Cafe Entrepreneurship guidance Lecture-Store Design

The most concrete comprehensive performance of coffee shop is the whole business space. As for how to make the whole business space have vitality and show its characteristics, it depends on the full coordination of the whole shop front and rear operations. There are two ways to approach the in-store activities of a cafe. The first is to promote customers to be able to concentrate in the store, and then future customers can encourage them to drink more coffee to achieve marketing results. On the promotion of customers, it is to use various display activities or window, POP and other appeal performance to attract customers to the store or into the store. Then, he used his hospitality skills to deal with these guests. In the bar configuration can have the effect of induction, at the same time in the display performance, can show the characteristics and charm of coffee, and through the combination of items, specifications, colors, design, price, etc., to facilitate the leisure of customers, and then supplemented by POP introduction, special explanation, service demands, etc., in order to promote the drinking decision of customers.

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Shop Design--Cafe Lighting Effect

Neon lights in general stores are the best representatives of light effects. Of course, the light of the cafe is not limited to neon lights. The purpose of the lights is first to guide customers into drinking coffee under suitable light. Therefore, the total brightness of the lights should be lower than the surrounding, in order to show the characteristics of the cafe, so that the cafe forms an elegant leisure environment, so that customers can follow the lights into the warm cafe. If the light is too dim, it will make the cafe show a dull feeling, which is not conducive to customers tasting coffee.

Second, light is used to draw customers 'attention to coffee. Thus, in a dimly lit bar, coffee may seem ancient and mysterious.

Coffee products are mainly brown, dark, darker coffee, will absorb more light, so if you use a softer fluorescent light, the atmosphere of the entire cafe will be comfortable.

General interior decoration design, color tones are best to use bright colors, lighting effect is better, but it is not to say that all dark backgrounds are not good, sometimes in order to actually need, emphasize the contrast between light colors and backgrounds, and in addition to the spotlights on coffee utensils, it can make coffee brands more prominent or rich in three-dimensional sense.

Lighting is pure for lighting or double decoration, in the installation of time, generally speaking, light-colored walls, such as white, beige, can reflect a large amount of light, up to 90%; and the color of the background, such as dark blue, dark green, coffee, can only reflect light 5-10%.

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Shop Design--Coffee Shop Door Design

Obviously, the function of the shop door is to attract people's attention and generate interest and stimulate the sense of participation that wants to go in and have a look. How to enter, from where to enter, you need to correctly import, tell customers, so that customers at a glance.

In the cafe storefront design, the design of customer access door is an important part.

The store door placed in the center of the store, or left or right, depending on the specific flow of people: the general large coffee shop can be placed in the center, small coffee shop access position placed in the center is not appropriate, because the store is small, directly affecting the actual use of the store area and the free circulation of customers. The entrance and exit doors of small cafes are either located on the left or right, which is more reasonable.

From a commercial point of view, the store door should be open, so the design should take into account not to let customers produce "claustrophobic","dark" and other bad psychology, thus rejecting customers at the door. Therefore, bright, unobstructed, with echo effect of the door is the best design.

Store door design, should also consider whether the road surface in front of the store is flat, level or slope; whether there are barriers and objects or buildings that affect the image of the store front; color lighting conditions, noise effects and sunlight exposure.

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Storefront Design--Shaping the Atmosphere of Cafe

When consumers drink coffee, they respond not only to the physical and physical attractiveness of coffee, but also to the overall environment, such as service, advertising, impression, packaging, fun and other incidental factors. One of the most important factors is the leisure environment. If you narrow it down, it means that the atmosphere in the cafe can influence consumers 'coffee drinking decisions.

Therefore, coffee shop operators for the performance of business space, how to skillfully use space aesthetics, design an ideal coffee drinking environment, and improve the drinking rate of customers have emotional effects, which is the coffee shop atmosphere shaping significance.

Customers tend to choose cafes that are filled with the atmosphere they need when drinking coffee, so when planning a cafe atmosphere, the following points must be considered:

1, should first determine who the customer target.

Based on their coffee drinking experience, what are their expectations for the atmosphere of the cafe?

