Page 197 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes wavelengths and emit cooler, or bluer, light, whereas others have a warmer light and
favour the longer wavelengths.
To comprehend the relationship between colour and light and why an object is perceived
by an observer as a particular colour, it is important to understand that light is capable of
being reflected and absorbed. The colour of an object is seen as a result of the object’s
selective absorption of light rays. Thus, if an object is blue, for example, this means that it
absorbs all the wavelengths of light except those of blue light, which are reflected back to
the observer.
The same occurs with other colours, but with a different wavelength being reflected. If the
object is pure white, the full visible spectrum of light is being reflected back in
approximately equal quantities. If it is pure black, then all colours in the spectrum are
being absorbed by the object.
Light bounces from one surface to another, and in this movement it is capable of throwing
off new colours. For example, a wall or panel is painted pink. A wedgewood- blue carpet
is installed. If warm, incandescent lights are used, the carpet may turn slightly lavender
from the warm pink reflection cast by the walls. The incandescent light may also play up
any reds that are in the warm blue carpet. (A warm blue has some purple in it, i.e., red and
blue. Incandescent light reflects most in the red end of the spectrum.) If a daylight fluorescent
light were switched on instead, the blue of the carpet might seem more sparkling and
cool, and the walls would take on the lavender tone. The overall light will affect the colour
of the walls, the floor, and the ceiling, and bouncing around as it does, most of all it will
affect the colour of the merchandise.

2. Dominance by Coordination: Merchandise can also be presented with the emphasis on
coordination. It is always effective to coordinate merchandise. The shopper sees how
pieces can be matched/mixed— coordinated to go outfits to create a wardrobe of alternative
outfits. Instead of a single colour being dominant, it can be a team/group of colours/
patterns/prints plus solids that are organised for easy shopping.
3. Dominance by Brand Name: In vendor shops, the manufacturers often provide not only
the fixtures and the promotional graphics but the visual merchandise and display directives
as well. Brand-name products are visually presented to help promote and sell the name,
product line, and the compatible accessories.
4. Dominance by Size: In some stores, especially speciality stores, the size is the determining
factor when a purchase is planned. This is especially so in the larger-size women’s wear,
the “big and tall” men’s shops and of course children’s shops.
5. Dominance by Price: If this translates into inexpensive, bargain, or sale merchandise where
the discounted/slashed price is the first and foremost then maybe this is the time to turn
the area into a bazaar/open market place. Let the volume of the product and savings is
dominant.
6. Dominance by End Use: This kind of merchandising is very much like dominance by
coordination, but here the term is mainly applied to white goods and hard goods. You
should show and stock items that go together or complement each other but are not
clothing items.
Self Assessment

Fill in the blanks:
1. The world of display has been expanded from a concentration on .............................. windows
to a concept of storewide.

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