Heart Over Head In Design
Retail trends across the world are clearly indicating that about 90% of shopping still happens in physical stores. Also 98% of Gen Z shop in physical stores and 67% of them say that they ‘shop in store most of the time’. Wonder why? It’s because physical retail can deliver experiences that online can’t and one of the key aspect of this is emotions and design plays a significant role in delivering emotive connection of the brand with the consumer. Designing with local / regional, déjà vu impressionism and social sensibilities has become a necessity of retail design today to appeal to, acquire and retain the customer of today. Digitization is being used to offer meaningful support to this as a powerful dynamic medium.
The trends article shows how customers are social animals and trust the emotive data, offered in the phenomenon of ‘social proofing’ to prospective buyers, from users more than information from the brand, to make informed decisions. This strengthens the theory of ‘heart over head’ being a big influencer in retail experience design.
This Indian design section features four design concepts that put the ‘heart over the head’. The Indian design has two concepts based on Moroccan culture, one of that of Bengal and one on the heritage of Hyderabad. The window display concepts clearly indicate a global trend of the brand talking to the customer in one voice across different channels lead by brand marketing that sets the strategy and concept for customer connect.
The Industry special puts the spotlight on the Signage Industry which has kept in step in growth with that of the retail industy by delivering global quality in offering solutions to brand and retailers to delivery brand talking points through visuals and copy at physical stores. The retail talk section features two inspiring Indian success stories, one from brand Woodlands, and the other from a lighting specialist company, Focus lighting.
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Happy reading! Surender Gnanaolivu Advisory Editor