On the psychological strategy of store external design

The facade design of the shopping center building directly reflects the theme and orientation of the shopping center, and also has a certain commercial landmark color. The decorative materials, forms and structures of the facade depend on different commercial orientations. The effect of night lighting should be fully demonstrated in the design, so as to meet people's expectations of shopping fun in modern shopping malls. At the same time, the effect of the facade design of the shopping mall should make people feel the environmental quality of the shopping mall immediately from the structural connection of the elements, advertising spaces, store signs and display windows expressed in the facade.

Therefore, Shenzhen Meiji Line believes that the display form of the facade of the shopping mall largely determines the passenger flow. A good facade design scheme should not only be innovative in art, but also consider its practicability from the perspective of operation. Let's learn from Bian Xiao, an American international designer, the matters needing attention in the facade design of shopping malls:

First of all, the window

The facade of the shopping mall is divided into two parts: the main entrance and the outer square. The fa? ades of most shopping malls are designed with glass curtain walls. But now, there are many ways to use the window, which is the eye of the whole shopping mall. Good window design can enhance the image and grade of the whole shopping mall.

Second, the external wall

The facade design of the mall mainly includes the name of the whole mall and the beautiful design of the wall of the whole mall. Because many shopping malls are open until evening now, but most consumers have more time at night, the facade effect of shopping malls is a bright spot to attract consumers. Pay more attention to the lighting design of the facade, and remember not to temporarily punch holes and nails, which will damage the beauty of the facade.

Third, the entrance step

I believe you will find that when many shopping malls enter the main entrance, there are too many steps, which affect consumers' mood and are unsafe. Once the population is dense, it is prone to accidents. Therefore, it is suggested that the number of steps in the main entrance and outer square of the mall should not be too much.

In terms of grade positioning, different grades of shopping malls have different display forms. It will be a mistake to design LED media color screen for a low-end shopping mall, or to close the opening position of a sales-oriented business with advertising light boxes.

Fourth, decorative style.

After determining the positioning, in the subsequent design process, we should consider the coordination and unity of the overall design to ensure that it conforms to the same theme. The facade design of shopping malls is more complicated than ordinary buildings, and it needs to be planned and designed from many aspects, such as color, material, advertising display form (LED display screen, light box, outdoor advertising), floodlighting at night, external signs, shopping mall VI and so on.

It is a common mistake in facade design to put the LED display screen in a position that can convey the atrium effect, so that the atrium light and LED effect cancel each other out at night, or not prepare enough floodlights for the stone wall at night. Although this is not something that architects can be responsible for independently, as the stage foundation of all facade display effects, designers need to consider the presentation of the final effect at the initial design stage.

Verb (abbreviation for verb) strong angle and weak edge

Horizontally, the facade design of shopping malls should pay attention to "strong corners and weak edges". The "corner" here refers not only to the corner of the box, but to the best display position and entrance; The "edge" here refers to the part between the display position or the entrance. In the final analysis, commercial buildings are for profit. Therefore, when designing the facade, we should also consider whether the input and return of the facade are reasonable.

Finally, it is necessary to leave back-court facilities such as logistics passages and toilets to solve the problems of fire fighting and transporting goods and garbage. Most of these functions are evenly distributed in the "edge" part near the location of the external wall.

On the other hand, if you want to make the facade effect of the "edge" position rich and colorful, the facade design needs to avoid affecting the shutters and tuyeres; Avoid affecting the opening of the first floor evacuation exit; Avoid affecting the fire smoke exhaust and the opening of rescue windows on all floors. In these positions, the design difficulty and cost of all display effects such as LED, light box and window will be higher than that of ordinary wall positions.

To sum up, the facade design of shopping malls is not only an artistic expression, but also closely related to the business behavior it represents. It is not only an art, but also a part of business, and the space design between shopping malls and property is also very important. Remember not to just look at the space and ignore the cost. Therefore, the design of the facade should also be guided by the principle of operating angle.