The Complete Graphic Designer

The Complete Graphic Designer

168

Branding has evolved from focus-

ing on the actual products or

services to taking an important

role in the entire consumer experi-

ence. Whereas fi fty years ago most

consumer products were marketed

and sold through catalogs, door-to-

door salespeople, or through other

distribution channels, today most

brands are sold in company-owned

and operated retail environments.

This allows companies to control

every aspect of a customer’s shop-

ping experience from product

placement on store shelves and

lighting to having the ability to test

Branding in the

Retail Environment

products on shoppers. Even the

way sales people are dressed and

the manner in which they greet

people are tightly controlled and

an essential part of the branded

retail environment.

There are many aspects to the retail

environment that must be consid-

ered when designing a consumer

experience. Every item in the store,

from the window displays and

signage to product labeling, must all

be consistent in their mood, tone,

and delivery of the brand promise,

including the following:

Exterior signage that illuminates

at night must be easy to read from

afar. Backlit channel letters are

used to cast a glow around the

silhouetted letterforms.

Design: Gardner Design

Papyrus is a store found in enclosed

retail malls that specializes in

distinctive stationery and paper

products. Wood paneling used

throughout the environment is

reminiscent of a library and refers

to the paper products themselves.

Design: Kiku Obata

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Branding

169

Branding in the retail environment extends to the shopping

centers and malls that stores occupy. To elevate the quality

of a customer’s experience while shopping, malls often

create themes for various parts of the building such as

indoor playgrounds and different wings. In each of these

examples, lighting, graphics, and molded sculptures all

work to create a branded retail experience.

Design: Kiku Obata

1. Exterior Signage

Exterior signage appearing on the outside

of a retail environment should be visible

from several hundred feet away and, if open

at night, lit up either through the use of

channel letter lighting or illuminated light

boxes. Stores that are free-standing struc-

tures may need to adhere to local build-

ing codes in terms of size restrictions and

lighting regulations. If a retail location is in

an enclosed mall or shopping center, signs

will usually need to be smaller and have to

adhere to the property specifi cations.

2. Interior Signage

Interior signage is used to guide the con-

sumer through the store to fi nd what they

are looking for. Sometimes vinyl decals

are placed onto windows to identify the

store. Much like wayfi nding, signs must be

easy to read and comprehend. Where is

the customer supposed to place an order,

pick up an order, or ask for help?

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The Complete Graphic Designer

170

3. P.O.P. displays

P.O.P. (point of purchase) displays call attention to

specifi c products within a store. They are usually

placed in high-traffi c areas for maximum exposure. In

a crowded retail environment in which all other prime

shelf locations are spoken for, P.O.P. displays offer

extraordinary visibility. Sometimes these are “bargain

bins” for sale or clearance items. They may be con-

structed of laminated cardboard or other raw materi-

als such as wood or metal.

4. Merchandise labels

Merchandise labels identify the product being sold and

its attributes such as size, style, fl avor, or scent. Usually

implemented in the form of a hangtag or sticker placed

onto products, labels contain a UPC bar code for scan-

ning at the register and inventory control.

5. Marketing collateral

Marketing collateral is typically located throughout a

retail store to promote the brand. Product brochures,

advertising displays, credit card applications, post-

cards, and coupons are all part of a brand’s identity

and will reinforce a customer’s experience.

This clean, modern design for an

apparel store is a good example

of a branding campaign that has

achieved a fl exible system that

is undeniably consistent. The

window display, hangtags, and

shopping bags are each striking

designs on their own and convey

the brand message in a simple

and elegant manner.

Design: Gardner Design

TB

Provision-Complete Graphic Designer

CD109-59/4028

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proof

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