Visual Merchandising and

Store Management UNIT 2 ELEMENTS OF VISUAL

MERCHANDISING- I
Structure
2.0 Objectives
2.1 Introduction
2.2 Brand Imagery
2.3 Store Façade
2.4 In-store Signage
2.5 Store Ambience
2.6 Lighting
2.6.1 Types of Sources of Light
2.6.2 Types of Lighting Fixtures Setting
2.7 Store Layout
2.8 Let Us Sum Up
2.9 Key Words
2.10 Answers to Check Your Progress
2.11 Terminal Questions

2.0 OBJECTIVES
After studying this unit, you should be able to:
● define the concept of brand imagery;
● explain about store façade;
● discuss the importance of in-store signage;
● develop an insight about store ambience;
● identify the types and source of lighting;
● describe the necessity of store layout.

2.1 INTRODUCTION
Visual merchandising is the activity and profession of developing floor plans and three-
dimensional displays in order to maximize sales.
Both goods and services can be displayed to highlight their features and benefits. The
purpose of such visual merchandising is to attract, engage and motivate the customer
towards making a purchase. Visual merchandising commonly occurs in retail spaces
such as retail stores and trade shows. A visual merchandiser has to work with various
elements of VM to bring about the desired action (purchase) and reaction (satisfaction,
to return for another purchase at a future date) from the customers. In this unit, you will
learn about different elements of visual merchandising such as brand imagery, store
façade, in-store signage, store ambience, lighting, and store layout.
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 Elements of Visual
2.2 BRAND IMAGERY Merchandising- I

Every retailer has a set of predefined vision of how it should be viewed by its customers
and by the society at large. The organizational vision and its mission statement underlines
how does it want to project itself to the public. An organization strives to create the
required brand images through various efforts like advertising, endorsements, sponsorship,
drive, charity, etc. One of the best brand imagery building exercises is done by Kingfisher
airlines from the courteous porters to the chairman’s personal message stating his
instruction to the crew- “They have been instructed to treat you in the same way as if
you were a guest in my own home.”
One of the most important jobs of a visual merchandiser is to uphold this brand image. A
store is the point of contact of the customers with the brand. Therefore, an effort should
be made to reinforce this brand image. Everything at the store, all fixture, graphic,
signage, window displays, and in-store displays should talk the brand image. The color
combination used in the store, store layout, fitting room design all should be in
synchronization with the brand image. Store lighting and atmospherics play a very crucial
role in the image building process at the store.

Figure 2.1: Raymond brand imagery- Advertisement, store images

(http://www.raymondindia.com/trs/store.html)
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Visual Merchandising and Look at figure 2.1, which shows about brand imagery. A vast majority of brands prefer
Store Management
to keep a standard format and guidelines for all its stores located at different locations.
All Shoppers Stop or Central etc. stores have a set format in the way their zone o gram
flow. Developing brand imagery is equally important to a Mall or a Shopping center.
Crossroads mall opened in Tardeo, Mumbai was one of the first Malls to create a luxury
identity for itself. Now we have malls like DLF Emporia in Delhi (http://
www.dlfemporio.com) and Palladium Mall in Mumbai, etc. take their brand image
seriously.

Shoppers Stop- Vision (http://corporate.shoppersstop.com/corporate/vision.aspx)

Titan Industries Limited- Vision and mission statement (http://titan.co.in/corporate/vision-mission)

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 Elements of Visual
2.3 STORE FAÇADE Merchandising- I

The 1st point of contact that a retail outlet has with its customers is outside its store at
the store entrance. A façade is the store front (face) of the retail store. It comprises the
store name and the area around it including the door and side walls. As it is the 1st point
of contact with the customer, it should reflect the brand identity and what they should
expect to find inside the store. The design and materials used at the façade should be
similar to the ones used in the store interior.
Façade signage: The façade signage is the most crucial part of the façade for the
store identity. The logo used the proportions, the font, font size and signage positioning
should be carefully considered. The signage should attract attention as well as make an
identity statement. Care should be taken that the signage is well maintained. Broken
sign, pealing letters, broken/missing lights spoils the face of the store. The materials and
finishing used at the façade of the store should be carried forward inside the store. If it
is not done properly there will be a disconnect between the interior and the façade
which is not beneficial to the store image. Continuity is very important for the brand
identity and brand association.
Surrounding space: Area around the store entrance also needs to be well maintained
as the customer will be passing by the area to enter the store. It is important that it is
kept clean. If there are any plants or trees that are used as ambience enhancers within
the compound or near the façade, then they need to be trimmed and well groomed.
Figure 2.2 expresses about the store façade, façade signage and surrounding space.

