500 Interior Design Copyright Goodheart-Willcox Co., Inc. display. A free-fl owing layout does not have set aisles. This layout allows shoppers to move about freely, increasing the probability of impulse buying. Design- ers need to work with store managers to create a capti- vating journey for customers to travel throughout their facilities. Brand or image is a key element to a store’s success which should be incorporated in the customer’s profi le. Remember that fi rst impressions count. Because there is only one chance to excite the customer and create enthusiasm, it is essential to convey the store’s message clearly through use of appropriate visual props, graph- ics, and merchandise displays. Therefore, the entrance makes the key fi rst impression! The storefront design must capture customer attention, be appealing, and clearly show customers what they can fi nd inside. Within 15 feet of the store entry, there is a decompression zone at which shoppers do not notice products. A cohesive design ensures that walls, colors, fl ooring, lighting, and signage tell a single, captivating story. Designers must consider traffi c fl ow and circulation patterns. As people enter a store, they typically turn right and browse through the store in a counter-clockwise direction, exiting the store after checkout. By setting up focal points, the designer has the power to stop and redirect customers to where the business owner wants them to go. Visual displays are useful for redirection, but must feel natural and make sense with no direction changes for customers. Depending on the store size, aisles should be a minimum of 2.5 feet to 4 feet wide. The design of main aisles and areas of two-way traffi c must be wider, allowing two people to pass comfortably. Appreciate the infl uence of a power wall—the area to the right where customers look fi rst on entering a store. Retailers use power walls to display featured and seasonal items. Fixtures are the movable units that hold store products. The strategic placement of fi xtures makes store products visually enticing—encouraging customers to make impulse purchases. The designer can use fi xtures to create stopping points in the midst of long aisles, giving customers a visual break. Most store managers are keenly aware that the arrangement of product displays, counters, and aisles impacts shopper behavior. In any of these areas, crowding will likely lead to lost sales and lost revenue. Strategically design display locations and sizes. Customers continually critique window designs and displays—consciously or unconsciously. Color and light can add drama and interest. Unique and out-of- character display techniques need fl exible space. For example, something that is larger-than-life, smaller- than-life, dramatically repetitive, or humorous and fun can attract customer attention. Therefore, space needs to be changeable. When thinking through the overall look of a store, be mindful that customers connect fewer displays and fewer items on display with higher prices. Checkout counters must easily accommodate merchan- dise and have ample space for the staff to comfortably complete transactions. Including a display wall behind the checkout counter is an ideal spot to display unique products and additional gift item. An enticing layout should encourage shoppers to make additional impulse purchases as they fi nish their shopping journey. Photographs: VENVISIO, LLC/Rabaut Design Associates Figure 14-16 Due to the nature of retail, each facility requires a unique design. What features of this furniture retail facility draw customers in to browse?