are 4 improvements I can point out which you can personally experience
entering the two stores Sears and Target:
is nothing more important in any business’ design than the
design of good and professionally done signage! Signage at the local
Sears has very subdued undefined colors and shape. It is scattered
randomly around the store in different colors and doesn't help us
to find what we need. The truth is, it is not professional-looking
and lacks any hint of creativity.
opposition to the Sears store, Target has created very sharp, well-defined
signage. We can immediately appreciate that Target researched their
market, knows their own branding colors and is very aggressively
Colors and Images
reminds us of a huge warehouse with no definition, pale colors
and small, almost invisible images sprinkled around the store
to get us excited about their products. But is it enough? Does
it grab our attention and make us want to try on their clothes?
I cannot say yes.
interior colors are very bland and do not give any emotions to
the customers. The images are very small and hang too high for
us to even notice.
on the other hand is full of action! It is a well known fact that
the color RED provokes excitement and suggests love. Images of
happy people having fun additionally reinforce this message! Yes,
I do want to be happy, I do want to look like that, I do want
to shop here! These are all the subliminal messages we are getting
while looking at the Target store's interior. I also would like
to point out the creative use of Targetís logo throughout the
store. Itís everywhere! Itís even a part of their walls patterns.
What is on SALE?
has been practicing a very bad labeling system for years; people
have to ask sales personnel about any discounts. How many times
have you had an incident that the Sears product you thought
was on sale is actually not when you got to the register? Sales
signage at Sears is very small, almost unnoticeable, sometimes
simply hard to figure out.
something is on sale at Target, you will know right away! Not
only does Target have huge signs hanging throughout the store,
and not only are self-serving scanners placed on every corner
of each department, but the staff actually wear the sales ads
on the backs of their bright red t-shirts! Now, that’s marketing!
do we see as we enter the Sears store? What is the Sears store
all about? How do people move through Sears? What do they see
first, what second, etc? What do they buy on the way out? I think
I will leave all these questions for Sears to figure out.
the end I would like to give you my design idea for Mission Valley
Sears. This is a simple Photoshop rendering I did to to show how
a shopper's experience could be improved by simply adding some
aspects of branding and design to this Sears store. Please let
me know what you think!
I've used Sears' branding color for the signage and some accents
on the floor. The ceiling could easily be painted to add that
extra creative touch. I would illuminate the larger signs and
make the sales signs to stand out more, again by using Sears'
bright red color from the logo.
you missed it, read our last newsletter on How
Happiness has become a new Trend in Commercial Interiors
you would like to learn more about how to brand your business, read
this book - "Branding
By Interior" by Ekaterina Kohlwes