Figure 2.2: Gurgaon Central Tashi Store, Mumbai

http://www.indiaretailing.com/retail-glimpses.asp http://www.coroflot.com/jimsam/
Tashi-Store-Mumbai/8

2.4 IN-STORE SIGNAGE

In the retail industry, signage has become one of the most effective ways to impart the
message to the customers. All the store activities like sales promotion, pricing policy,
information about the product and even the name of the store is conveyed by the use of
the signage. When the customer comes to the store, he first sees the signage that tells
what items are sold here. It saves customers’ time .Signage also provides information
regarding a store’s policy in respect of returned goods, timing to return, prevailing
discounts, etc. Thus the proper signage provides the right information to the customers
about the products. While unprofessional signage confuses the customers about the
displayed goods and spoil the store’s image. The 1st signage that a customer reads is the
store name, followed by department category signage and then price/offer signage. All
the signages used outside and inside the store should be in synchronization with the
brand image and policies of the retail organization. Look at figure 2.3, which reflects
how façade signage and the in-store signage are well coordinated. 23
Visual Merchandising and
Store Management

Figure 2.3: Men and boys, at Mantri Square mall, Bangalore

Category signage: Category signage is used within the particular department or sector
of the store. They are usually smaller than directional signs. Their purpose is to identify
type of products on offer and they are usually located near to the goods they refer to.
However, they can often be promotional of one or more categories of product. A well
planned store layout deserves a well-designed and bold category signage. An individual
category area needs to be clearly defined.
Offer signage: These may be displayed in windows to entice the customer into the
store. For instance, value fashion stores for the younger woman may display large
posters in their windows of model wearing the items on special offer. This draws attention
to the products and does not get in the way of the customer pecking through windows.
Signages are integral in price communications. They are the signages that give the
information about the selling price of the merchandise, any offer on the merchandise
like discount or buy one get one free, etc.
Store directory: A well designed and easy to understand store directory is a must for
large department stores and retail formats. A directory is meant to easy the traffic flow
and helps the customers shop as well. Store directories are usually located near the lift
and near the steps within the store. They should simple and may or may not have a floor
layout for better understanding. Just like a store directory a mall directory is of equal
importance for the convenience of the shoppers. Directional signage on the other hand
direct the way to a particular area or category. Examples are: kids wear straight, woman’s
wear left etc. Figure 2.4 shows the importance of store directory, which helps the
customer while buying goods of different brands.

Figure 2.4 Korum Mall Directory central in-store signage

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 Elements of Visual
Check your Progress A Merchandising- I
1. What is meant by brand imagery?
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2. What do you mean by facade signage?
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3. Define category signage.
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4. What do you understand by offer signage?
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5. What is the importance of store directory?
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2.5 STORE AMBIENCE

Along with window displays and in-store merchandise presentation, the store ambience
plays an equally important part in the overall appeal of the store. The ambience should
have a distinct stamp of the brand identity. To create the right kind of ambience that
suits the brand image, merchandise and the customer profile, a visual merchandiser has
certain elements at its disposal.
Visual communication: Visual communication or graphics refer to any kind of visual
signage used in the store. Each poster, banner or signage used in the store, communicates
about the brand, hence should be carefully decided upon to suit the brand image.
Lighting: Lighting is a vital element of the store’s interior and exterior design and
creates a favourable first impression of the merchandise and its surroundings. Although
a significant design features in its own right, lighting is an integral part of the merchandising 25
Visual Merchandising and display. Lighting plays a very important part setting the right mood to highlight and sell
Store Management
the merchandise. A dim or yellow lighting suit a restaurant or a luxury store. Yellow
lights make merchandise look richer hence more expensive. Bright lights suit a low
value store.
Colours: Colours affect mood and physical movement. Warm colours (red, orange,
yellow) tend to energize and increase the level of activity were as cool colours (blue.
Green, violet) are more relaxed. The choice of colours for the store interior, fixtures,
graphic etc. can create a very strong impact. Black, white, blue creates a sophisticated
and mature look; pink creates a feminine look, orange and yellow look more playful and
young. Hence the mix of colors should be carefully though over.
Music: Music is played in many stores from the local discount hardware store to the
supermarket. Relaxing music or even something different from what customers normally
experience tends to encourage people to stay and linger near display, thus increasing
exposure and sales. Different kind of music appeal to different type of people. Hence it
should be selected after studying the customer profile. An upbeat music may entice a
young shoppers shopping of denim but the same music might turn off a middle aged
woman shopping for furniture. It has been studied that slow music can increase sales by
creating a relaxed atmosphere to browse through the collection. Similarly fast music
during the evening peak hours of sale will help move or circulate the customers by
energizing them to browse faster.
Scent: Scent is perhaps one of the subtler and more surreptitious methods used by
retailers to manage customers. The smell of freshly baked bread is one that attracts
most people. Aroma has influence on our emotional state whether we consciously know
it or not. Study shows that a pleasant smell puts us in a good mood which affects the
way we perceive things. Smell of vanilla or cookies reminds us about our childhood.
Smell of bread makes us feel that a product is fresh. Smell of lily is relaxing. A bad odder
in the store can turn off a customer, which is a loss of sale. Care should be taken that
the store smell good and clean at all times, especially the area of fresh foods where
there is a chance that the food can get spoiled and create bad odor. Retails have been
now to use artificial scent dispensers, to create a mood depending on the nature of the
merchandise to promote sales.
Textures: The textures used or materials used in the store interior and fixtures affects
the way we perceive a brand to a large extent. A store that uses all wooden furniture or
fixtures gives a feel of luxury. Stores that use metal fixtures feel cool and cheap. A
brick or stone textured wall can give a store old and rugged feel. Fur looks and feels
expensive. Textures and materials used in every area from the store entrance to the
changing rooms should match the brand image.

