Originality is hard to grasp and harder to implement properly. The designs are either completely new and unrecognized or, it is formulaic, a pattern. But the originality that is practical lies between the two extremes.
People believe that for anything to be artistically valid, it needs to be hundred percent original. However, that can’t be far from the truth. And as far as retail experience is concerned. The original elements need to be used with caution and instead focus on patterns and not re-invent the wheel every time. If something works don’t fix it. And thus, there are some choice elements and patterns that are common among all best formations.
SPACE
The design elements such as visual merchandising or technology or elements ensure a positive experience. However, there is one aspect of space design that is subtle. It blends in seamlessly with the other elements when done right, and sticks out like a sour thumb when the utmost care is not given. Brands providing interior design services primarily focus on it. That is the spatial design of any establishment.
Make sure that physical space compliments that points of focus in the establishment. The space can be minimalistic depending upon the look the brand is going for. The spatial design can be homogenous with the brand values or in contrast but the main point to keep in mind is to make sure it doesn’t stand out from the point of focus.
Ensuring wide enough space to avoid clutter is essential. The physical space should be airy and properly cross-ventilated along with having enough space to move the crowd when needed. The customer won’t see the point of focus if they are suffocated.
There should be subtle cues to how everything comes together seamlessly. Of course, the crowd must not be forced along any paths but it is best to have guides highlighting favourable paths for maximizing engagement and a positive experience.
LIGHTING
Right now, retail spaces are less about spaces and are more about what’s packed in there. When the customer enters a place, one of the factors that drive them subconsciously to feel any emotion is lighting.
Lighting affects everyone and no one is fully sure why but the influence is unquestionably there. And, on top of that without light, how are you supposed to see other elements making up the space or see at all? Without it, all those elements hold no significance. So, how to use it? Well, it depends upon where you want to move the attention.
Today variety of lighting is used in interior spaces. There are general lighting, task lighting, and accent lighting. General which lights up the space entirely. Task lighting is focused, whereas Accent lighting is mainly used to bring attention to specific points of focus. A good lighting strategy is to combine different types of lighting, according to function, style, and suitability.
RIGHT COLORS
Brands spend a hell of a lot of time placing the elements in an orderly fashion to make customers stay. But one of the factors that are often get slipped under the rug is colour. Given how much impact it can have on people and their behaviour. It should be one of the most important components when it comes to designing anything.
Every colour has a language of its own and signifies diverse emotions and reactions. It can bring a sense of calm and it can provoke urgency. So, if brands want to convey an emotion or tell a story, they will need to use colours that are aligned with that emotion. Because a quick look at the store can tell a customer your brand’s story, style, voice, and personality.
COMFORT
The brands are rising beyond utility now. Thus, the customer not only needs everything at their fingertips but also enjoys the process. Therefore, AR is quickly catching up the speed. However, it is equally important to ensure comfort in the physical spaces as well, which can be done working on the following elements:
- Health comes forefront and is the most obvious. To make sure that the customer experiences maximum comfort. It is integral that materials are non-toxic, inert, and preferably eco-friendly.
- Thermal Comfort, the best temperature to have is 23 to 27 degrees Celsius. Maintaining a regular temperature would prolong the time the customer stays in the store. And even if that is not the case, having the temperature too cold or too hot would surely cut the browsing time short.
- Visual Comfort can be hard to balance. On one hand, sharp colours would cause the attention to draw to that point of focus but if not handled properly, it can cause the customers to avoid the point of focus altogether. However, when it comes to lighting, it is best to use natural lighting and avoid harsh glares and harsh lighting.
- Noise is a big factor affecting comfort. Music working in favour of the brand should be used as a complement to the environment. Any sharp and loud noises are avoided and noise champers or curtains should be used to reduce ambient noise and noise from in-store traffic. However, it can be used to make them appear busier. Still, noise must be used with discretion.
TECHNOLOGY
Technology is often seen as intrusive and overbearing. Taking away the human element of design but like everything else, it also has another side. Brands are often concerned with creating a homely, welcoming environment while also keeping convenience upfront. But what is more convenient than one’s own home?
AR brings the experience of the store in the comfort of the home. Could be used for advertising and also for virtual services. On the other hand, we have AI. It is convenient at its finest. The customer would not always have the best decision. And there is a limit to the customer service, a limit to the human element but AI is specialized and doesn’t get tired. AI and AR are the most promising aspects of the currently developing technology.
ACCESSIBILITY
One of the most important factors solidified by AI is accessibility. For instance, combining AI with voice is going to make spaces personalized and holistic. Imagine a person with poor sight navigating through a voice from their earpiece.
And with AI becoming efficient at tasks, it can make way more things possible that were earlier out of reach. Picture a person who can’t leave their house but with Virtual reality, they can experience places, meet with friends and do a lot more. AI is not perfect but it has a huge potential to encourage inclusivity, independence, and equal access for people with special needs.
So, here were some of the elements you should be incorporating into your spaces. Brands working in retail design solutions often keep these factors in check. But technology is changing so will their strategies. Going back to basics is crucial but times are shifting and you never know what’s coming. But design has always worked in flow with time. It means the design is not something stagnant, not something to make things look pretty. It is far from it.
Design, as we know it, is referred to as some force to make something transformative, it is not wrong to say so, it might be so, intended to be so. But, to design means to create for people build on empathy, humility, convenience, and accessibility.