (Warm White) Contrast : Medium - High CRI : + 90

Recommended Product Decorative light | LED

Shelf light | Luminationâ&#x201E;˘ LED

Spot light | Luminationâ&#x201E;˘ LED

Lighting and Brand

| Lighting as a branding tool

Calvin Klein Collection Brand Image | Modern, Simple, Classy Establishment of image and enhancing product is the one of the major goal for this type of, luxurious & prestigious brand in lighting design. Typically, luxury brand store use exposed or decorative lighting source to attract to attention to specific area of the shop and give the impression of high brand value. The use of decorative lighting creates elegant and luxurious atmosphere of the store and add sophistication to the store. Considerable amount of valence lights are used to highlight shelve area and often times used as primary light source in the store. The warm light that shows natural color well and is dim enough promotes the atmosphere.

Recommended Product Shelf light | Luminationâ&#x201E;˘ LED

Spot light | Luminationâ&#x201E;˘ LED

Color : 3500 ~ 4000 K (Warm White) Contrast : Medium - High CRI : + 90

Lighting and Brand

| Lighting as a branding tool

SWAROVSKI

Brand Image | Inspiring, Glamor Establishment of image and enhancing product is the one of the major goal for this type of, luxurious & prestigious brand in lighting design. Typically, luxury brand store use exposed or decorative lighting source to attract to attention to specific area of the shop and give the impression of high brand value. The use of decorative lighting creates elegant and luxurious atmosphere of the store and add sophistication to the store. Considerable amount of valence lights are used to highlight shelve area and often times used as primary light source in the store. The warm light that shows natural color well and is dim enough promotes the atmosphere.

Recommended Product Decorative light | LED

Shelf light | Luminationâ&#x201E;˘ LED

Spot light | Luminationâ&#x201E;˘ LED

Color : 3500 ~ 4000 K (Warm White) Contrast : Medium - High CRI : + 90

Lighting and Brand

| Lighting as a branding tool

Michael Kors

Brand Image | Style, Urban, Chic and Cool Establishment of image and enhancing product is the one of the major goal for this type of, luxurious & prestigious brand in lighting design. Typically, luxury brand store use exposed or decorative lighting source to attract to attention to specific area of the shop and give the impression of high brand value. The use of decorative lighting creates elegant and luxurious atmosphere of the store and add sophistication to the store. Considerable amount of valence lights are used to highlight shelve area and often times used as primary light source in the store. The warm light that shows natural color well and is dim enough promotes the atmosphere.

Recommended Product Spot light | LED

Shelf light | Luminationâ&#x201E;˘ LED

Color : 3500 ~ 4000 K (Warm White) Contrast : Medium - High CRI : + 90

Lighting and Brand

| Lighting as a branding tool

Anthropologie

Brand Image | Natural, Decorative, Idyllic Establishment of image and enhancing product is the one of the major goal for this type of, luxurious & prestigious brand in lighting design. Typically, luxury brand store use exposed or decorative lighting source to attract to attention to specific area of the shop and give the impression of high brand value. The use of decorative lighting creates elegant and luxurious atmosphere of the store and add sophistication to the store. Considerable amount of valence lights are used to highlight shelve area and often times used as primary light source in the store. The warm light that shows natural color well and is dim enough promotes the atmosphere.

Recommended Product Suspended light | LED

Suspended light | LED

Color : 3500 ~ 4000 K (Warm White) Contrast : Medium - High CRI : + 90

Lighting and Brand

| Lighting as a branding tool

Lululemon

Brand Image | Energy, Healthy, Fashionable Establishment of image and enhancing product is the one of the major goal for this type of, luxurious & prestigious brand in lighting design. Typically, luxury brand store use exposed or decorative lighting source to attract to attention to specific area of the shop and give the impression of high brand value. The use of decorative lighting creates elegant and luxurious atmosphere of the store and add sophistication to the store. Considerable amount of valence lights are used to highlight shelve area and often times used as primary light source in the store. The warm light that shows natural color well and is dim enough promotes the atmosphere.

Recommended Product Track light | Luminationâ&#x201E;˘ LED

Suspended light | LED

Color : 3500 ~ 4000 K (Warm White) Contrast : Medium - High CRI : + 90

Lighting and Brand

| Lighting as a branding tool

GAP

Brand Image | Youth, Casual, Simple Establishment of image and enhancing product is the one of the major goal for this type of, luxurious & prestigious brand in lighting design. Typically, luxury brand store use exposed or decorative lighting source to attract to attention to specific area of the shop and give the impression of high brand value. The use of decorative lighting creates elegant and luxurious atmosphere of the store and add sophistication to the store. Considerable amount of valence lights are used to highlight shelve area and often times used as primary light source in the store. The warm light that shows natural color well and is dim enough promotes the atmosphere.

Recommended Product Track light | Luminationâ&#x201E;˘ LED

Color : 3500 ~ 4000 K (Warm White) Contrast : Medium - High CRI : + 90

CHAPTER 3.

COLOR

When people think of color, they often consider the aesthetic aspects of color. Yet, the role of color is not limited to an aesthetic appeal but expanded to variety of aspects of our daily lives. Color plays a critical role in affecting our perception, memorability and even emotional and behavioral responses. It forms an omnipresent part of our lives.

