Walmart Decor Packages, Reviewed and Ranked

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At the end of one of my recent posts, which was a ranking and review of Publix decor packages, I hinted at more such rankings being on the way to this blog. Now I don't have much to say on this matter, but I am following up on my promises by presenting to you the subject of the second installment: Walmart!

There are several reasons why I have chosen this retailing titan as a follow-up. In addition to its role in America's culture and economy, it is a chain I have had much experience with. As such, I have observed its decor packages to great extents. Some of these even bring back fond memories for me.

There also exist reasons why some may not want to dissect Walmart's decor history or choose a favorite. as they may not have shared good times while shopping at this retailer or may also argue that they have never excelled in interior design. To those points I both agree and disagree. 

Why I could agree is based on the fact that the discount department store sector has not always excelled in the decor department, save for Target. Like its rivals past and present, Walmart never stemmed from the luxurious roots of a true department store or leaned into theming as grocery stores or specialty big-box shops have. Even Walmart has relied on simplistic, flat overhead signage, those being examples that we may see as we take a journey through its history.

As for why I disagree: I belive there still were times where Walmart's teams thought outside the box and brought aesthetically pleasing decor elements, of which complemented many of the other sights and sounds you see at Walmart. Remember the fish tanks, in-store McDonald's, and dark blue fronts? Those were all wound together by the overarching signage, wall paint, and flooring surrounding you. Altogether, we will see what I believe replicated this philosophy the best, and what didn't. Though of those I am familiar with, Walmart's decors are well-documented, and are not too few nor too high in number for me to enumerate.

Before I begin, let's touch on today's criteria:

• I will continue to rely on most rules established in my Publix post. In short: this list is sorted by worst-to-best, there will be little layout analysis nor any focus on one-time decors, and I will set a benchmark as to not yet include vintage decor packages with little documentation existing.
• The earliest package featured will be "Project 79", which was ubiquitous in 1980s Walmarts.
• Unlike my Publix ranking, some minor decor variations will be counted here, regarding the Black Decors and Project Impact. 
• Black Decors 1.0 and 2.0 will include their mid-cycle revisions. These, however will be counted under their broader entries as I do not believe these changes demonstrate any significant differences in Walmart's direction, nor are these adjustments easily emblematic to every store they appear in.
  
• For Project Impact, I have grouped together the former and latter two iterations for their entries, as I believe that the switchover from round to flat signs makes a large aesthetic difference, and is a significant critical divide elsewhere in the retail fan community. I will still make note of each of their smaller facelifts made during the respective runs of those packages under their entries.
  
• I will only be covering Walmart's main United States store base. Other countries have had different decor package lineages than America's, despite sharing similar elements.
  
• Walmart spin-off brands, such as Neighborhood Market and Sam's Club will not be counted here.
  
• Small-scale remodels, such as those found in softlines and electronics, will not be listed due to them impacting less of the overall store.
• Sources are provided by Retailpedia, as well as other online retail bloggers and Flickr users.
  

With all that out the way, let's jump right in to my ranking!

#11: Project 79 (197x-198x)

Click here to view the Project 79 section header image. 

 

Presumably introduced around 1979, Project 79 was perhaps Walmart's first step towards having a cohesive interior design language. While it was touted as not a "prototype", but rather an "experiment" on Walmart's foundation, it still represented a slick evolution of Walmart's design language that carried the retailer into their explosive growth period found in the 1980s.

As for my take on it: What else is there to say here? It's a basic discount department store look that does the job right for the time. I never got to experience this era of Walmart in any way, whether any remnants existed or not. While it appears more advanced than 1960s-1970s discount retail, yet more simplistic than any such design that came after, I found it tasteful that it created a modern mold for the time (while also maintaining Walmart's Americana image).

 

I still like how much more angular this package would be than its contemporaries, as evident by the straight lines and shaped angular pieces. New-build stores of the time would often feature square tile lights, which wasn't quite characteristic of Walmart before or after, was also a unique touch not found much in purpose-built Walmart stores.

Overall, this package is not something I think is amazing per se, based off the limited information I have on it, but it is quite serviceable and inoffensive. I am ranking this the lowest due to the higher effort Walmart placed in later packages (it is known that before the 1990s, retail decor packages were often designed in-house and thus more plain).

