(1) Store name design
The store name is very important. A highly generalized and highly attractive name plays an important role in visual stimulation and psychological impact on consumers. , not only can give people a beautiful enjoyment, but also attract customers, expand sales, and play the role of the first "salesman". Ancient business names paid great attention to using auspicious and successful words to symbolize their business. At that time, most shops were named with words such as Shun, Guang, Tai, and Xiang, in order to bring comfort and good luck. Modern management also pays great attention to giving its store a concise, comprehensive, fresh and distinctive store name. As a store, naming is also a big question. The name should be elegant, trendy, and able to impress customers. A good store name must be suitable for the level of its target customers, its business purpose and sentiment, so as to establish a good image for the store and enhance its appeal to customers.
1. Principles of store name design
①The principle of easy to read and easy to remember
The principle of easy to read and easy to remember is the most fundamental requirement for a store name. Store names can only be easy to read and easy to remember. Only when it is easy to read and remember can it effectively exert its identification and communication functions. How to make the store name easy to read and remember? This requires the following points: Simplicity - the name is simple, concise and lively, making it easy to communicate with consumers. The shorter the name, the more likely it is that customers will imagine it, and the meaning will be richer. Chinese names are generally suitable for 2 to 4 bytes, foreign names are generally suitable for 4 to 7 letters; unique - the name should have unique modifications, avoid synergy, and avoid confusion with other store names, so that it can stand out in the public mind. A vivid impression. Be novel, have a sense of the times or catch up with the trend of the times and create new concepts. It should also be loud and bold, with a high starting point, impactful and strong, giving people a sense of shock.
②Principle of product attributes for store operation
The store name should also imply certain performance and use of the products. The obvious problem is that the more a masterpiece describes a certain type of product, the harder it is for the masterpiece to be extended to other products. Therefore, when a store owner names his store, he should not use the store name to overly imply the types and attributes of the products sold, otherwise it will be detrimental to the further development of the enterprise. However, in the clothing industry, if a clothing store sells a certain type of clothing and targets a fixed class of customers, it can name it for customers so that they know the type of store? "Lady's House" is such a success. Example. In addition to reflecting the type, it must also reflect the characteristics of the clothing store.
③The principle of inspiration and association
It means that the store name must have a certain meaning so that consumers can learn from it. Pleasant associations, not negative associations, that is, asking for an auspicious name, but be aware that sometimes it is an auspicious name from one language, but it will have negative connotations when read in another language. Meaning. If you want to enter the market in this region, you must change your name. Zeng Xianzi, the founder of "Goldlion" Far East Co., Ltd., once specifically talked about the determination of his famous brand product "Goldlion". go through. Mr. Zeng Xianzi said: "To create a famous brand, you must first choose a name. Goldlion was originally called Golden Lion. One day, I gave two gold lion ties to a relative of mine, and he looked unhappy. He said: 'I won't take you with me. Where's the tie! Jin loses, Jin loses, everything is lost. 'It turns out that the pronunciation of 'lion' in Hong Kong is similar to 'lose', and my relative is a horse racer. There are many horse race bettors in Hong Kong. Obviously the word "lose" is taboo. I didn't sleep all night, and I racked my brains to change the name of Duoshi. I finally changed it to a combination of free translation and transliteration of GOLDLION, that is, GOLD means gold, and the pronunciation of LION is the same. Li Lai. This name was quickly accepted by everyone. There are many businessmen from all walks of life. Who doesn't want to "Golden Seed Lai"? ④Support the principle of markers
Markers refer to the parts of a store that can be recognized but cannot be expressed in words, such as the red logo of Coca-Cola, the eye-catching yellow "M" of McDonald's, the missing apple of Apple Cowboy, and the three-pointed star ring of Mercedes-Benz, etc. When the store name can stimulate and maintain the identification function of the store logo, the overall effect of the store will be strengthened.
In addition, the principles of adapting to the market environment and being protected by law are also two things that should be paid attention to when designing the store name. This is a very important principle.
(2) Outdoor design
Outdoor decoration refers to all decorations in front of and around the store.
Such as billboards, neon lights, light boxes, electronic flash ads, posters, flyer ads, live ads, shop signs, facade decorations, window displays and outdoor lighting, etc., all belong to outdoor decoration. If a store wants to achieve good economic benefits, it must first get consumers into the store. In addition to factors such as advertising and traditional reputation, consumers’ understanding of an unfamiliar store starts from its appearance. People's general psychological reaction to things is that the goods sold in a store with elegant and luxurious outdoor decoration must also be high-end and high-quality; while the goods sold in a store with a mediocre or outdated appearance must also be staggered and low-quality, and the quality cannot be guaranteed. Overly luxurious or simple decoration, with uncoordinated matching Mou Jiamang □Old Bian faded rose coriander □□ Yan Keng Na Song □ Linxi?br> Outdoor design mainly includes appearance design, entrance and exit design, signboard design, window design, and exterior lighting design .
1. Appearance design
Appearance is the overall feeling of a store. It sometimes reflects the grade of the store and can also reflect the personality of the store. From the overall style, it can be divided into modern style and traditional style.
