Local map: how to create a navigation system in a store. Visual navigation systems Environmental design and navigation systems

Navigation systems are a set of signs, plates, interactive displays and other elements that facilitate free orientation in a building. When entering a large shopping center or office building for the first time, a visitor is forced to look for clues that will help him get to the right office and find the group of goods that interests him. Well-executed building navigation:

Saves visitors time;
Creates the most comfortable conditions for them;
Increases the attractiveness of a store, office building, etc.

Visual navigation involves the use of a variety of elements: building diagrams, floor numbering, product signs, etc. Additionally, audio and tactile navigation can be used.

The benefits of well-designed navigation

Increase in the number of clients‒ if a shopping center or office building is convenient, visitors will come to it again and again.

Increased sales- freely navigating the building, the buyer quickly finds the goods he needs.

Increasing shopping center capacity‒ high-quality navigation reduces the time spent searching for products and allows more customers to visit the store.

Navigation in the shopping center

The navigation system in a shopping center has its own characteristics. She must:

Be convenient for customers;
Effectively solve marketing problems.

Developing navigation systems for a shopping center involves taking into account many important points. It is necessary to take into account the location of trade pavilions and product groups, and select the correct design of navigation elements.

Properly executed in-store navigation ensures a significant increase in profits and increases the prestige of the shopping center. Therefore, the development of navigation for a shopping center should be entrusted to experienced specialists.

Navigation in business centers

The navigation system in an office building should be extremely clear and concise, this will allow visitors to save time. When designing such a system, all key points must be taken into account - those places in the building in which the visitor may have difficulty choosing a path.

Text information must be duplicated with symbolic information, since some visitors may not know the language in which the inscriptions are made. Navigation in the office should be clearly visible, and all its elements should be located in convenient places.

Professional design of navigation systems

High-quality navigation design taking into account all the features of your building;
Production of navigation systems in the shortest possible time at competitive prices.

All signs, plaques, information stands and other navigation elements are produced using modern equipment and are of high quality and durability. To place an order or ask any questions you may have, call us at the numbers provided.

Internal navigation is a system of signs, indexes, plates in shopping centers and entertainment centers, as well as interior pylons, which helps visitors to shopping centers, business and business centers navigate the premises. Signs and signs can be found both on the streets and inside all kinds of premises: shopping centers, government agencies, office buildings, supermarkets, hypermarkets, banks. Elements of external and internal navigation help to navigate, provide visitors with the necessary information about the location of a particular object, and are also an excellent advertising tool for presenting goods and services.

We will implement a navigation system for a shopping center (TC), a cultural and entertainment center (CRC), a search system for a Business Center (BC), a Shopping and Entertainment Cultural Center (TRCC), a search system for a Sports and Fitness Complex (FOC), a Sports and Fitness Complex (SOC) ). We will develop a navigation plan for such retail premises as a supermarket, grocery store, hypermarket, department store, supermarket. Let's build the navigation structure of the store. We will produce signs for offices and branches of the Bank, door signs and arrow signs for emergency exits from the Office Center. Moscow City Department. We will create interior advertising for the Cash&Carry chain of stores.

Cost of manufacturing navigation (elements), rub.

Types of work to create navigation	Price	Unit change
Modular system navigation	3000	m 2
Production of volumetric non-illuminated letters (external navigation)	100	cm height
Production of volumetric illuminated letters (external navigation)	135	cm height
Manufacturing of light boxes (external navigation)	8600	m 2
Manufacturing of interior pylons (indoor navigation)	9000	m 2
Production of signs (external navigation)	2600	m 2
Production of navigation signs (indoor navigation)	205	dm 2
Manufacturing of navigation stands (internal and external navigation)	7000	m 2
Production of stickers (full color printing on vinyl film)	600	m 2
Production of stickers (one-color ORACAL film, cutting, sampling, transfer to mounting film (film cost included)	1200	m 2
Lamination	200	m 2
Metal structure	250	m.p.

*Navigation costs are based on the use of optimal materials.
A system of discounts is provided for regular customers of navigation systems.
Special price conditions for advertising agencies and retail chains.

Manufacturing and development of navigation elements

We work with many large shopping centers, developing for them internal and external navigation in the complex that is convenient and consistent with the overall design style of the building. In combination with other advertising media, internal and external signs are an economical and effective means of navigational advertising. They can be placed on the façade of a shopping complex, free-standing structures, as well as inside the building: on walls (information stands, signs), on poles and pendants (indicating arrows) and other infrastructure facilities of the business center. The sign design is typically built around an arrow sign, complete with relevant information or graphics. Signs can be made in the form of a pylon, a sign, a stele, a light box - it all depends on the location and the target audience to which this type of advertising is directed.

Information signs perform two main functions: they provide potential buyers with information about your location and indicate how to find a particular object. Therefore, do not underestimate their importance. External and internal navigation of shopping centers, hotels, and entertainment complexes usually includes a set of standard signs with floor numbers, indications of entrance and exit, children's room, location of toilets, parking, etc.

The production of shopping center signs used to indicate emergency exits is required by any large company or institution. By law, each emergency exit must be equipped with an appropriate evacuation sign; signs must be placed at corridor turning points and along the evacuation routes themselves. Emergency signs usually contain recognizable pictograms and are equipped with arrows.