#10: "Cyanominimalist" (2020-present)

Click here to view the "Cyanominimalist" section header image.

Alongside the more ambitious Airport in-store experience, Walmart launched a downscaled version of the predecessor package, Black Decor 2.0. This retooling, supplied specifically for lighter remodels, ditches the spark icons and highlights symbols and text in a light blue hue.

I can't say I'm a fan of the package. It doesn't attempt any bold flavor that Walmart's Black Decor 2.0 did. Still, I find it fitting for the classic discount store scheme well, though other such packages resonate with me more and have more color to them.

#9: Project Impact, Versions 3 and 4 (2011-2016)

Click to view the Project Impact, Versions 3 and 4 section header images.

In the fall of 2011, Walmart rolled out a significant update to their "Project Impact" package (which would be Version 3). What had been Walmart's most complex design philosophy yet was simplified to create a modern and more cost-effective look. Gone were the "pillow"-style 3D departmental signs that stood out from anything that came before, and in was a minimalist rendition of the same theme, complete with flat department markers featuring rounded corners. In 2013, a slight update was made, primarily to category markers hanging over smaller departments. This era is often dubbed "Cheap Impact" by retail fans for being a cheapened take on the previous Impact decor.

Being the most disliked Walmart package by retail enthusiasts, I agree with most of the criticisms that exist about this one. While it grounds Walmart as a price-impact retailer rather than one catching up to rival Target, and is emblematic of retail decor packages becoming cheaper over time, its philosophy just does not fit the bones of the earlier, more expensive Project Impact incarnations. 

I lament the lack of clever signage pieces that made departments distinct, such as round department crowns (although they did make a slight comeback), and canopies adorning service deli and bakery departments at Supercenters. Granted, these were expensive installations (and prone to damage), but a primary tier of signage is still missing, and the grocery department has little unique identity compared to the rest of the store as a result. The signage pieces found in earlier versions of Project Impact served a key role in distinguishing Walmart's main categories from the smaller aisles of the store. 

I was not fond of the switch made in the produce section from smaller floodlights to "toaster lights" sometime around Version 4's introduction. Sure, it is brighter, but it feels excessively tacky to have straight lines running over the mix of fruits and vegetables sitting atop their varied displays.

What I will give praise to Walmart (and associated package designers here), besides the discount retailing committment, is the continued colorfulness of the decor. Again, this is a general Project Impact thing, much like its general structure.

Regarding sub-versions, I prefer the earlier, ca. 2011-2013 version with photos in department signs, vs. the later kind that only consisted of the Spark logo alongside small text. These tertiary signs were the lowpoint of the entire Project Impact saga, and do very little to stand out on top of store shelves. As a bonus, here's a comparison of all the Impact tertiary markers (for reference, primary would be the V1/2 "crowns", secondary the large, horizontal ex-"pillows").

Overall, while this package can look clean and is generally non-intrusive (especially in new-build stores of the time), I don't like this decor for its convoluted philosophy and for cheapening older locations (given it can get bare at times, against stores with larger wall spaces). The latter point is especially arguable for earlier Project Impact stores that received such a refresh (seeing as how Walmart typically remodels stores after approximately five years of opening or previous renovations).

 #8: Airport (2020-present)

Credit: Retail Retell (Flickr)

Superseding the popular Black Decor 2.0, Walmart modeled this concept after airports, utilizing large overhead, arrow-clad signage to point shoppers quickly towards their selections. Walmart also banked on online customers more than ever, with such signage allowing for easier scan-and-go smartphone operation and online order pickup.

This may be an unpopular opinion, but I am not the package's biggest fan. This is for a few reasons, namely for being incongruent to the vision of Walmart and leaning too much into e-commerce. While it has grown on me in all, and is pleasant at times, it still has its flaws.

As I start, I'd like to point out the package's positives. What I do enjoy about Airport is its experimentation. I also applaud the effort brought about by the team to add such detail into their stores. Airport does not look cheap, either, unlike certain designs from the past. Many of these signage pieces look great on their own, with just the right amount of detail. Airport also goes fine with most eras of Walmart (save for the brown/orange concrete flooring used in the mid-2000s) due to how the pieces can fit in well.

