Target Run


Target is somewhere I shop often, but I have never recognized how much spatial design it has to offer until taking this course. We all know Target from their bright red walls and bullseye circles, but we rarely think about how much it does to guide us where we need to go and give us information that we need to know. We see in the first picture I attached, with the restrooms, they utilize this space very well in terms of the design. I see that they had to put the restrooms in the very corner of the store, which would usually be hard to spot, but because of the design, they are easily noticeable. The placement of the sign marked “restrooms” with these universal symbols solved the spatial problem that was presented with the restrooms being in the corner of the store! Furthermore, the sign being placed high up is good as we tend to look up when searching for something in a store. My favorite representation of spatial design that I took is the second photo that I attached. In this picture, we see so many different functions of spatial design that aid the shopper. First off, on the floor there is a picture of feet, guiding the shopper exactly where they should stand to complete their self-checkout. Secondly, there is a glowing green sign that says “self-checkout” allowing the customer to see that they can go there if they would like to check out on their own. The screen makes it very simple to complete the transaction, with a place to set your items before checking out, and a place to bag your items after. I find it really cool that they have a little bin that shows a picture of a hanger, instead of writing out the word “hangers”, which makes it even quicker for the shopper to know where to put their used hangers after they’re done. In the third picture, we see in big letters “exchanges and returns”, showing us exactly where we need to go for these endeavors. The feet on the ground show each customer exactly where they need to stand in order to social distance. I find it interesting that a little more than a year ago, these footprints wouldn’t have made much sense to us, but now they are part of our daily lives. The light underneath the checkout desk also helps the customer to see more things that they can buy. They make use of the walls on the side to put extra information. One thing that I wanted to add that I didn’t take a photo of, was the signs in the middle of aisles showing you what is on each aisle. I find that this is one of the most used pieces of graphic design in the grocery store.  Overall, we see that Target has a specific brand and vibe that push people to shop only there and not at many other retail stores; it definitely has the same effect on me.

Discussion — 2 Responses

  • Maddy Kelly 03/25/2021 on 10:52 AM

    I love Target for is familiar layout across different stores which you have so aptly captured in your post here! I’m so so glad you included photos and analysis of new social distancing signage, I definitely feel as if we’re in a new age of designed wayfinding due to precautionary measures, and that Target was one of the first and most effective institutions to execute social distancing signage! I also love that you’ve included the glowing lights to indicate open checkouts– game design uses the same concept to coach users into interacting with certain objects, so it’s cool to see the same concept played out in the physical space! Awesome work.

  • Stephan Bryant 03/31/2021 on 6:04 PM

    Hey Alexandria. I previously worked at Target and this was one of my favorite things about working there. Upon the arrival of covid, Target was very fast and cautious on the measures they would take. From the 6-feet stickers on the floor and the glass during checkout, to the arrows on the floor that guides shoppers through each aisle so that everyone is separated. Even during Black Friday and Holiday season the spacial design was excellent. This was a great example. You notice a significant different from when you walk in Target and Walmart. Do you feel like the spacial design of Target especially during COVID attracted more customers?

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