|Project title:||How can spatial design contribute to Humör’s brand communication?|
Good retail design communicates the brand’s essence through archetypical and narrative association. Objects, forms, colours, proportion, and other design solutions can all contribute to a cognitive emotional response. When consistent with the brand’s image in both physical qualities and experience, this type of retail environment will not only increase sales but will become a part of someone’s daily life. If home is where the heart is, stores of tomorrow should certainly feel like home to ensure a place in the consumer’s heart.
My graduation project takes the above mentioned into consideration and explores how spatial design can contribute to a brand’s communication. A peer group of experts in copywriting, art direction, photography, and graphic design gives in depth feedback on the brand communication of Humör. The core values of this brand are defined as Connected, Flux, and Expressive. Each of these core values have been translated into spatial forms; Ratchets, Wheels and Pulleys, and Multiplex. This spatial communication concept has been adapted to suit three various goals, locations and target audiences, namely a Shop in Shop, a Trade Fair Stand, and a Promotional Stand.
illustrations made by Guido Kisman