Now I would like to begin pointing out some of my criticisms of the package. The oversized overhead signage pieces, while indeed handy for grab-and-go shopping, would work much better over at Sam's Club. Such an issue is exacerbated by the sheer amount of these signs cluttering up the store (pointing to nearly every major product in the store), and the fact that all departmental signage has the exact same dimensions as grocery aisle markers. The wall design, with its corrugated metal patterns, oblique text and wooden finishes is fun to see, but it doesn't align with Walmart's aesthetic that much. I also dislike how dark gray is used as filler, such as over the front end at older stores.

I will be lenient on grocery, as the designers have put forth a decent effort in its amount of detail, but it still suffers from a bit of coldness, thanks to the blue beams and the abundance of wooden finish (akin to much of 2010s/2020s retail).

Credit: Retail Retell (Flickr)

The worst part of the Airport remodels, in my opinion, is how remodels will eschew larger, horizontal signage for a smaller, vertical signage with the "spark" on top and the "Walmart" wordmark underneath. This is something I see as emblematic of corporate minimalism and app-forward thinking. It only makes wider storefronts emptier, in my opinion. Even Target still has the gall to lay out their wordmark on dual-entrance stores despite aiming for only the bullseye on most facades. It might be a cost-saving measure, but it only makes facades emptier and often comes with awkward paintjobs. Even then - is Walmart's spark recognizable enough to become the identifying factor on their storefronts?

In conclusion: I do quite like Airport as its own thing, but I wouldn't want its trends (such as a cession of the salesfloor for order pickup and a dissuasion of treasure-hunting) to become the norm for the chain. I'd also like Walmart to focus more on making the grocery department less industrial next time around, as it has no cohesive "barn" theme to back it up.

#7: "Red Decor" (1980s-1997)

Credit: Walmart

The 1980s/1990s red decor consists of red and blue American stripes and plain red signs adorned by an off-white gray wall. It is the package that adorned the general merchandise "pylon" stores symbolic of their coast-to-coast expansion.

In many regards, I believe this package to be a step-up from what Walmart had attempted in their stores ever since their founding in 1962. There's not much to say as the Red Decor still firmly remains in standard discount store territory, but I appreciate the differentiation and reflection of Sam Walton's vision in its color scheme. The package leaves room for warmth and fit the stores it was implemented in quite well. I prefer other packages, but this one is in the middle of the road for doing its job well enough.

#6: Pre-Impact (2007-2008)

This refresh of Futura 2.0 is marked by lighter colors and new signage pieces. Pre-Impact was designated as a way to tease the incoming Project Impact look in these retrospects, while continuing Walmart's traditional ethos.

While vastly similar to Futura 2.0, I have ranked it lower than the drastically different Futura 1.0 for a few reasons. I do find this to service classic Walmart well, but it's probably the most boring package of Walmart's pre-Impact years, with the new font choice and hints at what was to come meshed awkwardly with the good old formula. Futura 1.0 at least has signage that pops out, and 2.0 is more grounded in classic Walmart with the Futura font and tan walls throughout.

#5: "Futura 1.0" (1995-2003)

Credit: Nathan Bush (Flickr)

With Walmart entrenching itself as America's dominant retailer, it was only expected that the retail behemoth would adopt a freeform philosophy in their interior design. This philosophy involved the use of simplistic, yet colorful rectangular pieces coupled with ovals clearly announcing the product laying below, thus bringing to the nation Futura 1.0.

Futura 1.0 is what I believe embodies classic Walmart the best. You know that discount store feeling from decades past, right? Combine that with the Mega Lo Mart, category killer image the chain acquired as it embellished its coast-to-coast presence around the turn of the millennium, and you'll find this colorful theme to fit this mega-retailer the best. In other words, Futura 1.0 is the product of an effort higher than past competitors such as Kmart, Caldor and Ames, while not yet having a modern, upscale polish as later Walmart installments would. The departmental signage was bold and dynamic, with icons and colors strung together while retaining a basic shape motif found throughout the store. For that I say this package helped bring Walmart further into the realm of its own identity, and into more experimental approaches in the future.

I certainly like Futura 1.0's balance of simplicity and colorfulness. However, its occasional empty spots and datedness weigh it down quite a bit. Sure, I can see the appeal for those with strong memories attached to the package. 

