Store Design: How to Design Successful Retail Stores
4.2 (106 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
565 students enrolled

Store Design: How to Design Successful Retail Stores

Everything you need to know to create effective brick & mortar retail stores: Image, Display, Storefront, and Lighting.
4.2 (106 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
565 students enrolled
Created by William Green
Last updated 10/2015
English [Auto-generated]
Current price: $11.99 Original price: $39.99 Discount: 70% off
2 days left at this price!
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This course includes
  • 3.5 hours on-demand video
  • 2 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Design or evaluate any type of retail store, in any location using the tools and techniques presented in this Store Design course. You will learn how to convert your client’s image of the store into a three-dimensional reality show. To do this you will learn product presentation, store planning, storefront design and the special requirements of retail lighting.
  • This course is best suited for people who are designers, retailers, or real estate executives who can use this new knowledge to design a store or evaluate a retail store design. Architectural or interior design students can use the course as a basis for school projects. This course is only intended for "brick and mortar" stores, and is not for the design of on-line stores.

  • No special materials or software are required for this course. However, it would be a good idea, for 2 or 3 days, to take special notice of retail stores you encounter in your everyday activities before starting the course. Identify the designs you think are effective and pleasing, and those that fail. And if possible, come to some conclusions as to why they succeed or fail. This focus will get you ready to take the course. See you soon.
  • Optionally, you may wish to purchase the companion book to this course, STORE DESIGN: A Complete Guide to Designing Retail Stores. This book is available at all on-line book retailers, or usually by special order at local brick-and-mortar bookstores. While it is not a required element of this course, it would be a useful tool for understanding the store design process and as a handy summary reference.

Store Design is an informative, stimulating course that provides everything you need to design retail stores. You will create stores that establish a strong image, attract shoppers, and motivate short, well-conceived designs...that sell. NOTE: Before you purchase this course, please understand this course is not a substitute for practical experience or knowledge in the world of design and construction. To use this course successfully, other than to just gain a better understanding of this interesting and distinctive design field, you will have to have basic architectural/interior design knowledge and/or experience.

You will gain a comprehensive knowledge of what makes a successful retail store design, and the pitfalls to avoid.

  • Determine the correct image for your store
  • Design a sensible, logical floor plan
  • Create totally effective product presentation
  • Design storefronts that attract, sell and reinforce the store image
  • Design vibrant and effective lighting

Store Design is your guided tour through the entire retail design process.

Design fast and effectively and explain the reasons for your design decisions. Take the mystery out of the process. The axiomatic elements of the design of stores are presented in simple diagrams with straight-forward language. It's a structured process leading to design success. Of course, you are still the designer. This comprehensive course is your toolkit to use to increase your abilities and critical perception.

The skills of a store designer are always in demand. This is an exciting, edgy, and never-boring area of work. The store design process moves quickly, and it's full of theater and fun. Unlike other project types which may take years to complete, the products of your imagination in retail will be revealed in a matter of weeks.

After you complete the course, you will have the confidence to know that your store design will work functionally, aesthetically, and psychologically. You will always create the right concept for every product, every location, and every retailer, because you will have sound design principles on which to base every decision.

Take the course: broaden your skills, become more marketable, and have fun creating cutting-edge retail stores. You'll be amazed how fast you can become an expert in the exciting field of retail store design.

Course content
Expand all 28 lectures 03:38:32
4 lectures 16:49

You will gain a comprehensive knowledge of what makes a successful retail store design, and the pitfalls to avoid.

  • Determine the correct image for your store
  • Design a sensible, logical floor plan
  • Create totally effective product presentation
  • Design storefronts that attract, sell and reinforce the store image
  • Design vibrant and effective lighting
Preview 02:55

Why retail design?

Designing retail is open-ended and not driven by tradition. It is experimental and current...a fast-track process. Stores are designed and built quickly. You will see the results of your efforts in as little as three months from start to finish. Many stores are driven by fashion, and thus the stores must be redone periodically to stay up-to-date. In retail, things are always happening. Retail design is topical, often edgy and unlike other building types, it is fashionable. It's a creative business: like fashion designers, and movie directors, retail designers are always working to break new ground.

Preview 05:42

When you complete this course, you will know what many other designers do not. You will understand the reasons behind successful store design. It's not fads. It's not guesswork. There are underlying choices to make for the design of any store which will allow your store succeed as a selling machine. You will learn about all the parts of the store from the creation of the store image, to storefront design, display fixture design and the basic elements of lighting design.

Preview 08:12

A brief outline of my professional activities and career.

Preview 1 page
4 lectures 41:50

You only get one chance in life to create a first impression. One moment in time to tell the story of your store. The success of a store may hang on that brief moment, as the customer passes by your store, glances at it and subconsciously evaluates its potential importance to her life. In a flash...the customer's mind will determine the price point of the merchandise for sale, the type and quality of merchandise, the level of service, and many other characteristics potentially relevant to the shopper. This magic moment is created by the design of the store image.

The critical importance of creating the proper image for your store.

The subconscious factors of influence can be used to reinforce a store image and trigger sales. Professor Robert Cialdini brought forth the concept of "action triggers of buying" in his book Influence. The factors of influence which relate store design are explained in detail. Establishing commitment, social proof, and authority are important elements of the design process for retail stores.

Turning “shoppers” into “customers”. Activating the action-triggers of success.

