Have you ever walked through a particular store and felt at ease? Have you felt the atmosphere was so alluring you lose track of time? Or have you ever felt so overwhelmed by a store you are counting the minutes until you leave? These strong feelings are evoked by the stores visual display. These are the concepts every visual merchandiser or aspiring one adheres to when coming up with a display concept. Strong visual merchandising has a huge impact on customer experience. Here are five elements of visual merchandising:
1. Color is key
The first element customers respond to when selecting or rejecting a garment is its color appeal. People connect certain colors with holidays and seasons. They expect to see some earth tones in fall clothing, jewel tones for the holidays, pastels in early spring and white for the summer. Contrasting colors are used, like black and white or any monochromatic color to create intriguing and eye-catching displays. Sometimes retailers might create an erratic display, but if the colors coordinate well together, the display can still be a success. The white jumpsuit from SEN is the perfect go-to piece on hot summer days. The outfit is accessorized with the Three Druzy Bead bracelets from Cindy Zale as well as with the Labadrolite bead necklace. We selected the Bara heels shoes by RudSak to keep the minimal look.
2. Create a focal point/hotspot
Where does the viewer’s eye focus on the display? Do their eyes move toward a specific location on the display? Are they confused as to where to look? These are simple questions to ask when displaying a product. Some clothing stores position their hotspots too high for customers to notice. Merchandise displays should be enticing and easily visible for the buyer. Just a small reminder: the hotspot is the product, not a visual element used to add to the story. There's no mistaking the focal point in the above mentioned display is the Sen jumpsuit. The perfectly centered mannequin in the vestibule is not only attention grabbing, it creates an illusion of exclusivity, which makes the product more enticing.
3. Tell a story
If you have a story to tell, use powerful and sales-invoking signage or colors to display the advantages of buying the product. For example, every designer has their own color scheme story they want to convey for each season. Telling stories helps the customer to understand and appreciate the product that could sway them to buy the item.
4. Expose maximum amount of merchandise
The more products customers see, the more they buy. Retailers have many displays as possible, and try to present as much merchandise as possible. A well-made and impactful display exposes the customer to as much merchandise as possible while avoiding a hot mess. When there is clutter, customers tend to avoid that area and miss certain displays products. My Home Fashion Boutique continually receives new inventory to stay ahead of the current trends. Our merchandising process provides maximum exposure to our products without overwhelming our guests. It's rare to overlook products at My Home because we maintain a high standard in ensuring our displays are always clean, sharp and spacious. Come see for yourself!
5. Use empty space wisely
The most underutilized space in retail stores is the section between the displayed merchandise and the ceiling. This space can be used for many different things, like signage providing information about products or brands. It can be used to profile customers, designers, or suppliers. Life style graphics are also displayed to help customers make associations.