The question is as thus, are these overhead department markers too kitschy, all these years later? I think they are tacky, but they're not the most egregious example of '90s art, and still make me feel the true colors of Wally World. I can't say this of the perimeter, however. The walls give off an empty aura, with a new plain white color and the only accents coming from short patches of departmental signage. There, the signage pieces wind up underwhelming, covering only parts of the facades, such as pharmacy.

Futura 1.0 is uplifted heavily by its warmth and signage detail, but is dragged down by its datedness and emptiness, therefore making this package middle-of-the-road to me. There are still great nuggets to be extracted from this package, however. Such an era of Walmart, not distracted by more upscale influences and fine-tuned to its prestige, is sorely missed by several metrics. I would greatly appreciate a new Walmart decor package evocative of this one's colorful and carefree ways, all while staying in tune with the times.

#4: "Futura 2.0" (2006-2007)

Credit: Ryan (Flickr)

Setting itself apart from what came before, Futura 2.0 picked up the slack of Black Decor 1.0's mid-cycle refresh and ran with a new, multi-colored look focused on sleek plastic signage, all while teasing the kind of drastic change that was to come in their design philosophy.

I prefer this package to successor Pre-Impact, for having its own identity between predecessor Black Decor 1.0 and the former. The color choices are solid, the classic atmosphere is still there, and it is clean, yet fulfilling. However, it doesn't quite have the edge as what comes next. It's a little bit nondescript and not very emblematic of Walmart as my final installments. That's about the only thing that drags Futura 2.0 down. Not to mention the pylon signage works for departments, but is a little too small in my eyes.

#3: Project Impact, Versions 1 and 2 (2008-2011)

Click to view the Project Impact, Versions 1 and 2 section header images.

The culmination of a yearslong pivot towards upscale shoppers, Project Impact represented not only a new cleanliness initiative, but an entirely new dimension of in-store decor as well. Featuring a range of colors adorning walls and fixtures alike, as well as innovative new signage pieces and layout changes, Project Impact ushered in a new era of refinement for the discounter whose stores were often thought of as cheap in not only price, but aesthetic too. The package debuted alongside Walmart's "spark" logo in 2008 and prominently included the new symbol in many of its associated fixtures. The following year, Walmart tweaked the package into what could be considered a "final" version, now with yellow (as opposed to cutout sparks) and an overall cleaner design.

Me placing this package this high up might be controversial to some as, safe to say, this package  solidified the new Walmart. It not feeling like Mega Lo Mart anymore may have appeased some of the chain's critics, but it created new contention among retail fans for not meeting their classic Walmart standards, just as industry observers felt about the "project" itself. I like this package for its strong effort and warmth - something I find essential to a retail experience that is humble, yet delivers its content strongly. Green, orange, and yellow are very tasteful colors, all of which relate well to grocery and provide an excellent contrast to the blues of the rest of the store. The signage pieces themselves also had incredible detail and struck a balance between the skeuomorphic (such as the canopies over service deli/bakery) and the simplistic (that being every other simple sign across the store). I also appreciated the clean break to have most wall signage simply be photo accents, something that was not present in some earlier Walmart packages.

Regarding any flaws I feel this decor package may have, I believe that the biggest would have to be in its radical departure from the Walmart of old. Project Impact did indeed set the tone what was to come, especially as the business has moved into the omnichannel age of online shopping, but it didn't feel quite like Walmart at the time. I've always felt like Walmart has been one step behind in Target, with slight remodels to electronics and apparel being one such example where the Bentonville retailing giant has copied the Minneapolis retailing behemoth. Sometimes, this package just didn't quite feel like Walmart, despite all its triumphs. Besides that, some of the package's materials seemed to be of low quality (picture crowns were removed in most 2009-2010 implementations for reasons I don't quite know), and the colors appeared to diminish over time, at least from what I remember.

Of the two main versions, I find Version 2 to be the better one. I appreciate V1's deli/bakery signage, but I find the spark cutouts and picture crowns to be a tad bit gimmicky and less refined than V2's plain yellow print. My favorite grocery aisle marker, meanwhile, would be the one they used in 2010 implementations, quite simply for having the extra photo finish.

