Compared with external design, internal design involves more design elements and is more difficult. The elements involved include channels, counters, colors, lighting, music, merchandise display layout and so on. Shop design should follow two principles: highlighting the characteristics of goods and conforming to consumer psychology.
1, highlighting commodity characteristics
Shop design serves the sales of goods, and the only criterion for testing the quality of shop design is the sales volume of goods. Therefore, in the store design, the primary goal is to serve the goods, highlight the characteristics of the goods, and let customers "contact" the goods most conveniently, intuitively and clearly. We should use all kinds of artificial design elements to highlight the shape and personality of goods, instead of usurping the role of the owner.
(1) Consider the morphological changes of commodities.
When the shape of goods changes greatly, the space feels lively, but it is also easy to be messy. If there is little difference in the image of the goods sold, we should pay attention to the change when conceiving the space, otherwise it will make people feel dull. For example, the shape of shoes has not changed much, so we should make full use of the changes in space and display devices to create a vivid atmosphere.
(2) Consider the size change of commodities.
Different changes in the size of goods cause different sense of space. Commodities with great changes are rich in appearance, but they are also easy to be messy. When designing, we should emphasize order and reduce artificial decorative elements. Commodities with small changes are arranged neatly, but they are easy to fall into monotony. Pay attention to changes and add decorative elements when designing.
(3) Consider the color and texture of the goods.
Electronic products are generally darker in color, and plastic products are generally brighter in color, which requires the color of the store to set off and highlight the color of the goods as much as possible. In addition, the texture of goods often shows charm under specific light and background. For example, the display of glassware must highlight its glittering and translucent characteristics.
(4) Consider the price of goods.
The concentrated appearance of several cheap goods can play an obvious role, but too many gatherings will also bring "unsalable" hype. Therefore, the clever handling of asymmetric groups will give people the impression that goods are "in demand". Valuable goods must be strictly limited in the number of exhibitions in order to fully display their value, and the design pursues elegant and stretching style.
(5) consider the positioning of goods.
Different product positioning leads to different store design styles. The positioning of goods determines the style of store interior design. For example, both are fashion stores, but high-end women's clothing stores should be designed fresh and elegant; Youth casual wear stores should emphasize the unrestrained style, and the two should be completely different.
2, in line with consumer psychology
Generally speaking, when consumers go shopping, most of them will go through a series of psychological processes, although sometimes it is not so obvious. In the interior design of shops, we should formulate countermeasures against the psychological activities of prospective consumers to attract and help them shop smoothly.
◆ Design according to the purchase purpose
Business psychology divides customers into three categories:
(1) A purposeful shopper. They had a purchase goal before they entered the store, so their eyes were focused and their steps were clear.
(2) Selective shoppers. They have a certain range of concerns about commodities, but they also pay attention to other commodities. They walk slowly, but their eyes are more focused.
(3) visitors with no purpose. They go to the store without a certain goal, with slow steps, unfocused eyes and irregular movements.
Different stores receive different proportions of three types of customers.
For example, in the industry of buying by name, many customers received by pharmacies are purposeful shoppers, and the indoor layout should be based on functions.
Choose a certain range of industries to buy, such as stationery stores and food stores. Design should pay attention to organization and order. Compare the industries you choose to buy, such as fashion shops and jewelry stores. Design should make the space environment attractive.
Purchases without purpose, such as some jewelry stores and toy stores. When designing, we should pay attention to the effect of goods and stimulate consumers' desire to buy.
◆ Enhance the contrast between goods and background.
There are many kinds of visual information in the store, but customers can only choose a few commodities as recognition objects in a short time. According to the principle of visual psychology, the greater the difference between the object and the background, the easier it is to be perceived. So you can use a colorless background to set off colored goods, and put bright goods on a dark background.
For example, in interior design, dim colors are used for low illumination, and floodlights are used to project light onto commodities, so that customers' eyes are attracted to commodities. Another example is that light-colored goods are set off by dark walls, and dark goods are set off by white shelves, highlighting goods.
◆ Grasp the appropriate stimulation intensity.