2.6 LIGHTING
For centuries drama performances and stage shows have used lighting as a communication
tool to convey emotions and to highlight the main character in a dram screen. Different
colored lights are used to emote different feelings and project different ambience. Similar
techniques were and are been used in feature films. Retail industry borrowing inspirations
from these art forms have started using light to create the right kind of atmosphere to
persuade their customers to purchase their products.
Lighting is no longer an equipment just to eliminate the space. It has now become a
selling tool as important as display itself. Proper lighting is vital to selling.

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Importance of proper lighting: Elements of Visual
Merchandising- I
1. Directing the eyes of the customers towards the customers
2. Highlighting the features of the merchandise to make it look even more alternative
(this is especially true for jewelry and other accessory displays)
3. Directing the customers through the store
4. Creating the right ambience to suite the merchandise category and brand profile.
Lighting in retail can be loosely divided into ambience lighting and accent lighting. Ambience
lighting supplies the basic illumination required to a store. It is very important that there
is adequate light in the store to show the merchandise at its best. The merchandise color
should be seen as it would appear in the natural light. This is called color rendering. It
does not emphasize the details in merchandise or add drama to the display. Different
shades and different intensity of light affect the way a color appears, which should be
taken into considerations while deciding the lighting. Likewise the height ceiling, the
angle of the light fixture, the material and color of the surrounding area, (including carpet
or floor, fixtures etc.) will affect the ambience lighting.

Effect of Coloured Ughts on Various Coloured Materials

Original Colour of Light Falling on item

Colour of
Item Red Orange Yellow Green Blue Violet
Black Violet Black Deep maroon Olive Green brown Blue black Viotet black
White Red Orange Light Yellow Green Blue Viotet black
Red Intense red Red orange Orange Brown Blue violet Red Violet
(Scarlet)
Orange Orange red Intense orange Yellow orange Green yellow Brown Brown
Yellow Orange Yellow orange Yellow Yellow green Green Brown (reddish)
Light green Green (reddish) Yellow green Green yellow Intense green Blue Light brown green
Deep green Black (reddish) Rusty green Yellow green Intense green Green blue Dark brown green
Light blue Violet Gray (slightly Yellow green Green blue Bright blue Light blue violet
orange)
Deep blue Intense violet Gray (slightly Green Blue green Intense blue Bright blue
orange) violet
Indigo blue Violet black Maroon (slightly Dull green Dull green Dark blue Deep blue
orenge) blue violet
Violet Red violet Maroon Maroon Brown (slightly Deep violet Deep violet
(reddish) (slightly yellow) blue-green) blue

Accent lighting on the other hand focuses on specific area in a display and merchandise
presentations to attract attention to that area or product detail. It is not a substitute to the
ambience lighting but a selling force to persuade the customer to buy the item.
It is important to understand the ambience lighting and accent lighting together can
create the perfect atmosphere required to suit the brand image. Hence should be thought
over in detail and be well planned. Equally important is to know which lighting suits
what kind of merchandise and what is the brand image of the retailer.

