Retail and other branded environments are diverse in terms of goals, layout and customer experiences, but they always will feature multiple types of décor and wayfinding signage.
Some brands are looking for the trendiest, most tech-forward designs, while others want simple signage that will serve the hustle of stressed customers. And some want both, or varying touchpoints along the spectrum.
Inspiration and the resulting innovations fuel Miller Zell associates. It’s why we have an internal group we call “Retail in the Wild,” full of store design, display and wayfinding signage examples that serve customers with purposeful creativity and build brand loyalty.
Here are a few of our current favorites, examples that highlight the power of effective signage and décor enhancing the customer experience. When looking at these, we considered different factors, like design, digital integration, and audience receptiveness into account to make sure we gave the most thorough explanations as to their effectiveness.
Backcountry uses many different types of wayfinding signage throughout their stores.
EXAMPLE 1:
Backcountry (Showroom)
Backcountry’s interior gives a true “energy of the outdoors” vibe, creating the perfect setting to offset their high-quality gear and clothing.
WHY IT WORKS:
Unique colors draw the eye in, creating a great brand experience for a retailer with only a small number of physical stores. The visuals make the store memorable and influence customers to return, either in person or online.
This connects with the rise of the “phygital” experience. Backcountry shows you that digital doesn’t always mean hardware. They provide QR codes on the signage, connecting the branded environment back to their e-store roots, combining the touch and feel of a physical store with the well of information of a website.
Clear and prominent signs are the cornerstone of any effective wayfinding strategy.
EXAMPLE 2:
Micro Center
Micro Center is an electronics retailer with a great digital and physical presence, as seen in their signage, associate app and content-filled screens.
WHY IT WORKS:
We love how the design matches with what this store is: a technology hub serving both techies and novices. The copy is clear and large enough to read from the front of the store. There’s also a smart use of space. For example, the Lenovo area uses the signage on the bottom as ad space as well as a cover for the merchandise underneath the display.
Fun yet informational signage is what increases IKEA's store traffic time and basket size.
EXAMPLE 3:
IKEA
IKEA reimagines its stores. A new design provides a clean and straightforward layout that also functions as a home walk-through for ready-to-assemble furniture and accessories.
WHY IT WORKS:
The use of color is focused and intentional, which allows customers to quickly identify messaging, even if they mostly do so subconsciously. Signage isn’t only about guiding customers through the store. Sometimes it’s also meant to stop a customer in their tracks with an engaging element that facilitates the brand’s path-to-purchase guidance.
Wording choices on signs also are a critical part of the design. Eye-catching phrases grab attention and make shoppers want to read more. They create interesting vignettes that are brief but deliver a clear, impactful message.
Wayfinding solutions aren't just hanging signs, they're also product differentiators.
EXAMPLE 4:
Verizon (hanging phone system)
Verizon uses a hanging phone system in stores to display mobile devices effectively with simple signage with subtle loss-prevention design.
WHY IT WORKS:
Design and data coming together? Say no more! Using numbers on your signage design is another method of building trust. Like IKEA, pops of color benefit this design by drawing the eye toward the high-value or on-sale items.
SCHEELS' print and digital signage is understandable at a glance.
EXAMPLE 5:
SCHEELS
SCHEELS is an all-sports superstore that uses an array of interactive experiences, such as indoor Ferris wheels, aquariums and arcade games, which foster a unique, fun and family-friendly environment.
WHY IT WORKS:
Columns throughout a store are the bane of any designer’s existence. Using digital wraparound screens repurposes an awkward architectural challenge.
This is a great example of digital done well in a large retail space. In large spaces like these, a completely digital-forward approach would be both costly and unneeded. The use of digital-wrapped columns and SEGs added to the feel of the outdoors rather than detracting from it.
Apart from digital elements, SCHEELS uses other interactive experiences like huge aquariums and even a Ferris wheel as part of their stores. We love this idea of building a fun store experience and would love to know if they play a role in return customer visits or store time.
The shape is the Disney Plus! They also designed this after rooms in a home, what a cool user experience!
EXAMPLE 6:
Disney
Disney, usually focused on a younger audience, created a more upscale look for a store in Singapore, with no products and an experiential focus.
WHY IT WORKS:
Knowing your audience is key. Disney did exactly that in this location, focusing more on their adult audience.
The store has a unique shape that catches the customer’s attention. It’s classy and polished, engaging for even someone not looking to buy.
Customers learn more about Disney products and services. If you’re looking for a design that differs from your brand’s brick-and-mortar norms while connecting with diverse customers, use this! Plus, it has a clean look that never goes out of style.
