Face to Face in a Fair Game

Pretty 24 is a new cream on the block. Its advertisement takes a potshot at various narratives associated with fairness advertising in India; however, its communication is silent on the benefits of the product. The angry (or upset) young women vent their ire as they feel betrayed by the hordes of Fairness creams in the market. The advertisement ends with a product shot, claiming it as a cream for every skin tone. The brand targets women between 20 and 35 years of age, as reported in livemint.Pretty good… The fairness cream market in India is fairly mature. From general purpose Fairness creams to Men’s Fairness creams to dark spots reduction fairness creams to winter fairness creams; every conceivable sub-category promise has been exploited to grow the market, which is reportedly around INR 4500 crore, and growing! In such a scenario, category creation by careful segmentation holds the key to success for a new entrant in a crowded shelf as the `Anti’ position puts the new entrant in direct competition vis-à-vis the rest. Also, the ability to leverage existing distribution network adds to the muscle mass so critical for success. On all these counts, Pretty 24 sits pretty.


The dark side… Is Pretty 24 a little late? Is it being built on a carefully chosen plank or hunch? Or, is it a manifestation of confusion at the Marketer’s end? Is it an idea whose time peaked some 10, 15, 20 years ago?In India, the pride factor in one’s `own’ complexion has already gained ground; especially with girls-next-door winning the titles such as Ms India, Supermodel, etc. And to the buyer of very premium international brands, complexion has never been an issue. Over the years, most of the fairness cream brands have formulations that offer benefits beyond mild-bleaching to include skin moisturization at the very least.For the Fair’y Tales inspired buyers in Tier II and III, semi-urban centres; it is still `Fairness’ all the way to success. So who is the brand Pretty 24 targeting? And what’s the `reason to buy’, it is offering to the consumers (unless subsequent campaign reveals it).The leader in the `Fairness’ category i.e. Fair & Lovely has long gone beyond `Fairness’ to `Confidence’ and `Success’. There is more to the Brand Fair & Lovely as evident in the tales chronicled in the Fair & Lovely Foundation brochure done by this author. The foundation is doing yeoman service to nurture aspiring, young talented women.


It remains to be seen how the new entrant will affect it. Is Pretty 24 an attempt to cut an instant slice of fairness cream market in India? At mere 1% share translates into INR 40-50 crore!In all fairness… Pretty 24 has to its credit of being not just another offering. It takes immense guts to experiment, to be different. The communication and the proposition make one take cognizance of the brand. But will it make a dent? For a brand’s salience eventually is connect with (benefit offered to) the consumers; and not mere attempts at evoking resentment against other brands.

Retail Design for Vehicle Showrooms

Why the Right Retail Design is Important for Motor Showrooms

When vehicles undergo constant design upgrades and enhancements to make them more appealing and efficient, it stands to reason that the spaces that market them should do so too. Inspired by new ideas of efficiency and aesthetics that guide the designs of cars and other vehicles, the showroom environment can aspire to the same principles, powered by branding and relevant retail design drawings. In fact, the right retail store layouts can almost immediately and directly impact sales and productivity.

As the corporate branding world is trending in the direction of specific fixtures, fittings, furniture and other collaterals that showcase and reinforce corporate identities in car stores, the role of comprehensive retail store plans in transforming showrooms into bespoke retail spaces cannot be underestimated. This is where 3D architectural modelling and BIM modelling services become invaluable.

To further branding goals, the structure and circulation of the retail space is critical. Once this is decided, ambience can be developed through lighting, sound, materials and branded touchpoints. Brand graphics and their positioning build the confidence of potential customers. Motor showrooms display their products in vast open spaces. Exact positions of each vehicle at the showroom layout is dimensionally represented by accurate retail drawing sets. While preparing the layout plan, the length and breadth of any display systems or racks are shown.

Within the branding purview of structure and circulation, consistency is important. Exterior branding, structural features and signage should follow inside and entice, interest and fortify the product. To ensure this consistency, a dedicated team is essential. Each client employs individual corporate branding, communication, style guidelines and standards. A dedicated team assigned to a client can be trained to deliver each client requirement. These can include:

  • Space planning design
  • Interior design
  • Elevations – exterior and interior
  • Store refurbishment drawings
  • Updating existing designs
  • Detailing of store features, such as signage, mannequin locations and light fixtures

Typically, a project manager is identified, who then undergoes training with a client representative. This training is passed on to a dedicated team of engineers and architects, who study design guidelines and deliver high quality drawings to the client and receive regular feedback. Communication is accurate and issues are resolved quickly.

