- information stands - prefabricated mobile structures that allow you to place any information and save financial resources for the processing of the entire information surface;
- modular plates - designs that include several information plates and signs and are produced in the form of a decorative panel, signboard, stele, cantilever structure, etc.;
- plates with the ability to change information - a practical profile with grooves into which posters are inserted;
- hanging signs - used in places where it is not possible to install wall signs;
- double-sided end (flag) indicators - fastened with screws to ceilings and walls at a right angle;
- free-standing ground or floor structures - pylons, leg stands, floor light boxes, etc., equipped with several information surfaces;
- lighting solutions - information carriers with internal lighting for places that require a light accent to attract everyone's attention.
High-quality and convenient navigation in the shopping center is the dream of many owners and managers. It helps visitors quickly and easily navigate the variety of stores, products and brands. Turns shopping into an amusing trip. It's in theory. In practice, everything is much more complicated. Why? Let's figure it out.
And we will start by answering the question: “Why do you need navigation in a shopping center”?
The navigation system in the shopping center has two main tasks:
Task 1: Help the buyer to navigate in an unfamiliar place. It is well known that the larger the area and number of storeys of the shopping center, the more prompts the visitor needs:
Where are the elevators to go up or down to the desired floor
Where is the entrance to the cinema
Where to pay and how to go down to the parking lot
Where is the nearest toilet
Where is the exit from this infernal maze (hello to new visitors to the IKEA 8 store))
Some marketers adhere to the idea that it is not necessary to help the visitor, if he wants, he will find it! In the meantime, he is looking for, along the way he will go to other stores and leave more money for impulse purchases. I really want to send these "specialists" to a large eastern airport to look for a boarding gate, having previously pasted all the inscriptions in English on the navigation boards. Let them increase the average check in duty free.
Help the visitor as needed - in gratitude, he will quickly find what he needs, and with good mood continue shopping.
Task 2: Correct the mistakes made in planning and logistics. In theory, with a competent layout, the visitor will quickly orient himself and find the store, cafe or escalator he needs. But if the layout of the building is not simple, with many passages and stairs, then visiting such a shopping center turns into a quest, unfortunately not very exciting. Without additional help the visitor simply will not find how to climb to the second floor or go to another building, turn around and go to where navigation is more understandable and convenient.
Although, of course, not all design errors can be corrected by additional navigation tools.
In addition to these two tasks, navigation should be:
- simple(even a child must understand what this or that icon on the pointer means)
- comfortable(Navigation boards are located at the right height, the font is legible, the lighting level is sufficient)
- logical(the visitor must find where he is on the map of the shopping center and where to go)
And the last question. Who should design the navigation system. Designers? - No. Brokers? -No. This issue should be dealt with by specialists who know the principles of vertical and horizontal logistics of people flows. They understand where and how to help the visitor find the necessary information about tenants, additional services, etc. Those who look first shopping center buyer's eyes.
1) Navigation in one of the shopping centers. Please note that the numbering of trading sections is extremely confusing (for example, where are sections # 08, 22 or 47? Or try to quickly find section 102). Such navigation interferes rather than helps the visitor to find the right product. The fact that the place where you are is not indicated on the plan is another mistake. McDonald's acted sensibly - he asked to mark his logo on the plan, which makes it possible to find it almost instantly.
2) Another example of navigation. The icons are yellow and their meaning is intuitive. For the convenience of visitors, they are made 3-dimensional, which allows you to quickly and easily find an escalator, ATM or a place where there is free wi-fi. And most importantly, if you are standing in front of this plan in a shopping center, then you will have a travolator over your left shoulder, and right behind the navigation board, a Stockmann store. This suggests that the map was oriented for your convenience in the way that the tenants are located on the ground and you do not have to turn the picture over in your head.
Wall posters in salesrooms
Hanging mobiles in trading floors and at exhibitions
Price tags and price tag holders
Navigation development
Navigation development
Development of a navigation system: creative approach with an effective result
The wide possibilities of modern printing equipment used by our company allow us to create a full range of printed advertising and information products necessary to ensure and navigation system development. This system is an integral component of most objects and allows you to simultaneously solve several problems:
· visitors and staff get access to a simple and understandable layout of the structural components of the facility, as well as an idea of the most optimal and safe ways to move to them;
· the owners of the complex have the opportunity to focus the attention of visitors on the most important and commercially profitable divisions and departments. The advertising component in the navigation development process is a priority;
Security is an essential component of such a system. A well-designed plan allows you to optimize the movement of numerous masses of visitors, both in working and emergency modes, avoiding crossing or critical crowding of people.
