Designers have a strong influence on how people view and experience a space. Their decisions can make a person feel composed, uncomfortable, relaxed or enriched. When people walk into a space, they experience the whole space at once, and get a sense of the space’s character. The preferences of the designer can give a space a character that is bold, reserved, fun or sophisticated. That character, or defining characteristics give the space an identifiable brand.
Starbucks’ brand is ranked fourteenth in the nation, with competitors like Coca-Cola, Johnson & Johnson and Harley Davidson. They are the top restaurant company according to CoreBrand’s 100 Brand Power Ranking. What makes their brand so powerful? When you walk into the restaurant, you feel this sense of belonging. Their stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster, but always full of humanity.
When you walk into a Starbucks, you are greeted by curvilinear lines, used to give the space an organic and soothing feeling. The materials in the space are natural woods and tiles to continue the organic nature. The ambient and task lighting in the space give the customers that comfortable, home away from home feeling. The colors in the space are earthy and muted. All of these design decisions are a result of the preferences of the designer. These elements make up the brand of Starbucks because they are used in every Starbucks around the world. When you walk into a Starbucks, you know what it is going to look and feel like because the power of their brand is so strong.
Have you ever been to a store or business place with a strong brand? How has that place made you feel? Was it inviting or uncomfortable? Are their any techniques you would use as designers to make the brand of that place stronger?
Because I have studied Starbucks so much, I feel like I have become very familiar with their branding decisions. Starbucks has mastered the idea of branding in order to sell more coffee. I do not believe there are many other brands that have been able to do this so successfully. Fast food restaurant like McDonald's have done this for years, Starbucks changed the feeling of how this branding can be done. Instead of quick and cheep, they have made their brand slow and reliable. Clothing brands do this as well, like Ralph Lauren or Victoria's Secret. I believe what has made this successful is how secure it makes consumers feel. When you enter these spaces, we feel as though they are the experts in their field and we are getting the best for what we want and are paying for. Because their brand is so strong it shows how popular the brand is, which makes them feel as though they are a staple in the business. The design of the interiors of these spaces also adds to how strong their brand is. For example Victoria's Secret, the stores have consistent color schemes. Employees wear similar, more professional outfits. Stores are consistent throughout, using pink as a the primary color juxtaposed with white stripes. They have beautiful models posing in their stores. The light is very bright and the surfaces are shinny. All of the design decisions are consistent throughout which make the brand strong.
ReplyDeleteWhen I think of a branded environment, I think of Japanese hibachi restaurants. The Japanese have a very distinct style. Japanese interiors contain strong, linear lines, geometric shapes, natural materials, particularly wood, and pay close attention to detail. A hibachi restaurant is no different; all these elements are applied within the restaurant, at least the ones I have been to. The typical layout of a hibachi restaurant is open and spacious, not at all crowded. Linear lines are used throughout the space to create structure. The hibachi grills (and tables that surround them) are laid out in a grid formation, which minimizes distractions and allows customers to enjoy the entire atmosphere. On the other hand, some of the hibachi restaurants that I have been to have utilized shoji screens or other partitions, which resemble Japanese screens, to divide the restaurant into smaller, more intimate spaces so customers don’t feel uncomfortable. Most hibachi restaurants also incorporate other distinct Japanese design characteristics within the space like tatami mats, wood beam construction, bamboo, and/or plants and flowers from nature.
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