Re­tail im­agery, in par­tic­u­lar sig­nage and graph­ics, plays a crit­i­cal role in cre­at­ing brand im­agery, com­mu­ni­cat­ing the store’s brand mes­sag­ing, talk­ing about the mer­chan­dise in the store so that it max­i­mizes the brand image and in­flu­ences the cus­tomer to buy. The con­struc­tion and the most im­por­tant of all- cus­tomer psy­chol­ogy. So de­vel­op­ing suc­cess­ful sig­nage and graph­ics is pre­dom­i­nantly a sci­ence backed up with in­no­va­tive art and tech­nol­ogy to bring in spe­cial ef­fects to catch the shop­pers’ eye. We did some mar­ket scout­ing and some ran­dom sam­ples from the mar­ket­place demon­strate the use of ef­fec­tive sig­nage and graph­ics in the In­dian shop­ping des­ti­na­tion with global bench­marks be­ing set by in­ter­na­tional brands and es­tab­lished lo­cal play­ers. VMRD spoke with the stake hold­ers to get a sense of what is hap­pen­ing be­hind the scene with the stake­hold­ers like the re­tail­ers/brands, de­sign­ers and man­u­fac­tur­ers in the strat­egy, de­sign and pro­duc­tion of sig­nage and graph­ics in In­dia. at­tributes of a good sig­nage and graph­ics so­lu­tion are its lo­ca­tion, de­sign con­cept, func­tion­al­ity and con­struc­tion qual­ity. This is an in­te­gral part of the brand and store ex­pe­ri­ence and is in­flu­enced by the busi­ness for­mat, store de­sign, mar­ket­ing, visual com­mu­ni­ca­tion, visual mer­chan­dis­ing, the

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