3, understand which atmosphere can enhance customer trust in the cafe and cause emotional reactions.

For the conceived atmosphere, it should be compared with the atmosphere of the competitive store to analyze the advantages and disadvantages of each other.

At the same time, when the atmosphere is expressed, it is necessary to carefully sell the coffee brand operated by the coffee shop and let the customers fully feel it through the entire business space. Therefore, the skills and effects of coffee display are the essentials of the overall atmosphere shaping strategy.

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Shop front design--coffee shop image design principle

Good store design not only beautifies the cafe, but more importantly, it leaves a good impression on consumers, attracts customers and expands sales.

The premise of shop design is to grasp the trend of the times. In the shop appearance, shop head, shop, the use of color, shape, sound and other skills to express. The more prominent the personality, the easier it is to be noticed.

The design of the store must conform to the characteristics of the cafe, reflecting the business characteristics of the cafe from the appearance and style.

2, to meet the main user's "taste".

3, store decoration should fully consider whether the original architectural style and surrounding stores are coordinated,"individual" although eye-catching, once consumers feel "vulgar", they will lose trust.

4, decoration should be simple, rather "insufficient", can not be "excessive", should not use too many line segmentation and color rendering, avoid any excessive decoration, do not let the user feel "too tired".

5, the color of the storefront should be unified and harmonious, and it is not appropriate to use any stiff strong contrast.

6, the font size on the signboard should be appropriate, too thick will make the signboard appear too crowded, easy to destroy the overall layout, you can highlight the store name through the substrate color, the store name should be simple and easy to understand, easy to remember, in addition to special needs, do not use crazy grass or foreign letters.

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Shop Design--Cafe Signboard Design

The upper part of the storefront can be set up with a strip store sign to prominently display the store name. In the bustling business district, consumers often browse the large and small, all kinds of shop signs first, looking for commercial service places to achieve their consumption goals or worth visiting. Therefore, a cafe signboard with high generalization and strong appeal is very important for the visual stimulation and psychological impact of customers.

The materials used for the floor of coffee shops have long been wood and cement. Wood can not withstand long-term wind and rain, easy to crack, paint easy to fall off, need regular maintenance. Cement signboard construction convenient, durable, low cost, but the form of old, rough technology, can only be used as low-grade commodity signboard. In order to reflect the changes of the new trend of the times, today's store exterior decoration materials have been limited to wood and cement, but the use of thin marble, granite, metal stainless steel plate, thin colored aluminum alloy plate and so on. Stone facade appears thick, stable, noble, solemn; metal material facade appears bright, light, full of a sense of the times. Sometimes, with the change of seasons, various types of sunshade frames can also be placed on the facade, which will make the facade fresh and lively, and communicate the functional links inside and outside the cafe, virtually expanding the business area.

The introduction function of the cafe signboard plays an indispensable role and value, it should be the most eye-catching place, so various decorative methods should be used to make it prominent. There are many techniques, such as neon lights, spotlights, colored lights, reflective lights, light boxes, etc. to enhance the effect, or with ribbons, flags, flowers, etc. to foil. In short, elegant style, fresh, strange techniques, grotesque is often one of the keys to success.

Coffee shop signboard text design is increasingly valued by operators, a number of slogans, affiliation and numbers composed of artistic, three-dimensional and advertising signboards continue to emerge. Coffee shop signboard text design should pay attention to the following points:

1, store name font, size, convex and concave, color, location considerations should contribute to the normal use of the door.

2. The text content must match the coffee shop taste.

3. The text should be as concise as possible, the content should be deep, and it should be smooth, easy to remember and easy to recognize, so that customers can see at a glance.

4. Attention should be paid to popularization of artistic characters and written characters. The deformation of Chinese and foreign artistic characters should not be too messy and artificial, and the written characters should not be too sloppy, otherwise, it is difficult to identify and cause trouble in production.

