[This article was written by Rachelle Wilber.]
There are many different factors that go into creating a successful business. Things like the product, marketing and customer service are certainly very important. However, something that is often overlooked is the look and feel of the brick and mortar store itself. The overall aesthetic and design of a building helps make a huge difference in the minds of consumers. Here are some tips on how to create a unique aesthetic for your customers.
Think in Terms of Human Psychology
In regards to designing a store and creating an aesthetic, you need to think in terms of human psychology. People, generally, want to feel pleasant and at ease. If this is the case, they are more likely to want to spend money. You should try to create a space that exudes positive feelings and even nostalgia. What you want to avoid is a space that feels dark and gloomy or in some way alienating.
Lay a Strong Foundation
Of course, the bedrock of any new building you want to construct for your business is its physical foundation. Make sure it’s strong and installed by reliable professionals. Look for concrete contractors with a good track record to lay your foundation. The aesthetics of your building won’t matter if there is no strong foundation to support it for the long term.
Integrate Classical Designs
Part of creating a warm feeling in consumers if tapping into their appreciation of things like nostalgia, escapism and adventure. One way you can do this is by integrating classical design work into your store’s overall aesthetic. Think, for example, of a grocery store that uses classical design elements to recreate the look of a European open-air market from the late 1800’s. Such a design motif greatly compliments the goal of getting shoppers to spend money on vegetables, fruits and more.
Integrate Your Branding Into the Design
You also want to consider how well your overall branding plays with the proposed design of your store. If they clash, this can be counterproductive. Instead, try to integrate your branding directly into the aesthetics of your store to create strong brand cohesion. If you’re selling the latest technology products, you may want to exude a sense of ultra-modernism in your store as opposed to old-world charm.
The overall aesthetic of a business matters a great deal. On a subconscious level, it helps to determine how consumers perceive your company. It can even positively or negatively affect consumer behavior. Put a lot effort into how you design your store. Work closely with builders to ensure that your vision is made into reality.
Rachelle Wilber is a freelance writer living in the San Diego, California area. She graduated from San Diego State University with her Bachelor’s Degree in Journalism and Media Studies. She tries to find an interest in all topics and themes, which prompts her writing. When she isn’t on her porch writing in the sun, you can find her shopping, at the beach, or at the gym. Follow her on Twitter and Facebook: @RachelleWilber; https://www.facebook.com/profile.php?id=100009221637700