Objects in need of navigation systems
Our company has vast experience development of navigation systems for buildings for various purposes. We accurately imagine all the target tasks that are focused on the specifics of the operation of the complexes. Navigation systems are most in demand at the following facilities:
· transport hubs. Airports and stations are a complex mechanism, consisting of the main services for passenger services, as well as auxiliary, commercial, medical and entertainment units. The specificity of these places is a large percentage of visitors from different countries who encounter this object for the first time. This determines the multilingual nature of information boards and signs, as well as their maximum compliance with generally accepted world standards. In this situation, our designers will develop unique, but easy-to-understand pointers;
· cultural, entertainment and sports facilities. Stadiums, concert halls, parks have an extensive network of structural units. At the time of various events, a huge number of people accumulate at such facilities, and for the successful flow of the process, it is desirable to provide zoning with separated movement flows. The best option is the development of navigation on initial stage design or reconstruction of these structures. Such an integrated approach allows you to create the most convenient scheme, and the design and manufacture of printed information elements for it will no longer be difficult;
· shopping malls. The widest range of tools and methods for implementing a visual information system is used when developing navigation for a shopping center. In this case, not only the correct and safe flow of visitors is ensured and they are informed about the work of auxiliary services. An integral part of such a project is marketing policy of this institution. On the one hand, the buyer, entering the shopping center, must easily find a place with the goods he needs, but at the same time, along the way, he must be given the opportunity to get acquainted with most of the entire assortment presented. This approach provides maximum efficiency store activities without reference to its structure.
Depending on the specifics, a shopping center can either operate under the brand name of one brand, or be a complex consisting of separate departments that provide different kinds trade, entertainment or catering services. In the case of a single trading floor shopping mall navigation development should be carried out in close contact with merchandising specialists, since product placement plays a role important role and may change over time. We provide such an opportunity in the project, which allows buyers to always find the necessary products without any problems.
Elements of the navigation system. Making navigation.
The main elements of the navigation system created during its development and manufactured by our company are:
external and internal signage;
Various signs of movement routes, rooms, zones;
Stands informing about certain types services or products sold;
· carriers of replaceable graphic information;
evacuation schemes, location of main and emergency exits.
All information is printed with durable UV-cured ink on different basis. Honeycomb cardboard is used for portable and temporary stands. For outdoor and stationary elements, plastic or banner film is used. There is also demand for printing on transparent media for use with backlighting.
Professionally designed by our designers navigation system will ensure the efficient operation of the facility, facilitate the task of its visitors and guarantee a high level of security.
Introduction
It is difficult to overestimate the importance of the navigation system, especially now - in the era of a real boom in construction multifunctional complexes. Modern shopping and entertainment centers are constantly offering visitors more and more advanced ways of communicating information. However, recently experts have increasingly begun to point out the problem of "congestion" of the information field of the mall.
“Tell me, how can I find such and such a product / brand / outlet?” - if a similar question was asked in a shopping center, it means that the navigation system is either absent in it, or, which is much worse, does not fulfill its function. And it happens quite often. Large size and multi-level nature of modern shopping and entertainment centers, periodically updated list of tenants - all these factors must be taken into account when creating a convenient navigation system. In order to make maximum information available to the store visitor, the specialists who develop the orientation system consider a set of problems. The main task is to work out the correct space-planning solution, which includes design techniques that help build an ergonomic interior, where natural orientation occurs. Filling the space with graphic, sound and interactive signs is considered as a last resort.
So navigation is the most important characteristic high-class shopping center (SEC) - it contributes efficient use retail space, since psychological comfort inspires the visitor's confidence, and this becomes a kind of guarantee that by saving time on searching desired store, he will be able to make more purchases
Types of navigation
The most important factor in the visitor's psychological comfort is orientation - relative to the entrance group, transition zones, anchors. Experts believe that the main principle of providing information is hierarchy, that is, the buyer must immerse himself in the information field of the shopping center gradually, following the logic “from general to particular”, for example: the designation of an entertainment or commodity zone, a product category, then signs inside sections, then a type of product, etc. The coding of certain areas can also be done with color and signage. The main rule: shopping center signs must be made in the same style, the rest - branded ones - do not intercept the initiative from each other and do not "clog" the style of the complex itself.
Navigation aids are classically divided into graphic or visual - the most popular, sound or auditory, interactive. And, finally, tactile - are used in advanced shopping centers, as they take into account the needs of visitors with disabilities and introduce interactive elements into communication with the product, which, as a rule, brings tangible commercial success.
