The retail environment today is a complex entity, requiring careful study and thorough understanding of all related factors, to be able to successfully manipulate it. Retail Design draws from all the major disciplines: Product Design, Interior design and Communication design.

As the interface between industry and consumers, the retail environment stands on the cusp and communicates between the two.

By its very nature, the retail sector provides for repeated, temporary employment for scores of skilled semi-skilled and unskilled workers. The retail designer is trained to be sensitive to this opportunity and learns to utilize local skills and capabilities, in addition to having a good understanding of traditional craft and construction techniques. This approach encourages inspiration and production beyond the standard industrial products or construction techniques.

1. Communicate the brand strategy of the company to the consumer.
   
2. Act as a bridge between management and the consumer, by understanding the needs and requirements of both, and by being able to communicate these both ways.
   
3. Create an environment conducive to selling a product or a service through a well conceived communication strategy and physical design of the structures and spaces.
   
4. Study and understand the consumer and to be able to design for different requirements, as identified in this analysis.
   
5. Create a retail experience that can leave a lasting impression in the mind of the consumer, thus positively reinforcing brand perception. As such, the retail designer plays a critical role in translating the brand strategy into a language the consumer understands.
   
6. Study and understand the requirements of the target consumer. The retail designer is trained to be able to empathize with the target socio-economic demographic, and a structured course to facilitate the same will be crucial to the programme.