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This study aims to clarify the visual impression found in the corner space of the storefronts in Daikanyama, Tokyo. The data collection uses a combined method of mapping, photograph and questionnaire. Firstly, the combination of spatial components and visual proportion will illustrate the characteristics of spatial composition. Secondly, the combination of visual appeal and visual depth will construct the patterns of spatial perception. Finally, the types of visual impressions will emerge from the combination of spatial composition and perception. Further, their variation in the distribution between different areas will be discussed with the architectural group forms in the Daikanyama streetscape.

The streetscapes of old urban districts record the changes in urban space and the vitality of socio-economic entities like storefronts. However, prior studies of urban vitality have preferred the demand end of crowd agglomeration to the supply end of commercial businesses, while the refined application of street-view images (SVIs) and the spatial heterogeneity resulting from sectional differences among elements deserve further research. Under this context, this paper took both the alive and the closed storefronts as the objects and developed an analytical framework based on machine learning and SVIs to analyze the characteristics of the streetscape and the economic vitality, followed by a regression analysis between them with a multiscale geographically weighted regression (MGWR) model. Our findings comprise three aspects: (1) despite the sum of the storefronts being more often used, combining the alive and the closed businesses is beneficial to reflect the real economic vitality; (2) as a reflection of the spatial heterogeneity and sectional differences of elements, the asymmetric streetscape has a significant influence on the economic vitality; and (3) although different factors from the streetscape can influence economic vitality differently, based on varied proxies of the vitality, three factors, namely, higher difference value of the signboards, higher sum of glass interfaces, and lower difference value of the glass interfaces, can benefit the economic vitality. This research can support urban physical examination and the regeneration of old urban districts for urban planners, designers, and decision-makers, and provide new perspectives and proxies as well as a more fine-grained analysis among the traditional studies on economic vitality.

La investigación sobre los tipos de letra empleados en los establecimientos comerciales a finales del siglo XIX en Zaragoza se enriquece gracias al estudio, apenas explorado hasta ahora, de las solicitudes oficiales de colocación de estas muestras de rotulación conservados en su archivo municipal. En ellas, la escritura expuesta (bien fuera tipográfica o rotulada a mano) fue un elemento determinante de la publicidad y la consolidación del nombre y marca del negocio. Se analiza el valor de estas fuentes documentales administrativas para ampliar las posibilidades de estudio de los documentos publicitarios en relación con la arquitectura comercial y comprender así la difusión de determinados tipos de letra y estilos de rotulación. Los resultados de esta investigación permiten apuntalar una evolución en el tiempo de las formas gráficas: desde las netas inspiraciones francesas decimonónicas hasta llegar a modelos de escritura y rotulación más vanguardistas al amparo de modos productivos y de marketing estadounidense. = Research on the typefaces used in commercial establishments at the end of the 19th century in Zaragoza is enriched thanks to the study, hardly explored until now, of the official requests for the placement of these samples of signage conserved in its municipal archive. In them, the exposed writing (either typographic or hand-lettered) was a determining element of the publicity and the consolidation of the name and brand of the business. The value of these administrative documentary sources is analyzed to broaden the possibilities of studying public documents in relation to commercial architecture and thus understand the diffusion of certain fonts and lettering styles. The results of this research make it possible to underpin an evolution over time of graphic forms: from the nineteenth-century French to a more avant-garde writing and lettering under the protection of American marketing and production modes.

En aquest TFG es desenvolupa el treball de la creació d'una botiga online a mida per a vendre arxius digitals per a màquines caseres de tall de vinil. Aquesta botiga s'ha construït a partir del gestor de continguts Wordpress, el plugin de comerç electrònic Woocommerce i la creació d'un tema fill del tema Storefront perquè s'adapti a les característiques i funcionalitats que es necessiten. En este TFG se desarrolla el trabajo de la creación de una tienda online a medida para vender archivos digitales para máquinas caseres de corte de vinilo. Esta tienda se ha construido a partir del gestor de contenidos Wordpress, el plugin de comercio electrónico Woocommerce y la creación de uno tema hijo del tema Storefront porque se adapte a las características y funcionalidades que se necesitan. In this TFG, I have developed a customized online store to sell digital files for home-made vinyl cutting machines. This store has been built using Wordpress content manager, the Woocommerce e-commerce plugin. I decide the creation of a child-theme from the Storefront theme, to suit the features and functionalities that were necessary.