So, the plan of the shopping facility is the main starting point of the entrance group. He must meet at the branching points of the shopping center galleries so that the buyer can decide where to go. Analysts note that the pointer on the “you are here” plan is especially popular with buyers. Visual navigation systems in the shopping center - scoreboards, signs, signs - work only if they are understandable, laconic, have the correct size and logic of designation. Unsuccessful pointers get the role of the so-called "white noise" - they remain in the mind, however, they are not paid attention to. Sound channels can be not only a source of information, but also a kind of “bookmarks” that help you navigate in space. It is also impossible not to mention interactive navigators, which are a more advanced level of navigation organization. In addition, multimedia monitors and touch screens have been added to the well-proven information desks. And despite the fact that by now there are really many ways to present information, not all experts are of the opinion that the entire arsenal of information channels should be used in the work of the shopping center.
Experts agree that information overload, as well as its lack, are equally dangerous for the efficiency of the shopping center. First of all, it is necessary to take into account the rules for the interaction of information transmission channels in a single space so that the flow of information does not kill the buyer in the visitor. Lack of consistency is the most common drawback of modern shopping centers.
The intricate layout often does not allow you to correctly position the navigation systems. Excessive number of screens and loud advertising tire visitors and interfere with a comfortable shopping experience.
Audio advertising is often intrusive, or too loud, frequent, unintelligible. If the information transmission channels existing on the territory of the complex do not overlap with each other (the same conventions in a single concept), it also breaks the visitor's attention.
A poorly planned navigation system tends to reduce the number of visitors on floors below 1st and above 3rd. If at the stage of developing the concept of the floor plan the hand of a professional did not touch, then you can try to save the day with the help of specialists in the development of a navigation system. In addition to the information load, the navigation system should also be a design element. However, it happens that the design of the shopping center is good, but instead of a diagram on the floors, just a printout is presented. building plans, which is impossible to navigate if you are not an architect.
Indeed, if suspended navigators, floor structures, consoles, signs in the form of floor graphics, stickers, pennants, light boxes, garlands, mobiles (large-format advertising images), jumbi (volumetric structures in the form of goods) are used for “orientation” in one space , increased several times, then an informational audio stream falls on the visitor. Therefore, the amount of information should not exceed allowable amount- there should not be much text, the font should not be too small, the characters should be understandable to a large audience and be combined with the general stylistic decision of the room. And the hierarchy of information should be presented at any level of the shopping center, as well as the points of self-identification in space.
Dialogue with visitors
So, navigation can be compared to an unobtrusive valet who reveals his presence only when necessary. The main principle of the navigation system can be called providing the visitor with the opportunity to spend on visiting the store exactly as much time as he needs to make a purchase. The opinion that the visitor should be kept in the shopping center as long as possible, according to experts, is considered a delusion. The key word in the phrase "navigation system" is the first word. To avoid problems, you must follow following rules. First, the levels of navigation and standards for each level of the shopping center (SEC) are distinguished. Secondly, the logic of names, numbering, division of the territory of the shopping center (SEC) should be simple and understandable. And finally, the main points of arrival (entrance, exit) should be clearly marked, and there should not be too much information. Channels of information should enhance the mutual action of each other and emphasize a single image of the room.
The style of announcements on internal radio should also be consistent with the positioning of the shopping center. It is necessary to determine the right balance between the use of music to create the general atmosphere of the center (experts note that music not only attracts the attention of visitors, but also affects the speed of their movement) and sound effects, the rhythm of reading announcements, and even the timbre of the announcer's voice. Surprisingly, in our advanced world, one of the most natural channels of information is daylight - and this is one of the reasons for using glass roofs - a person subconsciously orients himself in space by the sun. So, the experts came to the conclusion that it does not matter how many and what methods of navigation are used in the space - the main thing is that the visitor feels comfortable in it.
Classification of navigation systems
Customer navigation and orientation systems can be divided into three types:
visual (shields, steles, signs);
sound (messages broadcast on local radio);
electronic (electronic boards and plasma panels).
In most shopping and entertainment complexes, the main navigation is panel navigation, used in conjunction with signs. Sound orientation in some centers is being replaced by simple advertising messages. Electronic boards are rarely used
The advantage of the shield navigation system is its relatively low cost - 10-12 thousand dollars, and further technical support and virtually no maintenance is required. At the same time, panel navigation is the most convenient for buyers. True, billboards with shopping center schemes have one significant drawback - buyers need to look at them for a long time, determining their location relative to the desired store, and this entails a certain amount of time.
Sound navigation involves the ability to update customer information frequently, but it comes at a cost, requiring staff to broadcast, record and technical operation systems. In addition, not all people are receptive to sound information, many simply do not pay attention to sound messages.
