Turnkey navigation in the business center. Visual navigation systems. Need help studying a topic?

Introduction

The importance of the navigation system is difficult to overestimate, especially now - in the era of a real boom in the construction of multifunctional complexes. Modern shopping, shopping and entertainment centers constantly offer visitors more and more advanced ways of conveying information. However, recently experts have increasingly begun to point out the problem of “overload” in the information field of shopping centers.

“Tell me, how can I find such and such a product / brand / outlet?” - if a similar question was asked in a shopping center, it means that the navigation system in it is either absent, or - which is much worse - does not fulfill its function. And this happens quite often. The large size and multi-level structure of modern shopping and shopping and entertainment centers, the periodically updated composition of tenants - all these factors must be taken into account when creating a convenient navigation system. To make maximum information available to store visitors, specialists developing an orientation system consider a complex of problems. The main task is to develop the correct space-planning solution, which includes design techniques that help build an ergonomic interior where natural orientation occurs. Filling the space with graphic, sound and interactive signs is considered as a last resort.

So, navigation is the most important characteristic of a high-quality shopping center (MEC) - it contributes to the efficient use of retail space, since psychological comfort inspires the visitor’s trust, and this becomes a kind of guarantee that by saving time on finding the right store, he will be able to make more purchases

Types of navigation

The most important factor in the psychological comfort of the visitor is orientation - relative to the entrance group, transition zones, anchors. Experts believe that the main principle of providing information is hierarchy, that is, the buyer must immerse himself in the information field of the shopping center gradually, following the logic “from general to specific,” for example: designation of an entertainment or product area, product category, then signs within sections, then the type of product, etc. Coding specific areas can also be done using color and signage. The basic rule: shopping center signs must be made in the same style, the rest - branded - do not take the initiative from each other and do not “clog” the style of the complex itself.

Navigation aids are classically divided into graphic or visual - the most popular, audio or auditory, interactive. And, finally, tactile - used in advanced shopping centers, as they take into account the needs of visitors with disabilities and introduce interactive elements into communication with the product, which, as a rule, brings tangible commercial success.

So, the plan of a retail facility is the main starting point of the entrance group. It should be found at the branching points of the shopping center galleries so that the buyer can decide where to go. Analysts say the “you are here” signs on the floor plan are especially popular with buyers. Visual navigation systems in a shopping center - displays, signs, signs - work only if they are clear, laconic, have the correct size and logic of designation. Unsuccessful pointers play the role of so-called “white noise” - they remain in consciousness, however, no attention is paid to them. Sound channels can be not only a source of information, but also a kind of “bookmarks” that help to navigate in space. It is also impossible not to mention interactive navigators, which are a more advanced level of navigation organization. In addition, multimedia monitors and touch screens have been added to the well-proven information desks. And despite the fact that by now there are really many ways to present information, not all experts are of the opinion that in the work of a shopping center it is necessary to use the entire arsenal of information channels.

Common mistakes

Experts agree that information overload, as well as its lack, are equally dangerous for the efficiency of a shopping center. First of all, it is necessary to take into account the rules for the interaction of information transmission channels in a single space, so that the flow of information does not kill the buyer in the visitor. Lack of consistency is the most common drawback of modern shopping centers.

The confusing layout often does not allow for proper placement of navigation systems. An excessive number of screens and loud advertising bore visitors and interfere with a comfortable shopping experience.

Audio advertising is often intrusive, or too loud, frequent, or inaudible. If the channels of information transmission existing on the territory of the complex do not overlap with each other (the same symbols in a single concept), this also breaks the visitor’s attention.

An insufficiently well-planned wayfinding system tends to reduce the number of visitors on floors below the 1st and above the 3rd. If at the stage of developing the floor plan concept the hand of a professional did not touch you, then you can try to save the situation with the help of specialists in the development of a navigation system. In addition to the information load, the navigation system should also be a design element. However, it happens that the design of a shopping center is good, but instead of a diagram on the floors, there is simply a printout of construction plans, which is impossible to navigate if you are not an architect.

