Visual Merchandising is the art
of displaying merchandise in a manner that is appealing to the eyes of the
customer. It sets the context of the merchandise in an aesthetically pleasing
fashion, presenting them in a way that would convert the window shoppers into
prospects and ultimately buyers of the product. A creative and talented
retailer can use this upcoming art to breathe in new life into his store products.
Passion for design and creativity are essential to be a good visual
merchandiser. A perfect design process and the ability to create ideas that are
different are required. Awareness of happenings in fashion world is needed so
as to keep up-to-date with the dynamics of the market constantly.
Visual merchandising includes window
displays, signs, interior displays, cosmetic promotions and any other special
sales promotions taking place.
Components of Visual
There are certain things which a retailer needs to take care while
proceeding with the process of displaying his products. These components when
combined together in a proper ratio will make a successful outcome.
Make merchandise the
The main goal of display is to showcase the products within the overall
display area. Customers give three to five seconds of their attention
to window display. The retailers visual message should be conveyed to the
customer in that short period of time. It
should not be like an unsuccessful TV advertisement, where the product is
forgotten altogether and only the concept of the commercial remains in the mind
of the viewer. The arrangement of window display should go with the product and
should not suppress them to make it discernable to the eye.
Right choice of colors
Color is one of the most
powerful tools in the Visual Merchandising segment. It is a visual perceptual property. Colors can be associated with emotions, special occasions and gender. It attracts
attention and pulls more customers into the store. A retailer has to focus on
the right choice of color that would match with the theme of display. It is not
possible to satisfy everyone all the time, but it is possible to cultivate the
taste of customers gradually and purposefully. A right choice of colors in the
display items can turn walkers into stoppers and significantly convert them
into customers. It is therefore mandatory to choose the right color for the
right theme of display. A Halloween display would require black color in the
display theme. Valentines theme should be ruled by red color supplemented with
pink and white. A display of babys accessories should reflect light shades of
pink and blue colors. A Christmas display should contain colors of red, green,
gold and silver.
Display themes to appropriately support the product:
A theme is a display of sale items
of similar categories e.g. a display of kitchen accessories. Its essential to
have themes for all retail displays. They can be romantic, wild, or capricious, and capture peoples imaginations.
A good theme will lure the customer with a shopping mood
into the store. Themes mainly depend upon the retailers imagination and
creativity. Focusing on the right theme rather than creating a display with expensive
raw materials is the key to successful window display. A shoe store theme can
be a group of elves buying shoes. A theme for display of casual wears can be a
group of mannequins sitting casually at a get together in different poses. Related
themes will tug the heartstring of the customers and will pay off.