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Elements of Visual Merchandising

The document discusses the five most important elements of visual merchandising: 1) Color is powerful and can attract customers' eyes; 2) Displays should have a focal point or "hotspot" that increases sales; 3) Displays should tell a story to help customers understand products; 4) Expose the maximum amount of merchandise possible; 5) Utilize empty ceiling space for signage or lifestyle images. Mastering these five low-cost elements of visual merchandising can boost sales.

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Raghavendra Nagaraj
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© © All Rights Reserved
270 views

Elements of Visual Merchandising

The document discusses the five most important elements of visual merchandising: 1) Color is powerful and can attract customers' eyes; 2) Displays should have a focal point or "hotspot" that increases sales; 3) Displays should tell a story to help customers understand products; 4) Expose the maximum amount of merchandise possible; 5) Utilize empty ceiling space for signage or lifestyle images. Mastering these five low-cost elements of visual merchandising can boost sales.

Uploaded by

Raghavendra Nagaraj
Copyright
© © All Rights Reserved
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ELEMENTS OF VISUAL MERCHANDISING

5 Most Important Elements of Visual Merchandising

When people hear visual merchandising, they typically get


nervous and uneasy. They know it's an important retail term,
but not sure exactly what it is or how to do it well. It can create art
uncertainty about where to start. If you’re artistically
challenged and financially deprived, creating visual displays can
be especially difficult. But here are the five most important +
elements of visual merchandising. They are easy to implement
and won't break the bank, and, most importantly, they will
increase your sales.
science
Strong visual merchandising has a huge impact on customer
experience in your store. =
Whether you're revamping your retail displays or creating new VISUAL
ones, use these five strategies to help you achieve more
impactful and memorable visual merchandising. And put more MERCHANDISING
money in your pocket this year.
Color Is King

Color is powerful, and it can make or break your visual


displays. A retailer might create an erratic display, but if the
colors coordinate well, the display can still be a 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. Consider your home. You probably
have a solid grey or brown couch, but there is a "pop" of
color from the throw pillows you place on the edges. It is
the same principle.
Wherever the eyes go, the feet will follow. So use color to
catch the eyes of your customers and draw them to your
displays.
Visual Marketing Focal Point

Where does the viewer’s eye focus on your display? Do their


eyes move toward a specific location on the display? Or are
they confused about where to look? Create a hotspot--or
focal point. Why? Because hotspots can increase sales by
229 percent.
Examine your display from the customer’s point of view: the
top, the floor, both sides. Often the focal point is positioned
too high for the customer to see. Always check your displays
to ensure customers can easily view the hotspots and
merchandise.
The hotspot is the product, not a visual element you use to
add to the story. For example, if you put sand and seashells
on the table as part of your sandal collection, make sure the
sandals are the focal point and not the sand. 
Telling a Story

What’s in it for customers? Tell them. Use powerful, sales-


enabling signage to display the advantages of buying the
product. Present three bullet points that tell customers
why they need the product or how their life will become
easier because of the product. Remember, you’re not
writing an essay but rather a headline, powerful bullet
points, and possibly a price proposition. By telling a story,
you help the customer better understand the product and
enable the buying decision.
A display may lack a worded sign or an educational sign.
That’s perfectly fine; as long as there’s still a story, the sign
can speak for itself. For example, lifestyle graphics are very
popular in telling the story. No words, but the image
speaks volumes. 
Expose Maximum Amount of Merchandise Possible
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
than traditional aisles. Where your store does use aisles, place a
display in the 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.
We used dining tables from World Market to create a visual impact.
Displaying our shoes on these tables was kitschy and bold. It caught
a customer's eye for sure. And we got many compliments on the
display tables since the tables were unique and a story in
themselves as opposed to the traditional display pieces stores use.
Use of Empty Space
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.
You can use this space for many different things, like signage providing
information about products or brands. You can also display customer
testimonials with the customer’s name and a picture or profile a designer or
supplier.
You could also display lifestyle graphics that help customers make
associations with your products.
For example:
A furniture store could display an image of a family cozied up on a couch, emitting
those warm, fuzzy feelings that put shoppers in a good mood.
A jewelry store could display a woman at a fine dining restaurant wearing a
bracelet, creating an association between the store’s jewelry and a luxurious
lifestyle.
Visual merchandising is multifaceted, and retailers can choose from hundreds
of ideas when designing displays. But these tips return the biggest bang for
your buck. Use them to make your store as memorable as possible.

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