Street and house signs, as well as any other address signs, can be used not only as a means of orientation, but also for advertising purposes. Designing them using your company logo will form a clear association with the company. In addition, our advertising agency produces illuminated signs that will be visible from afar and will attract the attention of visitors even at night.

An advertising sign often contains not only navigation elements, but also provides brief information about the company - its logo, address and telephone number. Harmoniously complementing orientation signs, advertising signs inevitably attract attention and allow you to effectively use the maximum possible positive aspects of advertising aimed at transport and pedestrian flow of people. Such signs are usually an additional means of outdoor advertising, but they contain many positive aspects:

They do not cause irritation because they are not intrusive, unlike conventional signs;
They help you navigate, and at the same time indicate the location of your company;
They are quite inexpensive to manufacture, and therefore do not require large expenses.

Media facades are increasingly used for outdoor advertising purposes, and it is their feature of dynamically changing information on the screen that has made it possible to become an indispensable assistant in the creation of internal and external navigation systems for large business centers, gas stations, campsites and other facilities in the service and entertainment industry.

You can find such a navigation system in the retail chains MEGA, AUCHAN, IKEA, Magnit, Billa, Castorama, REAL, Selgros Cash&Carry, Leroy Merlin, Seventh Continent, X5 Retail Group and others.

Modern retail facilities are large in size; they increase in depth, breadth and height. The number of retail outlets is growing, and customers have the opportunity to visit a variety of stores and shopping centers. At the same time, they remember the layout of only their favorite objects, where they visit most often. Some shopping centers are visited irregularly (for example, specialized ones), and customers have to be re-acquainted with the space and the changes that have occurred in it. Therefore, creating a system for guiding customers and showing the way is becoming an increasingly urgent task. Of particular importance is conceptual navigation in large shopping centers: district, regional and super-regional. After all, these are entire trading cities with streets and squares, and their area is comparable to the size of medieval cities in Europe.

Depending on the needs of our clients, we develop complex orientation and navigation systems (wayfinding), including elements of subconscious navigation, logical processing of information and its presentation in an easy-to-read form, design projects for navigation schemes, signs and signs.

Navigation system for shopping centers

In shopping centers, conceptual navigation is based on the creation of visual “landmarks” in several places - atriums or galleries are memorable due to their design features, and rental spaces located next to them arouse increased interest. Additional elements for creating a certain atmosphere in atriums are smells, sound and music. They create sound and aromatic “bookmarks” at significant points in the commercial and public space.

Conceptual navigation (in combination with competent zoning) improves the quality of rental space and, accordingly, affects rental rates.

We offer the following services for your shopping center:

Color and theme coding of the shopping center
Sound and tactile navigation
Creating visual bookmarks and landmarks
Entry area navigation design
Design standards for tenants' façade signage
Information kiosk design
Development of a classification system for shopping center tenants
Shopping center map design
Development of a navigation booklet with a shopping center plan
Design of vertical and horizontal navigation system
Design of functional areas of a shopping center: entertainment, catering, sports and fitness functions, services, etc.
Design of navigation in the parking lot and surrounding area
Recommendations for the production of navigation signs

We express our sincere gratitude to the company “KANAYAN | Retail & Development Consulting" for developing the navigation concept for the shopping and entertainment center "Europe". The implemented project and the changes that occurred subsequently had a positive impact on the distribution of customer flow within our shopping center.

Thanks to this project, we solved the main problem, provided our visitors with the opportunity to easily and comfortably navigate the entire area of the Europe shopping and entertainment center, and made the shopping center even more convenient for visitors.

The developed and thoughtful design of the navigation project fit perfectly into the interior design, and gave the atmosphere of the center additional comfort and charm of a classic European shopping center.

We are confident that further joint projects with “KANAYAN | Retail & Development Consulting" will be just as effective and will serve to achieve our common interests.

Ryabov
Sergey Aleksandrovich,
CEO,
Management Company
Re&Solution Property Management,
Kaliningrad

This phrase refers to the development of a visual communication system. But let’s use the increasingly common term “navigation”, because it is rapidly coming into use in a broad and narrow sense, from satellite navigators, navigators in a shopping center and navigation of Internet sites, etc.

The purpose of the navigation system is to solve 3 sequential tasks:

· where we are;

· what surrounds;

· and how to get there.

That is, in short, the main problem is to get an answer to the questions: “where” - “what” - “how”.

Work on creating a navigation and information system begins with developing a concept. At the initial stage, the navigation philosophy and design concept are determined. This serves as the starting point for all subsequent work. Having decided on the principle of the navigation system and the concept design, we then move on to the seemingly routine work of placing layout diagrams, designations and route signs. But there is a twist here - the set of information and navigation elements should fit harmoniously into the space, be sufficient and non-redundant, easy to read, at the same time stylish and discreet, not interrupt the colorful signs and interior display windows of brands and boutiques.

Briefly summarizing the above, the sequence of navigation development is as follows:

concept

· development and placement of navigation elements

· estimation of the cost of manufacturing and installation.