Purpose — The purpose of this thesis is to find how visual identity components impact on the sales of H&M. Through the establishment of a theoretical model. Methodology/approach — Base on the model, the thesis used qualitative research and quantitative research method. The qualitative research method referred to the interview with H&M managers. The quantitative research method referred to questionnaires for 120 customers and the Eviews analysis software. Eviews analysis software was used to analyze the mathematical relationship between the visual identity components and H&M sales. Findings —Through the analysis of the questionnaire and interviews, the thesis found that logotype and/or symbol, advertising and storefront were more important components for H&M sales among the eleven visual identity components. By the Eviews analysis software, the thesis analyzed and found the quantitative relationship between these three visual identity components and the sales revenue of H&M. Research limitations — First of all, the literature on the study of the visual identity for the company is rare. Second, the result of H&M’s analysis may not be applied to all brands. Originality/value —The results showed that H&M can invest more on these three important visual identity components we identified to increase their sales revenue. This is a more effective way for brand awareness. At the same time, this paper fills the gaps in the related articles. The thesis is a detailed research of the important visual identity components impacting on the company. Keywords — Visual identity, Visual identity components, Advertising, Logotype, Storefront Paper type: Research paper

Tez (Yüksek Lisans) -- İstanbul Teknik Üniversitesi, Fen Bilimleri Enstitüsü, 2011, Thesis (M.Sc.) -- İstanbul Technical University, Institute of Science and Technology, 2011, Verimli mağaza cepheleri üretebilmek için tasarım ve yapım süreçlerinde birçok faktörün gözden geçirilmesi gerekmektedir. Mağazanın dış cephe tasarımını oluşturan bileşenlerin tasarımı ve kullanılan malzemeler mağazayı çekici kılarken dış etkenlerin etkisiyle oluşabilecek hasarlara da karşı koyabilmelidir. Çalışmanın birinci bölümünde; mağaza dış görünümünde cephe tasarımının önemi, mağaza cephelerinde oluşan malzeme hasar oluşumunda etken olan sebepler tartışılmış, çalışmanın amacı, kapsamı ve yöntemi ile ilgili bilgiler verilmiştir. İkinci bölümde; cephe kavramı, cephenin işlevi, tasarım kriterleri ve meteorolojik, mekanik, kimyasal ve biyolojik olarak sınıflandırılan cepheleri etkileyen faktörlerin cephe tasarımında ve malzeme seçiminde önemi açıklanmıştır. Üçüncü bölümde; mağaza dış cephesini oluşturan bileşenler, vitrin ve vitrin teşhir alanı, giriş kapısı, logo ve tabela, vitrin ve dış cephe aydınlatması, dış duvar, gölgelik, saçak ve güvenlik sistemleri olarak sınıflandırılmış ve bu bileşenlerin cephedeki önemleri üzerinde durulmuştur. Dördüncü bölümde; mağaza cephelerinde sıkça kullanılan cam, metal, ahşap seramik malzemelerin kullanıldığı hasarlı cephe uygulamaları seçilmiş ve bu malzemelerde ve bu malzemeleri bağlayıcı olarak kullanılan malzemeler olan parça ve gereçlerde oluşan hasarların analizi yapılmıştır. Hasar analizi kapsamında malzemelerde oluşan hasarlar ve oluşma nedenleri belirlenmiş ve bu hasarlara çözüm önerileri getirilerek sorunun çözümü amaçlanmıştır. Getirilen çözüm önerilerinin malzemede aranan özellikler olarak belirlenen ‘sağlamlık, ekonomik olma, fonksiyonuna uygun olma ve öncelikli özellik olan estetik olma’ özelliklerini sağlayabilirliği açısından değerlendirilmiştir. Beşinci bölümde; mağaza cephelerinde hasar oluşum nedenlerinin mağaza örnekleri analizi sonucunda, tasarım hatalarından ve yanlış malzeme seçiminden, uygulama ve işçilik hatalarından, bakım, koruma ve temizlik eksikliğinden kaynaklı olduğu sonucuna varılmıştır., One should go through and over many factors in designing and building processes in order to be able to create efficient storefronts (facades). Design of components incorporated in exterior storefront and materials used to this end should not only render a store attractive but also resist against any damages likely to arise from external factors. In first chapter of this study; we discussed importance of front design in store outer apperance and reasons which play a part in occurrence of materials damages on storefronts and clarified objective, scope and method of the study. In second chapter of this study; we explained front concept, function of fronts, design criteria and importance of factors, classified as meteorological, mechanical, chemical and biological factors and likely to have an impact on fronts, in front designs and material choices. In third chapter of this study; we classified components of exterior storefront as showcase and showcasing exhibition area, entrance door, logo and signage, showcase and exterior front lighting, outer wall, awning, eaves layout and security systems and discussed importance of such components for storefront. In fourth chapter of this study; we chose damaged front applications involving glass, metal, wooden, seramic materials, which are in widespread use on storefronts, and conducted analyses on such materials as well as on pieces and fittings used to fasten and fix such materials. Under scope of damage analysis, we identified damages suffered by such materials as well as reasons for occurrence of such damages, with an eye to solving the problem with solutions recommended for such damages. We discussed recommendations provided for solutions on the score of such features as ‘endurance, affordability, fitness-for-function (functionality) and aesthetics’ set as features required for materials. In fifth chapter of this study; as a result of store-examples-analysis made as to reasons for occurrence of damage on storefronts, we concluded that such damages are caused by faulty designing and improper material choice, application and workmanship faults as well as from inadequate upkeep, preservation and housekeeping activities., Yüksek Lisans, M.Sc.

