The power of retail design
September 13th 2010 00:31
Original Creative Writing:
David Jobling
The power of retail design
A step by step guide to increased profits through strategic retail design
by Mark Muller
It is not every day, or every release of a guide of this nature, which presents with such a distinct approach, as well as evidence of the perils at play when designing something that is to leave a lasting impression. Useful as it is, this edition of this book is flawed, and it is all about the design. Ironic that the content of the book is seeking the reader plans and executes a coordinated upgrade of their retail space by applying design principals - while the book itself has been the product of a process that has left questionable design flaws through its pages. Editor Annette Muller and designer Kirstin Farr have fallen short of the standards set in the very book they have created.
A strong point made early on by design guru Mark Muller is that "two out of three stores make simple design mistakes that can cost thousands in lost sales each year," and I am sure they do. Muller may miss out on a few thousand himself as educators examine the back cover of this volume where Ian McDowell of Sunshine Toyota, Queensland is quoted, "... Mark's insights into the nuts and bolts of shop design are unvaluable (sic) for both the novice and the experience (sic) retailer"
Curious. There are many curious design flaws, including poor translations of English and questionable use of hyphenation. On the one hand these types of mistakes are inexcusable and if the book were intended to creep into the libraries and school rooms of our educational institutes I fear it will never make it - unless it is used as an example of not practising what you preach.
On the other hand maybe the book does have design flaws grammar and typographical errors and it serves as an inherent warning - within the context of education I would want there to be a very clear message in the introduction of the book about the deliberate design flaws included, in order to establish them as discussion points.
I could see this as being useful in some ways. However this tome is not so self conscious or well thought through - it simply has errors I suspect are completely accidental oversights that unfortunately cheapen the book.
This is a shame because the actual content of the book is quite sensible.
Product placement, atmosphere, lighting, signage, broad details, finer details, coverings and counters are all examined in process. The strategy of maximising certain design elements in your retail environment in order to increase sales makes good sense. The book was printed in China, and I suspect the typo's and poor grammar have somehow emerged as a result of this fact.
The cost of printing may have been reduced by printing in China, the quality of the book binding, the hard covers, the actual paper - all excellent. The corners have been cut in the final proofing of the book - and that is the tragedy - it was quite likely to have been printed in China for the low cost but excellent quality - but there has been this proofing problem, and it has made it onto the back cover as one of the quotes usually used to encourage someone to purchase the book.
What is on the cover counts if we are to understand and accept that the signage on the back cover serves as a promotional message. Rather than pick the book to pieces and rubbish it, rather than demand it be pulped and reprinted, I would say the contents are clear and well delivered apart from the occasional typo. Some of the design elements in the book give it a cheap and rushed look, but the advice is good.
Ultimately Mark Muller makes his argument for a well designed retail space make-over very well, he offers good advice. The contradiction of his advice not being applied scrupulously to the retail product (the book) probably speaks louder than his wise words. He may have a case for a free reprint, I do not know. What I do know, and I say it with great respect for the guru Muller, self-publishing is a process fraught with constraints.
Any process that employs the use of the English language and the conventions that make it available to all needs to be rigorously checked and corrected along the journey it takes into material being. People who are teaching could not use this book and others who are of a mind to purchase something like this of their own volition may be put off at the point of sale.
Every guru you meet has a few flaws, either a fleet of top end automobiles hidden in an Ali Baba treasure cave, or a case of halitosis you politely try to duck away from. You know they mean well and have a lot of wisdom to impart, so you can find it in your heart to forgive them for it. Mark Muller promotes himself as the retail design guru, so I imagine he may find a way of spinning the mistakes out as built in examples of poor practise when he presses a copy into each disciples hand - fair enough, his message is not flawed, it's just the dressing around it that misses the target. Great effort, but this time, C-.
A step by step guide to increased profits through strategic retail design
by Mark Muller
It is not every day, or every release of a guide of this nature, which presents with such a distinct approach, as well as evidence of the perils at play when designing something that is to leave a lasting impression. Useful as it is, this edition of this book is flawed, and it is all about the design. Ironic that the content of the book is seeking the reader plans and executes a coordinated upgrade of their retail space by applying design principals - while the book itself has been the product of a process that has left questionable design flaws through its pages. Editor Annette Muller and designer Kirstin Farr have fallen short of the standards set in the very book they have created.
Curious. There are many curious design flaws, including poor translations of English and questionable use of hyphenation. On the one hand these types of mistakes are inexcusable and if the book were intended to creep into the libraries and school rooms of our educational institutes I fear it will never make it - unless it is used as an example of not practising what you preach.
On the other hand maybe the book does have design flaws grammar and typographical errors and it serves as an inherent warning - within the context of education I would want there to be a very clear message in the introduction of the book about the deliberate design flaws included, in order to establish them as discussion points.
I could see this as being useful in some ways. However this tome is not so self conscious or well thought through - it simply has errors I suspect are completely accidental oversights that unfortunately cheapen the book.
This is a shame because the actual content of the book is quite sensible.
Product placement, atmosphere, lighting, signage, broad details, finer details, coverings and counters are all examined in process. The strategy of maximising certain design elements in your retail environment in order to increase sales makes good sense. The book was printed in China, and I suspect the typo's and poor grammar have somehow emerged as a result of this fact.
The cost of printing may have been reduced by printing in China, the quality of the book binding, the hard covers, the actual paper - all excellent. The corners have been cut in the final proofing of the book - and that is the tragedy - it was quite likely to have been printed in China for the low cost but excellent quality - but there has been this proofing problem, and it has made it onto the back cover as one of the quotes usually used to encourage someone to purchase the book.
What is on the cover counts if we are to understand and accept that the signage on the back cover serves as a promotional message. Rather than pick the book to pieces and rubbish it, rather than demand it be pulped and reprinted, I would say the contents are clear and well delivered apart from the occasional typo. Some of the design elements in the book give it a cheap and rushed look, but the advice is good.
Ultimately Mark Muller makes his argument for a well designed retail space make-over very well, he offers good advice. The contradiction of his advice not being applied scrupulously to the retail product (the book) probably speaks louder than his wise words. He may have a case for a free reprint, I do not know. What I do know, and I say it with great respect for the guru Muller, self-publishing is a process fraught with constraints.
Any process that employs the use of the English language and the conventions that make it available to all needs to be rigorously checked and corrected along the journey it takes into material being. People who are teaching could not use this book and others who are of a mind to purchase something like this of their own volition may be put off at the point of sale.
Every guru you meet has a few flaws, either a fleet of top end automobiles hidden in an Ali Baba treasure cave, or a case of halitosis you politely try to duck away from. You know they mean well and have a lot of wisdom to impart, so you can find it in your heart to forgive them for it. Mark Muller promotes himself as the retail design guru, so I imagine he may find a way of spinning the mistakes out as built in examples of poor practise when he presses a copy into each disciples hand - fair enough, his message is not flawed, it's just the dressing around it that misses the target. Great effort, but this time, C-.
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David Jobling