From the point of view of implementing the information and navigation scheme, exaggerated practice says this:

· we put a detailed diagram on the inputs and outputs

· diagrams at key intersections of corridors and galleries

· signs and informants, hanging, etc., throughout the space.

But if it were all that simple...

In conclusion, let's remember the everyday, cute and expensive Moscow metro. A classic example of a navigation and information system. Diagrams at the entrance to the metro - determining the point where we are (station name), looking at the diagram of what is around - determining the route. Convenient hanging and wall-mounted navigator signs take you underground, lift you up, and prevent you from getting lost in large crowds of people. For a wide range of generations of Muscovites, the metro has psychologically imprinted a stereotype of orientation in a closed space with several entrances and exits. The subway's existence has polished the subway's information and navigation system. There is something to think about and something to look at.

Visual navigation systems

The navigation and information system is a powerful tool for winning the loyalty of visitors to Shopping and Shopping and Entertainment Centers and other large commercial areas. The Western terms “wayfinding” and “signage” received Russian registration in the following semantic and terminological application. Wayfinding is ensuring the visitor’s orientation in an unfamiliar place in a broad sense; our term is “navigation system.” Signage - development, production and placement of signs and informants.

The visual communication system (navigation system), in our understanding, serves to determine one’s own location, become familiar with surrounding objects, develop a route and accompany one along the way to an object - a goal.

That is, the problem is solved where we are, What around, outline path and follow the signs to reach places.

Sometimes a visitor to a shopping center, during a long period of acquaintance and active use of the shopping center, goes to another store for some goods, not realizing that not only the product he is interested in, but an entire section of potentially interesting products and services exist nearby.

According to the results of several studies, difficulty in finding orientation in a store is the second most important factor in the negative impact on the visitor, after unsanitary conditions and crowded conditions.

A correct and well-thought-out visual navigation system is solved in three levels of a retail space:

· architectural and planning solution

· methods and means of retail space design

· navigation elements themselves, such as diagrams, pointers, informers, etc.

For shopping centers, navigation should include, in addition to the internal orientation system, also an external one - movement around the surrounding area, parking, exiting into the city, etc.

As an example, we provide a list of elements that should be taken into account when developing internal navigation projects in a shopping center.

Table 1. - Characteristics of the enterprise

	TRC "Shopping and entertainment complex"
	Development of a design layout of navigation structures on the internal territory of the shopping mall
Basic elements of visual communication	· Information stands with signs of represented tenants · Floor maps indicating the tenants represented and the route (can be combined with information stands) · Symbols, including unique color design (for themed areas, restrooms, emergency medical services, pay phones, ATMs, information desks, etc.) · Signs for main pedestrian directions
	· Ensure directional movement of visitors · Ensure easy orientation of visitors on the territory of the shopping mall
Requirements for navigation elements	· Simplicity of design · Available, inexpensive materials · The names of retail outlets must be placed on removable panels (installation and dismantling must be carried out without special equipment) · All elements must be made in the same style, giving the shopping mall individuality, in accordance with the corporate style of the shopping mall. · The color schemes of the structural elements of the signage must be combined with the uniform background of the dispenser
The contractor must provide	· Layout of navigation elements (options) · Design of individual structures and their binding Estimated dimensions of elements · Cost of implementation of the Navigation Media System: manufacturing and installation.

Finding a needle in a haystack - this is how store visitors sometimes feel. Huge areas, thousands of items of goods - it won’t take long to get lost in such diversity. How to make it easier for customers to navigate the store? It will be necessary to take a whole range of measures.

Modern shopping facilities are large in size; they increase in depth, breadth and height and can represent entire trading cities occupying several levels. The number of retail outlets is growing, and customers have the opportunity to visit a variety of stores and shopping centers. At the same time, they remember the layout of only their favorite objects, where they visit most often. Some shopping centers are visited irregularly (for example, specialized ones), and customers have to be re-acquainted with the space and the changes that have occurred in it. Therefore, creating a system for guiding customers and showing the way is becoming an increasingly urgent task.

A set of measures to create a navigation system

The English terms “wayfinding” and “signage” are not synonymous in the practice of design and construction of public buildings. The first term is interpreted as indicating the path, direction, providing orientation for the visitor in an unfamiliar spatial environment (in Russian store building practice the term “navigation system” is sometimes used). The second term refers to the production and placement of signs and indicators, which are only part of the solution to the overall problem. The problem of people's orientation in the space of public buildings was first raised by the architect Kevin Lynch in the 60s, and in subsequent decades it began to interest researchers in more detail. The process of orientation and wayfinding has been the object of study in the West; According to the results of the research, requirements were formed that should be put forward to buildings for various purposes, including commercial buildings. For example, the American architect Romedy Passini and Paul Arthur, a specialist in orientation, defined wayfinding in public spaces as a process consisting of two stages: the first is making a decision, formulating a plan of action, and the second is implementing the decision. At each stage, the store visitor should not experience any inconvenience, and only then will successful purchases become possible.