Indeed, if for “orientation” in one space suspended navigators, floor structures, consoles, signs in the form of floor graphics, stickers, pennants, light boxes, garlands, mobiles (large format advertising images), jumbies (volumetric structures in the form of goods) are used , enlarged several times, the visitor is bombarded with an audio information stream. Therefore, the amount of information should not exceed the permissible amount - there should not be a lot of text, the font should not be too small, the symbols should be understandable to a large audience and be combined with the overall stylistic decision of the room. And the hierarchy of information should be presented at any level of the shopping center, as well as points of self-identification in space.

Dialogue with visitors

So, navigation can be compared to an unobtrusive valet who reveals his presence only when necessary. The main principle of the navigation system can be called providing the visitor with the opportunity to spend exactly as much time visiting the store as he needs to make a purchase. The opinion that a visitor needs to be kept in a shopping center for as long as possible, according to experts, is considered a misconception. The key word in the phrase “navigation system” is the first word. To avoid problems, the following rules must be followed. Firstly, navigation levels and standards for each level of a shopping center (TC) are identified. Secondly, the logic of naming, numbering, and dividing the territory of a shopping center (MEC) should be simple and understandable. Finally, the main arrival points (entry, exit) should be clearly marked, and there should not be too much information. Information channels should enhance the mutual effect of each other and emphasize the uniform image of the room.

The style of advertisements on internal radio should also be consistent with the positioning of the shopping center. It is necessary to determine the correct ratio of the use of music to create the general atmosphere of the center (experts note that music not only attracts the attention of visitors, but also affects the speed of their movement) and sound effects, the rhythm of reading announcements and even the timbre of the announcer's voice. Surprisingly, in our advanced world, one of the most natural channels of information is daylight - and this is one of the reasons for using glass roofs - a person subconsciously navigates in space by the sun. So, experts came to the conclusion that it does not matter how many and what methods of navigation are used in the space - the main thing is that the visitor feels comfortable in it.

Classification of navigation systems

Customer navigation and orientation systems can be divided into three types:

visual (boards, steles, signs);

audio (messages broadcast on local radio);

electronic (electronic boards and plasma panels).

In most shopping and entertainment complexes, the main one is panel navigation, used in conjunction with signs. Sound guidance in some centers is being replaced by simple advertising messages. Electronic boards are rarely used

The advantage of a panel navigation system is its relatively low cost - 10-12 thousand dollars, and practically no further technical support or maintenance is required. At the same time, panel navigation is the most convenient for buyers. True, billboards with shopping center diagrams have one significant drawback - customers need to look at them for a long time, determining their location relative to the desired store, and this entails a certain amount of time.

Sound navigation implies the ability to frequently update information for buyers, but it is not cheap, since it requires personnel who will be involved in broadcasting, recording and technical operation of the system. In addition, not all people are receptive to sound information; many simply do not pay attention to sound messages.

Electronic navigation also has its drawbacks. Such a system is expensive both to manufacture (about 60 thousand dollars or more) and to maintain. Not all visitors are ready to use it due to fear of something new and unknown. However, electronic navigation allows you to convey information to the buyer more clearly and in detail.

The effectiveness of navigation using plasma panels is also questionable. Shopping centers often use leaflets with maps and diagrams. Printing small diagrams is not too expensive and helps customers quickly find their way around an unfamiliar shopping center.

Of course, working with a navigation system requires certain costs. But a well-organized system makes the purchasing process easy and enjoyable.

Hanging signs or overhead navigation

Signs are attached to the ceiling and can perform navigation functions, and can also be used for advertising. Often this type of signs is used at airports and shopping centers for quick navigation.

Double sided signs

Plates with two information fields. These signs can be tabletop, hanging, in the form of flags, etc.

Pylons and three-way signs

These are free-standing signs (pylons), navigation stands, and signage signs.

Table signs

These are table signs that help convey the necessary information to visitors and clients. The point of frequently changing information in this type of plate is very important.

Replacement information plates or replacement plates

This type of sign is suitable for companies whose information changes frequently, for example, a hospital sees two doctors every other day. In order not to constantly change the names of doctors, you can order a plate with two advertising fields and change the lower part with the name by printing the information on a regular piece of paper and insert it into the groove of the plate, and the presentability of the plate will remain at the highest level.

