Page 205 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Questions
1. Analyse the case and interpret it.
2. What do you infer from the given discussion?
3. Write down the case facts.

Source: L. Frank Baum, Editor Show Window Magazine Editorial, 1899. Copyright © Visual Merchandising
& Store Design Magazine. Courtesy of www.visualstore.com http://www.visualstore.com

10.5 Summary

 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.
 When preparing a visual merchandising layout, it is desirable that the visual merchandiser
give emphasis to some special aspect of the product.
 It can be the colour, the coordinates, the brand name, the size, the price, and end use. This
emphasis is known as the “dominance factor”.
 Safety is an important consideration on the job, for the well-being of the visual
merchandising staff as well as the customers.
 The potential exists for someone to be burned by hot lights, shocked by faulty electrical
equipment, or tripped by poorly placed wires.
 In order to prevent these accidents, the following precautions should be taken when
working on an installation.
 Cross merchandising is simply grouping related products together. There are a few methods
that can be used to accomplish this technique in an online setting.

10.6 Keywords

Colour Dominance: Colour dominance is the simplest, the most direct, and usually the most
effective way to visually present products.

Colour: It is the light that makes things visible.
Cross Merchandising: Cross merchandising is simply grouping related products together.
Dominance Factor: Visual merchandiser gives emphasis to some special aspect of the product.
This emphasis is known as the “dominance factor”.
Effective Visual Merchandising: Effective visual merchandising means first and foremost the
folding, stacking, and hanging products by colour.

Visible Light: Visible light is actually composed of the whole spectrum of colours, from violet to
red.

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