People who find themselves in an unfamiliar environment must understand where they are in the building, have at least a general idea of the layout of the complex, and determine the directions in which they need to move to get to this or that place. Building architecture and graphical navigation aids should help them, but they can also get in the way, confuse and even disorientate. The wayfinding system and information environment are important components of the success of a trading enterprise. Often, visitors to retail buildings have difficulty determining how to find any product group, get to the right store, or even to another level. In existing stores and shopping centers, it is necessary to evaluate how visitors perceive the wayfinding system: whether they find it convenient and simple, or whether it causes irritation.

According to various studies, a group of factors associated with difficulty in orientation and/or inaccessibility of information is in second place on the list of reasons for customers’ negative attitude towards the store, after unsanitary conditions and crowded conditions. Cluttered layouts and haphazard placement of departments and products also negatively affect shopping by increasing information overload and the difficulty of obtaining the information the buyer needs. And vice versa – visitors rate the convenient navigation system in the store highly. Thus, according to the results of several studies conducted in Russian shopping centers, visitors noted the navigation factor among the first significant ones. Ease of orientation indicates that the visitor has been taken care of, inspires trust and a desire to get to know this shopping center better.

It is difficult for some architects to understand that many people do not have the same spatial thinking as themselves (probably, if this were so, the competition for architectural universities would be tens of times higher). People's ability to navigate and remember varies depending on their level of education, personal characteristics, age and gender. It is believed that women's ability to navigate in space is less developed than men. At focus groups dedicated to retail, we even heard such an extreme opinion that women have a kind of “geographical cretinism.” Therefore, a friendly environment is more important for women. Some shoppers will only need one visit to remember the location of key points, while many will wander around and ask for directions more than once.

When visiting a large shopping complex for the first time, many shoppers find themselves in a situation described in a folk tale: “go there, I don’t know where, find something, I don’t know what.” Many come just to look, attracted by advertisements of newly opened shopping centers and stores. On the way of his movement, the buyer must constantly encounter landmarks, which are zone identifiers, signs and signs. Signs serve to help the visitor find his way to the departments and products that interest him and pay attention to products that he has not yet thought about. As a rule, a visitor to a shopping center determines his location relative to the entrance (or entrances), large “magnet” stores and memorable interior elements. These elements help him mark the location of his favorite retail outlets, as well as make impulse purchases. It is more convenient to choose goods in a shopping center when the visitor has the opportunity to navigate the location of the stores.

The visitor's need for a convenient orientation system should be taken into account at the initial stages of design. This task is jointly solved by the owners of the retail facility and the designers; a little later, interior and sign designers are involved in the process. The navigation system in a commercial building includes three blocks:

Space-planning solution

Interior design tools and techniques to aid direction and orientation

Graphic, audio, tactile and interactive means of guiding the way and informing buyers.
The main part of the navigation problem in stores and shopping centers is solved at the first stage - the planning stage, which determines the visitor's route. At the second stage of work, accents are added that the visitor can further navigate. Effective architectural navigation keys - shopping streets or main aisles in a sales area, product and non-product magnets, lighting - create a map of the building in the visitor's mind. In a multi-storey shopping complex, the task of orientation becomes more complex, and it is very important to ensure clear relationships between the various levels in the building. This is especially true for buildings consisting of several buildings (blocks) connected by passages, as well as retail facilities created on the basis of former industrial and administrative buildings. The levels in them often do not coincide; intermediate mezzanine floors appear. Such floors should be linked to the main trading levels using clearly visible transitions; Logical placement of products is also necessary. Then the intermediate levels will bring the maximum return and will not turn into a problematic “appendage” that was built so that “the place does not go to waste.” One day we visited a shopping center in Primorye and simply figured out that there was another store. So Sherlock Holmes, in the story of A. Conan Doyle, discovered a secret room where the criminal was hiding: by comparing the external dimensions of the house and the internal boundaries of the premises, he saw the difference. The locations of vertical communications, including elevators, used by elderly visitors, women with children and people with limited mobility should be clearly visible.

The system of signs and indicators should help customers navigate, and not be the only source of information. The architectural environment itself should guide the buyer. In an inefficiently organized space, adding signs does not solve the problem, since people may simply not pay attention to signs and signs. One of the most important principles in developing a navigation system is the structuring of information. Too much information on wayfinding and help aids is just as bad as too little. Many readers are probably familiar with the “white noise” technology, developed by intelligence agencies in the 20th century to hide important information: along with important information, a huge amount of unimportant information is given, and often all messages are given equal weight. Thus, it becomes extremely difficult to single out the genuine and most important messages from the mass of messages.

In order to select the optimal information on help tools at various levels, it is necessary to provide a hierarchy of information, that is, the order in which it is presented to the buyer as he immerses himself in the shopping process. The following rules must be adhered to:

Levels of navigation must be identified, and standards are developed for each level. There are different means of so-called spatial and intellectual navigation. Spatial navigation should help the buyer determine where to go. Intellectual - understand what to do at the point of sale, ensure the convenience of familiarizing yourself with goods, choosing goods. For example, in a department store, the first level of spatial navigation is the designation of product categories, and area signs are designed accordingly. The next level is indicators inside sections. The text of the inscription can be in accordance with the purpose of the product (“bathroom products”, “bathroom textiles”) or the type of product (“sets”, “kitchen utensils”). The problem of intelligent navigation is solved by indicators of groups of homogeneous goods, which are presented on one or more shelves. Designations of goods and services must be of the same type at each level. If symbols are used at one navigation level, they must appear on all signs for that level. Intelligent navigation in specialized stores is especially important. It helps not only to navigate through numerous products, but also arouses interest in them and significantly stimulates sales. Sometimes store owners object to additional layers of navigation, finding it just an unnecessary expense. Buyers, they say, will figure out what’s what. There are also objections from some designers: in their opinion, an abundance of signs can spoil the interior of the store. This is wrong. A well-made sign will never spoil the interior, but on the contrary, will help sales.