Electronic navigation also has its drawbacks. Such a system is expensive both to manufacture (about $60,000 or more) and to maintenance. Not all visitors are ready to use it because of the fear of something new and unknown. However, electronic navigation allows you to convey information to the buyer more clearly and in detail.
The effectiveness of the use of navigation using plasma panels is also in question. Often in shopping centers leaflets with maps and diagrams are used. Printing small diagrams is not too expensive and helps customers quickly find their way in an unfamiliar shopping center.
Of course, working with a navigation system requires certain costs. But a well-organized system makes the buying process easy and enjoyable.
Hanging signs or hanging navigation
Pointers are attached to the ceiling and can perform navigational functions, and can also be used for advertising. Often this type of pointers is used at airports, shopping centers for quick navigation.
Double-sided plates
Tablets with two information fields. These signs can be desktop, hanging, in the form of flags, etc.
Pylons and three-way signs
These are stand-alone signs (pylons), navigation stands, signs.
Table signs
These are signs on the table that help convey the necessary information to visitors and customers. The moment of frequent change of information in this type of plates is very important.
Interchangeable information plates or interchangeable plates
This type of plates is suitable for companies whose information changes frequently, for example, a hospital sees two doctors every other day. In order not to constantly change the names of doctors, you can order a plate with two advertising fields and change the lower part with the surname by printing information on a regular sheet and inserting it into the groove of the plate, and the presentability of the plate will remain highest level.
Light indicators
Any information carrier, including a stand-alone one, having internal illumination to attract attention, as well as for visibility in dark time days.
Information pointers
Direction sign, one of the elements of the navigation system in the mall. Information pointers are unique in terms of changing information, and most importantly, when changing information, you do not suffer and do not spoil the product itself.
For shopping malls will be of interest: hanging signs, flags, signs, pylons, signs.
Lightweight aluminum base, easy to change information, i.e. to change the posters do not need specialists, anyone can do it without difficulty.
Hanging pointers
There are single-poster pendant signs, as well as multi-module ones. A very large selection of sizes and modifications.
Hanging signs are necessary in cases where there is too much open space, for example, at the entrance to a shopping or business center, where there are no walls on which a wall sign can be installed so that visitors can immediately see it.
You can make multi-section hanging signs, combine different sizes of segments. This makes it convenient to separate sectors when developing a visitor flow system.
For example, in a shopping and entertainment complex, you can select the upper segment for indicating locations in the shopping area, and the lower segment for indicating locations in the entertainment zone.
Flags pointers
A very useful product, necessary in long corridors, is installed near a place that needs to be marked, for example, a store or stairs that are at the end of the corridor, or a toilet.
The minimum standard size is 100x120 mm, the maximum is 400x400 mm. Illuminated solutions available.
In shopping centers, in order not to "destroy" a single design standard, you can use these types of flag signs on each trade pavilion.
For pointers, use aluminum profiles standard sizes.
The support is designed to be fixed to the wall with recessed screws. The holder is attached to the support using decorative elements. Pointers that protrude more than 100 mm are recommended to be fixed at a height of at least 2 meters from the floor.
Tablets
There are various sizes of plates, from the smallest 100x50 mm to the largest 600x1525 mm (vertical). This unitary product turns into a universal base, like a sign on the door, and at the same time, a larger product can be used as a poster holder. An information insert for small plates can be printed on ordinary office printers, it will be more economical than giving this work to specialized companies. Small plates can be used to number trade pavilions.
All owners of business real estate face the need for wall plaques. The plates can be used as direction indicators, location indicators and even as an advertising surface, since the size of this product is practically unlimited, and the poster-information part is easily changed (tablets with interchangeable information).
Plastic end caps are available in gray and black.
Metal end caps can be silver, black or gold.
Pylons
Pylons are one of the controversial products. They serve as remote indicators and indicate the place directly, and are also simply put up as an image or advertising structure. There are light and non-light, on separate supports and monolithic, consisting of separate modules and combined.
Design situation
navigation mall design
In the trading floor, on an area of 1200 sq. m., about six thousand items of alcoholic beverages are offered to the attention of buyers. Almost all existing species drinks of a wide price range: beer of various varieties, vodka of domestic and foreign production, wines of Ukraine, Russia, Bulgaria, France, Spain, Italy, Chile, South Africa, Germany, China, Argentina, Brazil, Moldova, Georgia, as well as all kinds of balms, tinctures , liqueurs, vermouths, grappa, tequila, Italian, Russian champagne.
The "Premium Hall" presents French cognac, whiskey, gin, more aged wine, French champagne from the world's most famous producers.
