Advertising design social practice report

The display design profession is a professional with a comprehensive and modern industry. Designers should have a rich cultural literacy and strong creative, planning, organizing and collaborating skills. You should be proficient in the methods and skills of system design, grasp the characteristics of the times and demonstrate the law of professional development, and have strong creative and comprehensive expression skills in space, modeling, sound and light, electricity, etc., and modern technology. And related knowledge in psychology, ergonomics, etc. Emphasis on environmental awareness and strong design and implementation capabilities.

The environment created by commercial display design is the main factor in the composition of urban landscapes. A wide range of shopping malls, supermarkets, specialty stores, restaurants, business and leisure bars, discos, beauty salons, etc., are to achieve commodity exchange, meet human consumption needs, and experience goods. The forefront of the economy, its distinctive characteristics, with its appearance, color, sound and light, constitutes a pleasant space for adapting to human feelings.

I am about to graduate and have to go into the society. At this critical moment, I got sex with the help of my friends and came into contact with the store layout of the store. Learning something in it makes me hard to forget in this life. The following is what I have summarized.

The main purpose of the store layout is to highlight the characteristics of the goods, so that customers have a desire to buy, and they are easy to pick and buy. The design of the specialty store is very particular, it needs simple and clear lines, not unconventional.

When arranging specialty storefronts, consider a variety of relevant factors, such as the size of the space, the type of the product, the style and function of the merchandise, the arrangement and brightness of the lights, the width of the passage, the location and size of the checkout counter, the installation of the wires and the government. Construction regulations, etc.

In addition, the layout of the store is best left with room for adjustment according to the seasons, so that customers continue to produce fresh and novel feelings, stimulating their desire to continue to consume. In general, the pattern of specialty stores can only last for three months, and monthly changes have become one of the promotion methods for many store operators.

1. Spatial layout

The space pattern of the specialty stores is complex and diverse, and each operator can select and design according to their actual needs. Generally, the general plan is determined first, such as the space of the salesperson, the space of the customer, and the space of the product, and the area is divided, and then the change is made, and the goods are displayed specifically.

Three spaces in the store. There are many different types of specialty stores, and the spatial pattern is varied. It seems difficult to find a regular spatial segmentation. In fact, it is just the result of a combination of three spatial combinations, like a kaleidoscope, although its changes are endless, but it is only the result of the movement of several pieces of colored paper. Therefore, the three spaces are closely related to the spatial pattern of the specialty stores.

Commodity space: refers to the place where the merchandise is displayed. There are various options such as box type, platform type and rack type.
Shop staff space: refers to the place where the clerk receives customers and engages in related work. There are two situations: one is to be confused with the customer space, and the other is to separate from the customer space.

Customer space: refers to the place where customers visit, select and purchase goods. According to different products, they can be divided into three types: outside the store, inside the store and inside and outside.

Four forms of store space pattern. Depending on the quantity, type, and sales method of the products, the three spaces can be organically combined to form four forms of the store's spatial pattern.

Contact-type store: The product space is adjacent to the street, the customer buys the item on the street, the clerk performs the service in the store, and separates the customer from the clerk through the product space.

Closed store: The product space, customer space and clerk space are all in the store, and the product space separates the customer space from the clerk space.

Closed, round-trip shops: All three spaces are in the store, and customers can choose goods in a free and roaming manner, which is actually open sale. This type can have a certain clerk space, or there is no specific clerk space.

Contact, closed, and round-trip shops: Add a contact-type product space in a closed, round-trip store, where customers have both in-store and off-store spaces. This type also includes two forms: clerk space and no clerk space. Below we carry out specific analysis and research on various forms.

A contact-type store with a narrow clerk space. This type of spatial pattern is a traditional form of shop, there is no room for customer activities, customers contact, select and purchase goods on the roadside. It has three characteristics: first, the clerk's space is narrow; second, the customer activity area is outside the store; third, the product space is at the storefront.
This type requires the clerk to have a unique form of service. If the clerk stands in front of the counter, it will alienate the customer, and being too active will make the customer feel the promotion. The attitude of pretending not to know is the secret of success. This format is suitable for the sale of low-priced goods, convenience goods and daily necessities stores. It has a small scale of operation and has various characteristics of early stores.
The clerk has a wide contact store. This spatial pattern also places customers outside the store, and the clerk contacts the customer through the counter. The difference between the narrow contact type with the clerk space is that the clerk has a large space for activities. Its characteristics are as follows: the clerk has a wide space for activities, the customer activities are outside the store, and the products are placed at the store.