Illuminated signs

Any information carrier, including free-standing, with internal lighting to attract attention, as well as for visibility in the dark.

Information signs

Direction indicator, one of the elements of the navigation system in a shopping center. Information signs are unique in terms of changing information, and most importantly, when changing information you do not suffer and do not damage the product itself.

For shopping complexes the following will be of interest: hanging signs, flags, signs, pylons, signs.

Lightweight aluminum base, easily replaceable information, i.e. You don’t need specialists to change posters; anyone can do it without difficulty.

Hanging signs

There are single-poster hanging signs, as well as multi-module ones. Very large selection of sizes and modifications.

Hanging signs are necessary in cases where there is too much open space, for example, at the entrance to a shopping or business center, where there are no walls on which to install a wall sign so that visitors can immediately see it.

You can make multi-section hanging signs and combine different sizes of segments. This makes it convenient to separate sectors when developing a system of visitor flows.

For example, in a shopping and entertainment complex, you can allocate the upper segment to indicate locations in the shopping area, and the lower segment to indicate locations in the entertainment area.

Flags pointers

A very useful product needed in long corridors is installed near the place that needs to be designated, for example a store or a staircase that is located at the end of the corridor, or a toilet.

The minimum standard size is 100x120 mm, the maximum is 400x400 mm. Illuminated solutions are available.

In shopping centers, in order not to “destroy” the uniform design standard, you can use these types of flag signs on each shopping pavilion.

Aluminum profiles of standard sizes are used for signs.

The support is designed to be attached to the wall using recessed screws. The holder is attached to the support using decorative elements. Signs that protrude more than 100 mm are recommended to be fixed at a height of at least 2 meters from the floor.

Signs

There are different sizes of signs, from the smallest 100x50 mm to the largest 600x1525 mm (vertical). This unitary product turns into a universal base, like a sign on the door, and at the same time, a larger product can be used as a poster holder. Information inserts for small signs can be printed on regular office printers; this will be more economical than outsourcing this work to specialized companies. Small signs can be used to number trade pavilions.

All business property owners face the need for wall signs. Plates can be used as direction signs, location signs and even as an advertising surface, since the size of these products is practically unlimited, and the poster-information part is easily changed (placards with replaceable information).

Plastic end caps are available in gray and black.

Metal end caps can be silver, black or gold.

Pylons

Pylons are one of the controversial products. They serve as remote signs and directly designate a place, and are also simply placed as an image or advertising structure. There are light and non-light, on separate supports and monolithic, consisting of separate modules and combined.

Project situation

navigation shopping center design

In the sales area, on an area of 1200 sq. m., about six thousand types of alcoholic beverages are offered to customers. Alkomarket "Shtopor" presents almost all existing types of drinks of a wide price range: beer of all kinds, vodka of domestic and imported production, wines from Ukraine, Russia, Bulgaria, France, Spain, Italy, Chile, South Africa, Germany, China, Argentina, Brazil, Moldova, Georgia, as well as all kinds of balms, liqueurs, liqueurs, vermouths, grappa, tequilas, Italian and Russian champagne.

The “Premium Room” features French cognac, whiskey, gin, more mature wine, and French champagne from the world’s most famous producers.

In addition to wines, spirits, cigars and tobacco, the Shtopor Alcomarket offers more than 50 varieties of tea, more than 30 varieties of coffee and so-called “related products”: cheeses, deli meats, seafood, juices, mineral water and chocolate.

The task of alcohol markets is not just to promote alcoholic products, to offer consumers the maximum range of quality products and unique collections, but also to promote drinking culture, knowledge about various drinks and the rules for their use.

Experts call the network of alcohol markets a museum of alcoholic art. For the convenience of customers, it is located in specially equipped rooms. In the elite alcohol hall, drinks are stored in strict accordance with the rules accepted in world practice: strict temperature conditions, no direct sunlight. The bottles are placed on slanted shelves to allow the wine to flow around the cork.

The “highlight” of the alcohol market chain is the wine library. It stores unique collections of castle wines. The wine library serves as both a retail and tasting room, where tastings are held for customers.