The logic of naming, numbering, dividing the territory of a store or shopping center into zones (sectors) should be easily understandable. The shopping center is divided into zones or by floors or by zones (for example, goods for women, men, youth). If any theme is used in the coding of shopping galleries or levels, then it should run throughout and not be mixed with another. Logically understandable rows are lined up. For example, if streets are named after composers - the street of Mozart, Beethoven, etc. - then the next street, logically, should also be named after a composer, and not a scientist. An example of thematic navigation is shown in the figure: a common theme combines signs, indicators, frescoes in the interior and supergraphics on the facade of the complex, and symbols of zones in the underground parking. There are cases of ineffective allocation of zones that are not related to the internal layout and even contradict its basic logic. Let's give an example: according to its planning scheme, the shopping center is 4-magnetic X-shaped, with two main galleries forming a cross. There are 7 sectors in the diagram. The visitor looks at the diagram and clearly sees that the plan is divided into 4 parts. Why seven sectors? There would be at least eight, which is a multiple of four. Or 5: the central core is separated into a separate section. But with 7 sectors, it immediately becomes more difficult to navigate. If a shopping center contains the word “galleries” in its name, it is better not only to have them in the layout, but also to highlight them in the color scheme of the interior. This coding of zones helps to create the individuality of a retail facility and consolidate its main distinctive features.

The main arrival points must be clearly identified. The end points of the path must be highlighted in the layout and on all diagrams so that a visitor to a store or shopping center has the opportunity to know where he is heading. The principle of end points was applied even when creating Japanese and Chinese prints and watercolors: it was not allowed to draw a road that went to nowhere. Such drawings did not find buyers, because the majority wanted to see where the road led.

The amount of information on the elements of the navigation and information system should be limited. Only in this case the information will be read by visitors. Lots of text and small fonts – the effect of information in the store is small. This style is more suitable for newspapers and magazines that people read in a relaxed environment.
When creating a clear and easy-to-navigate environment, it is necessary to remember this technique of influencing the buyer as repetition to improve memorization. All components of the store (name, space-planning solution, design, assortment, system of signs and information) should enhance the mutual effect of each other and emphasize the image of the store created by the owner and designers. The larger the trading enterprise, the greater the opportunities for creating an image it has. Large specialty stores and shopping centers simply must have a strong personality, otherwise they will find it difficult to survive.

The law of image integrity is also known as the “law of the axe” - it is difficult to cut down a tree if you hit it in different places. A store can be perceived as refined and sophisticated or, conversely, extremely simple and rational. Depending on the image, zone encoding means are selected. One of the most difficult tasks of a shopping center is the coordination of network principles of window display design, branded navigation with the general system of the shopping center. Tenant stores should have their own identity and stand out clearly, at the same time, their design should not destroy the unity of the interior and the general perception of the shopping center. This task constantly faces the owners and managers of shopping centers and designers.

To code zones in a shopping center, three components are used:

Letters, numbers or text.

Symbols. Graphic symbols (pictograms) enhance the understanding and memorization of inscriptions and are understandable to all customers, regardless of what language they speak. Therefore, symbols are especially important in commercial enterprises in large cities, tourist areas, and transport.

Color. The color of the interior and signs, zones on the diagram of a shopping complex should be associated with text and symbols. The impact of color can be enhanced or weakened by appropriate lighting. In intimate areas the light is dim, in places for display it is bright. Also, with the help of color and different lighting, public areas (for visitors) and service areas (for staff) are distinguished in the building.

The interrelation of elements and their mutual confirmation is used even in coding areas of public toilets. In some restaurants decorated in national or classical styles, the signs on the toilets are silhouetted images of a man and a woman in medieval or national costumes. And the letters “Me” and “Jo”, glorified by Anatoly Papanov in the film “The Diamond Arm”, are missing. Intricate curls of hair, hats, high collars - as a result, at first glance you will not understand what gender the person on the sign is, and especially when the visitor has taken a couple of glasses of strong drink. Employees of restaurants with such signs note that visitors often get confused and find themselves in uncomfortable situations. Effective designation of male and female zones can be achieved using different colors: firstly, the signs themselves, and secondly, the colors of the walls and floors or their elements. Traditionally, warm colors are used for the women's area, and cold colors for the men's, but this is not a strict requirement. It is possible, for example, that bright and aggressive colors are used for men’s areas, and soft, pastel colors for women’s areas.

