The Vietnamese “tạp hóa” is not just a grocery shop—it’s a local institution. These compact stores, each with a floor area running from 50 sqm to 150 square metres, are a testament to efficient design and clever visual merchandising. For graphic designers, there’s much to learn from a tạp hóa’s symmetry of chaos.

The Aesthetics of Clutter

The aesthetics of a tạp hóa evoke a sense of nostalgia and warmth. These shops often feature a charming clutter, with products neatly stacked from floor to ceiling, creating a cosy, almost cocooned environment. Shelves are filled with an eclectic mix of goods, from household essentials to delightful treats, providing a sense of discovery with every visit.

Despite the initial appearance of clutter within the tap hoa, implying a less-than-ideal shopping ambiance under normal circumstances, the reality defies expectations. Thanks to a unique “drive-through” system implemented by these stores, the tap hoa experience transforms into a customer’s paradise. Here, you can simply convey your desired items to the owner without dismounting your scooter, as they swiftly procure your selections, turning what may seem chaotic into the epitome of convenience and personalised service.

Space Utilisation in a Compact Layout

Efficient Layout

The layout of a tạp hóa is uniquely designed to cater to its ‘drive-through’ concept, where customers stay at the front and request their items. Unlike traditional stores with aisles for browsing, a tạp hóa optimises its limited space for quick and convenient service.

• Front Display: Small shelves or fixtures at the store front are used to display popular and frequently requested items, such as candies, snacks, bottles of water and other daily consumables, making them easily visible and accessible to customers.
• Stock Organisation: The bulk of the stock is kept inside the house or behind the counter. The tạp hóa owner retrieves items upon the customer’s request, ensuring efficient use of available space without cluttering the customer-facing area.
• Accessibility: This setup allows for a seamless interaction where the customer can quickly place an order and have it fulfilled without stepping inside, maintaining a smooth flow and reducing waiting times.

Visual Merchandising in a Small Space

Strategic Placement

Products are strategically placed to guide customer flow. Essentials like rice, cooking oil, and fish sauce are usually at the back, encouraging customers to walk through the entire store.

• Eye Level Display: The products placed at eye level or on the counter are often small, attractive items like snacks and candies to entice impulse purchases.
• Specialty Items: Specialty items like imported goods or seasonal fruits are usually placed near the entrance, making them easily noticeable as customers enter. This placement also allows for upselling opportunities as customers check out.

The Aesthetics of Vibrant Colours

Colour Theory in Practice

Colour plays a pivotal role in creating an inviting and engaging environment in a tạp hóa. The use of vibrant, attention-grabbing colours is a common practice.

• Branding: Bright reds, yellows, and greens dominate the colour palette, creating a lively and energetic atmosphere.
• Product Displays: Colours are used to differentiate between various product categories. For instance, household cleaning supplies might be grouped in cool blues, while food items are displayed with warm hues.

Harmonious Combinations

While vibrant colours catch the eye, harmonious combinations ensure the environment isn’t overwhelming.

• Contrast and Balance: Employing contrasting colours for signage and labels helps important information stand out. A balance of bright and neutral tones prevents visual overload.

Shelving and Storage Solutions

Maximising Display and Storage Space

Effective shelving and storage solutions are at the heart of a well-organised tạp hóa.

• Adjustable Shelves: Shelves that can be adjusted in height accommodate products of varying sizes, ensuring no space is wasted.
• Tiered Displays: Tiered displays create layers of visibility, allowing customers to easily see products at different levels.

Order in Chaos

Despite the seemingly nitty-gritty and crowded environment, there is an underlying order to the chaos.

• Labelling: Clear labelling of sections and products helps customers quickly locate what they need.
• Organisation: Regular reorganisation and restocking ensure that the space remains functional and aesthetically pleasing.

Key Lessons for Graphic Designers and Visual Merchandisers

Importance of Colour Theory

Understanding and utilising colour theory is crucial in creating an engaging retail environment. Vibrant and harmonious colours not only attract attention but also enhance the shopping experience.

• Lesson: Use bright colours for branding and product displays, but maintain a balance with neutral tones to avoid overwhelming the customer.

Space Utilisation and Layout Planning

Efficient space utilisation and layout planning are essential in small retail environments.

• Lesson: Incorporate vertical shelving, multi-functional fixtures, and strategic product placement to maximise space and guide customer flow.

Strategic Product Placement

Placing products strategically can significantly influence customer behaviour and sales.

• Lesson: Place essentials at the back to encourage exploration, position impulse buys near the checkout, and categorise products for easy navigation.

Creating an Inviting Environment

An inviting and well-organised environment can enhance the overall shopping experience.

• Lesson: Use clear labelling and regular reorganisation to maintain order and make the space user-friendly.

Designing a tạp hóa is an exercise in balancing efficiency with aesthetics. By mastering space utilisation, employing vibrant colours, and implementing strategic shelving and storage solutions, graphic designers and visual merchandisers can create compact yet functional retail spaces that are both engaging and efficient.

About the Author:

Jess Tran Tavitian is the co-founder & design director of Design Magazine and TDS Australia. She grew up in Vietnam and later moved to Japan and Australia. Currently she resides in Saigon, Vietnam with her family and operates the design studio based in Saigon.

Illustrations & Design by Dieu Nguyen

Dieu Nguyen is a graphic artist at TDS Australia and Design Magazine. Dieu is known for her hand-drawn artwork and versatility in terms of different graphic art styles.

Tokyo Design Studio (TDS Australia) provides brand design, web design and video production services. With creative expertise, execution capability, and storytelling skills, we materialise solutions, shape directions, and create products to accompany and support your business branding process on a unique path.