how to design the retail end of the brand image, and thus boost the business of cosmetics shops? giacomo gardumi to department store cosmetics counter as a reference, the cosmetics brand retail terminal design principles summarized as brand integration and product integration. work should have some important features. For a cosmetics brand, color, design style and the company's overall picture should be combined into a unique, customer first glance it can be identified from the competition. Meanwhile, the distribution of brands in different parts of the equipment configuration and layout of the store, should maintain a consistent recognizable, maintaining all the key elements of the brand. Of course, the integration of the brand takes years to complete, so some of the key elements for a rational approach should be modified,vibram 5 fingers, but not risk free to change, otherwise it will be blurred in the eyes of consumers of the brand stability.
these three characteristics should be embodied by what?
first logo sign. As the retail end of the first element of brand identification, logo follow some basic principles: in the same counter, logo usually use the same font and proportions, and in the same counter, logo only two sizes, a large font size used in the counter top will help to convey a strong, good sense of brand value; the other a small number, for the ground placed on the counter. If you use too many forms of the logo, make customers feel the brand is relatively inexpensive, but reduces the quality of the brand.
followed by the brand colors. Each brand will continue to use their own stores in the terminal's visual identity, will display the appropriate equipment at the counter, so use a few key colors. Usually a primary color, the main color strictly associated with the brand's attributes, there will be a small number of auxiliary color. Such as the skin care brand, the most common color is white, often with pink and light blue with, reflects the pure, soft, natural beauty. The cosmetics brand, the most common color is black, then dark blue or red, which reflects its elegant, intellectual, and has modified the role of the United States. Such as Paris-based L'Oreal is a skin care and cosmetics brand product line is broad, it is the dominant color is white, but in the specific product display counters, and black are also used as a color symbol. However, for the brand in terms of color change, for example, in 2007 100% of the cosmetics brand Maybelline display counters and 2009 Maybelline cosmetics and skin care brand display counters compared to the visual sense and did not change much, but in Some made subtle changes, such as royal blue will be replaced before the deep blue, light and shade on the light slightly different.
again is a facility design. In-store image, on the corner of the counter there are two main design styles: rectangular and rounded corners. Rectangular design is a dominant style in recent years, in the next few years will still be very popular. Such as the common link right-angle side angle, a loveliness, one, and often used between two surfaces brighter, more open space to be separated. The rounded design, it is rounded to form by the display platform, often referred to as beings. The rounded corners were once popular, but now began to decline.
Finally, the brand image. The company's visual image will appear on the counter, it is not associated with specific products, but it represents the globalization of the brand values of integrity. As an important factor in brand integration, the company's visual image can not always change, change can not be more than once a year. For example, Maybelline's vision: high-rise buildings in New York, against the background of the blue for the background as the main color in the background is the vitality of the three women of different colors to convey the brand value of Maybelline - international, trend and fashion. Another example is the visual image of the brand Yue-Sai is a very bright background, shows a white skin with the image of Asian women, she wore a white dress, intellectual but quiet, and conveyed the Yue-Sai brand value - Asia, China skin care expert shows Yue-Sai brand pure and traditional values.
product integration
Accordingly, cosmetics retail end of the product integration must be attractive, clarity and flexibility.
addition to product specific attributes, a product should first attract the attention of consumers, it looks to be outstanding, original,blackhawks jerseys, unique and interesting. Therefore, the appeal of products and product image is the primary requirement. Different aesthetic presentation gave rise to very different feelings. If an image with a dark opaque color, there is no other outstanding color, and the image display of goods in the closet just in accordance with the rules to put to one, then the impression will be stiff, monotonous but dull; and display cases if a more prominent bright colors, after a certain role according to the theme of display products, then people will feel a very angry look, feel excited, and will be fascinated.
general, through the framework of the visual display and dissemination of information, consumers can quickly determine what products to meet their own needs, and according to their need to find the product. For example, if traditional brands of cosmetics (including the use of the nails, eyes, face, lips and parts of the product), regardless of the role and placed on a subject, will make people feel mixed disorder,mac brushes, difficult for consumers to distinguish between the various product features open. Therefore, the products share the organizational structure should be more clearly, to be able to more clearly highlight the different product categories. For example, on the lips, eyes, nails, face different parts of the cosmetics, there must be structure level to carry out plate display.
classified as cosmetics and frequent changes within the platoon, any promotion of planning and design should be flexible to changes in sex, according to the upgrading of products and the corresponding changes in the content. Customers are sometimes observed, some cosmetic products display cabinets for the loss of flexibility, such as their use of fixation of the structure, the combination of parts of the shelf with a wide red edges, this will lead to a strong separation between the sense of the shelf , will display space rigidly separated into several parts. On the contrary, if the shelf can be adjusted to use, plus the use of different colors on top shelf, display space in the different products can be freely allocated between species.