In shopping centers, signs and markers help make the property memorable, so consistency between tenant signage and the concept of the shopping center itself is extremely important. There are three approaches to sign design:

All tenant signs are made in the same style. The format of the sign (size, colors, font) is common to all. The corporate identity of any trade, food and service operator is present only on shop windows. Typically, this approach is used in retail and office and cultural and office complexes, where there is also a trading function.

All signs (tenant signs, directional signs and directional signs) contain some form of design element. Typically this element is related to the theme of the shopping center and colors are chosen accordingly. For example, a single element that is present on all signs may be a design at the top of the sign.

Only the signs of the shopping center itself are made in the same style (for example, “Parking”, “Entrance”, “1st level”, etc.), and no requirements or restrictions are imposed on the signs and signs of tenants, sometimes even in size . This approach is the exact opposite of the first, and it can lead to a certain inconsistency and disharmony in the interior.

Let's now talk in detail about navigation and help tools. They are divided into graphic, sound, tactile and interactive. Until now, “silent information” means prevail in stores. However, with the development of multimedia technology, sounds and voice are returning to the walls of the store, and navigation and reference tools are gaining voice. All types of navigation tools not only help the buyer, but improve communication and enhance the efficiency of interaction between the buyer and the store.

Graphical navigation and help

Graphic communications with customers include signage, color coding, maps and charts, and store or shopping center brochures and flyers. In order for these tools to truly help visitors and be fully used, each type has its own requirements.

1. Plan map (shopping facility diagram)

A map of a commercial building is never superfluous. The diagram must be placed at each of the entrances (main and secondary entrances to the building, entrances from the parking lot, in large multi-story buildings - at each entrance to the floor), as well as at the main branching points of the aisles of shopping centers, where the visitor decides where to go. Diagrams and stands with information should be clearly visible and noticeable at the entrance. An absolute must is the “You are here” icon on the diagram. If it is missing, it will be difficult for a visitor to navigate even the most detailed map of the shopping center, and it will become half useless.

When developing the scheme, the following requirements are taken into account:

If a shopping center or shopping and entertainment center has a large area, diagrams of varying degrees of detail can be used so that they can be quickly examined and oriented. For example, the map at building entrances may have less detail, but floor diagrams, diagrams placed in front of each area or at route branches, are more detailed. Sometimes architectural floor plans are simply copied onto the diagram, slightly processed by the designer. Such diagrams are very difficult for the average buyer to read due to the abundance of details.

Objects on the diagram are arranged as follows: at the top of the sheet is what is in front of the buyer. Direction down means that the buyer needs to go backwards. When a passage is divided into two parts at an angle of 45 or even 30 degrees (“houndstooth”), two “forward” directions are created, and it is better to place the diagram before such an intersection, and not directly at it. Additional arrow signs may be placed at the branching point of the passage.

The numbering system for floors or levels, rental spaces should start from the main entrance to the building, as well as from significant points in the interior. Points close to the entrances are assigned the first numbers, and more distant tenants receive the last ones. If several buildings are connected and have level differences, then the numbering of levels must be ordered.

The numbering of rental spaces must be clear. According to the natural logic of the buyer, number 1 should be followed by number 2 or 3, according to the numbering of houses on the even and odd sides of the street. Behind the letter A is the letter B. Ineffective assignment of alphanumeric designations to tenants in different zones (allocated by type of product, generality of demand, target group of buyers or type of tenants), rather than by location, can seriously complicate the reading of the diagram.

Let's look at conditional examples. The letter “A” denotes the women’s clothing zone, the letter “B” denotes the men’s clothing zone, but on the plan, zones “A” and “B” are not located next to each other, but, say, at different levels. On the same floor with the tenants of zone “A” there are zones “D” (perfumes and cosmetics) and “K” (gifts, dishes and interior items), and the numbering of retail spaces in order looks random: “A-1”, “K” -12", "D-4". This is more difficult to understand. Or the numbering takes into account the type of tenant: retail, food or services. For example, retail outlets are numbered as “1-1”, “1-2”, etc., food – “2-1”, “2-2”, etc., and the numbering of service enterprises begins with the number 3 Then the diagram may show a complete mix of numbers.

Sometimes on shopping center diagrams it is not at all clear on what principle the numbering is based. What does rental space “3-B551” mean? Looks more like a user password to log in to the system than navigation to make it easier for the buyer to find. Okay, we’ll figure it out with “B” and “551,” but where to look for row “3” in relation to row “1”? In general, row “1” in this diagram is the first line from the entrance or the leftmost gallery (similar to the fact that the numbering of axes in an architectural drawing goes from left to right)? Impossible to remember, impossible to figure out. At the famous Moscow “Gorbushka”, some visitors would be happy to go for a second time to some tenant who liked the assortment and prices, but for the second time they simply cannot be found in the confusing layout of the center! Moreover, tenants often change and additional reference points disappear. Complex navigation seems to equalize bad and good tenants, retail outlets become impersonal, and the number of repeat purchases in the store you like is reduced. The store’s connection with its regular customers is becoming more refined. This inevitably leads to a deterioration in the work of staff at the point of sale: sellers begin to perceive buyers as one-time clients.

