It ‘s not an exaggeration to say that the external layout for a store is what the packaging is for a product.
In order for the brand message not to lose credibility, it is essential that there is continuity of atmosphere between inside and outside: every element of presentation must express the coherence of the brand.
At this point it is clear that the car park, the facade, the sign, the doorway, the curtains, the shop windows, the entrance and the lighting are the elements of our “packaging”.
Some product sectors, for example the automotive or fashion world, study the facades of their stores so that they are recognisable and uniform other even when they are thousands of miles apart (in the biomass world, also Jotul and Palazzetti do this in their flagship stores).
Innovative materials and chromatic and graphic solutions make buildings communicate
In the case of multi-brand stores, it is a good idea to make use of product blow-ups to be affixed to the facade, to be placed in the most visible, illuminated or bright spots, in order to play a fundamental role of recognisability and legibility.
Highlighting communication can inform our customer more effectively (for example by emphasising the presence of promotions), and helps the store to be perceived as topical and dynamic.
(suggestion: change the image regularly following the commercial calendar).
We should prefer intuitive solutions (the consumer is already stressed by too many messages) and pay attention to day and night visibility of signs and images from the
main thoroughfares.
All the surrounding space must be well cared for and well lit.
An detailed lighting study of the exterior of the store significantly improves its image, meeting the needs of security, attractiveness and identification.
Two sensations should prevail: a welcome feeling and ease of fruition of the space.
Visitors will be focused on understanding the store, not very willing to pay attention to the products on display.
To help them in doing this, explanatory elements (essential in the case of large areas) such as product directories and brand lists should be placed in this area, together with a welcoming atmosphere, in order to help our customers adapt their mood to the change of context: from outside to inside.
The facade of our stores, whether showy, eloquent and of an advertising nature, or simply mute, in its apparent anonymity says a lot about us.
Let’s not overlook it!
This is a fundamental tool for recognition of store.
It is in fact able to provide potential customers with information on the product
categories offered and on the market segment the store addresses.
Dimensions, colours, materials and positioning on the facade convey our identity to the customer, can attract the target audience by establishing a first visual contact and thus also determine the recognition and memory of the store.
Suggestions:
To make the activity and spirit of the store immediately understandable, combine the brand with a pay-off that summarises the brand values (for example the well-known Kentucky Fried Chicken – KFC fast-food chain with the pay-off “Finger-licking good”) or explaining the goods (for example Nordica, Extraflame: warms life).
If the intention is to focus on a high-end segment, prefer “precious” materials: luxury brands usually have small signs, in steel or brass, backlit, with single characters; if, on the other hand, we are targeting a lower-end segment, Plexiglas box signs will be perfect