Glossary of Color Terms

Three Dimensions of Color

The color system most generally familiar hue, value and chroma. American painte relation to other colors and specified colo

Hue

Hue represents the color itselfâ&#x20AC;&#x201D;re established the hue dimension of color s and chroma dimensions of color space. I experienced as discrete psychological c

Value

Value represents the lightness or hue, that is perceived categorically, valu low to high and lower value colors is dark elicit feeling of relaxation and have a calm ground color enhances the feeling of rela

Chroma

Chroma is often described a is a continuous dimension. Higher chrom and stands out more compared to the co higher chroma colors tend to be more ar

to designer is three dimensions of color: er, A.H. Munsell saw colors in terms of its ors on these three color-dimensions.

Value

ed, yellow, blue, etc. After youâ&#x20AC;&#x2122;ve space, then you can describe the value In color psychology studies, hues are category.

r darkness of a given hue. In contrast with ue is a continuous dimension. It range from ker color. Higher value colors are known to ming effect. Studies report that lighter backaxation in advertisement context.

as saturation of color. Just like value, chroma ma or more saturated color are more vivid olor with lower chroma. Studies indicated that rousing.

Chroma

Hue

Influence of Color “Changing the color scheme can change people’s attitudes and perceptions of a space”

Color in Interior Space Color contributes significantly to people’s impression of a space and its overall appearance. The color combinations of the ceiling, walls, floor covering and the overall decor can affect the atmosphere of a interior space. Changing the color scheme can change people’s attitudes and perceptions of a space. Color can change the shape and add interest to a dull space, and can direct attention toward a specific object or certain area. People tend to respond a certain way to different colors.

Warm colors (red, yellow, orange and colors with red or yellow hues such as yellow-green, beige, peach, brown and orange-red) are stimulating and cheery. They make a room feel warm and intimate. Warm colors make a room seem smaller while making objects in the room appear larger. A warm color on the end walls of a long narrow room will appear to shorten the room. Blue, green, violet and colors containing blue, such as blue-green and violet-blue, are cool colors. These help create a relaxing atmosphere. Rooms decorated primarily in cool colors tend to appear larger and more spacious.

Emotional Response to color (in restaurant)

Green

Makes room seem cooler. Calms and relaxes excited people. Makes time seem to pass quickly. Tends to stimulate thought processes and encourage conversation. Easy on the eyes Easy on the eyes. A cool color. Restful and tranquil. Stimulates conversations.

Red

Excites and stimulates. Induces aggression.

Yellow

A cheerful color. Creates a feeling of warmth and happiness. Draws attention. Friendly,

Orange

Friendly, warm and vibrant. Exhilarating.

Blue

Purple

A cool color. Tends to lend elegance and sophistication. Royal. Relaxing

Brown

Relaxing and warm. Source: Quinn, Thomas R. Atmosphere in the Restaurant

“Color plays important role as a marketing tool being a subliminally persuasive force.”

Color as a Marketing tool Color forms a ubiquitous part of our daily life and is a source of information. Over 80% of visual information is related to colors. Prudent use of color contributes products from competitor and plays critical role in influencing consumer’s perception and even emotional reaction. Imagine Wholefoods Market, a popular American supermarket chain featuring healthy food without artificial preservatives, using red as a primary color instead of green. People associate and respond in a different manner toward different colors. The right use of color communicates the meaning and please eyes, whereas the wrong use of color can be unsettling.

Color plays important role as a marketing tool being a subliminally persuasive force. Despite an agreement on important role of colors, the impact of them on consumers’ response appears to be contentious. Although there is an absence of conclusive scientific results relating to colors, there have been several advance researches done in consultation industry academic field. Although the nature of study done from consulting industry is not as much scientific as academic rsearch, the results seem to be in general agreement among marketers. Thus followings information includes applications in marketing from both sources.

Color has the ability to increase credibility and positive images of the retailer. This tends to be true particularly when the brand images or retailerâ&#x20AC;&#x2122;s claim are color-related. For example, retailer can deliver claims of â&#x20AC;&#x153;freshness and organic producesâ&#x20AC;? more easily with the green color since green works as important freshness cues. Colors are associated with different meanings and feelings. Green conveys organic, the nature,

and freshness. As seen in two different stores shown above, the overall atmosphere of the store can significantly change based on the color of the wall. When produce are presented with red background, it tends to bring exciting and energetic atmosphere to the place while the green color provides more calming and soothing atmosphere. 69

Mansur Gavriel Fall 2015 | Retrieved from official website

People make a subconscious judgment within

90 seconds

of initial interaction with an environment, person or product. Between

62% and 90% alone.

of the assessment is made based on color Source | CCI Color, Institute for Color Research

Color increase memorability People perform memory recollection better for color image of natural scene than for black and white images. Source | UWichmann, Gegenfurtner (2002).

Color as a Marketing tool

84.7%

of consumers cite color as primary reason

for buying particular

product.

Source | Portolese Dias, L. (2003).

Ads in colors are read up to

black and white.