Motor Retail Design Elements

Standards for each aspect of the showroom experience are planned and designed, from internal and external spaces to entrances to circulation systems. Retail space must allow for both permanent and non-permanent features, such as features that may change when new models arrive. Structural constraints affect overall design; columns, stairways, ceiling height, windows and emergency exists are all factors. In motor showrooms, all available space must be utilised. Floor plans guide circulation, which then inclines the consumer to travel to important displays and, ultimately, to the sales associate. Car showrooms can be quite grand, displaying double-height glazing, bright lights and expensive stone/ceramic floors, but customers require clear routes to the service area/workshop. Also, showrooms must be large enough for the number of cars that need to be displayed. Even service bays in the body shop and the number of technicians must be considered. The use of detailed retail design drawings and BIM technology ensure that the required parameters for all these features are adhered to.

Vehicular display is prime, but there is also a high standard for building services that must be maintained. Effective cooling in customer areas must counteract heat absorbed in highly glazed areas. Sustainable properties could lead to lower energy bills, lowering overheads. With effective MEP coordination, the features to alleviate loads, energy use and carbon emissions that could be planned are:

  • Extended eaves, brise-soleil and canopies, which reduce solar gain, especially on the main façade
  • Roof lights to provide basic lighting needs
  • Enhanced insulation for cladding and roofs
  • Motion-detecting lighting for bathrooms and other areas not always in use
  • Double-glazed glass insulated compact sectional access doors that allow maximum natural light, while being useful for vehicular movement. They conserve air conditioning and insulate the building.

A soothing yet impressive ambience adds extra edge to the showroom experience, and this is a zone where MEP drawings, models and coordination play a major role. Primarily, this is achieved by lighting and materials, but sound and audio also play a key role, providing it appeals to the target market. But to get back to lighting, the right lighting may perhaps cause the greatest dramatic effect in a motor showroom. Functionality and the ability to showcase display vehicles are vital. This involves layered lighting, with a choice of intensities and fixtures. The lighting of the ceiling and roof should cover structural features and direct customers to key areas.

With valuable display vehicles, security is important. Ideally, motor showrooms have access control, alarms and sophisticated internal and external CCTV, with movement tracking and links to remote monitoring centres, yet another feature to benefit from relevant MEP coordination.

Perspective

In the end, a well-executed retail space must be viewed from the consumer’s perspective. Retail design should control the customer’s view of the retail space. All of these crucial factors would be difficult to plan without the necessary elevations and walk-throughs provided by advanced architectural designs, specifically retail store CAD drawings and 3D models by Revit.

Retail Design Drawings for Motor Showrooms

Effective planning for motor showrooms call for exceptional design models and drawings. Preferred drafting stages and services for retail spaces include:

  • Store Concept
  • Floor Design & Fixtures
  • Electrical and Lighting
  • Customized Colour and Material Matching

Designers and drafting service personnel with relevant inter-domain expertise can utilise their experience to coordinate business and retail for a brand. Services on offer are:

  • Zoning, layout design
  • Interior design, graphics and visual branding
  • POS displays and locations
  • Design detailing and seasonal roll-outs

These can be customized with integrated 2D retail drafting for specific client requirements. With BIM modelling solutions, these can also be turned into detailed 3D space rendering, where the entire retail space plan can be visualised by the client. Textures of walls, colour schemes and other details can be viewed in realistic conditions with the use of 3D space renders. This allows modifications before the design is approved for production drawings. A major advantage is that scale modelling costs can be saved.

Seamless project execution can occur using AutoCAD and Revit software. This means project steps can be monitored in real time, projects can be completed and moved to the quality check stage, which can be performed thoroughly based on project scope. The retail drawing sets can be reviewed in its final form by the client and valuable feedback can be implemented. In the final design stages, a final quality check can be conducted. Skilled drafting services by retail space planners are updated with global retail trends, some still in a process of evolution. These services can greatly contribute to maximising potential in a motor showroom and provide customers with the best planned retail environment.

Since retail design drafting services are inevitable in the process, it seems logical to consider how cost-effective and quality-efficient they can be. Global trends lean toward the growing popularity of outsourcing these tasks. The reasons are compelling.