Market development and the current conditions of healthy competition force us to find ways to focus the buyer’s attention on the offer of goods and services through advertising campaigns.

The store always needs to have a certain amount of media to effectively inform the buyer.

Depending on the space occupied by the store, signage on the sales floor, along with price tags and banners about discounts, should be obligatory means. Of course, in areas not exceeding an average of 250-400 sq. m, it is inappropriate to use such a system of signs. Trading areas from 500 sq. m require a different solution for space and logical placement of sales departments. The human factor plays a huge role here.

Due to the accelerating pace of life, customers value their time and cannot afford to spend several hours in the store looking for what they need. Therefore, a system of special indicators for the location of departments has developed. This is an integral part of the service we provide to our customers. It is very important that the consumer feels comfortable in the store, does not look for information and messages, and that the information is clearly and simply presented to him. We should not forget that the development and implementation of information systems are directly dependent on the company’s corporate style, which guarantees the correct perception of the brand at all levels of communication. Corporate style not only involves a number of visual images: the company name, logo or trademark, a set of fonts, corporate colors, slogan, music, but it is also a way of corporate self-identification, a company philosophy, a style of existence, a line of behavior. They act both as an external determinant of information policy, and as an internal one, characterizing the company’s relationships with employees and partners.

To create a memorable image, you need to work with all the components of the style. Therefore, the system of information media is also developed in accordance with the stylistic content. The color scheme and font set are always taken into account when creating a new informant image. After all, each color carries its own figurative mood, that is, it provides for a certain subconscious reaction of a person to it.

You should worry about modernizing the style in a timely manner so as not to bore the buyer, and also to have a modern, relevant image.

The design of the Corkscrew retail space is consistent in the same style. In addition, a system of uniform clothing standards is being developed for sales consultants. Informing the buyer will be effective only when all components of the store style work to achieve common goals: service, quality of service, assortment and affordable prices.

It is also taken into account that the planned location of signs can set a specific, most advantageous route for the movement of customers.

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Navigation systems are a set of signs, plates, interactive displays and other elements that facilitate free orientation in a building. When entering a large shopping center or office building for the first time, a visitor is forced to look for clues that will help him get to the right office and find the group of goods that interests him. Well-executed building navigation:

Saves visitors time;
Creates the most comfortable conditions for them;
Increases the attractiveness of a store, office building, etc.

Visual navigation involves the use of a variety of elements: building diagrams, floor numbering, product signs, etc. Additionally, audio and tactile navigation can be used.

The benefits of well-designed navigation

Increase in the number of clients‒ if a shopping center or office building is convenient, visitors will come to it again and again.

Increased sales- freely navigating the building, the buyer quickly finds the goods he needs.

Increasing shopping center capacity‒ high-quality navigation reduces the time spent searching for products and allows more customers to visit the store.

Navigation in the shopping center

The navigation system in a shopping center has its own characteristics. She must:

Be convenient for customers;
Effectively solve marketing problems.

Developing navigation systems for a shopping center involves taking into account many important points. It is necessary to take into account the location of trade pavilions and product groups, and select the correct design of navigation elements.

Properly executed in-store navigation ensures a significant increase in profits and increases the prestige of the shopping center. Therefore, the development of navigation for a shopping center should be entrusted to experienced specialists.

Navigation in business centers

The navigation system in an office building should be extremely clear and concise, this will allow visitors to save time. When designing such a system, all key points must be taken into account - those places in the building in which the visitor may have difficulty choosing a path.

Text information must be duplicated with symbolic information, since some visitors may not know the language in which the inscriptions are made. Navigation in the office should be clearly visible, and all its elements should be located in convenient places.

Professional design of navigation systems

High-quality navigation design taking into account all the features of your building;
Production of navigation systems in the shortest possible time at competitive prices.

All signs, plaques, information stands and other navigation elements are produced using modern equipment and are of high quality and durability. To place an order or ask any questions you may have, call us at the numbers provided.

