Page 145 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes which compare amount of foot traffic against the overall productivity. Retail designers have an
acute awareness that the store and their designs are the background to the merchandise and are
only there to represent and create the best possible environment in which to reflect the
merchandise to the target consumer group.
Since the evolution of retail design and its impact on productivity have become clear, a series of
standardisations in the techniques and design qualities has been determined. These
standardisations range from alterations to the perspective of the structure of the space, entrances,
circulation systems, atmospheric qualities (light and sound) and materiality. By exploring these
standardisations in retail design the consumer will be given a thematic experience that entices
them to purchase the merchandise. It is also important to acknowledge that a retail space must
combine both permanent and non permanent features, that allow it to change as the needs of the
consumer and merchandise change (e.g. per season).
Once the overall structure and circulation of the space has been determined, the atmosphere and
thematics of the space must be created through lighting, sound, materials and visual branding.
These design elements will cohesively have the greatest impact on the consumer and thus the
level of productivity that could be achieved.
Lighting can have a dramatic impact on the space. It needs to be functional but also complement
the merchandise as well as emphasise key points throughout the store. The lighting should be
layered and of a variety of intensities and fixtures. Firstly, examine the natural light and what
impact it has in the space. Natural light adds interest and clarity to the space; also consumers also
prefer to examine the quality of merchandise in natural light. If no natural light exists, a sky
light can be used to introduce it to the retail space. The lighting of the ceiling and roof is the next
thing to consider. This lighting should wash the structural features while creating vectors that
direct the consumer to key merchandise selling areas. The next layer should emphasise the
selling areas. These lights should be direct but not too bright and harsh. Poor lighting can cause
eye strain and an uncomfortable experience for the consumer. To minimise the possibility of
eye strain, the ratio of luminance should decrease between merchandise selling areas. The next
layer will complement and bring focus onto the merchandise; this lighting should be flattering
for the merchandise and consumer. The final layer is to install functional lighting such as clear
exit signs.
Ambiance can then be developed within the atmosphere through sound and audio, the music
played within the store should reflect what your target market would be drawn to, this would
also be developed through the merchandise that is being marketed. In a lingerie store the music
should be soft, feminine and romanticised; where in a technology department the music would
be more upbeat and more masculine.
Materiality (architecture) is another key selling tool, the choices made must not only be
aesthetically pleasing and persuasive but also functional with a minimal need for maintenance.
Retail spaces are high traffic area and are thus exposed to a lot of wear this means that possible
finishes of the materials should be durable. The warmth of a material will make the space more
inviting, a floor that is firm and somewhat buoyant will be more comfortable for that consumer
to walk on and thus this will allow them to take longer when exploring the store. By switching
materials throughout the store zones/areas can be defined, for example by making the path one
material and contrast it against another for the selling areas this help to guide the consumer
through the store. Colour is also important to consider it must not over power or clash against
the merchandise but rather create a complementary background for the merchandise.
As merchandise will change seasonally the interior colours should not be trend based but rather
have timeless appeal like neutral based colours.

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