The so-called too much is too late, and "stimulus" will not play any role if it exceeds a certain limit. Experiments show that in terms of the amount of attention, the possibility of attention decline is much faster than people expected. Adding a second signboard will not reduce the possibility that the first signboard will be noticed by half, but the influence of the third signboard will be great. The average person's visual attention range is no more than seven, such as presenting letters in a short time, and the average person can only see about six. Therefore, in interior design, it is necessary to reasonably determine the number of commercial signs, advertisements, counters and the division of space. It is necessary to grasp the appropriate stimulus intensity.
◆ Induce buying mood.
Many times people's buying behavior is the result of emotional action. You often hear friends complain that "I bought too much on impulse today". This is the buying sentiment at work. In interior design, the following methods can be used to induce buying emotions:
(1) arouses interest. Novel and beautiful display methods and environmental design can make goods look more attractive. Foreign commercial buildings attach great importance to the diversification of display devices, and often design display devices according to commodities, so that the characteristics of commodities can be fully displayed, thus arousing customers' interest in stopping to watch commodities.
(2) Inducing association. Many experience marketing are in this way. Through the use of intuitive commodity use scenarios, customers are induced to think of the effect of using the commodity in the future, thus stimulating their desire to buy. NJk, a children's goods store, arranges children's used bedding and toys into a children's room, which is much more vivid than the display mode of sorting and queuing, so that customers can be there.
(3) stimulate desire. Attention should be paid to the atmosphere of the background, because beautiful display methods are as attractive as the environment and commodities, even more attractive than commodities, which can fully display commodities and stimulate customers' desire to buy.
(4) promoting trust. The style of shop interior design should be consistent with the characteristics of goods, which can increase customers' trust in goods. For example, traditional Chinese medicine shops will make consumers trust more than modern Chinese medicine shops; On the contrary, fashionable fashion shops are more attractive.
3. Channel design
The channel design to guide customers to shop directly affects the number of goods displayed and the utilization effect of store area. Being able to fully and effectively display goods and prolong customers' stay in the store is the key to store marketing.
Generally, the width of the main channel should not be less than 120cm, and the width of the secondary channel should not be less than 80cm. The image background board should face the main crowd or the main channel.
When designing channels, we should first consider how to maximize the display of goods, so that goods can form a double encirclement of customers' psychology and sight.
Generally speaking, the main passage in the store should be designed according to the route that customers are used to browsing. The passages of large shops are often designed as rings or wells; The shop is L-shaped or inverted Y-shaped. Among them, hot models and hot new products should be placed on the shelves in the main aisle so that customers can easily see and touch them.
The auxiliary channel is generally guided by the main channel and used to arrange auxiliary and ordinary goods. The specific plan is generally determined with reference to the store's own needs and space characteristics.
The collective channel should be placed at the end of the main channel, and at the same time, brand symbols such as LOGO and spokesperson should be emphasized in combination with VI, which will have an impact on customers' vision at the last level.
4. Container design
The container design should give people a neat feeling, and the counter design should be unified. It is best not to have counters of various specifications and colors in a store, otherwise it will give customers a sense of confusion. Orderly arrangement of counters with a single specification will naturally form a feeling of the road and give customers a psychological hint to move on.
The counter should not be placed at the exit. In order to promote the sale of goods, some shops often set up counters at the exit. The purpose is, of course, to let customers see what they are selling as soon as they step on the floor and increase the possibility of selling goods. But this practice often makes some customers deliberately bypass this counter.
Step 5 arrange colors
Color plays an important role in improving the design effect of shops and creating the atmosphere of shopping environment.
The color of the storefront should be unified, and the colors of goods and decoration should be harmonious and integrated, so that people can see the main color of your storefront at a glance. But the unity mentioned here is not to make the clothes and decoration colors exactly the same, which will make the store look monotonous and dull. Some parts should be contrasted and obey the whole.
Generally speaking, warm colors are more accessible, such as red and yellow, which are more suitable for young shops. In the same color system, pink, scarlet, goose yellow and other colors that women like are more suitable for high-end stores such as women's clothing stores and baby clothing stores.