Dr. Betty Edwards taught us how to draw on the right side of the brain, but her ideas on the visual impact of lines and shapes also have application for retail store design. Can the simple shapes of storefront elements make you depressed, elated, peaceful or excited? The answer is, yes. The concepts behind those simple but powerful, basic, unnamed lines and shapes are explained in this lecture.

Preview 05:55

Music, smells, special lighting and other sensory additions help reinforce the store image and increase customer viewing time and sales. The "science" and art behind these enriching approaches is related in detail.

Enriching the store image with sensory input.
Creating the proper image for your store.
5 questions
2 lectures 26:11

Each retail store layout presents the same basic functional elements. But successful stores organize them in a manner which maximizes the customer's path through the store and which presents a sequence of buying opportunities satisfying to both the customer and the store owner.

The functional elements of a store layout.

Product display is a key element of the well-designed store, and it is also the area of design that demands the most involvement by the store owner. If a product is displayed well, it will virtually sell itself, and it will also convey to the customer the store's image, scope of goods, concept, price range, and intent. The integration of and impact of product display will bind together the total store design.

Product Organization
Creating the ideal organization for your store.
4 questions
4 lectures 38:05

You will be able to establish the correct tone for your product displays. Thus automatically screening customers by directing them into the store, and turning away those who would not be interested. Your role will be to create well-organized display areas which maximize the available selling space. Learn the three elements of product display and design any store fixture.

The three elements of product display

Learn how to determine the elemental qualities of the product for sale. Knowing those qualities you will know how to display them properly with impact. The underlying qualities of the products,one-by-one guide the designer to create the store. Learn how to avoid product price contamination, and which products go where within the store. Impulse, destination, and every product in between are covered in the display lecture.

Product qualities: Size, Class, Price

What is the best way to display a product? From below? Hanging? In context? Isolated? This lecture will inform you as to the grammar of the product display. Once you learn the ABCs of product qualities, you can tie them to obvious and not-so-obvious ways of displaying. Unique products must be sold on the "sizzle". Common products can be displayed with impact...if you know how.

Display techniques: Presentation, Product support and Integration

Designing the actual physical store fixture or selecting one off-the-shelf is a matter of judgment. You and your client will determine the best methods of display. Some displays are accessible others are not. Some sell themselves, others require sales assistance. In some cases, authority figures are necessary and their settings must be created. Other displays are derived from the packaging method. In the end, you will learn how to achieve the right balance of store design and image surrounding the product. And how to emphasize the best qualities of each product.

Display fixture properties: Customer access, Product support, Fixture types
Questions on product display.
6 questions
3 lectures 30:04

The storefront is the "face" of the store. It acts as a filter and a lens. It invites in those who are interested in the products for sale. From a distance, the storefront is the one physical connection between the shopper and the merchant. This lecture outlines the basic components of storefront design and image creation.

An overview of storefront design.

The three components of storefront design are explained in detail. Each storefront has its own job to perform. You will be able to determine the best plan, design statement and level of transparency for your store.

The three components of storefront design.

Storefront display windows: backed or un-backed? What is the relationship of the product to the storefront? What do you feature? What do you not reveal? Should you have an intense design statement or a very subtle one? These questions and others are answered in this lecture.

Storefront elements: Display, Transitional, and Identification
Storefront Design.
6 questions
9 lectures 54:58

This lecture describes the impact of effective lighting to illuminate the various task areas within the store and to help create the proper image.

An overview of store lighting

Each lighting task area within a typical store is defined ( display, circulation, service, etc.) and the proper lighting for each type of task is explained.

Lighting task areas

Color is one very important component of lighting. Each lamp presents color in a different way. And each lighting task situation will have different color requirements. This lecture explains the critical factors of color rendition and how to achieve the color effects desired.

Lighting criteria: Color

Modeling is using lighting to understand the shape of a product. This lecture explains the situations which require modeling effect and those that do not. It also explains which types of light fixtures will create the desired modeling effect.

Lighting criteria: Modeling

You will decide what will be bright or highlighted in your store and what will not. Store lighting is sometimes simple and other times complex and theatrical. The definitions of brightness and the reasons for varying brightness are explained.

Lighting criteria: Brightness

There are a multitude of lighting solutions. You will find out that lighting is a much an art as it is a science. Lighting is an area of store design which can make or break a store. In addition, there are expense and operational factors to be considered. Lastly lighting can be the core of an energy efficient store. This lecture outlines the various lighting solutions available.

An overview of lighting sources

There are lots of different types of lamps and bulbs available (incandescent, discharge, and LED) in all shapes and sizes. Within three general types of lamps, there are variations of modeling effect, color and brightness. Each source has its own strengths and weaknesses. These are explained in detail in this lecture.

Lighting sources: Lamps

The fixture is the device which holds the lamp. Again there are plenty of choices available. The proper light fixtures for retail are explained.

Lighting sources: Fixtures

How do you locate fixtures to avoid undesirable reflections? Can you light product displays from different directions at the same time to achieve a special lighting effect? Should your light source be direct or indirect? These and many other questions are covered in this lecture.

Lighting sources: Location
Lighting Design.
6 questions
+ Putting the toolkit into action
2 lectures 09:35

A few final comments.

Your store design

Storefront signs are an essential element of a store design. This lecture covers all the basic types of storefront signs, both illuminated and non-illuminated.

BONUS: Storefront Signs