Elements of Visual Merchandising
There are seven elements to visual merchandising that apply regardless of where the display is or what’s being marketed. Proper merchandising can turn a passive looker into an active buyer.
Creating the best display requires an understanding of each aspect and working with them to create a cohesive display. There’s a lot of creativity involved and there’s no single solution to any visual merchandising problem, but the effectiveness relies on a visual merchandiser’s ability to incorporate and balance all the elements.
1. Color: The Soul
The color palette is the essence of the display. It sets up the atmosphere and speaks directly to consumers on a subconscious level. Color is powerful, and it can make or break your visual displays. A retailer could create a horrible display, but if the colors coordinate well, the display can still be a huge success. Consider using contrasting colors, like black and white, and monochromatic colors--both create intriguing, eye-catching displays.
Too many times we lose sight of the power of color and its ability to attract the eye. Remember: wherever the eyes go, the feet will follow. So use color to catch the eyes of your customers.
2. Landscaping: The Ups and Downs
The elevation of products is referred to as landscaping. This is a great way to seize consumer attention and highlight items. Consider the size and shape of the merchandise being displayed when tending to landscaping, as these details will affect how much spotlight is cast on a featured product.
3. Texture: The Touch and Feel
Contrast in texture can enhance a display. The smoothness of natural wood can be offset by the textured pattern of manmade wire. Furthermore, textures carry meaning: Wire boasts a modern and industrial feel, wood offers a local and farm-fresh atmosphere, and metal creates a sleek and durable look. Figure out the overall atmosphere that you’d like to set up and assess which textures will support it, bolstering the effect with contrasting surfaces when possible.
4. Communication: The Storyteller
Studies have shown that signs have about five seconds to engage customers. When creating signage, go for legibility and readability. This is controlled through language, colors and font. It doesn’t just apply to large signs that feature new or featured items. Assess price tags and store-made product descriptions as well.
5. Expose Maximum amount of Merchandise:
A well-designed, impactful display exposes the customer to as much merchandise as possible while avoiding a sloppy mess. The more products customers see, the more they buy.
Consider using a circular store layout, which many retailers use. It’s powerful because it exposes customers to more merchandise that traditional aisle. Where your store does use aisles, place a display in dead center so customers are forced to stop and look at the products. Have as many displays as possible, and present as much merchandise as possible. But keep displays clean and sharp, and ensure aisles are spacious and barrier-free to prevent deterring customers from products.
6. Use empty Space Wisely:
There’s a space in all retail stores that is the most underutilized. It’s the section between the displayed merchandise and the ceiling. If this space in your store is empty, you need to start using it.
7. Decor: The Finishing Touches
The last step in visual merchandising is decor. It enhances the overall theme of the display without being distracting. Size, number and color should be considered when incorporating this final element.