Cool color seems to have a feeling of being far away and high, and there is a feeling of expansion. Shops with high ceilings in cold areas should not be used, otherwise they will feel very cold and friendly when entering the store, so it is better to avoid using them as much as possible. But in summer, in order to reproduce the feeling of peaks and waves, the use of cool colors in exhibitions can produce a cool feeling, so it is very suitable as a seasonal application. The research shows that for impulsive consumers and consumers who want to buy cheap goods, warm colors (such as red and yellow) have a strong inducing effect; The environment of cool colors (such as blue and green) is suitable for rational consumers and can encourage them to choose goods calmly.
The background color of merchandise display is also a factor worthy of consideration. A harmonious background color will set off the goods well. For example, we often see jewelry counters with black fabrics as the background, because the black background will make jewelry more eye-catching.
In order to highlight the identifiability of the store, the name, logo pattern and logo of the store can be displayed in a contrasting color that is quite different from the main color.
6. Lighting atmosphere
Some lights in the shop can enhance the color and texture of goods. Proper light beam can also increase the sense of space in the background of displayed goods. It is necessary to design a suitable lighting atmosphere in combination with brand image and product characteristics.
Natural light will change with the passage of time, so when designing the layout of the store, a preliminary lighting survey should be carried out, so that the light can scan the vicinity of the store door and the front of the store at different times with the operation of the sun to attract customers.
Compared with natural light, the lighting design in the store can achieve lasting lighting effect. Some key points should be paid attention to in lighting design:
(1) Basic lighting.
Basic lighting is mainly to ensure the basic lighting in the store, while maintaining the uniform color in the store, so that the light in the store forms an overall extension. Generally, there are two schemes: embedded (such as floor lamp and ceiling lamp) and direct ceiling lighting.
(2) accent lighting.
Accent lighting can not only make the product three-dimensional, but also the strong contrast between light and shadow is beneficial to highlight the characteristics of the product. For popular and hot-selling products, the application of accent lighting is very important.
Accent lighting can also be used in windows, LOGO, brand spokespersons and in-store models to enhance the unique effect of the brand. Models, in particular, must use spotlights to set off these single-piece displays.
Commonly used accent lighting devices are spotlights and wall lamps.
(3) auxiliary lighting.
The main function of auxiliary lighting is to highlight the color level in the store, render colorful atmosphere and visual effects, and help enhance the attraction and appeal of products. There are many lighting devices available.
(4) lighting tone.
Different colors of lights can bring different shopping atmosphere. If you want to improve the excitement of customers, you may wish to use warm color lighting, and if you want to show the stability of the business premises, you can use cool color lighting. In addition, the light green light makes people feel soft and bright, while the rose light makes people feel luxurious and elegant. Therefore, some rose lights can be properly arranged at the counter where high-grade cigarettes are displayed.
Fluorescent lamp works better in cool environment, and incandescent lamp can be used in warm environment.
Generally speaking, the lighting design in the store can make your store full of personality and artistic flavor, eliminate the visual dead angle through the cross illumination of various lights, ensure the best display effect, and thus highlight the brand characteristics and product charm.
7. Background music
Background music can create a shopping atmosphere, promote brand culture and relieve customers' emotions. Studies have shown that the patronage rate of retail stores with background music will increase by 15%, which shows the important role of background music in commodity sales.
The background music should be selected according to the color tone and product characteristics in the store. For example, a clothing store full of youthful vitality can play fashionable pop music; Retro clothing stores can play classical music; Regular professional clothing stores can relax music.
Generally speaking, playing low-intensity soothing background music can make customers linger and increase their stay time. Research shows that when the sound intensity is too high, customers will spend less time in the store; Compared with fast-paced music, soothing music can increase store sales by an average of 30%. Deafening music naturally makes people feel annoyed, which can only have a negative impact on the promotion of stores. Of course, for some fast food restaurants that want to speed up customer turnover, playing fast-paced music is a wise choice.
When selecting the tracks to be played, the following requirements should be considered comprehensively:
(1) The types of music should be consistent with the styles of shops and commodities;
(2) There are enough music, and continuous playing will not make people feel repetitive;
(3) The playing time and volume of music are reasonable;
(4) Music can cater to customers' interests and styles.