In addition to wines, spirits, cigars and tobacco, the Corkscrew Alcomarket presents more than 50 varieties of tea, more than 30 varieties of coffee and the so-called "related products": cheeses, deli meats, seafood, juices, mineral water and chocolate.
The task of alcohol markets is not just to promote alcoholic products, to offer the consumer the maximum range of quality products and unique collections, but also to promote the culture of drinking, knowledge about various drinks and the rules for their use.
Experts call the network of alcohol stores a museum of alcohol art. For the convenience of customers, it is located in specially equipped halls. In the hall of elite alcohol, drinks are stored in strict accordance with the rules adopted in world practice: a strict temperature regime, the absence of direct sunlight. The bottles are arranged on slanted shelves to allow the wine to wash over the cork.
The "highlight" of the network of alcohol stores is the vinotheque. It contains unique collections of castle wines. The vinoteka serves both as a trading and tasting room, where tastings are held for customers.
The development of the market, the prevailing conditions of healthy competition make it necessary to find ways to focus the attention of the buyer on the offer of goods and services with the help of advertising moves.
A store always needs to have a certain amount of media in order to effectively inform the buyer.
Depending on the area occupied by the store, signs on the trading floor, along with price tags and discount banners, should be mandatory means. Of course, in areas not exceeding an average of 250-400 square meters. m, it is inappropriate to use such a system of pointers. Trading rooms from 500 sq. m require a different solution of space and logical placement of sales departments. Here plays a huge role human factor.
Due to the accelerating rhythm of life, customers value their time and cannot afford to spend several hours in the store looking for what they need. Therefore, a system of special indicators for the placement of departments has developed. This is an integral part of the service we provide to our customers. It is very important that the consumer feel comfortable in the store, not looking for information and messages, but the information would be intelligibly and simply presented to him. It should not be forgotten that the development and implementation information systems are directly dependent on the corporate style of the company, which guarantees the correct perception of the brand at all levels of communication. Corporate style not only involves a number of visual images: the name of the company, logo or trademark, a set of fonts, corporate colors, a slogan, musical accompaniment, but it is also a way of corporate self-identification, a company philosophy, a style of existence, a line of behavior. They act both as an external determinant of information policy, and as an internal one, characterizing the relationship of the company with employees and partners.
To create a memorable image, you need to work with all the components of the style. Therefore, the system of information carriers is also developed in accordance with the style content. The color scheme and font set are always taken into account when creating a new informant image. After all, each color carries its own figurative mood, that is, it provides for a certain subconscious reaction of a person to it.
You should worry about modernizing the style in a timely manner so as not to bore the buyer, as well as to have a modern, relevant image.
The design of the trading floor "Corkscrew" is designed in the same style. In addition, a system is being developed for sales consultants single standard clothing forms. Informing the buyer will be effective only when all the components of the store style work to achieve common goals: service, quality of service, assortment and affordable prices.
It is also taken into account that the planned location of signs can set a specific, most profitable route for the movement of buyers.
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Even in a small shopping center, visitors can easily get lost looking for the store they need. Sign-Media offers a solution to this problem. We develop and manufacture navigation systems for shopping centers. This is a whole set of signboards, plates, signs and information structures, which makes retail space more convenient and understandable for potential buyers.
Such a design is necessary not only for internal, but also for external space. Shopping center navigation can organize the traffic in the parking lot, point to places for smoking, garbage collection, unloading, carts, etc. It also facilitates the work of store staff.
There are several zones that must be identified if any:
- toilets;
- passenger, freight elevators, stairs;
- service premises;
- exit to the parking lot;
- food court.
It is important not only to hang signs next to them, but also to place navigation signs leading to these areas. Another useful trick is to place a list of shops and companies operating on a particular floor at the entrance to the building, as well as near stairs and elevators.
Shopping center navigation helps in managing customer flows. By providing the correct information about the location of key areas, you can organize traffic in the way you need. At the same time, you also benefit customers: they will be able to quickly find the stores and non-retail premises they need.
We must not allow all the free space of the shopping center to be filled with information structures. That is why it is better to entrust the development and production of navigation services to professionals who will offer effective and visually attractive solutions.
Navigational design of the shopping center from "Sign-Media"
Clients entrust us with the complex creation of navigation for shopping centers and other public places. We involve analysts, designers and marketers to work on such projects.
The production of the necessary structures is carried out on a modern automated equipment. We observe all technological nuances, as well as use high-quality expendable materials, which guarantees a long service life of all manufactured products.
Send an application to e-mail or call to get a manager's advice on pricing and more detailed terms of cooperation.
Order navigation for the shopping center in "Sign-Media"!
The prices indicated in the price lists are informative. It is not a public offer.
