Summer 2010

Writing on the Wall By Meera Rajagopalan

Tips and Tricks

Ask yourself the question: How do I want someone to describe my store to his friend? That is the brand you want to create.

Create wall murals using images that tell the story of the store. Blowing up an image and printing it is very affordable.

Buy stock photos and enlarge them. Mount them on a foam board and switch them out on a seasonal basis.

Use paint to create different moods in different areas of your store. It keeps the store fresh and keeps the merchandise on the walls looking different as well.

Use lettering on the walls. If your store sells premium brands, use their logos on the walls.

Use lighting to maximum effect. If you want to focus on a marketing message of the store, instead of lining up spotlights at two-foot intervals, cluster five or six spotlights to focus on a central theme on the wall.

Use the most under-utilized of all walls—the ceiling—as much as possible.

On walls that don’t have much area to work with, use signage and/or inspirational quotations.

Try experimenting with vignettes, where the center comprises a brand message or central graphic. Display products around this.

Meera Rajagopalan

Meera Rajagopalan is a freelance writer who writes for publications in India and the U.S. She has extensive experience reporting on niche businesses and can be reached at meera_tg@yahoo.com.