Advantages of Outsourcing Retail Design

Less Costly – Outsourced retail design drawings are competitively priced compared to the same quality and quantity of work executed locally, and since many outsourced firms employ work shifts, drawings or 3D architectural models are delivered faster.

Global Exposure – Outsourcing firms are exposed to retail establishments across the globe. Thus, the technical personnel are well qualified, well trained and well acquainted with international building codes and brand guidelines.

Flexibility – Outsourced firms can generally operate either as a small dedicated team or as a large team of 40 draftsmen or more to execute projects of larger volume or those with quick turnaround times, so work can be scaled to perfectly meet requirements.

Updated Expertise – Outsourced firms employ technical personnel who excel at BIM and are generally well updated on other software, including AutoCAD, Revit, etc.

Extensive Experience – Trusted outsourced firms have been designing and drafting retail spaces for years for clients in Europe and the UK.

Quality outsourcing services provided for retail design include:

Production Drawings Sets

Besides providing complete construction drawing sets from Autodesk (Revit or AutoCAD) to the retail industry, SolidWorks has been used to create engineering drawings. All key drawings, including floor plans, internal elevations, external elevations, construction plans, setting-out drawings, composite plans, finishing plans, lighting and ceiling plans, comprehensive equipment schedules and material and component take-off data are included.

Retail Design

Retail design, documentation, and project management, concept design and layouts are provided.

3D/4D Models

Using Revit Architecture and Revit MEP tools, 3D models and scan-to-BIM services, using point cloud data, are provided, with 4D scheduling added for new site construction.

Retail BIM Data

BIM services provide automated schedules to ensure, accuracy, speed of design output, rendering and visualisation tools to create realistic views.

Manufacturing/Assembly Drawings

Manufacturing and assembly drawings for bespoke retail furniture, fixtures and fittings, using AutoCAD detailing software is provided.

Floor Plans

Colour-coded floor plans and 3D plans.

Computer Generated Images

Computer-generated images for external and internal views are generated, showing images with artistic and watercolour effects.

In conclusion, for the detailed demands of retail design in motor showrooms, the ideal option seems to be the way of outsourced firms, as they offer one-stop shops for creating initial 2D drawings from rough sketches and photos to delivering 3D models for space design and final production drawings. They offer services tailor-made for specific business needs that are easy to execute and flexible to modifications. They employ highly qualified staff with experience, knowhow and talent for retail design drawings and the expertise to use the latest software in the retail design industry. Most importantly, this ultimately helps save time and cost.

Trends That Set You Apart: SEO Techniques That Every Web Designer Should Know

If it was a decade back, then the term ‘SEO’ and web designing wouldn’t have gone parallel. But today the thing is something different. The web-smart world wants more from us and being exclusive is the first requirement of the customers. Webbing the business in a smart way along with decorating and designing the website for a fresh promotion is the new in nowadays.

Web designing incorporates a lot of strategical tasks and implementing them one by one enhances the front-end beauty of the website. It combines a lot of work with the frameworks, the programming languages, CMS or Content Management System, pre-decorated templates, web designing tools and hosting platform. On the other hand, it takes a lot of planning, sketch, graphical designing and strategy building for designing websites. A web design company deploys professional and experienced web designers who will perform all these tasks single-handedly.

The major job of a web designer is to produce the perfect UI & UX designs that will allure the viewers with its unique design. But, today, most of the web designers need to know about a little bit of SEO that will help them to understand its significance in terms of generating traffic to the website and allows them to comprehend its importance in the designing field.

SEO or Search Engine Optimization involves the process of optimizing the website by analyzing the site itself. This is connected to the designing and coding of the website for which the designers should be in the practice of these methods. So, that is why the designers should keep in mind certain things before designing the website.

Mobile Responsive Design
The demand for the mobile first designs has taken the interest of the consumers due to the major shift of searching methods from desktop to mobile. As the huge number of customers is using the smartphones nowadays and search almost everything from their smartphones instead of switching on their desktops and PCs, designing responsive websites has become a necessity for the entrepreneurs for increasing the visibility of their websites. The emergence of Google’s mobile-friendly algorithm has also facilitated the mobile responsive search results, pushing backward the nonresponsive websites in terms of amenity.

