Summer Blast

Retailers are always looking for news ways to bring old themes to life. Think the enormous challenge visual teams face each year in trying to make Christmas displays and store windows seem fresh and innovative. And yet, year after year, we see countless examples of those that excel at it.

Well, we’re at least four months away from unwrapping retailers’ visions for the 2011 holiday season. But summer, well, hopefully we’re all getting our fill of barbecues, ice cream and days at the pool.

If not, Target’s larger-than-life summer graphics program can put you in the mood. Once again, the retailer shows its mastery of getting shoppers excited about shopping – even for summer basics – using giant replicas of watermelons, squirt guns, ice cream, flip-flops, sunglasses, etc., hanging from the ceiling.

The play on scale is fantastic and reflects a trend I’ve seen this year in mannequin designs with exaggerated proportions. The graphics are unbranded–and why shouldn’t they be? Fans of Target have come to associate a fun, pop-art style with the brand. Why muddle it up with words?

This leaves the message simple and clear: Summer is all about fun. (Subliminal message: Now go stock up on flip-flops in a rainbow of colors!)

Comments within one of the LinkedIn retail groups share rave reviews from the design community, too: “Talk about putting customers in the mood for summer buying!” “I thought the butter was going to drip on me.” “Great graphic images that attack the senses.”

Every retail project should strive to do just that.