Coffee shop signboard text used materials vary from store to store, shop size is larger, and the requirements of sophisticated storefront, can use copper, protruding hollow words, sparkling, rich, luxurious feeling, the effect is quite good. Porcelain characters never rust, reflective intensity is good as a signboard effect is especially good. Plastic characters have gorgeous luster, production is also simple, but a long time, luster retreat, plastic aging, cold and heat by the sun and deformation, so can not be used for a long time. Wood characters are also convenient to make, and they are easy to crack in the sun and rain for a long time, requiring regular maintenance and painting.

Coffee shop signboard design, in addition to paying attention to the form, materials, composition, modeling, color and other aspects to give consumers a good psychological feeling, but also in the naming of how much effort, strive to be concise, fresh, easy to read, easy to remember, full of beauty, so that it has a strong appeal, promote consumer thinking activities, to achieve the ideal psychological requirements.

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Store Design--Coffee Display

Although the composition and configuration of the entire coffee shop has been systematically classified and collocated, if the display skills are not used during the performance, the goods will only be placed on the bar, and the vitality of coffee cannot be expressed. It also failed to shape the characteristics of coffee, and the result was still useless. However, the so-called "display" is not the window display or special location display that we usually refer to. The display in the cafe operation should refer to all kinds of displays in the lobby. It must include three major display items:

1. complementary display

It is the most extensive part of the display range, and the entire store's merchandise display space is. Since the focus of the display is on sales, the performance in the display should focus on the richness and specificity of the coffee brand.

2. Display

It refers to the display window of the cafe and the display of specific areas in the bar. Because the display is to show the combination effect of key coffee, and at the same time to induce customers, so the display must clearly play a theme to attract customers to the store.

3. emphasis display

It is a display form between supplementary display and display. In order to promote sales effect in each area, it is necessary to select representative coffee display among coffee and beverages in this area by using the space of wall surface, wide passage, shelf or bar.

Therefore, the role of coffee display is to use various display techniques, with the use of utensils and decorations, to show the characteristics of coffee. One is to promote sales, the other is to express the atmosphere of the whole cafe, so the appeal effect of advertising must be grasped. First of all, for the appeal of advertising, although the lobby for the sake of sales, supplementary display occupies a lot of space, but in order to achieve the specific performance of advertising appeal effect, must be through the display and partial emphasis on the use of display, in order to focus on coffee brands can be displayed. The following is a comparison between the description of the five elements of advertising principles (AIDMA) and the relevance of display effects:

advertising display

A(Attention)-Introduction of attention through display effects

I(Interest)--and then coffee.

D(Deire) Desire--desire driven by association

M(Memory): Belief Establishment (by Comparison)

A(Action)--

By comparison, we can understand that this is connected with the process of customer psychological change (attention, interest, association, desire, comparison, belief, determination). At the same time of advertising appeal, it can also play a psychological appeal effect, because people's senses have visual, tactile, auditory, taste, smell and other functions, such as coffee color, design, shape and other combination performance, can cause the appeal effect on the visual sink, coffee direct contact can have a tactile appeal effect, etc. Therefore, through the appeal of these five elements, customers can feel psychologically beautiful, comfortable, atmosphere, and change, thereby improving the sense of value and promoting sales.

Then it is how to effectively use these coffee display skills in practice, so as to fully play the overall appeal effect. First of all, through the performance of the "indication display" effect, the "display display" and "emphasis display" are combined to produce a guiding effect and make coffee attractive. Furthermore, by using the performance of "sales display" effect, the combination of "emphasis display" and "supplementary display" shows the completeness and richness of coffee, so as to play the role of promotion. Therefore, in the aspect of instruction display, especially the performance of "display display", we must focus on the appeal of key coffee brands, and through comprehensive performance effects such as planning, configuration, commodity power and performance; Therefore, every suitable seasonal alternation or celebration, there must be systematic planning in the display, determine the theme of the appeal, and use specific locations, through the combination and combination of various related drinks, the use of utensils, colors, lighting effects, set off the value of coffee. And through the POP subsidy to explain the effect, so that the coffee function and characteristics can be specifically expressed. Furthermore, in the sales display-especially supplementary display, must use the performance of coffee characteristics of the furniture decoration equipment through systematic classification and display, consider easy to purchase and management, at the same time can show coffee characteristics and other factors, in order to really drive the sales of goods.

