Environmental Branding

Branding

• Name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

• All the combined impressions and experiences associated with a particular company, good or service

What is environmental branding?

• Branded environments extend the experience of an organization brand, or distinguishing characteristics as expressed in names, symbols and designs, to the design of interior or exterior settings.

• It uses space as a physical embodiment of the brand to create a ‘brand space’ . – This is achieved through spaces such as retail stores,

showrooms, trade-fair booths and office environments

In a Office

In a Office

In a Lobby

Remember the 4 Display Window P’s

• Products• Placement• Props• Promotion

Product

• Identify the purpose of your retail display.• Decide who your target audience is and their needs• Choose products you have easy available and are

not hard to get• Narrow your products down to a few relevant

choices• Include a variety of price points

Placement

• Map out your display - usually people look to the right of your display first.

• A repeated message throughout the displays will most likely get the message to your customers.

• Display the merchandise so people can interact with it and see it.

• Odd numbers are more appealing to the eye

Props

• 80/20 rule: No more then 20% of the display should be props.

• Let your retail products be the stars and the decorations be the supporting cast.

• Be strategic and choose props that support your display cases.

• Props can be used to add variety in height, texture and color to your display, which will draw attention to the products.

Promotion

• The display is part of your marketing plan.• Promote the displays on Facebook and

Pinterest to start having your audience engaged and interacting.

Tips for Display Windows

• Tell a story• Surprise customers• Use bold shapes and colors• Keep it clean• Update your displays• Use lighting to stand out

More Tips

• Window displays should be in harmony with the entire surrounding

• A whole is being created rather than a fragment .

• When planning a window display consider the building facade, street, people and their perceptions, color harmony, lighting and viewing angle

Influence of Background Color on Merchandise

   

Color of Merchandise

Black Background

White Background

Beige Background

Dark Gray Background

Yellow Enhanced in richness Lightly duller Warmer Brighter

Red Far more brilliant Darker, purer Bright, but less

intense

Brighter, but loses saturation

Blue More luminous Richer and darker

A little more luminous Brighter

Green Paler, sharpened

Deepens in value

Lighter and yellowish

Increases brilliancy

Orange More luminous Darker and redder

Lighter and yellowish

Increases brilliancy

Purple Loses strength and brilliancy Darker

Brighter, gray becomes greenish

Gray becomes green