Page 195 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising Anand Thakur, Lovely Professional University

Notes Unit 10: Dominance Factor in Merchandise Presentation

CONTENTS
Objectives
Introduction

10.1 Dominance Factor
10.2 Budgeting
10.3 Safety Factors

10.4 Cross Merchandising
10.5 Summary
10.6 Keywords
10.7 Review Questions
10.8 Further Readings

Objectives

After studying this unit, you will be able to:
 List the Dominance Factors in Merchandising Presentation

 Discuss the Colour as the Dominance Factor
 Describe Budget as Another Dominating Factor
 Explain the Three Aspects to Visual Merchandise Budgets
 Describe the Cross Merchandising

Introduction

In every composition, it is advisable that some element should be dominant. There should be
some unit or object that by its colour, its size, or its position in the composition, attracts the eye
first and possible directs the viewer to other parts of the composition.

The world of display has been expanded from a concentration on eye-catching windows to a
concept of storewide visual merchandising that includes not only window and interior displays
but how to present any and all merchandise for customer inspection, and create total, exciting
environments. This includes the choice and use of functional and unusual lighting throughout
the premises and signage and graphics that differentiate one part of the store from the others.
Merchandise presentation must be creative as well as functional so that customers can make
purchases easily.
Visual merchandisers perform their duties for many different types of retailers, with each
requiring the same basic preparation for success. All retailers are confronted with the question
of how to allocate dollars for their visual presentations. Included in their budgeting
considerations are display fixturing, materials and props, and labour costs. Safety plays an
important role in visual merchandising. Carelessness in installation could result in injuries to
store employees as well as shoppers.

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