Brand identity is an outward expression of a brand. Perception of identity affects how consumers recognize and connect to the brand. In addition to advertising, signage, and the product itself, brand identity can be conveyed through elements of store design including strategic use of color, appropriate textures and materials, and consistent style as examples.
STRATEGIC USE OF COLOR – Logo and graphics play a crucial role in identifying a brand. Brands can utilize a “corporate color palette” inspired by the brand’s logo. Uniqlo stores integrate accents of red throughout the store, such as on the escalator handrails, which connect the customers to the brand’s primary logo color.
APPROPRIATE TEXTURES & MATERIALS – Texture enhances personality and emotion. Tempur-Pedic showrooms use specific materials to make customers feel cozy and relaxed. The storefront uses warm pillowed tile that is repeated inside; this soft looking material gives customers a feeling of comfort which syncs with the feel of the product.
CONSISTENT STYLE – A store design that is consistent with the merchandise is certain to attract consumers to the brand. Foot Locker stores invariably implement imagery of athletic cultures into their store design. The 34th Street Foot Locker store uses street art-style graphics and active mannequins to strike claim to the store’s identity. Other Foot Lockers incorporate basketball hoops into this design, encouraging an active environment that attracts customers to display areas.
Connect with WJCA to find out how we can help enhance your brand identity with store design.
Give us a call at 201.848.9060.