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December 1999


Roll Out the Carpet

Custom designs extend store brand

Carpeted floors provide comfort and soften sound, and they're an inexpensive, easy way to reflect your store brand. But instead of relying on standard beige, more retailers are choosing carpets printed with their logo or with patterns and colors that complement their marketing and design concepts.

Today's technology makes customizing carpet easier and less expensive. Many stores choose existing commercial carpet and ask the manufacturer to design an original pattern or inlay, according to an article in Chain Store Age. Instead of producing carpet samples, which often take weeks to manufacture, many companies now use computer-aided design to develop renderings retailers can approve.

Before designing carpets for your store, consider the kind of atmosphere you'd like to create. Bright, geometric patterns work better for stores with unusual designer jewelry. More traditional stores might consider working their store logos into a border around the open area of the room. Also consider the traffic patterns and where the carpet will be laid. For instance, the Carpet and Rug Institute in Dalton, GA, recommends midrange colors and multicolor blends near entrances to hide soil.

While some retail stores don't want to detract from the merchandise by making their floors too loud, thoughtfully designed carpets can create energy, move people along and reinforce company pride, CRI says. Color contrasts also can make you memorable ­ studies show Alzheimer's patients remember color differentiation better than numbers, CRI says, proving the impact color can make on the human mind.

by Stacey King

Local Jewelry, a store in New Zealand, uses carved, bound, inlaid carpet with bright colors and a wave-like motif to complement its native New Zealand jewelry

Copyright © 1999 by Bond Communications.


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