During an interim crit, I asked which symbols are best associated with each of the different types of shops; Health and Beauty, Fashion, Jewellery, Food and Drink, Specialist Shops and Gift Shops. An overwhelming number of people stated that the semi-circle reminded them of Food and Drink, using words such as refreshing to describe the symbol, and liking it to that of a shape of a fruit. Jewellery was most associated with the star shape to the intricacy of the shape and the likeness to diamonds and gems. The black and white contrasting square, most people associated with Fashion describing it as chic, classy and modern. The flower shape, was mostly associated with health and beauty, describing it as whole and balanced, similar to Frutiger's idea of a circle implying life and birth. The cross which originally was used to represent Health and Beauty, is now going o be allocated to gifts as most people thought that it best represented gifts, due to the net shape of a box and the delicate, detailed shape. Finally the square is left to be the Specialist Shops, as Frutiger's idea of the square being the strongest symbol, makes sense to use the most forceful shape.
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