It is advisable to indicate on the diagram a meeting place for lost visitors. Of course, you can call by mobile phone. But will the visitor be able to answer the question “Where are you?” and describe the place where he is? And his interlocutor - find this place? The meeting place can be the square of a shopping center, highlighted by memorable interior details: sculptures and fountains. Probably half of Russians know exactly where to meet in GUM - at the fountain. Navigation is firmly entrenched in the mind, although both Muscovites and guests of the capital often no longer include GUM in their list of obligatory visits. A good meeting place could be a cafe or food court. In general, it is optimal when the design elements of a shopping center solve several problems at once: attracting attention, navigation and product promotion. Thus, in one of the largest shopping complexes in Washington, Potomac Mall, a waterfall cascading from the second floor balcony is an excellent visual and audio “bookmark” in the navigation system. And the engine of sales: the waterfall slows down visitors, the curious come closer, begin to examine it and... they themselves do not notice how they ended up in a store of goods for water sports and recreation. In another section of this shopping center, a place of recreation and entertainment is combined with a place of active thematic advertising. Part of an airplane interior is installed in the gallery of the shopping center. Children happily climb inside and start playing, while adults can rest in cozy armchairs and watch commercials for the airline that provided the shopping center with this “enticement.”

2. Signs and indicators

The root of the word “get acquainted” is “sign”, so inscriptions, displays and signs in a store or shopping center should immediately and unambiguously make it clear what product, service or action this sign represents. Signs can contain text information, symbols or images of designated objects. Symbols are divided into 3 groups: a symbolic image of an object, gestures and a symbolic image of actions.

People simply don’t pay attention to bad signs and indicators. It can be easier to ask for directions or find out where a product is sold. There are several points by which you can evaluate a sign or sign and understand whether it will work or not.

Information must be clear

Sometimes it happens that information is present on a sign, but its content and meaning are not clear to the visitor. For example, on the territory of a hotel in one of the Caribbean resorts there is a sign “Do not enter! For staff only" was made in Spanish. But most hotel guests don't speak Spanish! Information may be unclear or inaccurate. Seeing the inscription “Wardrobe for clients”, the buyer will doubt: whose clients are the shopping center or a separate large store? And from what moment does a visitor become a client, perhaps only with a discount card or after a purchase? Let’s imagine the look on the buyer’s face when, having paid for goods at the checkout, he sees a sign “Issuing paid large-sized goods in block A3.” It turns out that he needs to go in search of the scheme or distract the cashier or security guard with questions. Another common example of ineffective information is indicating only the names of tenant stores, without their specialization.

The information on the signs may be frankly incomprehensible; you will have to think about what the direction is in relation to. We have already mentioned how difficult it is for drivers in Russia to navigate an unfamiliar area. In Moscow, the system of road signs is not implemented effectively everywhere, even on such significant routes as the MKAD (Moscow Ring Road) and the Third Transport Ring. For example, at the intersection of the Third Ring with Kutuzovsky Prospekt there is no (at the time of writing) indication of where to turn around to go in the opposite direction. You can turn around, but you need to know the place. If, when approaching the Moscow Ring Road, there are clear signs for the direction of travel - “MKAD-west”, north, east, south - then on the Third Ring Road sometimes the direction to the nearest major streets and avenues is indicated, which makes orientation difficult. Especially for residents of the suburbs and visitors to the city, because they simply do not know these streets and cannot understand where to turn to get to the right place! For example, arrows to the right and left are accompanied by the inscriptions “Rusakovskaya Street.” and "Nizhegorodskaya St." Which one is on the ring in the northern direction, and which one is in the southern direction? So it turns out that there is a sign, but for some drivers it actually doesn’t indicate anything.

All information must be presented in understandable words. Moreover, understandable specifically for this target audience. Let us remember how, under Peter I, ignorant peasants who could not decide on the concepts of “right and left” were recruited into the army. They tied a bundle of hay to one leg and straw to the other, and instead of the words “right-left” they commanded “hay-straw”. Then the commands became clear and easy to execute.

Information must be relevant and updated in a timely manner

One day, in a large office complex in Moscow, a “wonderful” example of navigation was seen. There are “Exit” signs and directional arrows, but when the visitor proceeds in the direction indicated by three arrows with the inscription “Exit” in turn, he comes across a closed door with bars on which is emblazoned a menacing “No Exit” sign. The example is real, and it is very reminiscent of the scene from the movie “Sorcerers”, when the visitor could not get out of the building of the Research Institute of Witchcraft Sciences. If for some reason the exit was closed, the arrow signs should have been removed or their direction changed so that they would help find the active exit. In shopping centers, the board indicating tenants should consist of replaceable sections, so that when the composition of tenants changes, one board can be replaced with another.

The size of the sign itself, as well as the letters and symbols on it, must be comparable to the distance from which it is perceived. The size of the signs depends on the size of the retail space and should be comparable in size to other features, but large enough to be noticed.
Visual effects interfere with reading information:

light reflection,

use of many colors on one sign or sign,

excessive decor (monograms and frames),

font color close to background color,

small space between letters and lines,

inconsistency of symbols and inscriptions on one sign or sign.

