Shopping malls are the closest place to money, which is what we often say about business occasions. For the operators and merchants of shopping malls, how can they make more money? The first step in making money is to attract customers. Only when the source enters the store is it possible to generate consumption. Therefore, the first level of attracting customers is a threshold that must be crossed. How to attract customers may be a word of mouth for old customers, and customers have remembered you; but for new customers, they basically follow their feelings. This feeling is the image identification system of the shopping center, which is our theme today.
With the intensification of commercial competition, the design of shopping center identification systems has gradually become more sophisticated. If you are not careful, you may be overtaken by your competitors. Therefore, for the shopping mall identification project, both parties A and B should put a lot of effort into every detail of the project. Today we choose a point to carry out. Since the design of the shopping mall identification system is elaborate, it shows that there are principles. What are the specific principles? I have summarized the following five items.
1. The style is harmonious and consistent with the overall VI design standards. In fact, in any occasion, the identification system should conform to the overall style of the environment. In a place with a strong commercial atmosphere, shopping malls should pay more attention to details. The signboard is done in accordance with the overall style and VI standards, and then it is possible to bring out a strong atmosphere. This atmosphere can infect people. Promoting the consumer's desire for consumption requires all efforts. The image identification system is a direct carrier of people's senses. For shopping centers, the weight of this carrier is important;
2. The layout is reasonable. The various shopping malls and commercial complexes we see in reality have a larger volume than a large one, and the largest one is only larger. Therefore, we must make the work more detailed on the problem of attracting passengers, not just buildings. Get a large signboard outside. When people enter the door, how to distribute it inside is unclear. This is actually a major mistake for a shopping mall, and the direct impact is economic benefits. So, how to guide the flow of people who have already entered the door is another problem. We cannot force individual users to consume at a specified place, but we can integrate things that may bring economic benefits and reflect them through a reasonable layout. In the entire shopping mall identification system, no matter how the passenger flow group's action path changes, no matter where the crowd stays, they can make the next choice freely, and can reach the destination smoothly under the premise of comfort The layout may bring a good feeling to the user group. Related research shows that in a good feeling environment, people ’s desire for consumption is increasing;
3. The logic is clear. The logic is mainly reflected in the identification guidance system. This guidance system is mainly distributed in two locations in the shopping center, one is the guidance system for parking lots, and the other is the guidance system inside the building, regardless of the type , Should not let users drive back and forth, do not take users around, do not mislead users, do not give users trouble, etc., those experiences are really uncomfortable;
4. Maintain a high degree of recognition. The recognition degree is simply that anyone can easily see and recognize it. Neither Party A of the shopping mall nor Party B of the sign designer can stand on their professional perspective to replace the real There are many types of users and users. Although we cannot design a set of identification systems for each type of users, we can find the same elements from different types and shape them through artistic methods. The balance point is always Can be found.
5, easy to replace, this design principle may not be available in some other scenarios, because the identification system in the shopping mall is not constant throughout the year, especially the type of promotional activities and the creative space may be a periodic replacement A set of systems during an event. There are countless themes and activities throughout the year, so the corresponding identification system cannot solve the problem once and for all like other scenarios. It is necessary to fully consider the shopping mall identification project itself during the design and deepening design phase Characteristics, choose the corresponding way to carry out work according to needs;
In addition to the five principles at the macro level, we will also face some local identification systems, that is, micro-circulation identification systems, such as the brand image identification system of some large resident merchants, and some chain brand identification systems. Components, but from their individual perspective, they are a complete set of identification systems, and have their own unique VI standards. In this case, we can't ask chain brand merchants to de-brand. Therefore, the design principles of the shopping mall identification system that we usually refer to are generally only the overall macro level and the public part of the shopping center, involving local micro systems, as long as they meet the overall planning of the shopping mall identification system, they are basically No problem.