Color increase brand

42 %

better than same ads in Source | White, Jan V. (1996)

recognition by up to

80 %

Source | University of Loyola , Maryland

Applications in Marketing Research

Willingness to pay increases with red back ground Researchers investigated how red background color versus blue background influence consumerâ&#x20AC;&#x2122;s willingness to pay in an auction website. Data from eBay auction showed that a red background color elicits higher bid jump. An investigation of the underlying process reveals that red color induces viewerâ&#x20AC;&#x2122;s aggression through arousal.

Willingness to pay ($)

* The images above are recreated based on figure and description provided by the research paper.

Color and userâ&#x20AC;&#x2122;s time perception Blue colors are known to induce relaxed feeling of state. Research team investigated the link between the color of web page background screen while the page is downloading and the perceived quickness of the download. When blue screen is provided people perceived the page got downloaded faster compare to when they viewed yellow screen. Several similar experiments revealed that color not only affects perceived loading quickness but also consequences for userâ&#x20AC;&#x2122;s evaluation and preference of the website.

* The images above are recreated based on description provided by the research paper

Color and Branding

Importance of Color in Branding Color evokes brands. Tiffany’s tiffany blue color, Heineken’s distinct green label, Coca-cola’s red, McDonald’s red and yellow or Victoria Secret’s pink and black, all associates each brand to consumers. McDonald’s going green campaign, as introduced at the beginning of this booklet, illustrate the importance of right use of color in communicating brand image. Heavy use of bright green color is not what people would easily associate with McDonald’s greasy cheeseburgers. Regarding the role that color plays in branding, results from study titled “The interactive effects of colors and products on perceptions of brand logo appropriateness” shows that the relationship between brands and color hinges on the perceived appro-

priateness of the color being used for the particular brand. Color has strong emotional loading and able to prompt swifter response than either the written words or images. A study titled “Exciting red and competent blue” also confirms that purchasing intent is greatly affected by colors due to their effect on how a brand is perceived; colors influence how customers view the “personality” of the brand in question. Research finding suggests that color in advertisement influenced brand’s attribute perception. The brand advertised with red color is perceived to have more exciting brand personality than the one with the blue color. Altering color of the brand renders a different set of brand personality and brand attribute beliefs.

â&#x20AC;&#x153;Altering color of the brand renders a different set of brand personalityâ&#x20AC;?

BLACK

Modern & Sophisticated

BLUE

Trustworthy & Secure

Red

Bold & Passionaate

YELLOW

Optimistic & Innovative

ORANGE

Energetic & Vibrant

PURLE

Enchanting & Regal

GREEN

Enchanting & Regal

GREY

Sleek & Timeless

BROWN

Grounded & Robust

PINK

Festive & Feminine

These colors are listed from most popular to least popular in terms of primary brand color.

Source | http://reddoorla.com/the-rainbow-of-brands/

Color evokes a set of association Within branding, the inherent meaning of color has been examined using adhoc collections of words describing various emotions, personality traits, andsalient qualities for marketers. For instance, Jacobs etal. (1991) found that US students associated black with expensive and powerful, blue with dependable, trustworthy and high quality, red with love, purple with progressive and inexpensive, gray with dependable and high quality and yellow with happy. Within the color psychology literature, more comprehensive frame-works have

been utilized. For instance, Adams and Osgood (1973) surveyed people in 23 countries using threedimensions of connotative meaning (Evaluation, Potency and Activity). They found that blue, green, and white were the most highly evaluated colors, whilst redand black were the most potent. Red was also considered the most active color,with black and gray the most passive.Color preference studies suggest that, in general, hues are preferred in decreas-ing order of liking: blue, green, purple, red and yellow, although liking of individual colors may be country specific.

Association of color for US students within branding Black

Expensive, powerful

Blue

Trustworthy, dependable, high quality

Red

Love, Energy, Passion

Yellow

Happy, cheerful

Purple

Progressive, inexpensive

Source: Jacobs, L., Keown, C., Worthley, R. and Ghymn, K. (1991) â&#x20AC;&#x2DC;Cross-Cultural Color Com-parisons: Global Marketers Beware!â&#x20AC;&#x2122;,

Color “fit” : Color-product congruity matters Do people perceive certain products should be displayed in certain colors? To answer this question, In an early study, researcher Schiller had women consumers rank the appropriateness of 20 color combinations for five products and five associations. The survey results indicated that breakfast foods and soap were best received in green-yellow, and this certain color combination are most strongly associated with economical and cleanliness. Similarly, dignity and luxury were most strongly associated with silver-black, the combination ranked second for perfume. Both colors andproducts have connotative meanings (sets of associations and overtones), and thegreater their

similarity, the more appropriate a color will be for a product or brand. Another Researche found that brand evaluation is enhanced with emotion-category congruity – the extent to which a brand’s emotion benefit proposition matches the emotions associated with product usage. Research titled “The interactive effects of colors and products on perceptions of brand logo appropriateness” has shown that colors and products have connotative meanings that aresufficiently shared by people to produce a systematic pattern of results consistentwith our hypothesis, namely that congruent combinations will be judged mor appropriate. Dignity and luxury were most strongly associated with silver-black color.

The most Powerful Tool in Branding is

Color

Color can transform a logo into the desired emotional experience for your target consumer group. The right use of color can attract consumerâ&#x20AC;&#x2122;s attention or change her/his mood. It plays a major portion how we see or define things. color has the power of persuasion. Color can increase a brand recognition by up to 80%. This means color influences how consumer view the personality of the brand. The most well-know example of color branding will be Tiffany and Co.