The purpose of coffee display is to sell coffee through various direct and indirect effects. Therefore, when displaying and displaying, it is necessary to effectively select and combine the characteristics and properly organize the classification, showing the charm and value of coffee. And fully provide customers with choices, to achieve the effect of sales, and further at the same time to shape the overall image of the cafe.

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Storefront Design-Color and Sound Design

Color is originally exciting, soothing role, coffee shops can use the principle of color, to create the effect of attracting customers. For example, there are some colors that contrast with the surrounding environment, or warmer and softer colors, which can arouse customers 'curiosity and even stimulate customers to linger in cafes.

The atmosphere can be highlighted by the proper use of colors. For example, a lively hue on a dim background can make people pay more attention to the coffee on display; you can also put cool or warm beverages on a mid-tone background, which will also have a good foil effect. If the color light is used, the color of the light matches well with the color of the coffee itself, which can fully show the characteristics of the coffee and attract the attention of customers.

Some cafes give people a cold feeling, while others give people a sense of hot, which is caused by the tone of color.

Only warm tones may not be the best, while only cold tones and metal tones are not appropriate. Warm color or cold color as the main color choice, although with personal hobbies can be different, but also can not ignore the relationship between the characteristics of the cafe and color.

For example, the color or pattern of coffee packaging itself is very eye-catching, and its background color is also eye-catching, it can not help but dazzle people. For example, the use of metallic colors throughout the cafe may also give people a chilly feeling. If there is another dazzling light, I am afraid it will be difficult for customers to stop for too long.

The color use of cafes should take into account the customer class, age, hobby tendency, coffee characteristics, attention rate and other issues, but the cold atmosphere is not as intriguing as the warm and warm atmosphere.

Proper sound will stimulate the attention of customers and attract their attention, so some cafes are not well positioned, and may be located in corners where it is not easy for customers to walk into. They can play some pop songs or other tapes to make stereos to guide customers.

Storefront design-decoration from the inside out

Store decoration, there are different styles, shopping malls, hotels have a luxurious appearance decoration, with a modern sense; cafes should also have their own style and characteristics. In the specific decoration, it can be designed from the following two aspects:

First, decoration should have advertising effect. That is, to give consumers a strong visual stimulus. The facade of the cafe can be decorated with a unique or strange shape to strive for originality in appearance in order to attract consumers.

Second, the decoration should be associated with the characteristics of coffee. The novel and unique decoration is not only a visual stimulus to consumers, but also makes consumers know what may be inside without entering the store.

In the decoration and design of the cafe, we mainly pay attention to the following problems:

1. Prevent crowding after entering the cafe.

2. The bar should be set in a conspicuous place for customers to consult.

3. The layout of the cafe should reflect a unique atmosphere adapted to coffee.

4. A resting place should be set up in the cafe as far as possible, and seats should be prepared.

5. make full use of all kinds of colors. The walls, ceilings, lights, coffee and drinks on display make up the interior of the cafe.

Different colors have different psychological stimuli. With purple as the tone, the layout appears gorgeous and noble; with yellow as the tone, the layout appears soft; with blue as the tone, the layout appears unpredictable; with dark color as the tone, the layout appears generous and neat; with white as the tone, the layout appears lifeless; with red as the tone, the layout appears to be warm. The use of color is not single, but comprehensive. Different periods, different seasons, holidays, the use of color is different; winter and summer are not the same. Different people have different reactions to colors. Children react strongly to red, orange, blue and green, and young women respond keenly to popular colors. In this regard, the use of lighting is particularly important.

6. In the cafe, it is best to set up a mirror in the dim or faint light.

The advantage of this is that the mirror reflects the light, making the coffee brighter, more eye-catching and more glossy. Some cafes use the whole wall as a mirror, in addition to the above benefits, but also give people the illusion of increased space.

7. The cashier is set on both sides of the bar and should be higher than the bar.

Outdoor decoration refers to all forms of decoration in front of and around the cafe. Such as billboards, neon lights, light boxes, electronic flash advertisements, optical fiber advertisements, posters, flyer advertisements, live advertisements, signboards, house decoration, window layout and so on, all belong to the scope of outdoor decoration.

