New Store Graphics Are Changing the Mood

June 30, 2014

The visuals teams at the Apple retail stores are installing new back-lit wall graphics to promote the capabilities of the iPad and iPhone, but the graphics have also changed the mood of the stores with their photographic style. Previous wall graphics were stylized close-ups of products with lots of bright colors and white space that spilled over into the stores. The new graphics were photographed like magazine ads, showing the iPad/iPhone being used in actual situations, complete with their surrounding people and places. Their colors, tone and brightness is much richer and darker than the previous graphics, a noticeable difference that’s been the subject of Tweets and other on-line postings by store employees and visitors. The photos are partially based on the latest series of videos that promote the iPad and its real-world capabilities, including videos that profile music composer Esa-Pekka Salonen and world traveler Chérie King.

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