Retail Review

Branding at Tiffany How color can make the brand sparkle

“Crowned with a white ribbon, the Tiffany blue box is an international symbol of elegance, style and love.” The use of popular turquoise gemstone in 19th century as a wedding gift made a company to choose the color for jewelry box and has become one of the most recog-

nizable colors as Tiffany blue.

Tiffany & Co. is a great example of a brand color that developed meaning over time. The robin’s egg blue color that came to be known as Tiffany Blue (custom , representing the year Tiffany & Co. was founded, which is now a registered trademark) debuted in the 1878 Tiffany’s Blue Book catalog. As the company explains, “Tiffany Blue boxes and shopping bags epitomize the jeweler’s great heritage of elegance,exclusivity, and flawless craftsmanship.”

Tiffany and Co. Prague

However, the meaning of Tiffany blue didn’t evolve overnight. It was through consistency and masterful brand guardianship by Charles Tiffany that Tiffany Blue became such an iconic symbol. Tiffany’s dazzling diamond ring appeared in movies and dramas with the tiffany blue box with romantic lines of proposal. Charles Tiffany insisted that no blue Tiffany box could leave one of his stores unless it contained a Tiffany product purchased in the store. Instantly, the blue box was given a sense of exclusivity that never disappeared.

Break fast at Tiffany’s (1961)

“Tiffany blue color is as powerful as a brand itself. It translates to love” The real magic of Tiffany’s blue color is that it creates the emotional connection to the color especially for women. As reported by the New York Sun in 1906, “Tiffany has one thing in stock that you cannot buy of him for as much money as you may offer, he will only give it to you. And that is one of his boxes.” The color itself translates to love. A brand’s power is its emotional connection. Every successful brand

creates an emotional bond on some level with its customers. Every purchase decision has some level of emotion attached – perhaps more so with jewelry than products. Tiffany’s has excelled at fostering that emotional bond. Tiffany’s signature blue color has made the product immediately distinguishable and evokes thoughts of love, luxury and quality. Tiffany blue color is as powerful as a brand itself.

Tiffany and Co Advertisement on the Website

Source: http://brandingforresults.com/make-brand-sparkle/, June 6, 2014. 80

A brandâ&#x20AC;&#x2122;s power is its emotional connection Tiffany has spent the better part of two centuries creating emotional connection to their brand. Not only they deliver the greatest value and quality but also deliver the message of love, which made Tiffany ring as a dream wedding gift girls fantasize about. The sight of the Tiffany blue color can evoke feeling of love and thoughts of luxury to women consumer. Tiffany has put great effort in iconized their brand and this has been done successfully with creating immediate association of love to customers.

Cosistent brand communication Building a brand is a long-term investment and consistency is critical. Keeping consistency in visual presentation is just as important as keeping consistency in high quality items. Tiffanyâ&#x20AC;&#x2122;s blue symbolize centuries of design and color of their brand. This could be done successfully with consistent use of the same color over time and the uses are not limited to their boxes. Tiffany color appears in their product, package, website, advertisements, and even in the store. Through consistent use of the color over centuries, the brand color has evolved to clearly communicate the brand quality and image without any words. 81

Use of Color in Store

Color can change the store dramatically Colorâ&#x20AC;&#x2122;s influence on consumer behavior isnâ&#x20AC;&#x2122;t confined to just merchandise. The colors surrounding customers while they are shopping can influence how their brand images are communicated to their customer. Colors in the store format can create different emotions

Durasafe retail store Photography by Edward Hendricks, CI&A P

and associate different meanings. Imagine the store where their primary color is black and the other store where the yellow is heavily used. The atmosphere overall store creates are hugely influenced by the color scheme of the store.

Nikkon retail store Palas Shopping Mall, Iasi

Use of different color scheme brings dramatic changes to the space. Dark black colors make the store to appear a bit more modern but bold at the same time. Comparably, the store decorated with yellow color seems to be more cheerful and inviting. 82

Saturation and value of color also matter Each color associates different emotional moods and meanings to customer. Blue is associated with water, green with grass and red is fire. It is not only matter of hue but saturation and value of the color also create

different emotional responses. While vivid red color suggests passion and energy, unsaturated dark red, like a red wine color, can suggest whole another theme as classic and glamorous atmosphere.

Levis Outlet Store USA | Aurburn Hill, MI

Cartier Cartier Boutique Dubai

Red is often associated with sexy, aggressive and youth. For example, Guess uses Red to express its prime brand image and theme of sexy and youth to target passionate and stylish young customer. Although the inherent meaning of color red within branding is passion, love, energy and courage, the same hue can translate to different meanings depending on value and saturation of the color. Cartier, one of the most exclusive and luxurious upmarket brand for fine jewelry use red as their brand color. Instrisic association of dark red color Cartier uses is rather classic and glamours images as red wine and red carpet.This immediate association may bring value of exclusiveness to the brand. 83

Combination of Colors The combination of the colors is another important factor to consider. Pink is feminine, romantic and intimate color. However when it is combined with black, the mood it creates become quite different compare to the case where it is combined with white. While the former combination add strength and sexy meaning to the color, the later combination represent sweetness and naĂŻve girlish images.

