Journal #2
I have been to the Gap store in Santa Clara many times, but this is my first to pay attention on its design, appearance, and decoration. The Gap uses the color white and navy as its logo color, which are two popular colors in the United States. The base color is navy, while the colors of those three capital letters are white. These colors seems contrasting to each other, but it makes the three capital letter more apparent and let customers remember them more easily. My experience can become a good example because when I first saw this brand in Hong Kong, I remembered what is GAP because of a simple and remarkable logo. Different from the logo, the inside store is decorated with warm-toned colors instead of contrastive colors. The whole environment is bright, unlike the Abercombie, helps customers to easily find out their favorites.
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The whole store is divided into two parts, man’s and woman’s, and the cashier locates in the middle of the store. There are several ways for the Gap to display their fashion clothing, including using models, hanging up the clothes and placing them on the top of some storage units. One way that the Gap is environmental is to making great use of the storage furniture. The two primary functions of the storage furniture is to display the clothing and collect the same or the similar ones with different sizes on the bottom. Through this way, it is more convenient for the customers to discover their favorites and get their appropriate sizes. Moreover, the Gap still benefits from this design since using the storage furniture can cut down their cost and leave more space for the