There is a saying that a picture is worth a thousand words. In retail, a point of sale is worth many minutes of prime-time TV advertising.

A brand is more than just a product behind it. It represents a company and its values, adding the air of uniqueness to the product and the firm. The store’s interior should be visualization of the brand’s message, consistent with its image and highlighting its key components.

Brand’s identity

A good starting point in designing the store’s interior is to scrupulously analyse the brand in question. Without clear definition of the brand’s philosophy and values, it will not be possible to build the brand image through an adequately designed point of sale. Every brand is different. Brands which stand for traditional values will require an entirely different setting than those which target young consumers and have a modern, fast-changing product offering.

Target consumers

In the world of products, there is no “one size fits all”. Each product has its own clearly defined target audience. Brands tend to narrow down their target consumers both in terms of age and preferences, needs, expectations and personalities. Consumer’s sex is what determines the store’s interior design from a start. Stores for women are usually designed in pastel, warm colours, while those for men are less bright, more somber and unobtrusive. Casual brands go well with homely textiles and materials which bring up associations with nature and leisure. They steer away from shiny surfaces and glass. Economy brands pay attention to finishings which should not appear too posh.

Product in spotlight

When designing a store, we should always remember that interior design plays second fiddle to the product itself. It should not steal the limelight from it by attracting the shoppers’ attention with excessive decorativeness, gaudy colours and bold patterns. A well designed interior does not have to be overwhelming or too striking as its key role is to make the product’s best qualities pop out.

Source: www.forbes.pl