Victoriaâ&#x20AC;&#x2122;s Sceret USA | Las Vegas, NV

Pink USA| Harmford, CT

When pink is presented with darker color such as black, it creates stronger and sexy mood to the store. However, a combination of pink with white add more girlish and gentle loving energy to the color, making Victoriaâ&#x20AC;&#x2122;s Secret, American lingerie brand that are know for its overtly sexual imager, to choose this combination for their younger sister brand that is much more casual, Pink. 84

Analogous

Triadic

When designing the store, no retailers would design their store with the single color. Selection of other basic and base color that works well with brand color makes the retail store appear to be more harmonious to the eyes. Empirical studies reveal that consumers tend to prefer color combination that is relatively similar (analogous color set such as white and sky-blue or yellow and brown), with the exception that where there is a need to highlight one signature product component by using contrasting color. Too strong color contrast such as yellow and purple or red and green should be avoided as overall color theme, however, it is encouraged when retailer want to highlight certain area.

Retail Review

Secret of 5% How much green color Starbucks use in their store? What color starbucks use? Most of people would think about dark green color. Then how much green color starbucks use in their store? 70%? 30%? The answer is 5%. Surprisingly, most of retailer use their main color for less than 10% in their store design. This law of using only small number of proportion is applied to many other

stores such as Target or Walmart. Color is the first thing that people notice about the brand logo. Having a distinctive main color is critical for brand, however if you fill your store only with your brand color, it will create rather dull and uninteresting overall atmosphere.

70 : 25 : 5 Principle Use your basic color (Brown for Stackbucks) for 70% and sub color (black for starbucks) for 25 % and for your main color, only use 5%. This color combination makes colors work together better and creates visually more comfortable overall atmosphere.

Secret of 5%

Use of single color throughout the store can be overwhelming. Proper mix of primary brand color with other color is critical in designing color scheme of the store.

The law of using small portion of the brand color in the store is applied to many other retailers like target. Primary color of the store that goes along with the color of the logo helps shopper to identify the store easily.

Tartet USA | Michigan

Black

Color Asscociation | Expensive, Powerful, Modern

Black is often associated with power, expensive and luxurious image. Black comprises of all the natural visible colors to human eyes that signifies the deep, boldness to the color, enhancing richness to the atmosphere. The power of simplicity the color black can have made the color popular to retailers whose primary brand image carry luxurious yet simple. Simplisty and dignity was true value Muccia Prada pursued though her design. This is well achieved by selection of Pradaâ&#x20AC;&#x2122;s signature color black. When black is used with white, it enriches the modern atmosphere. Channel, where simplicity, sophistication and elegance is true value to the brand, primarily use white and black color throughout the store design.

Red

Color Asscociation | Energy, Passion, Love

Color red is one of the most popular color for many brands due to its visibility and bold image. Red signifies passion, energy and love. These are major values that are widely used by retailers to attract consumers which makes red truly special and very popular choice among retailers. Red is often associated with sexy, aggressive and youth. For example, Guess uses Red to express its prime brand image and theme of sexy and youth to target passionate and stylish young customer. Although the inherent meaning of color red within branding is passion, love, energy and courage, the same hue can translate to different meanings depending on value and saturation of the color. Highly saturated vivid red colors are often used for casual brands such as Leviâ&#x20AC;&#x2122;s, Guess and Camper, brands that identfy themselves as energetic and exciting. However, dark red color can associate quite opposite brand identity. Cartier, one of the most exclusive and luxurious upmarket brand for fine jewelry use red as their brand color. Instrisic association of dark red color Cartier uses is ratherclassic and glamours images as red wine and red carpet.This immediate association may bring value of exclusiveness to the brand.

Blue

Color Asscociation | Trustworthy, Dependable, High quality

Blue is seen as reliabale, conservative and dependable color. Due to such association, financial institues and insurance companies frequently uses blue hue in their logo and promotional materials. this applies to fashion retial.In fashion, blue often sympoblize turstful image. Studies indicates Blue is one of the most well liked colors especailly among mens. As blue color associates trust and integrity, it is one of the most popular color for fashion retail brand that seek visual image of intelligent men as illustrated with Polo ralph laurenâ&#x20AC;&#x2122;s example. Blue is popular color for many casual fashion apparel brand for those who are targeting diverse population regardless of age. The image of trust and sincerity is well presented with the use of color. Blue color of Swarovski associates different meanignw with blue color of Gap or Polo. Cleer blue crystal is well represented with the use of white in swarovski store.

Pink

Color Asscociation | Feminine, Love, Sweet, Youth

Color can have an emotional affect on consumer and portraythe meaning of the brand. The dream of pink Barbie doll house contributes the color association of femine, girly, lovely sweet image for pink. Pink can appear to be very girly or symbolize naivety and sweetness. When pink is presented with darker color such as black, it creates stronger and sexy mood to the store. However, a combination of pink with white add more girlish and gentle loving energy to the color, making Victoria’s Secret, American lingerie brand that are know for its overtly sexual imager, to choose this combination for their younger sister brand that is much more casual, Pink. The feminie and sweet meaning of pink is well illustrated by victoria secret’s brand moto, “every college shoould wear pink”. With the image of loveliness of little girls, pink color becomes popular color for fashion and cosmetic brand that target 10-25 years old female consumer who seek lovely images.