Navigation, advertising and information systems in Shopping Centers are a system of internal communication with the visitor. This allows you to manage it effectively, since the visitor in this situation is himself predisposed to this. The meaning of information signs - navigators comes down to two complementary principles: the visitor easily finds what he is looking for, and the tenant controls the flow of visitors.

Entrance to the shopping center

Ways to get there:

Public transport

Automobile

Placement of a navigation system of signs and information at the main (most convenient) entrances. As a rule, there are no more than two paths to the shopping center. Perhaps they will be different for buyers by car and those traveling by public transport. When approaching the shopping center, it should be visually distinguished:

Or directly visible

Or marked with a stele

Or an architectural element

Or a lighting solution, etc.

Requirements for parking navigation:

Easy to find parking entrance

It's easy to find a car after visiting the shopping center

It's easy to find the exit in the right direction

Here it is often necessary to install additional signs indicating the entrance/exit and parking segment (to make it easier to find your car). If possible and/or necessary, use electronic information systems to indicate free places at levels. The parking lot navigation system uses digital, alphabetic, figurative and color symbols that are understandable to shopping center visitors. Shopping center entrance signs are also required in the underground parking lot. If a shopping center has several entrances, already at this stage it is possible to redistribute the flow of customers to the stores and areas they need.

Inside the shopping center

A visitor enters a shopping center. Navigators should be located no closer than 5 m, but no further than 15 m from the entrance, otherwise the visitor will be deprived of the necessary information. The navigation system can be interactive or non-interactive. Modern shopping centers already use interactive navigators, such as multimedia monitors, touch screens, and information kiosks. But the main role of non-interactive systems is undeniable. The following picture can be observed: a child plays with an interactive system, and parents study a non-interactive scheme and decide on the direction of movement along it.

In the entrance area of shopping centers, navigators with complete information about operators are desirable. The most common navigation and information systems in existing shopping centers are signs in the form of maps or diagrams of the complex, located at the intersections of the main human flows - at the entrances, at elevators and escalators, at street intersections where alternative routes of movement arise. In addition to the floor plan, the maps should show anchors and tenants by product category (hypermarket, women's, men's, children's clothing, entertainment center), and a dot arrow indicating the location of the visitor. According to experts, the buyer is often focused on the brand, so information is desirable about the brands available in the shopping center.

Solving the problem of all shopping centers - raising the buyer to the floor above the 3rd is a serious marketing task. The navigation system plays an important role here too.

Navigation in a shopping center should be based on logic and intuition of how the buyer will behave. A predator in the jungle following the trail of prey is guided by the trail and intuition. When developing a navigation system, put yourself in his shoes and simulate the situation. Marketers use another type of navigation, cross selling, aimed at managing the flow. This system is located parallel to the flow movement.

For orientation in the shopping center, suspended navigators, floor structures, and consoles are used; to familiarize yourself with the entertainment part of the complex, navigators and advertising media that differ from the rest in format are used. Visual navigation objects had to be of high quality, but bringing them to a single color and stylistic range could harm them by merging with the rest of the shopping center design and becoming invisible.

Often, well-made navigation can correct unsuccessful architectural and planning decisions and correctly redistribute flows.

It is important that, once in the most forgotten corner of the shopping center, the buyer knows exactly where to go. Found everything I wanted. Made purchases, especially unplanned ones. I rested and left satisfied, scheduling my next visit to the shopping center. Everyone is happy: buyers, tenants and developers of the navigation and information system!

It is with the development of a navigation project that any work on street and indoor navigation for an organization begins. A complex visual navigation project can consist of several independent projects:

A project for a visual pedestrian navigation system that combines navigation indoors, in the surrounding area and in underground and multi-level parking lots. Such a project includes a complete list of all signs and signs, their design and materials recommended for production, as well as the location of all navigation elements based on an analysis of the intensity and intersection of pedestrian flows.
The fire navigation project includes a general evacuation scheme for floors or zones of work premises and parking, evacuation plans for premises and their locations based on standards. Also, this project may include the placement of autonomous evacuation signs and a design project for signs with evacuation plans.
A project for organizing traffic in parking lots and surrounding areas, taking into account the locations of markings for parking spaces, arrows and pedestrian crossings, the location of speed bumps, road signs and wide-angle mirrors. Also, the project may include a diagram for installing wheel guards and design layouts for signs for drivers other than standard signs, including exit or elevator signs.

