Shopfront displays during the first UK national lockdown
Authors: Ramjaun, T.
Publisher: PANMEMIC
Abstract:In the UK, retail shop design as a key form of marketing can be traced back to the 18th century. At that time, establishing a distinct store identity was already very important due to the selling of unbranded goods by most retailers (Walsh, 1995). Logo and fascia design have traditionally been the primary form used for expressing store identity (Kent, 2003) with shopfront displays reinforcing certain aspects of the shop’s brand personality and values and to convey a desired public image (Martineau, 1958). In the UK, there are various examples of retail outlets using their shopfronts not only to advertise goods or services being offered inside but to also show support for a particular cause or event (e.g. poppies display for Remembrance Day) or to promote a political stance (e.g. displaying a Vote Leave poster during the Brexit campaign). In this article, I discuss the visual communication approaches used by retail outlets to show their support and association with the so-called rainbow campaign during first UK national lockdown which started on the 23rd of March 2020 after the Prime Minister’s televised announcement instructing people to stay at home and all shops selling non-essential items to close with immediate effect.
https://panmemic.hypotheses.org/936
Source: Manual