Orange

Color Asscociation | Cheerful, Vibrance, Confidence

Orange represents vitality, cheerfulness, confidence and enery. It is considered the most visible color in the spectrum. People often associate orange as less sophisticated color. However global high luxury brand, Hermes and Tory burch uses vivid orange color as their brand color. Hermes shows how the color orange, that often associated with affordability, can be tinged with elegant image. Due to its high visiblity orange color is frequently used in retail. Nike, athletic and fitness company delivers the image of fun, vibrance and courage. Nike logo is one of the most valued and recognizable design in the world. Nike, athletic and fitness company delivers the image of fun, vibrance and courage. Nike logo is one of the most valued and recognizable design in the world. As one of the most luxurious brand hermes uses color orange with less saturated color such as navy and black to create elegant image. Tory burch on the other hand suggests vibrance, orientalism, uniqueness through orange color. To achieve this, Tory burch use highly saturated complementary color group.

Retail Review

What makes MiuMiu different from Prada? Color of MiuMiu tells true color of the brand If you ever looked at a MiuMiu collection and â&#x20AC;&#x153;Is this Prada?â&#x20AC;? you are not alone. The label has a lot in common with its sister brand. However Miuccia Prada answer the question by stating that Miu Miu is completely different from Prada.

“Young, immediat and naive image of Miu Miu is well delivered thorugh the use of baby pink color and yellow”

Prada is very sophisticated and considered. Miu Miu is much more naïve targeting younger consumer who grabs immediate, instinctive, spontaneous moment of life. This differentiation strategy could be successfully delivered after they changed the store color scheme drastically with Prada. Unlike black and white color Prada store usually use, primary color that dominate the store in Miu Miu is pink and yellow. Young, immediate and naïve image Miuccia Prada wanted to pursue through this new fashion brand can be effectively delivered to consumer with this color scheme.

CHAPTER 4.

PRINCIPLE OF DESIGN

Principle of Design and Display â&#x20AC;&#x153;Well-designed store displays is essential for a consistent theme and effective brand communication.â&#x20AC;?

Importance of store display Selling space is the most important part of a store and therefore, efforts to utilize each square foot will help to maximize sales. One proven way to do this is through interior displays that effectively show merchandise to the customer. When planning retail storeâ&#x20AC;&#x2122;s interior displays, it is important to remember that the theme and image presented on the exterior must be carried throughout the interior of the store to provide consistency for the customer.The purpose of interior

102

display is to develop desire for the merchandise, show available product line to the shopper, and encourage more pleasant shopping experience. These hree major goals, to facilate more purchase, encourage pleasant shopping experiecnce, and project the brand image of the store, should be considered when designing the store. .Well-designed in-store displays and in-store promotions are essential for a consistent theme and effective brand communication.

Display Design An effective way of attracting customers to a store is by having good displays, both exterior and interior. A customer will be attracted to a display within three to eight seconds; that is the time a customer spends to determine interest in a product. This is why it is critical to have a properly designed display. Every display should be planned and have a theme. Good design makes a visual presentation come together.

This means the design attracts attention in a way that strengthens the store image, as well as introducing merchandise to the customer. Some effective displays are created by suppliers or brand-name manufacturers, while others are developed from scratch. The main principles of design used in display are balance, scale, emphasis and rhthym. These design principles apply to all displays, both window and interior.

Christian Dior UK| London

103

Principle of Design To execute a display that aesthetically please shopperâ&#x20AC;&#x2122;s eyes and draw their attention, it is necessary to have a working knowledge of the principles of design. The principles of design are the building block. The principles are concepts used to organize or arrange the structural elements of design, he way in which these principles are applied affects the expressive content, or the message of the visual display. The primary principles of design used in display include unity, balance, scale, emphasis and rhythm.

Unity

Unity is the underlying principle that summarizes all of the principles and elements of design. It refers to the coherence of the whole, the sense that all of the parts are working together to achieve a common result; a harmony of all the parts.

Balance

Balance involves the equilibrium and weight of elements between two sides of a display. Balance is based on a theory of equals. Two types of balance include symmetrical balance and assymetircal balance.

Symmetrical balance

104

Assymmetrical balance

Emphasis

Emphasis is the point of initial eye contact. From this spot all other eye movements flow. Emphasis is therefore the formulation of a focal point, with all else in the display subordinate. There should be emphasis in all displays. This can be by virtue of the focal pointâ&#x20AC;&#x2122;s size, color or position. The merchandise is the focal point in a majority of displays.

Scale

Scale is the ratio of the parts to the whole display. It is a comparative relationship of distances, sizes, amounts, degrees or parts. Each item may look normal when isolated, but if it is inconsistent in area or dimension with neighboring items, it seems out of proportion. Each piece of merchandise must be considered in relationship to all the other merchandise.

Rhythm

Rhythm or flow involves the measurement of organized movement; a self-contained movement from object to object, background to foreground, and/or side to side. The rhythm in a display should lead the viewerâ&#x20AC;&#x2122;s eye from the dominant object to the subordinated object(s) or from the primary presentation of the grouping down to the arrangement of accessories or alternate parts of the display

Rhythm is created by a continuous line movement created by the placement of the items in the display.

