Jeff Kindleysides with David Checkland founded their retail design consultancy 35 years ago, working with major brands. He shares with us the top 10 lessons he's learned about design along the way

摘要

1 Retail is a very simple thing. But getting it right can be quite difficult. You're designing a well-balanced environment that is entirely right for the client and relevant to the consumer - there are so many things to consider in how you make the store easy to read, tell the right stories and create the right environment that is conducive to shopping. One of the key challenges is making the most of each location, creating a space that functionally and emotionally works for the brand. You can't afford to over-complicate the issues, indulge in things that aren't relevant or create something just for the sake of it.