Page 113 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes A sign in a store window should be even simpler to get the message across immediately as the
customer walks, or drives by. This means that only a strong image, a headline, or a simple
combination of both can be used on the sign.
The more time the customer will be spending looking at the sign, the more information retailers
can include. E.g. assign near the cash counter, here the customer will be waiting for a transaction
to be processed; can provide details of a contest or other offers and policies.
Clear, Simple Message: Keep the message simple. Avoid trying to say too much. The retailers
should choose one main message that they want to convey. Rather than telling about a sale,
a price, product info, and return policy all at once, they should try a sale sign on the top of the
rack, price and product info on the tag, and return policy at the cash register. When the retailers
craft their signage, they should write down the message they want to get across, and then
rewrite it in as few words as possible. Continuing this they should reduce until they have one to
five words for the headline.
Well Placed: While placing the signage, the retailers should be careful about its placement. They
should place it where it will catch the customer’s eye, but will not block essential elements of the
store.

They should think about customer approach of the store while placing the marquee signboard
of the name of the store. They should also keep in mind that the signs should not block the traffic
flow, displays or the view of the interior of the store. Reflections on the window that make the
interior signage invisible during the day should also be checked out. This can be improved upon
by the improvisations in the display lighting inside, and also by using light colours in the
windows. Light coloured signage will stand out, while dark colours will recede and virtually
disappear behind reflections on the glass.
Simple Outlook – The simpler the signage the better: The visual clutter should be reduced, and
focus should be placed on important message across to the customer. This will attract more
walk-in traffic, and avoid confusing the customer. The sales should increase as a result.
Use of proper Font – Type: There are many styles of type, from block lettering to script. They
should be selected to reflect the image of the store and the clientele. A store that caters primarily
to kids could use rounded, simple letters with no capitals to indicate more casual look. A more
sophisticated store would tend to choose an elongated script. All of these choices depend upon
the store image. The large department stores with their own sign shops make signs that are
hand-lettered and can be laminated. Some artists can do calligraphy; others can silkscreen multiple
signs.
Selection of Colours for Signs: In selecting colours for an appropriate sign, it is important to
consider the psychological connotations of different colours as well as the factors affecting
visibility and legibility. Although we will detail the attributes that have come to be associated
with certain colours, we do want to point out that the suggestions given below are not hard and
fast rules. The sign user should also be guided by his own sense of what is appropriate.

1. Red: Red is an exciting, active colour. It is used to suggest boldness, quickness and efficiency.
Its warmth is appetite inspiring. Fast-food chains use red to connote warmth, fresh food
(meat) and action.
2. Yellow: Fast-food restaurants to create a welcome atmosphere frequently use yellow.
It suggests light and activity, especially in its redder shades and tints.

3. Green: Green is associated with things, and therefore, freshness, youth and purity. It is the
predominate colour of nature (and therefore should be used judiciously in a rural setting,
so that it does not fade into the surroundings). It is powerful in suggesting naturalness and
vitality and yet it connotes peacefulness.

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