2.6.1 Types of Sources of Light

1. Fluorescent light: They also called cool lighting. Light is produced by passing
electricity through mercury vapors which then causes phosphors to produce a
fluorescent glow. They are the best source for general/ambience lighting. They do
not cast a shadow which caused the object to look flat; hence they are not suitable
for highlighting details in merchandise or to add drama in a display. They produce
very less heat making them safe for small enclosed areas and consume very less 27
Visual Merchandising and electricity in comparison to other light bulbs, to produce the same amount of light.
Store Management
they come in a variety of shades ranging from stack white to warm white, to pink
through black
2. Incandescent light: Electricity is passed through a thin wire or filament, which
causes it to heat up causing it glow. They have a sharp defined beam and hence
can be used to highlight specific area. The beam depends on the lamp used; flood
lights cover a larger area whereas shot lights through light on a narrow area. They
are better suited to draw attention to details as they enhance the color and texture
of the merchandise.
3. Halogen light: It is a type of incandescent light. Usually used in accent lighting
but is now used in ambience lighting as well. The color rendering provided by these
type of lights is the closest to the daylight. Halogens have a much longer life than
the other lighting sources. However they emit immense amount of heat and hence
are unsuitable for small closed areas. Caution must be taken that no merchandise,
display material or any flammable material is kept near the halogen.
4. Neon light: Commonly used in the facades signage, neon lights are almost
maintenance free. They come in various different vivid colors and can be shaped
into any form to suit the design requirement. However they are more suited for
special display effect to create a mood setting.
5. LED: When comparing the cost to produce the same amount of light to eliminate
a room, LED (Light-emitting diode) light are very expensive compare to other
form of lighting, However they consume very little energy, have a long life and are
smaller in size.

Fluorescent light Incandescent light Halogen light

Neon Lights LED light bulb

28 Figures 2.5 Different sources of light

2.6.2 Types of Lighting Fixtures Setting Elements of Visual
Merchandising- I
1. Recessed lighting: It is one of the most common forms used, in retail stores as
well in residential settings. The light fixture is set into a hollow opening in the
ceiling with the light focusing downwards. The fixture mechanism is not visible
from the floor as it stays hidden in the ceiling hence gives a well finished look.
2. Shelf/Cabinet lighting: When a retail fixture has multi-shelves, the upper shelf
will cast a shadow on the lower shelf. This can be handled by illuminating the each
shelf from the bottom.
3. Track Lights: When light fixtures are mounted on a strip of track is called track
light. This track is them fixed on the celling or on the walls. The light bulbs are
adjustable in their angle as well as their position and can be used in in-store lighting
as well as window lighting. They are preferred by many retailers as they give the
flexibility in adjusting the focus on the merchandise depending on the display
placement.
4. Clove lighting: Clove lighting is indirect form of lighting where the lights are
hidden in ledges in the ceiling or the walls. They are mostly used as decoration
lighting but can also be used as ambience lighting to create a luxury setting.

Recessed lighting Shelf/Cabinet lighting

Track lighting Clove lighting

2.7 STORE LAYOUT

A store layout need to be carefully thought of and decided as it can make or break a
store sale. It is one of the crucial factors determining the success of the store. A store
layout is supposed to silently guide the customer to where they want to go within the
store and expose them to the merchandise on offer throughout the store. General store
layouts used in stores are given below: 29
Visual Merchandising and Grid layout: As the name suggests, the fixtures are arranged in row and columns
Store Management
forming a grid pattern. There are parallel, horizontal and vertical aisles running through
the shop. It is the most simplest of the store layouts. It is easy to create, maintain and
replenish. It creates a natural direction of flow, without restricting the moments of the
customers. However it tends to be boring, and can be overbearing if in large stores. The
customer can feel lost and confused as all the aisles look the same. A good signage
system is extremely important in stores with a grid layout. The fixtures used are standard
in size and material through the store. The grid layout is majorly used in the supermarkets,
hypermarkets and discount stores as it is cost effective and can carry a large quantity of
merchandise. Look at figure 2.6 which shows grid layout.

Figure 2.6 Grid layout

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 Elements of Visual
Merchandising- I

Ruci & Idoni, Hyderabad, http://www.indiaretailing.com/ruci.asp

Free flow layout: In this layout the fixtures are loosely grouped together unlike in the
grid layout where the layout is rigid. It encourages free movement of the customers
from one fixture to another, similarly from one department to another, thus exposing the
customer to a wider range of products. Since the space is not restricted it can be utilized
creatively to make a visual impact. This type of layout is usually seen in high end stores
and boutiques. However it tends to increase wastage of space and hence results to be
expensive.