Development of projects for shopping centers and stores

Usually complex navigation design required for large buildings - shopping and office centers or residential complexes. But even for a small organization, for example, for a regular store, the correct design of all navigation elements can recoup the costs of such work many times over.

Thus, street navigation will attract the attention of visitors, notify them about opening hours, ongoing promotions, or convey other useful information.

If you have your own parking lot, the traffic management project will help reduce the time required to park a car, reduce the likelihood of accidents and thereby maintain a continuous flow of visitors.

In turn, internal visual navigation will allow the visitor to quickly find the department or floor he needs and will give a unique style to the entire room.

The specialists of ALBIRIS Group of Companies have extensive experience in developing all types of navigation projects for the largest shopping centers, office and residential complexes. We will be happy to help you create a design, develop navigation projects and implement them in unique products.

High-quality and convenient navigation in a shopping center is the dream of many owners and managers. It helps visitors quickly and easily navigate a variety of stores, products and brands. Turns shopping into an exciting journey. This is in theory. In practice, everything is much more complicated. Why? Let's figure it out.

And we’ll start by answering the question: “Why do you need navigation in a shopping center?”

The navigation system in a shopping center has two main tasks:

Task 1: Help the buyer to find his way in an unfamiliar place. It is well known that the larger the area and number of floors of a shopping center, the more prompts a visitor needs:

Where are the elevators to go up or down to the desired floor?

Where is the entrance to the cinema?

Where to pay and how to get to the parking lot

Where is the nearest toilet

Where is the way out of this hellish labyrinth (hello to new visitors to the IKEA 8 store))

Some marketers adhere to the idea that there is no need to help the visitor; if he wants, he will find it! And while he’s looking, he’ll go to other stores along the way and leave more money for impulse purchases. I really want to send these “specialists” to a large eastern airport to look for a boarding gate, having previously covered all the inscriptions in English on the navigation boards. Let them increase the average bill in duty free.

Helping the visitor in the right way will help him find what he needs faster and continue shopping in a good mood.

Task 2: Correct planning and logistics errors. In theory, with proper planning, the visitor will very quickly find his way and find the store, cafe or escalator he needs. But if the layout of the building is complex, with many passages and stairs, then a visit to such a shopping center turns into a quest, which, unfortunately, is not very exciting. Without additional help, the visitor simply will not find how to get to the second floor or go to another building; he will turn around and go to where the navigation is more clear and convenient.

Although, of course, not all design errors can be corrected with additional navigation tools.

In addition to these two tasks, navigation should be:

- simple(even a child should understand what this or that pictogram on the sign means)

- comfortable(Navigation boards are located at the right height, the font is easy to read, the level of illumination is sufficient)

- logical(the visitor must find out where he is on the map of the shopping center and where to go)

And the last question. Who should design the navigation system? Designers? - No. Brokers? -No. This issue should be dealt with by specialists who know the principles of vertical and horizontal logistics of people flows. They understand where and how it is necessary to help the visitor find the necessary information about tenants, additional services, etc. Those who first look at the shopping center through the eyes of a buyer.

1) Navigation in one of the shopping centers. Please note that the numbering of trading sections is extremely confusing (for example, where are sections No. 08, 22 or 47? Or try to quickly find section 102). Such navigation hinders rather than helps the visitor find the right product. The fact that the place where you are is not indicated on the plan is another mistake. McDonald's acted wisely - he asked to mark his logo on the plan, which allows him to be found almost instantly.

2) Another example of navigation. The pictograms are yellow and their meaning is intuitive. For the convenience of visitors, they are made 3-dimensional, which allows you to quickly and easily find an escalator, ATM or a place where there is free wi-fi. And what is most important, if you are standing in front of this plan in a shopping center, then behind your left shoulder there will be a travelator, and directly behind the navigation board there will be a Stockmann store. This suggests that for your convenience the map was oriented the way the tenants are located on the ground and you don’t have to turn the picture over in your head.