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Guest Series Part 2: Leap These Five Retail Design Hurdles Like A Pro
By Ed Abell, Frank Mayer & Associates, Inc.
Retail and merchandising design is really an activity that combines a unique set of design and marketing functions. Wikipedia defines it as, "Retail design is primarily a specialized practice of architecture and interior design; however it also incorporates elements of interior decoration, graphic design, ergonomics, and advertising."
Most professional practitioners of this multi-faceted discipline understand completing design concepts is only one part of that equation. What a client says at the beginning of a project determines what he sees when the concept gets translated to screen and beyond. A concise description of target, location, creative parameters, and merchandising objectives gives everyone a set of criteria for evaluating the outcome and contributes to a more satisfying development process. Clients will also want to provide graphic standards governing treatment of logos and color specifications so these aspects get incorporated correctly from the start and don't impede anyone's ability to evaluate a concept on the merits.
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