December 30, 2009 ( PowerHomeBiz.com )
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It is interesting to understand how people are individually and collectively conditioned by socio-cultural influences and education.
This conditioning defines how we react to a certain space. Retail designers, too, are influenced by this very sentiment.
A designer has to think: “How will I react?” … “How will each segment of the target audience react to the space?” …
“How can I maximize the design elements to prolong customer dwell-time in the outlet?” … and so on.
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Design plays an important role in influencing customers and fulfilling
the client’s objective of a ‘sale’. To be able to catch the attention and
influence the thought process of a highly diverse target audience is the
challenge a retail designer faces in every project. Whether it is a retail
outlet in a mall (type of mall/market segmentation of the mall matters) or
a high street outlet, anybody and everybody needs to be influenced.
The psychology of retail design should aim to convert any and possibly
every shopper into ‘my’ customer. It should strive to present the product or
products in a manner that entices, invites, engages and empowers the
customer and, finally, converts it into a sale.
The designer needs to directly influence the engagement of the customer
with the product/shop by ensuring that sales personnel are strategically
located to respond immediately.
Retail design needs to be structured and layered to ensure clarity among
all stakeholders - the retailer, designer and customer. The mental
engagement begins before the physical retail encounter so the experience of
walking through the retail outlet - irrespective of its size - needs to be
rewarding.
Walking through the minds of a potential customer is the way to design.
Impulse acts but does not re-engage. Thinking of the thought processes of a
shopper’s reaction and consequent actions are the key to good retail design.
Indu Varanasi is principal designer at I R Design, an interior design
company.
Ir Design FZ LLC is Interior Designing Company Founded by Mrs. Indu
Varanasi.
For Details Visit my Site:
http://www.irdesign.org
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Indu Varanasi
Ir Design FZ LLC
