Is the designer's inspiration affected by the cost of craftsmanship and cost?
In the past traditional commercial retail brand concept image design, many of our designers in the actual design of the store, the weight in the end to consider the concept of more, or the cost of a little more, this question has been thinking? The feasibility of controlling costs has been established in the process of exploration. One view is that as long as there is the ability to inspire the design, the other point of view is whether there is only the ability to control the cost of the cost, which of the two capabilities is preferred and which is more critical.
In the actual selection of design cooperation units, generally speaking, our appeal points have the following points: (1) the design trend of the future extension of the brand concept, the direction is very critical (2) the brand product market positioning, the price sales of the product belongs to the grade division of the sales strategy, (3) the particularity of the display mode of homogeneous products, whether to choose the same style of the same kind, determine the visual needs of the market store operation consumers, (4) a cost of brand image design of the material, color, atmosphere is also very important. It is in line with the preferences of the most spending people at the moment. The image of the visual to achieve effective control of costs, (5) the cost of the image in line with the rapid expansion of the market, considering the standardization of all props, standardization, template, unity, easy to operate, easy to execute, easy to copy the landing model will be very important.
First of all, the strength of designers is divided into two types, one is a more senior designer with more than ten years of business sharp thinking. For this concept design of the brand has a good business analysis ability, but in its actual design inspiration, they will be following an old habitual way of thinking, in the past new retail project design process, accumulated a lot of industry routines and mana, but also has extremely infectious and convincing, involving the image of materials and processes is also strong. In the face of everything, there is a disconnect between the final design concept and the effect of physical store reproduction. More costly frequencies also occur. And the proportion is also relatively high. The other type of designer is very young, they have a dynamic mind, and a keen sense of smell, a way of thinking iterates on the traditional way, in a sense, this new design power. Especially after the nineties, we take Naixue's tea as the representative, their store design is very flexible, they all use the design of a single store image, and make it in this main consumer group of post-95/00 audiences, their visual concepts are very appreciative, and, one is the experience of the product, the second, is the visual joy, the senses are very active. Maybe at one point we became "influencers", and at one point we saw a tone of color universality when a new mall opened.
For example, this kind of Tiffany blue, light pink, grass green and other diverse colors, that is, the tone of the whole color will be very bright, and there is personality, but also very young, energetic, there is another type of store tone is very calm and calm (traditional tone), a look is very personality, very dazzling or very punk, also very two-dimensional virtual, or very individualistic tone and individual spiritual color (non-traditional tone).
Then the essence of the commercial chain brand concept design lies in his design soul, and more importantly, the cost control. The final landing of the realization. In fact, there is a great relationship and correlation with construction materials, corresponding to our past design units and construction units are independent, in a sense of a short board. That is, he should be combined into one, and the design and design effect should be finally achieved, realized by one idea and one cost control, and one effect. This is the ultimate goal. (In the past, we basically operated separately in the contract, and in fact, the designer was reluctant to participate in the subsequent specific landing.) The reason is that the time cost will be higher, and designers are not good at it). A kind of practical operability is a design that is within the scope of pre-control. In order to achieve the purpose, to achieve an expected design effect, design cost, design replication, design landing, design to promote good sales performance. The first important part of the start is to need a brand bridge introduction, very detailed, intuitive, written, contractual process operation, will not take a detour (past accumulation and actual feasibility of the actual process of written verification). In this way, it is convenient and effective to tell us the actual needs of internal management and external design forces directly and vertically. Jump directly to the resulting rendering. And very effective in directly embodying and reporting the senses and intuitions. It's both.
Another corner, from the characteristics of the store's goods, the number of SKU displays, including an actual inventory number, including the color, material, process, space, moving line, consumption habits, etc., is the main company's several departments of the store image design put forward their own written reports and picture data reference, so as to help say that the designer has a deeper understanding of our brand. Second, the demand for the brand function will be in the design. Play out, then in fact, this is a basic element, the biggest key is the designer's inspiration and its artistic DNA source, the source is that it has more "fresh" seductive, resonant touch, addictive conclusive knockdown. This is the brand characteristic, but also the most attractive place in the market. In the process of the main development trend of commercial retail, no matter at what stage, he needs the times, needs society, needs the current two-dimensional, script killing and virtual community gathering, digital intelligence has long surpassed the business concept of the past era, and also surpassed the original business inherent thinking. It has been silently iteratively counterattacked in the whisper.
In particular, including secondary subsidiary products, any commodity is extremely fresh and tempting in the commercial space.
Therefore, a good brand concept, image design, his soul lies in whether it is to say itself, or the new design force, nothing more than the first feeling is called "good", the second feeling is "attracted", the third feeling is "swarming up" And the fourth feeling is "queuing up" and becoming the next Internet celebrity. With this, the design concept to guide and trend, guide our main consumer group, guide the consumption power of products and so on is crucial and important. Whether a product consumer feedback is easy to use, or get a kind of people-friendly price, then the tempting shopping environment, a named risk, a called fresh, surprise price, surprise products, and fresh vision and perception, etc., in a new retail brand concept design, is an indispensable factor and link, so the importance of the entire store concept design, no matter in which era, must meet the needs of the current social phenomenon, and the most potential consumer groups, In line with their appreciation, demand, and consumption power.
Ultimately, we rely on actual market data to validate our front end, verify our operability processes, and practice that we can use curved roads as a more direct, vertical and efficient design and presence. The key is to save our thinking track more efficiently, gain more sharp thinking and accumulate more iterative wisdom.
In the future, internal and external skills must be practiced, and it is also a process of practice....
2021/10/28 06:47:34
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