Specifically, cosmetics retail end of the product integration and which reflects the way?
First, the product can be integrated picture of the image reflected by the star product: the visual image of the star product is the cosmetics counter of the center is the charm of one of the most important element of the brand relationship between the center of its contents, the relationship between product integration success. Star products and product integration of the visual image of the other elements (such as shapes, colors and logo) are closely related, but it is higher than other elements. Because customers from far away can see the picture image of the star products, which attract customers to visit the counter play a key role. Therefore, it is strongly recommended that the product between the counters, the use of a larger picture of the image of the star product. Maybelline, Lancome often this practice.
Secondly, the product integration method can also be reflected by products. Counters in department stores, customers can usually find the following three ways:
First, the cash display. Counters in department stores, usually are not self-service, the customer is not picked up their own products, but products from the United States, directors will be handed customers. In the counters, all kinds of items on display are decorative features at the same time, capable of improving the overall visual impact, but also the environment around the counter to give vigor and vitality. Especially for the cosmetics brand, products are generally colorful and attractive, so one side should be set up counter display wall. There are three main stock display the way, and each has its advantages and disadvantages.
spot is a form of display cabinets. Especially in the make-up product categories, the closet is most commonly used, almost all self-service shopping centers and pharmacies are high using this method. Department stores in China, or the personal care stores (such as Watson), closet walls are very common; while the U.S. side will mentor the wall of the closet will have a small test bed for secondary sales. Closet show advantages: space utilization is high and one can see all the products, and strong visual impact. The disadvantages are that: brand image seems to be rather low, compared the feeling dirty; In addition, once the shelves filled with products, then the image information that the space is small; and short at the product is not easy to be noticed, easy-to- theft.
level display (bergerie) is another form of display spot. Namely the use of a standard desktop, the level of the majority of products displayed. In Europe, the level of display is a more common cosmetic display system, particularly in France, Italy, Belgium and the Netherlands, it is the most important display system. In China, this system is not common. Level shows the advantage of very convenient, very friendly with the purchase because all of the products are placed in suitable pick and place level. And all the products are on the same level of attention, and has a very strong sense of visual impact. Disadvantage is often very messy, because consumers often do not place the product back into the original; and shelves crowded with products,mac makeup, so there is no space to display product information; space efficiency is not high, because each brand products must take a great place. In addition, the level of display products, a high theft rate.
third form of cash drawer display systems. This is a special product specifically designed for the display of the Products in a drawer, consumers can own drawer. Drawer front seat display products to facilitate customers to try and counter staff to communicate product information. Drawer system is widely used within the world system, including China, such as airport duty-free shops, as well similar in-store Suofu Lan can see this display system. Advantage of the system drawer can show the image of elegance; have more space for display information such as product descriptions and images; and because the goods are hidden, looks clean and tidy. But there are disadvantages drawer systems, drawer systems Although it looks elegant but rather cold tone, so that customers can see the lack of excitement when an array of goods. And, as a self-service system, which requires customers to have more action, like opening a drawer, select commodities. This process takes a few minutes, some consumers may find more trouble, do not want to try.
Second, try it. Department store counters testing it is one of the most important sales tool, try it, consumers can find out what products a brand, then try to choose their favorite products. However, some trials it looks very dry, color Shen dark, unattractive. This feeling runs counter to the basic properties and cosmetics, cosmetics should be able to make people have been excited to attract people's attention. So, let's try it on first glance an attractive display. Then you need to pay attention with clever design, as well as the choice of materials and background color match. Try it must be attractive and clear, we can not squeeze all the products in one, this does not convey to the customer any helpful information. Try it for display should face, eyes, lips and other types of products separately, and each product at the right to an independent exhibition space well, so that consumers have access to enough information and find their needs products. In other words, to create some sense of visual segmentation, clearly define the product structure, so that product display itself is readable, to convey the information. Groups such as the products to make them in a very tight and show a harmonious way, and each series has a very clear sign of product categories.
talked about flexibility, it was missing some of the features of the trial. Such as the rigid structure, it will show the same standard size is divided into several spaces, and in each star did not leave some separation between the products of the range, not in the display of the product range of any color. Try it and good addition to the usual display functions, but also has good flexibility, each space can be a good show a specific category of products.
Third, the glory show. This is a cosmetic counter in a specially designed area, used to display a separate product or series. Usually display the glory of a star product, or promotion of a package or gift box. Glory glory display generally includes floor display, front and back wall tables show the glory of the glory of display and other methods, usually in the design of the counter appliances, that they will consider this part of the design into account.
In summary, the brand image through cosmetic counter designed to ensure accurate positioning in the terminal sales, will effectively help to market caused by strong visual impact, and thus boost the business of cosmetics shops.