As I wrap up my thoughts on the first two installments of Project Impact, I would have to say that, divorced from any historical context pertaining to Walmart, it is an exceptional package in of itself. I would have loved to seen the same design approach used for upscale grocers or any other retailer that adapts rival Target's philosophies (maybe even an upscale branch of Walmart). Regardless, I have ranked it high for my personal memories and for what Project Impact brings to the table on its own.

#2: "Black Decor 2.0" (2015-2020)

Click here to view the "Black Decor 2.0" section header image. 

Introduced in late 2015, Walmart separated themselves from the Project Impact era by changing out nearly everything that decor philosophy stood for, in favor of something completely different. This time around, Walmart would opt for something more "square", monochrome, and icon-based. Walmart eschewed large, horizontal signage on the salesfloor for smaller vertical pylon signage and a busy wall (they don't call the chain "Walmart" for nothing here!) filled with photos and department-marking text. Whatever words one chooses to describe this package with, it is certain that Black Decor 2.0 (referred to as a spiritual successor to a previous, icon-based package known as "Black Decor 1.0") packs its own unique punch and melded well with changing times in the industry.

This one is my favorite package introduced in the post-spark logo era. It felt like a return to form after the roller-coaster ride that was Project Impact, and a steady balancing act involving the upscale and discount of Walmart as well. The colors were bright enough, but not glaring, which was one positive trait carried over from its predecessor. I also appreciated the increased use of store maps in the vestibule, as well as the unity each department has, now that there are less tiers of signage compared to before. Not that such was a problem, but it isn't a negative either in my humble opinion.

The only complaints I have that are of any significance would be about its lack of color and the walls being too cluttered. However, these criticisms are counterbalanced with the strengths and the unique identity of this package. While the Project Impact Version 4 "toaster light" produce fixtures continue into this package, I found them to be more tastefully executed this time around. The overall brighter effect of this package, as well as flaps that divided up light sections aided in fitting this lighting in with the environment, all while harnessing the full potential of LED lighting. The use of this package in tighter scenes also made the store feel somewhat dark.

Of the three iterations, I prefer the final version, 2.2, introduced in 2018. The colors feel more cohesive than the first "prototype" version, for one. This also marks the version where the Bogle font was implemented. I feel that it moves the package further beyond its Project Impact roots and creates a bold new look for BD2.0.

Black Decor 2.0 was definitely a great effort and a step in the right direction for Walmart. It's also aged gracefully and I would like to see it preserved more as the years roll on.

#1: "Black Decor 1.0" (2003-2006)

Click here to view the "Black Decor 1.0" section header image.

Rolled out in 2003, Walmart's Black Decor consists largely of a uniform set of small black signs, highlighted by blue icons and photos, and text underneath written in Stone Sans. This first iteration in Walmart's Black Decor line, Walmart sought a more mauve look for the new millennium, as opposed to the funky '90s vibes given off of Futura 1.0. Earlier implementations served as a bridge carrying over from the former package, with plain white walls, tile and shaggy softlines carpet remaining in the mix. Later iterations switched the palettes to modern earth tones, complete with heavy-duty concrete flooring and wooden laminate in clothing departments; a fitting look as new-build stores just kept on getting bigger.

Black Decor 1.0 is what I would argue began the transformation of Walmart from a plain old discounter into a formidable defender of the retail crown against Target's advances. The signage is not too overbearing, the iconography melds into signage pieces both tastefully and creatively, and the color scheme is bright, dim and relaxed at the same time. The use of geometry within signage pieces, as well as a creative font choice was also what helped BD1.0 stand out from the rest. This package was also Walmart's last time using consistent hardlines aisle markers for a while, so it was definitely helpful for shopping purposes.

I crown this package to be my favorite of all that Walmart has ever implemented into their stores. I have much nostalgia for this package for one, it is also a great example of a chain going upscale while never forgetting where they came from.

Conclusion 

I am posting this on December 26, 2024, which can only mean one thing: Merry (late) Christmas! I hope the holidays have been great to you and your folks. This long-awaited ranking is my gift to you this year, here at the Shoppes of Battery Mill. I hope you enjoyed it; more retail decor package rankings will be on the way in the future, in addition to my next Publix/Ukrop's history post.

Again, I am open to your own opinions, musings, or corrections you may have about this post in the comments below. What insights do you have about Walmart's design history?

That being said, thank you all for reading, and I wish you an amazing 2025! -BatteryMill