The modern style appearance gives people the flavor of the times and a modern psychological feeling. Most stores adopt a modern style, which is motivating to most consumers who have a strong sense of the times. If the store is in a business district, the large shopping malls nearby are generally modern in style, which can achieve a harmonious effect. In today's developing society, modern-style stores give people a fresh feeling, making them harmonious and unified with the modern high-speed society, and also reflecting the trend of clothing.
The appearance with the traditional national style gives people a simple, solid and traditional psychological feeling. Many century-old stores have become traditional brands that influence both China and foreign countries. Their appearance and decoration have formed a fixed pattern in the minds of consumers. Therefore, using their traditional appearance style can attract customers more. If the clothing store sells ethnic clothing or antique clothing, such as cheongsam, it can use traditional styles. Or the clothing store is opened in a commercial street full of simple colors, and it can also adopt a traditional style that is consistent with the overall style.
2. Signboard design
After choosing a store name, you must consider the signboard. The design and installation of signboards must be novel, eye-catching, concise, beautiful, and able to attract customers' attention. Because the store name sign itself is an advertisement with a specific meaning, in a general sense, the group of signboards can enable customers or passers-by to see it more clearly from a distance or from multiple angles. It should be equipped with neon lights at night. Shop sign. In general, the design and decoration of signboards should consider the following:
①The form and installation of signboards
The form, specifications and installation methods of signboards should be diverse and consistent. Different. It should not only be eye-catching, but also integrate with the store design to give people a perfect appearance. There are many materials for signboards: wood, stone, metal materials, and they can also be directly mounted on decorative exterior walls. Signboards can be installed vertically, wall-mounted, or suspended.
For many small and medium-sized professional stores, the production and use of signboards can directly reflect the business content of the store. Producing images or graphics that are consistent with the business content can enhance the direct appeal of the sign. Depending on the business scope of clothing stores, different types of signboards can be used. Women's clothing stores can choose signboards with a strong sense of fashion, and the colors of the signs should be eye-catching; men's clothing stores, which mostly sell suits, are more formal, and the signboards should adapt to this style and appear solemn; children's clothing stores should be lively, interesting, and attractive. kid.
3. Entrance and exit design
When designing store entrances and exits, factors such as store business area, passenger flow, geographical location, product characteristics, and safety management must be considered. If the design is unreasonable, it will cause crowding or the products will arrive at the exit without being viewed by customers, thus affecting sales. In the customer channel set up in the store, the entrance and exit are the power pumps that drive the consumption flow. A good entrance and exit design should reasonably enable consumers to browse the entire venue in an orderly manner from the entrance to the exit without leaving any dead ends. If the store is a regular store, it is generally better to have the entrance and exit on the same side to prevent it from being too wide for customers to walk through and leaving a dead space. Irregular stores have to take into account many internal conditions, so the design is relatively difficult. The design of the store door should be open, and the design should take into account not to let customers have negative psychological feelings such as "claustronaut" or "darkness" and thus turn customers away.
4. Window display design
The store window is not only an integral part of the overall decoration of the facade, but also the first exhibition hall of the store. It is mainly based on the goods sold by the store. Use scenery, props, and background decoration as a foil, with appropriate lighting, colors, and text descriptions.
① Comprehensive window display
It is a comprehensive display of many unrelated products in one window to form a complete window advertisement. Due to the large differences between the products, this kind of window display must be designed with caution, otherwise it will give people the feeling of "mixed porridge". Among them, it can be divided into horizontal window layout, vertical window layout and unit window layout.
② Systematic window layout
Large and medium-sized stores have larger window areas and can be combined and displayed in one window according to the category, performance, material, use and other factors of the goods.
③Thematic window display
It is centered on an advertising topic and organizes different types of products to be displayed around a specific event to convey a theme of appeal to the media. . It can also be divided into: holiday display - a special holiday window display with the theme of celebrating a certain festival; event display - a display window that combines related products with the theme of a certain activity in society; scene display - based on the use of the product, Set up a variety of related products in specific scenes in the display window to induce customers' purchasing behavior.
④Specific window display
Refers to using different artistic forms and processing methods to focus on introducing a certain product in a window, for example, a specific display of a single product and a specific display of product models. wait.
⑤Concentrate the display of seasonal products according to seasonal changes, such as woolen sweaters and windbreakers in late winter and early spring, and summer clothes, sandals, and straw hats in late spring and early summer. This method satisfies the psychological characteristics of customers buying in season and is used to expand sales. However, seasonal displays must be displayed in advance one month before the arrival of the season and introduced to customers in order to play the role of seasonal promotion.
5. External lighting design
External lighting here mainly refers to the use of artificial light sources and color matching. It can not only illuminate the store door and store front environment, but also render the store atmosphere, set off the environment, and increase the formal beauty of the store facade.
Color is one of the basic characteristics of human vision. Visible light of different wavelengths causes people to perceive different colors visually, forming different psychological feelings. For example, the rose light source gives people a feeling of luxury, elegance and elegance; the light green light source gives people a soft and bright feeling; the dark red light source is highly stimulating and will make people's psychological activities active, exciting, exciting or intoxicating. Restlessness; Indigo stimulation is weak, it will calm people's psychological activities and control their emotional development, but it can also easily produce a dull or depressed feeling. The colors are arranged in the order of red, orange, yellow, green, blue, indigo and violet, and the intensity decreases from strong to weak.