Page 104 - DMGT552_VISUAL_MERCHANDISING

Unit 5: The Basics of Visual Merchandising

Pattern exists in nature as well as in designed objects; it is useful to look at the parallels. Notes
According to Peter S. Stevens there are only a finite number of ways that patterns can be structured.
The modes he describes include the following, which are described here in terms of examples
from nature.

Lab Exercise Go to website www.slideshare.net/kotharivr/visual-merchandising-5256539
and gather information available for pattern in visual merchandising.

Texture

Texture is the quality of an object, which we sense through touch. It exists as a literal surface we
can feel, also as a surface we can see, and imagine the sensation might have if we felt it. Texture
can also be portrayed in an image, suggested to the eye, which can refer to our memories of
surfaces we have touched. So a texture can be imaginary. Whereas colour catches the eye, texture
draws the customer to the merchandise for close examination. Texture is subtler than colour but
is nevertheless important in gaining a positive response from the customer.

Texture is the quality of the surface of an object or material. It has visual and tactile aspects. As
a visual element, texture is the result of light being reflected or absorbed by the surface of the
object or material. Satin reflects light, and velveteen absorbs light. As a tactile element, texture
is essentially the “feel” of material as a person touches it.

The texture of the merchandise helps determine the particular mood in a display or presentation.
One texture or type of texture could dominate a display so that there is a sense of harmony
without confusion; however, contrasting textures help to achieve excitement. Sometimes an
unexpected combination of texture is most effective in capturing shoppers’ attention, for example,
satin with denim or linen with tweeds.
Types of Textures

Textures are of many types:
Bristly, rough and hard: This is what we usually think of as texture, but texture can also be
smooth, cold and hard, too. Smooth, soft, and/or warm and wet or dry are also textures; in fact,
any tactile sensation we can imagine is a texture.
In other words, all surfaces can be described in terms of texture. Many artists and designers make
use of texture as a dominant element in their work. This is particularly evident in craft media,
such as fibres, metal, wood and glass, where the tactile qualities of the material are a major feature.

Figure 5.6: Texture

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