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
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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
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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