Because contact-type stores display goods on the passages of pedestrians, most of the contact-type stores have narrow spaces, but some are more spacious. These stores are suitable for selling goods or small gifts that are not required to be time-consuming and carefully selected.

This form allows the clerk to properly distance the goods, and the customer is free to choose the goods without pressure and wariness. The clerk should not stand in front of the counter, but should use a wide space to do all kinds of work, which can bring vitality to the store and attract customers to buy.
A closed store with a narrow clerk space. In this type of store, customers can enter the store to see the goods, and the clerk space is relatively narrow. Most of them are set up in the bustling area, and there are many customers, and the clerk's occupied space is reduced to a minimum.

This pattern is generally suitable for the operation of valuables and gifts, as well as some specialty shops such as biscuits, candy, tea, etc., which are supplemented by partial contact.

In a closed store, the behavior of the clerk plays an important role in the purchase of the customer. In a closed store with a narrow space, the clerk's every move is unusual. If the clerk is standing in front of the counter, the customer will lose interest in buying. If the clerk puts on the merchandise, wipes the window, and the statistics, it can attract attention and ease the rigidity of the store.

A closed store with a wide clerk space. This type of store is where customers, shop assistants, and merchandise spaces are indoors, the clerk has a wide space for activities, and the customer space is also abundant. The most common is the street-oriented store, which is ideal for selling valuable gifts and premium merchandise. The store is clearly separated from the store, and customers who do not have a desire to purchase rarely enter. The wide customer space allows people to freely visit and shop, and the overall layout of the store gives the impression that it is welcome, even if it is not purchased. Such stores strive to create a hot atmosphere in the store, and the environment enhances the purchasing sentiment of customers.

A closed, round-trip store with clerk space. The characteristic of closed and round-trip shops is that the store does not display merchandise. After the customer enters the store, it is like roaming in the merchandise world to visit and purchase.

There are closed and round-trip shops with clerk space. The clerk space is limited to a certain range of counters. They generally do not enter the customer's space. Only when the customer brings the selected products to the checkout counter, the clerk will take the initiative to serve. Customers can shop, visit, and even read magazines in the store without being disturbed. Shops in this form include food stores, grocery stores, and stores that sell casual goods such as records and fashion.

The biggest feature of this pattern is to send a message to the customer that “the clerk does not sell the product to the customer”. This kind of pattern often sells ordinary goods, customers have the ability to choose, the clerk should not be too enthusiastic, and can't stare at the customers with the eyes of hunting.

Closed, round-trip store without clerk space. This type of store has high merchandise in front of the store. Customers who don't know the store will not be able to enter easily. The clerk's activity space is not differentiated from the customer's activity space. It is designed for the sale of high-end boutiques. This 咱 product pattern itself has been strictly filtered and selected by customers. At the same time, the goods operated by such stores are expensive, and the customers are more serious and careful when purchasing, often requiring the clerk to explain from the side and act as a consultant for the customer. The clerk can only do the collection work, but should be active among the customers. The sales behavior should be easy and natural, and the position of the clerk should not be fixed in the center of the store to wait for the customer to greet.
Contact, closed, and tour-type shops with clerk space. This type of store has many shop assistants in the storefront and in the store. The storefront display products can attract customers and give people a common feeling; the store displays goods in a round-the-go layout, and customers can choose at will after they enter the store.

Contact, closed, and round-the-store layouts with clerk space are generally suitable for shops that sell large quantities of goods and are inexpensive, such as sales drawings and certain popular items. Customers do not have to frequently ask the clerk to make judgments and choices. The clerk is only at the checkout counter and does not interfere with the customer's purchase behavior. This type of layout generally requires space and can display a full range of goods.