Successful retail design is not just about creating something that is visually appealing to your target demographic. Whilst something can look absolutely beautiful, beauty alone can still, in some cases, leave people feeling cold.
Consider the times you may have seen someone who was extremely beautiful. Some of these people you will be extremely attracted to and yet others will have very little effect on you – you judge them as beautiful, but subjectively. You can see they have beauty, but that beauty does very little for you.
The reason for this is the same reason that certain retail designs fail – the mood is wrong. The way someone carries themselves or dresses or even the air they carry with them can ultimately transform inherent beauty into something almost dull and uninteresting. The same goes for shops, and there is a lot more to getting people’s attention than just being attractive.
There are many areas that can be addressed to change the mood and feel of a space, but the first things to consider are the commercial lighting you choose and the music.
The music you choose does not have to necessarily be music that instantly appeals to your target demographic. Whilst it may seem to be that specific songs will draw in people, customers are likely to be so desensitised to the music in shops that it will do very little to add to the mood. The best music will often be the music you don’t even notice – sounds that set a mood. It doesn’t have to be whale song or flowing water, but instead a small amount of research into the type of music that illicits the most positive mental response in your specific audience could go a very long way.
With commercial lighting, the process will be far easier to understand. It is best to utilise both interior and exterior lighting and to ensure that you don’t just plump for general lighting but instead have a good mix of accent and task lighting too. Lighting can make the items within a shop look far more appealing, it can instantly put people at ease and it can even make the process of browsing far more coherent. It can be flattering, add focus and simply give it that superficial je ne sais quoi that even the finest beauty can be lacking.
The first battle is to find the right lighting suppliers. Whilst there will be many lighting options, finding lighting suppliers who can offer you the solutions that are perfect for you is going to be extremely important. The best suppliers will be able to offer advice as well, taking out a certain amount of work for you too.
There are many ways to lure in customers through clever marketing and appealing signage, but keeping those customers, making them want to spend money with you and making them want to return is far harder. The right layout is integral, the right design a definite and the right lighting and music are going to simply be the cream on a very attractive cake.
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