From the Floor Plan to Product Design
The means employed in the design of a supermarket, a warehouse, or a shop are initially dependent on the desired strategic marketing position and are oriented to the taste of the target group. The designer must operate within this creative environment. The desired image is essentially made up of emotional components. Colours, forms, and materials, combined with the right furniture and the corresponding lighting, can elicit certain feelings. Consequently, they are the tools used in store design. Designers of the wine and beer departments of mid- and high-priced supermarkets often use warm, dark shades, wood-plank floors, and subdued light in order to create a festive evening atmosphere to put the customers in the mood for a glass of wine or beer. The trick is to bring about the particular mood not just in a single department, but to have it infuse the entire brand. Furthermore, store design can foster customer orientation; e.g. colour coding the different departments, alternating ceiling height, or creating vistas will create dramatic and unexpected spaces.