Visuell kommunikation är något som vi dagligen stöter på i vår vardag, i form av reklamannonser, reklamfilmer, skyltningar osv. Skyltfönster är en form av visuell kommunikation, och fungerar som företagens ansikte utåt och det skapar ofta en första bild hos mottagaren om företaget. Enligt köpbeslutsprocessen är reklam den mest förekommande informationskälla som påverkar konsumenten i köpbeslutet. Denna studie kommer att utgå från Kotler och Kellers modell av köpbeslutsprocessen, som följer kunden före, under samt efter köpet. Modellen består av fem steg, problem erkännande, informationssökning, utvärdering av valmöjligheter, köpbeslut och efter köpbeteende. Forskningen behandlar endast de tre första stegen som sker före själva köpet, och den klargör fönsterskyltnings påverkan på den kvinnliga köpbeslutsprocessen före köpet. Kopplingar dras mellan köpbeslutsprocessen och den visuella kommunikationens tre arbetsområden, text, form och färg. Avslutad studie tyder på en påverkande effekt av skyltfönster i köpbeslutsprocessen. Då studien visade på att antal spenderade pengar ökade beroende på antal shoppingtillfällen. Ett högre antal shoppingtillfällen innebär alltså en större påverkan i köpbeslutsprocessen då kunden oftare stöter på den visuella kommunikationen, skyltfönster. Visual Communication is something we daily run into in our everyday lives, in form of advertising, commercials, billboards, etc. Storefronts are a form of visual communication, andserves as a corporate public face for the company. Often it creates a first image of the companies’ image among the receivers. According to the buying decision process, advertising is the most frequent source of information affecting the consumers buying decision. This study will be based on Kotler and Keller's model of the buying decision process, which follows the customer before, during and after the purchase. The model consists of five stages, problem recognition, information search, evaluation of options, purchase decision and post purchase behavior. This research only covers the first three steps that occur before the actual purchase, and it clarifies storefronts impacts on the female buying decision process before the purchase. Connections are drawn between the buying decision process and the visual communications three areas of work, text, shapes and colors. The completed study indicates an influence of storefronts in the purchase decision process. Since the study showed that the number of spent money increased depending on the number of shopping opportunities. A higher number of shopping opportunities is therefore a major influence in the buying decision process, when customer more frequently are getting exposed to storefronts when they shop.