Retail Therapy

Since consumer recognition and response are crucial to a brand's success, Schwehr suggests retailers keep things consistent. "If a retailer has multiple locations, it should use similar designs and layouts to provide familiarity," advises Schwehr. "Color is also another trigger. If there's a recognizable color scheme in a retailer's logo and advertising, similar colors should be used within the store to tie those elements together."

Balance is another element to consider when designing a retail space. A store design that is too functional may result in

A functional design also can aid in the selling process enabling salespeople and customers to easily locate products. Easy-to-navigate floor plans and directional signage let consumers know where they are and where they need to be. "When my company began working with tobacco retailer Custom Blends, one of the first things we noticed was that the existing stores were cluttered with products," reveals Schwehr. "By creating fixtures and spacing them in a way that accommodated the natural flow of traffic, we freed up aisles." Sales increased as a result of more merchandise being made visible.

Failing to plan a retail space that is friendly to its selling process is one of the biggest mistakes Schwehr sees storeowners make. "Your layout is the function of this flow and your sales process," says Schwehr.

Which retailers have created retail environments that are stimulating and easy to shop? Schwehr notes that the design magazines are abuzz about the high-tech, yet equally engaging Apple store. Apple successfully tied the unexpected into a logical layout, which transformed the act of shopping into an enjoyable and efficient experience. He also mentions Anne Geddes' flagship store in Anaheim, Calif. "With her now-famous baby photos on display, the creative element is certainly there," says Schwehr, who believes the store's round floor fixtures make is easy for moms with strollers to navigate the store.