105

Principle of Design used in Display

An effective way of attracting customers to a store is by having good displays, both exterior and interior. A customer will be attracted to a display within few seconds; that is the time a customer spends to determine interest in the store and this is why it is critical for retailer to have a properly designed display. Every display should be planned and have a theme that goes along with brand image. Good design makes a visual presentation come together.

106

Unity Unity

Unity thougth Repeating pattern | Color | Consistent theme

Balance Balance

Balance thougth Symmetrical balane | Asymmetrical balance

Emphasis Emphasis

Emphasis thougth Focal point | Unusual fixture | Color | lighting contrast

Scale Use of scale in Window display | In-store display

Scale

Rhythm Rhythm

Use of scale in Window display | In-store display

107

Unity Feeling of harmony which creates a sense of completeness

Consistency of color is a powerful tool for unity Consistency of form and color are powerful tools that can pull a composition together. The color combinations of the ceiling, walls, floor covering and the overall decor can affect the atmosphere of a store. Use of same color scheme in overall store design is effective way to acheive a sense of unity. Retailer use their brand color throughout the store, inside and outside.

108

Repetition and pattern is the most fundamental elements Unity can be achieved through the effective and consistent use of any of the elements, but repetition or pattern is the most fundamental element for a strong sense of unity. Louis Vuitton has collaborated with Japanese artist Yayoi Kusama to create store display featuring Kusamaâ&#x20AC;&#x2122;s obsessional polka dot patterns. Immersed in repeating polka dots, the store as a whole creates the sense of harmony. Unity also exists in variety. It is not necessary for all of the elements to be identical in form providing they have a common quality of meaning or style. For example, the store image below share common features of color and pattern that itenfity overall style throughout window display, interior and exterior design.

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Anthropologie UK | Regent street, London

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Consistent theme throughout the store display Form of consistent theme must be in agreement in a display. Harmonious display deals with how visual display works well together delivering a consistent theme. Brand image and brand concept inspire display elements that are crafted at the store. Anthropologie, fashion retailer that characterized with vintage and natural brand image, emphasizes their core brand concept with good store display. Heavy use of wood finishing, natural light and plants all works together, carrying their brand image out successfully. All the merchandise such as unique wood table, candle, green plants, vintage bookshelves and clothes is brought together as part of the inspirational Americanâ&#x20AC;&#x2122;s lifestyle.

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“The whole is greater than sum of its part.”

Louis Vuitton France | Paris

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Gestalt theory applied in display Many interesting designs are arise out of gestalt theory. The key of gestalt theory is that whole is other than the sum of the parts. When human beings see a group of objects, we perceive their entirety before we see the individual objects. We see the whole as more than the sum of the parts, and even when the parts are entirely separate entities. Many luxury brands apply this gestalt theory and create interesting window display. As seen in below, Burberry created their signature item, women tote bag shape figure, with purse making supplies.

Burberry UK | London

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Balance

Balance is the distribution of the visual weight of objects, color, texture and space.

Symmetric and Assymetric balance Symmetrical balance can be described as having equal “weight” on equal sides of a centrally placed. In the display below(left) the elements used on one side of the design are similar to those on the other side creating sense of stable. At the same time horizontal & Vertical balance of this display creates a sense of formality and aliveness simutaenoulsy Asymmetrical balance, also called informal balance, involves placement of objects in a way that will allow objects of varying visual weight to balance one another around a fulcrum point. Visual weight is placed in the women mannequinwho are sitting a lone in the picture above. A heavy weight is composed by empty space around mannequin and by mannequin’ eyes that are staring forward.

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Symmetric Balance

Assymmetric Balance 115

Symmetrical balance

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Assymmetrical balance

Symmetric and assymetric balance used in interior Principle of symmetrical balance and assymetic balance can be used in in-store display. If an object is centered, the empty space loses importance because its shape is predictable and therefore has less recognition as its own element. A pleasing distribution of weight using merchandise of similar value will provide importance to both sides.

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Emphasis

Emphasis is the part of the design that catches the viewerâ&#x20AC;&#x2122;s attention

Strong focal point emphasizes the merchandise An isolated item can be emphasized when surrounded by blank space or fixture pointing to the merchandise. The purse in the center draws the attention with the strong contrast of brightness and darkness. All the black rectangles are pointing the center, creating a strong focal point inÂ that area. Retailer often use the principle of emphasis in the window-display with their new promotional items. .

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Creative fixture draws shopperâ&#x20AC;&#x2122;s attention

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Color is a powerful medium for creating emphasis Color is a powerful medium for creating emphasis. Small amounts of advancing color, bright intensities, extreme tints or shades contrasts in the right places will provide striking accents. Having a distinctive main color is critical for brand, however if you fill your store only with your brand color, it will create rather dull and uninteresting overall atmosphere. As seen above image of guess store, use of accent color to certain area enhance the effect of emphasis.

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Lighting is essential in calling attention to merchandise in a display Lighting is essential in calling attention to merchandise in a display. A shopperâ&#x20AC;&#x2122;s eye is drawn automatically to the brightest item or area. Lighting treatment may be used to draw attention to part of the display area, a specific item in the display, or to coordinate parts of the total display area. Lighting can also be used to direct shoppers through the store, attracting them to various displays along the way. Because of this tendency to follow a lighted path, display lights should be two to five times stronger than lighting in other parts of the store.