Types of wayfinding signs that can be a challenge are directions for actions, New Balance makes it clear and simple.
EXAMPLE 7:
New Balance
New Balance created this smaller footprint store, carrying curated seasonal pieces of footwear, apparel and accessories. This store also includes a complimentary 3D foot scan, a useful shopper experience enhancement for customers and store associates.
WHY IT WORKS:
If you want subtle but impactful, this store is for you. From clear and consistent overhead signage to the graphic treatments surrounding the interior perimeter of the store, this is a design that looks great while also subconsciously surrounding customers with brand details. Our team was engaged and curious, pausing to take note of design details worth filing away.
Lighting also was a design strength, one that is sometimes overlooked. The store’s gallery lighting significantly enhanced the debossed typographic forms and wood texture. The visual merchandising also was well laid out, with clear places for shoes and clothing.
We love a colorful design, especially in areas with a lot of waiting.
EXAMPLE 8:
Staples
Staples introduced a new queue line setup in its store remodel, making the process of checking out more bright and friendly to lower potential wait-time frustration.
WHY IT WORKS:
A great use of signage, a mix of impulse purchase products and immediately consumable items. This is a much better look than their old wire fixtures. Custom retail fixtures allow for more ad/design space as well as a custom fit for their products.
With things like free Wi-Fi expected, art is an incredible way to stand out among the hundreds of coffee shops per city.
EXAMPLE 9:
Starbucks
While having thousands of stores around the world is impressive enough, Starbucks often ups the ante with custom works of art in their largest flagship locations, curated for a unique, custom experience.
WHY IT WORKS:
This sculptural relief of the iconic Starbucks siren at their Roastery in Chelsea, NY, delivers a majestic, artistic and almost spiritual brand expression. It’s harder to see in this image, but artist credits are on the sign. Touches of localization and unique pieces are especially fun when you have multiple stores.
Wayfinding design is a tough task for brand activations. Citizens did a great job steering their new audience around their space to fun interactive elements.
EXAMPLE 10:
Citizens (brand activation)
Citizens, looking to drive awareness in the New York City market, decided to meet this audience with multiple brand activations across different sports, including baseball, football and most recently the New York City Marathon!
WHY IT WORKS:
The design is incredible, drawing attention among many brand activations at the NYC marathon. There are plenty of interactive elements connected to social media. These proved effective based on the number of visitors engaging with the “Borough Selfies” pop-ups.
Part of successful signage is how it supports and energizes employees. We saw Citizens colleagues excited over the response. Moreover, with the help of clear copy, animations and spacing, they weren’t burdened with explaining how the activation worked.
BONUS:
Most of the large pieces were built for reuse, promoting sustainability and saving on cost.
Localization matters! This Kroger adds it as the customer is leaving the store.
EXAMPLE 11:
Kroger
Kroger recently added new services – including EV charging stations – and wanted to upgrade localized signage, self-checkout and self-bagging areas, as well as create marquee category vignettes.
WHY IT WORKS:
This personalized approach is characterized by clean, localized and manicured store environments. Kroger has a unique font; our designers love how you can tell it’s them just by the lettering. It’s a great way to subconsciously enhance brand identity across any channel. It’s also an interesting move to double down on self-service kiosks in an era of loss prevention.
We rarely get to see purples among brands, so this deep electric purple pops even more.
EXAMPLE 12:
Xfinity
Like Verizon, Xfinity has the challenge of selling a combination of products and services. They have chosen to “humanize their brand with a more approachable and fresh aesthetic.” [Xfinity.com]
WHY IT WORKS:
Xfinity stores do a great job showcasing their products with eye-catching signs that make it easy for customers to explore and find what they need. We love a company with bold, rich colors for store designs! This is a great example of using a deep color to create a vibrant store.
So, what does this mean for your branded environment?
Whether they hang eight feet in the air or mark a must-see product, these examples demonstrate outstanding opportunities to elevate printed graphics and custom displays.
How do you choose the best wayfinding signage examples to inspire your branded environment?
THREE CONSIDERATIONS:
- Know your budget (some of the customized elements above are expensive).
- Know your customers (do they want straightforward guidance or displays and/or signage that inspire them to pause and engage).
- Know your goals (start with customer and associate experience issues and pain points you want to resolve and focus on cost-effective design solutions).
Wherever these considerations take you, know that Miller Zell can help. From wayfinding to fixtures, décor or signage, we provide à la carte design and fabrication for all your interior branding needs.
Looking for more inspiration for your whole footprint? Or retail branding, store design and the customer/associate experience? Here’s what’s next around brand and environmental innovation.