Demographic Design

When designing new fixtures and decor for a client, brand cohesiveness is usually top priority. But what's number two? I think I stumbled across a strong contender while going through my mail the other day.

In last month's issue of Global License!, I found an article called "Demographic Design" that discusses the idea of playing to specific demographics through a store's design. Could 'target market cohesiveness' be number two? Definately!

Referencing your target market's demographics during the design process has a couple of advantages. First, it helps potential customers pre-qualify themselves. Even if they haven't heard of a store before, people can tell at a quick glance whether they could find what they are looking for inside (and in today's time-starved world, this can be appreciated). Second, it helps enhance the overall shopping experience for target consumers by creating an environment they can be comfortable in.

F.C. Dadson's own Tim Matey sums it up best through a quote featured in the article: "For retailers to find success in today's marketplace, they need to find a way to balance their brand identity with those of the consumers they are looking to serve." I couldn't agree more.