On the whole, making exquisite outdoor decoration is a means to beautify cafes and decorate shops and attract customers. Such as the electronic advertisement in front of the cafe, it attracts the attention of customers with novel and ever-changing images, and even people who do not want to drink coffee often unwittingly walk into the cafe in this exaggerated atmosphere. In particular, the window of a cafe often becomes a face of a cafe, arranged like a flower, making people feel full of spring. Even people who pass by in a hurry will stop to watch, famous, and more and more people will come. Therefore, the elaborate design of shop windows is an important part of modern decoration. Generally speaking, modern window pursues outstanding theme, elegant style, three-dimensional sense and artistic appeal. Cafes in New York like to use artistic sculpture in the window to match the furnishings of the coffee brand, so that the art decoration of the whole window is clear at a glance.

With the development of science and technology, in the United States, Britain, France and Japan and other countries, the decoration around the cafe is mostly electronic advertising to attract the attention of customers. As night fell, the outdoor decoration became more colorful and dazzling. In a variety of light beams and halos set off, the cafe appears elegant, for customers, has the role of induction. Therefore, the cafe should take decoration as a key part of the promotion.

Storefront design-- the check of image

No cafe dares to take its decoration and beautification work lightly.

One of the reasons is that the main investment of a cafe is spent on store decoration and coffee and beverage procurement; store decoration and coffee and beverage procurement have the most direct contact with customers, and the business is good or bad.

Therefore, to maintain the freshness and vitality of the store, so that they are often in the "best state", has become the focus of shaping the image of the whole cafe. How to maintain the best image of the cafe? Basically, what must be grasped is that shop facilities should be maintained and investigated frequently to avoid the occurrence of aging. Especially for the condition of the store, it should be checked and counted regularly and irregularly; as for the focus of the inspection, it can be divided into store condition, store configuration, display decoration and management facilities.

= key points for checking the status of the store

1. The effect of the exterior image of the cafe: it must be in line with the taste of the cafe, pay attention to the performance of personality and impression, and maintain the sense of beauty.

2. The performance of the "visible effect" of the signboard: to grasp the "visible height", we should make it clear at a glance from a distance, and pay attention to the suitability of the specifications.

3, the charm of the storefront window: the performance of the window should be commensurate with the style, be attractive at the same time, and then be inductive.

4, easy to enter the entrance: to have a proper store openness, and easy to see the inside of the cafe, at the same time to have a sense of intimacy.

5, the entire facilities of the store: must be able to show a good image of the store, avoid defacement, and even consider the performance of the store after closing.

= key points of in-store configuration check

1, the appropriateness of floor configuration: the main coffee and subsidized drinks should be matched appropriately and pay attention to the use of service forms at the same time.

2. Let the inducement and tour in the store: the width and level of the main channel should be reconciled, and the access should be kept smooth.

3, the use of moving line is reasonable: make guests have visible effect, and pay attention to fluency. On the service staff's customer service line, it is necessary to be able to reach customers easily and shorten the distance.

4. The performance of "focus effect": we should pay attention to the grasp of the theme, the concentration of guests' attention and the appropriateness of coffee display.

5. Promote the function of relevant business personnel: the configuration of service personnel, the location of cashier and the use of storage space should meet the needs of the business.

= key points of display and decoration check

1. The suitability of selling coffee brands: for the use of display functions and the classification and display of coffee, it is necessary to be easy to see and touch.

2. The performance of key coffee brands: to be able to shape the topical effect, and to emphasize the effect in collocation and combination.

3, the grasp of interior decoration and atmosphere: the richness and vitality of the whole lobby, and pay attention to the shaping of seasonal atmosphere and the use of related props.

4, the active use of the effective display range: to grasp the appropriate height to avoid the phenomenon of too high or too low, and to be able to facilitate the contact of guests.

5. The effect of POP advertising: attention should be paid to the size and specification of POP, the concreteness of the content and the conciseness of the description.