This has invoked the designers to use the mobile responsive templates and tools. The designers should use coding & programming that is utterly suited for mobile. The contents should be fit in the screen resolution of the mobile and the layout should be mobile first for the smooth access from the smartphones or cross platform devices.

URL Orientation
Search engines can’t find ambiguous and vague URL identity. The clear format of the URL makes your website SEO-friendly. With a perfect URL, the chances of getting the visibility to the viewers are more. Moreover, incorporating keyword phrases with the URL allows your users to identify and find the URLs easily and quickly. A designer should know about this so that they can easily collaborate with the SEO team of their respected companies.

Enhancement of the Website Speed
Improving the site speed is the major part of the SEO. Google’s algorithm supports the websites that have a good loading speed and disapproves the sites whose loading speed are worst! This is because the users don’t like websites with low loading speed and chances of the increase in the bouncing rate also raises up. Thus, improving the speed of your site is a much-needed thing, which can’t be optimized without the help of the designers. The speed augmentation process lies within the back-end service provided by the designers which include optimizing the database, minimizing HTTP requests, compressing images, reducing server requests, minifying resources, enabling the browser caches and accessing a CDN or Content Delivery Network.

Without the perfect knowledge of SEO and without the comprehension of the importance of site loading speed on SEO, the designers won’t understand its significance. So, for a perfect collaboration, the knowledge of site loading speed is required for the designers.

Pertinent Title Tags
Exclusive & relevant title tags are important for phrasing up an online document and those title tags are only used in the rich snippets aftermath. These title tags are displayed in the SERPs, on the browser, and on the external websites and should be smaller in size so that Google can easily catch them up.

Validated HTML5 And CSS3 Usage
HTML5 & CSS3 enables your website to fit in any resolution. HTML5 is advanced with much more features than the HTML and CSS3 enhance the downloading speed of the page. Authenticated HTML5 & CSS3 helps in implementing good coding that will optimize on-page SEO easily.

In most of the web design companies, the perfect collaboration of SEO and web designing teams is the major requirement because their harmony optimizes the entire website which results in bringing clarity on the front-end website with an aim of increasing more traffic and enhancement of conversion rate.

 

BIM Process Risks for MEP Design Service and How to Mitigate Them

Global construction practice has seen substantial changes over recent years, with the arrival of BIM being a key factor. Building Information Modelling, known as BIM, is a process that involves the creation of 3D models, which enables designers and engineers to create accurate construction scheduling, estimate costs and adapt intelligently to design changes. Accurate building information models and precise building designs are created from the outset, which benefits all stakeholders in the construction process, particularly MEP (mechanical, electrical and plumbing) designers. MEP (M&E) designers or engineers design MEP services, while MEP contractors are then responsible for spatial coordination, detailed design, fabrication and installation. Though BIM drives an effective process for MEP (M&E) design services, there are some risks involved. We look at how these risks can be mitigated.

Firstly, it is useful to understand exactly what the BIM process contributes to MEP engineering design. A BIM model helps visualise spatial MEP requirements. Detailed views are created for analysis, and any clashes of spatial requirements are identified and can be resolved at an early stage. Designs can be altered to mitigate any clashes, and these changes can be seen in the model.

The progress of the MEP design and coordination workflow process has been supported and driven by technological advancements. BIM technology has played an important role in making this possible, especially the use of 3D models through Autodesk’s BIM 360 tool. BIM 360 is a cloud-based software platform developed primarily for construction, which employs checklists, equipment tracking and the monitoring of tasks to improve quality and on-site safety. Within BIM 360, models can be utilised for 2D construction documentation and the 3D coordination of trades. BIM 360 permits the control of processes by project managers, subcontractors, designers and architects at all design stages. It enables the sharing of vast amounts of information between stakeholders and easy communication.

MEP designers can utilise architectural, structural and trade models to plan in detail from the onset of a project by designing in 3D. In general, the process involves MEP design and installation workflows that will streamline planning, designing, coordination, fabrication, installation and construction of a project. Following architectural design, the MEP design engineer develops building services design elements, such as lighting, cooling, heating, drainage, waste, fire prevention and protection services. In most cases, the design engineer is not involved with the detailed spatial design of building services. Usually, it is the MEP, or trade, contractor who carries out the detailed spatial design and installation. It falls to the MEP contractor to convert the consultant’s design into an installation-ready MEP format and provide MEP shop drawing services. At times, fabricators creating ductwork or pipework elements, electrical ladders or sprinklers in a module also contribute.

