Sometimes, bucking the trend helps. Counterintuitive thinking,
with a touch of whimsy and a dash of wisdom may just work. In a crowded
marketplace, with myriad design attempts vying for attention, it becomes
difficult to engage a customer at a conscious or sub-conscious level.
Customer perceptions about the brand or the product quality are partly
formed by the space in which they are exhibited. Generally, products are
getting increasingly homogenized
and the onus of differentiation
falls on retail design. However, new goods or services demand new shops
to sell them and sell them 'differently'. Understanding the fundamental
brand attributes and evoking them in the 3D construct is one key. The
commercial imperative and how design can ensure greater return on investment
is the other.