The best readable font from afar is a simple sans serif font of medium thickness, without serifs and without changing the thickness of the letters. A serif font emphasizes horizontal lines and creates organization, making it easier to read in a newspaper or book. A light inscription on a dark background looks larger and is optically closer to the buyer. It is better to place the inscriptions straight, rather than at an angle (only a very experienced designer can achieve the expected effect from the angle of the inscriptions). You should not get carried away with the variety of fonts; for example, on a sign or in an advertisement it is better to use no more than two different fonts.

Different font styles are suitable for different images, and all elements of the wayfinding and help system should be combined with the image of the store and the chosen concept. So, in a children's store, signs can be bright and cheerful, in a fashion store - sophisticated, classic or innovative. It is desirable that all signs and indicators have the same format. It is not for nothing that road signs differ in color and shape: it is immediately clear what is strictly prohibited and what serves as a warning or indicating the way.

Signs and markers must be correctly positioned

Signs serve to help the visitor find his way to places of interest and pay attention to goods that he has not yet thought about. Therefore, they are effective only when they are immediately visible and striking. Sometimes signs or markers are placed too high so that people don't notice them. Accordingly, such information and reference elements do not work. Or the toilet sign appears only in the area close to this very toilet; in other parts of the shopping center it is impossible to find out where the toilet is.

Location also plays a role when placing signs of various stores on the façade and interior of a shopping center. Inconsistency in signage placement will confuse the buyer. We also came across some really funny cases. For example, on the façade of one shopping complex, signs for two stores were placed: goods for women and electrical goods. The signs were located strictly one below the other in the center of the entrance, they were made in the same color, and the letters were of comparable size. As a result, the signs were visually combined into one. Everything would be fine if it weren’t for the names of the stores: the visitor sees a very intriguing inscription “Charm 220 volts” (see photo). What kind of charm is this? Everyone can imagine the store’s assortment depending on their imagination and sense of humor (for example, products for extreme intimate fun, lingerie or self-defense items for women). Another fun example from our collection. The first floor of a residential building was rented by two clothing stores - for women and for men. The first one was called “Coquette”, the second one was called simply and simply “Men’s Clothing”. Both signs were mechanically placed on the façade, one after the other. The result is also excellent, the inscription “Flirt” is visible. Men's clothing”, which invariably causes smiles and gossip among residents of the area.

Sound and tactile navigation

Designers of retail facilities often have inflated ideas about the level of knowledge and education of potential buyers, which affects navigation tools. Low levels of education are not unique to poor developing countries. Even research from the US Department of Education suggests that almost half of Americans lack functional literacy, that is, the ability to effectively use text messages. About 15% of Americans have difficulty reading signs for various health reasons. Vision deterioration is observed not only in older people, but also in young people who spend many hours at the computer. Initially, audio navigation aids were intended primarily for the visually impaired and visually impaired. But it has been found that audio communication has a positive effect on trade. Many modern devices can operate silently, but at the same time the sounds disappear, which help all customers navigate the space and feel good in an unfamiliar environment. Sound “bookmarks” are created at significant points in space, in areas of a shopping center and in recreation areas; this could be, for example, the sound of falling water from a fountain.

Warning sound signals are required on any type of mechanical transport that ensures the movement of customers around a retail facility. Before the end of the escalator or travelator path, the visitor must hear a sound in order to have time to prepare for leaving the moving belt. Usually, when approaching the end of the path, the escalator passes a “noise strip”. A similar technique is used on American highways. To prevent drivers from falling asleep, certain areas are covered with a coating that makes a lot of noise when a car passes over it.

The moment the elevator arrives on the floor, a melodious gong sounds, and a sound signal is also given when the elevator doors close. In the American practice of designing the operation of public buildings, the scope of application of audio signals is expanding. For example, audio signals should be able to identify the location of information counters, restrooms and other key points in the shopping center. In a more advanced shopping complex, sounds complement the music, and the sound environment becomes richer and at the same time more tactful. Sound and musical accompaniment helps the buyer create a mental “map” of the room and enhances the memorization of areas highlighted by color and planning tools. With all the diversity, sounds and melodies should not argue or come into conflict with each other.

Tactile communication in a building includes a variety of elements that the customer touches in different areas. Thus, the floor covering may differ in its texture, density and elasticity, and even temperature. The material of handrails and door handles may be different. For visually impaired people, inscriptions on signs and in places where the building diagram is located are also made in Braille.

A person receives strong emotions from tactile sensations, which is why tactile communication is actively used for commercial purposes in the USA and other countries of the world. First of all, in entertainment centers and museums. If some interesting exhibit is presented, visitors can not only examine it, but also satisfy their curiosity by touching specially prepared samples. Such places almost always attract attention, and often there are queues. For example, in Washington, D.C., at the Museum of Cosmonautics, you can touch a piece of stone from the lunar surface, and at the Museum of Natural History, you can touch the paw and teeth of a tiger. The commercially stunning Water World attraction on Sentosa Island in Singapore has a small aquarium where you can touch a variety of fish. Visitors are especially delighted by the opportunity to touch and even drag the tails of such dangerous sea creatures as sharks, electric stingrays and poisonous stingrays without any risk to themselves (how the staff manages to protect the stingrays remains a mystery to visitors). And where there is delight from visitors, there is significant commercial success.