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Scale

Scale is a comparative relationship of distances, sizes, amounts, degrees or parts

Use of scale in window display While scale refers to size, proportion refers to the relative size of object. Proportion and scale are one of the various elements in a design. The issue is the relationship between objects, or parts, of a whole. With different proportion and size overall composition should be considered all time. Our most universal standard of measurement is the human body. We judge the appropriateness of size of objects by the size of human body we perceive. Diorâ&#x20AC;&#x2122;s window display shown below creates interesting show window using different proportion of doors and mannequin.

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Overly large size impress the viewer Use of appropriate scale in design is important in creating a sense of unity and harmony. However unusal scale or proportion are often used as it creates a sense of excitement. An overly large nose shown in the left image can overwhelm the perfume product emphasising the characteristic of the product the store carry. Archtiectural spaced usaully scaled to large size in an attempt to impress the human viewer. The same priciple is applied to the window display shown in the right side. A huge size hand grabbing a purse not only draw customerâ&#x20AC;&#x2122;s attention but impress them with its overwhelming power and invicibility.

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Use of scale for interior and exterior design Proportion and contrast are important elements of good display. Drastically changing the proportions and the color and texture can work successfully in attracting attention of shopper both inside of the store and outside of the store. As seen in the left image, adding an odd number of smaller, related items to large pieces creates more interest and balance.

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Rhythm

Rhythm can be described as organized movement through space; an easy, connected path the eye follows.

Linear rhythm is not as dependent on pattern, but is more dependent on timed movement of the viewer’s eye. Gradation employs a series of motifs patterned to relate to one another through a regular progression of steps. This may be a gradation of shape or color.Series of butterfly in similar color creates the sense of movement and visual rhythm in the left picture. A sequence of repeating motifs are presented in turn with different value and color creating visual “beat”.

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Use of rhythm in display Visual rhythm can be created in a number of ways. Linear rhythm refers to the characteristic flow of the individual line. A flow exists if the eye travels from one area of a display to another, covering the entire display. The eye should travel easily through the entire design. As seen in the above images, creating a pattern through the use of light and dark, either with color or light is effective way to create a sense of rhythm in store.

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Img source Page 04) introduction | http://retaillightinganddesign.com/ Page 05) McDonald’s cotmeporary look | http://www.architectweekly.com/ Page 06) THE GOLDEN ARCHES GO GREEN | http://www.greenbeanchicago.com/ Page 08) http://www.wattisretail.com/ Page 08) homedecorarcade.com Page 12) Apple’s brand image |http://time.com/4320792/apple-music-student-discount/ Page 13) Apple store | http://www.cultofmac.com/ Page 25) Abecrombie | http://disenthrall.co/appearance-reality/ Page 26) Fitting room | //www.linkedin.com/pulse/where-decisions-made-rowena-doyle Page 36) DKNY | http://www.illumni.co/lighting-design-awards-2014-finalist-large-retail-dkny-paulnulty-lighting-design/ Page 37) Abecrombie flagship store | http://www.selldorf.com/projects/abercrombie-fitch Page 37) Abecrombie | http://www.alamy.com/stock-photo/abercrombie.html Page 41) Lululemon | http://jpda.net/projects Page 41) CK collection | http://www.the-dvine.com/2014/06/calvin-klein-opens-first-collection-storein-hong-kong/ Page 42) Gap store | https://en.wikipedia.org/wiki/Gap_Inc. Page 46) Dior | http://www.stellarinteriordesign.com/christian-dior-boutique-beverly-hills/ Page 50) Tiffany | http://www.cpp-luxury.com/comprehensive-analysis-of-brazils-luxury-market-challenges-real-potential-future-perspectives-part-1/ Page 52) Swarovski | http://www.wellandgood.com/good-looks/lululemon-debuts-its-first-us-flagship-store-concept/ Page 54) Miachel Kors | http://www.elle.sg/en/elle/fashion/michael-kors-opens-key-5974452 Page 56) Anthropologie | https://www.pinterest.com/pin/166914729911931806/ Page 58) Lulu lemon | http://jpda.net/projects/american-apparel-melbourne Page 75) Tiffany | http://english.visitbeijing.com.cn/shopping/arcade/ Page 82) Dezeen | http://www.dezeen.com/2012/11/02/durasafe-safety-equipment-store-by-ministry-of-design/ Page 82) Nikkon | https://shop.yellowstore.ro/magazine/palas-shopping-mall Page 83) Catier | www.fashionwindows.net Page 83) Levis | http://www.greatlakescrossingoutlets.com/directory/levis_outlet_store Page 84) Victoria’s Secret | www.chainstoreage.com Page 89) Prada | www.fashiontimes.com Page 89) Channel | 2.francisandfrancis.com Page 91) Cartier | www.ricofair.com Page 91) Guess | retaildesignblog.net/ Guess-Holiday-2015-Ad-Campaign05 Page 91) Camper | Afflante.com Page 93) Polo and Gap | retaildesignblog.net

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DESING STUDIES