Figure 2.7 Free flow layout

Free flow layout used in exhibitions 31

Visual Merchandising and Race track /loop layout: In race track or loop layout a customer enters from the
Store Management
entrance moves through the path or track defined with the fixtures that leads them
through the store then out of the store. The customer has to go through the path to exit
the store. This way the layout exposes the customer to all the merchandise on offer at
the store. However this can be a disadvantage, if the customer has to buy only one
merchandise, but is still forced to walk through the entire store, causing frustration. This
layout is usually used in discount store and is best suited for art galleries and art exhibition

Figure 2.8 Loop layout

Below: Terminal, Lajpat Nagar, New Delhi

Right: Art exhibition

Spine layout: In spine layout, a main customer aisle runs through the store, then
branching into smaller aisles. There is a wide aisle starting at the front of the stores and
going through the store. The departments and merchandise fixtures are categorized
along the sides of this main aisle. This layout is mostly used in large department stores.
It is comfortable and convenient to shop form.

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 Elements of Visual
Merchandising- I

Figure2.9: Spine layout

‘Editions’ at Express Avenue mall, Chennai

No matter what the layout selected, the ergonomics of retail space should be adhered
to, to make the customer comfortable. Example:
1. The aisles should be wide enough to allow the customers to pass each other without
discomfort. It is very important that they do not brush each other or their trollies
don’t touch while passing.
2. The fixtures used should be safe in terms that there should no shape edges that
might heart the customers while moving about in the stores.
3. The safety standards should be maintained.

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Visual Merchandising and
Store Management Check Your Progress B
1. What do you understand by store ambience?
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2. What is meant by visual communication?
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3. Name the different types of source of light.
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4. Differentiate between free flow layout and grid layout.
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5. State whether the following statements are true or false.

i) Spine layout is mostly used in large department stores and is convenient to
shop form.
ii) In loop layout the customer need not to go through the path to exit the store
iii) The grid layout is mostly used in the supermarkets, hypermarkets and discount
stores as it is cost effective and can carry a large quantity of merchandise.
iv) Clove lighting is direct form of lighting where the lights are hidden in ledges
in the ceiling or the walls
v) Store layout describes the overall look and feel of the interior of a retail store,
including the placement of fixtures and products within the store.

2.8 LET US SUM UP

Visual merchandising is the activity of promoting the sale of goods, especially by their
presentation in retail outlets. It is a merchandising technique which effectively uses the
design of an environment via visual communications, lighting, colors, music and scent to
stimulate customers’ perceptual and emotional response and ultimately to affect their
purchase behavior. Visual Merchandising is a practice that supports retailers in presenting
their retail space in the best possible way to maximize sales. Visual Merchandising does
not stop at great looking window displays, it is more than this. From your in-store layout
and product merchandising, to housekeeping, lighting, music, price tickets, posters and
graphics, window display and props, right through to the colour you paint your walls and
the fixtures you sell from, all of these elements and how you visually organise these
elements and how often you rotate these elements within your retail space is Visual
Merchandising. It has various elements such as: brand imagery, store façade, in store
34 signage, store ambience, lighting and store layout etc.
 Elements of Visual
2.9 KEY WORDS Merchandising- I

Brand Image : The perception of your product or your brand by the

consumer and is developed over time through
advertising campaigns with a consistent theme, and is
authenticated through the consumers’ direct
experience.
Grid layout : The aisles of the store are arranged parallel to one
another and lead to the checkout lanes located at the
front of the store where customers enter and exit. Most
people have seen this type of layout used in grocery or
drug stores.
Offer signage : These are the signages that give the information about
the selling price of the merchandise, any offer on the
merchandise like discount or buy one get one free,
etc.
Visual communication : It refers to communication through visual aid and is
described as the conveyance of ideas and information
in forms that can be read or looked upon.

2.10 ANSWERS TO CHECK YOUR PROGRESS

(i) True (ii) False (iii) True (iv) False (v) True

2.11 TERMINAL QUESTIONS

1. Define and discuss about brand imagery with the help of an example.
2. Write short note on the following:
● Façade Signage
● Surrounding space
● Store Directory
3. Distinguish in detail between offer signage and category signage.
4. What is meant by store ambience? Explain in detail the elements to be taken care
while finalizing a store ambience.
5. What is the use of lighting for a retail store? Describe the main types of source of
lighting.
6. Explain the following:
i) Recessed lighting
ii) Cabinet lighting
iii) Track Lighting
iv) Clove lighting
7. What do you mean by store layout? Discuss in detail the different types of store
layout.

Activity: Visit a Mall in your near by area and list out different types of lighting
fixtures setting being used by the retail store.

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