The BIM process brings all stakeholders on to the same platform at every design stage.

Therefore, an effective collaboration tool would be required to:

  • Enable access to MEP designers, architects, structural designers, MEP contractors
  • Host various formats for files and documents
  • Ease communication
  • Permit designers and shareholders to work on the same models and share design data

BIM 360 Team with Collaboration for Revit (C4R) offers this. It integrates stakeholders and project information into a single cloud-based platform and improves quality while reducing rework. Checklists can monitor safety on site, equipment can be tracked and asset data can be collated. Any problems can be resolved early in the design process, minimising delay, cost and rework.

BIM Process Risks for MEP

Communication

If architects, modellers and designers do not communicate properly, designs may not be properly integrated and the occurrence of errors in the MEP model will increase.

Building Code Understanding

Client needs and local code requirements are of paramount importance and must be clearly understood. If misunderstandings of building codes and client requirements occur the MEP design will be negatively impacted.

Coordination

Stakeholders must coordinate effectively. Any modification executed by any MEP service should be communicated to all other trades. Failure to do so can create hazards at the project implementation stage.

Cost Estimation

The BIM process can help determine overall costs and take off quantities. MEP resources, labour and prices are considered, but materials availability and costs may vary over the duration of the design and implementation, affecting cost estimation.

Technical Knowhow

Effective BIM usage requires in-depth knowledge of BIM technology and Revit, Navisworks, etc. to develop precise MEP designs. Errors could prove costly.

Incomplete BIM Use

In common practice, BIM is used for a specific MEP objective rather than for each and every part of the design process. These include:

  • Remodelling or renovation
  • Material takeoffs and estimation
  • Design models by contractors
  • Detailed models of MEP components

Unless the BIM scope and output are accurately defined, the intended use of the BIM model may not occur.

BIM Model Not Shared with Construction Team

When 2D documents are printed from the model, some of the 3D data may not be transferred. The construction team may need to design a new 3D model, leading to unexpected changes. Designers may not share models with contractors because they are incomplete or do not tally with the construction documents, creating errors and tensions.

Not Possible to Model Everything

Creating models is time consuming. Many details, such as size, shape, location, quantity, and orientation with detailing, fabrication, assembly and installation information, can be included. It may not be possible to create models for every portion of the design, resulting in an incomplete overall picture.

MEP Design Handoff

Contractors traditionally received 2D line diagrams, schedules and specifications of the design from MEP designers. Currently, an increasing number of MEP design engineers create models, raising confusion about who is responsible for duct placement, equipment placement and coordination responsibility – designers or contractors. Models created by MEP designers may not be spatially accurate enough during the early stages.

However, there are several ways to mitigate these shortfalls, such as:

  • Early BIM Adoption (During Design Stage)

All project stakeholders should be encouraged to use BIM from the design stage, with clear guidelines for its use. If BIM is adopted at a later stage without clear specification of its purpose, the results could be confusion, wastage of time and increasing costs.

  • Defined Roles within the BIM Process

Design and modelling roles must be clearly defined before beginning design. If MEP subcontractors need to provide MEP BIM, with accurate routing, attachment details and equipment connections, they must be clearly informed of this and it should be part of the contractual obligations. They will not be able to rely on MEP consultant models in such a case.

  • Improved Coordination Skills

MEP design in BIM currently utilises improved spatial coordination skills during the design phase. This could be a result of employing more technically qualified professionals for these services, and as a consequence, contractors are presented with more accurate models to work with.

  • Accountability for Coordination

Internal coordination is necessary for a viable BIM model, much like a 2D drawing set used to be. Revisions, modifications and file versions must be coordinated as well. Since 3D models are complex, coordination must be monitored and controlled to prevent expensive and unnecessary rework. Even though files can be hosted in the cloud, it is advisable to maintain backups.

It is a certainty that precise, effective design with fewer errors is possible using BIM but there may be challenges in achieving those designs. Specifying the role of BIM, its usage, the stakeholders involved and the challenges to be expected can help optimise the benefits of using BIM and minimise its risks. The positive impact of building information modelling will be felt for some time. Analysing and mitigating the risks involved in its use can only benefit the industry and its players.