Page 223 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes colours, styles or logos you may wish to include. Consider using an expert designer or
your display equipment supplier to help you portray the right image.
18. Get your message across: Did you know that including a message of some type with your
display will increase its effectiveness by 53%? But what is the message you want to get
across? This should really be your first consideration when thinking about your display.
Are you after new customers? Do you want people to take some action e.g. purchase a new
product or service?

Get advice from a professional company to make sure your message is seen.
19. Don’t stick things on the window: Sticking things on the window not only looks extremely
tacky, but also puts across an image of amateurishness. This is fine if that is your image.
Most people however, would prefer to provide an image of efficiency and professionalism.
There are display systems available which allow you to easily suspend the information,
change it quickly and ensure that it is displayed in a visually attractive and eye-catching
way.

Find out about suspended display systems using cables or rods which will provide the
perfect solution for you.
20. Keep it maintenance free: Time is money and maintenance is not only hassle but is also
extremely expensive. The purpose of any display is to enable you to get your message
across. If the system you have chosen lets you down, this could result in the loss of
valuable sales. And don’t forget the cost of your own time and the expense of getting the
repair carried out.

Keep the design simple, make sure you buy from a company that offers a guarantee and
has spare parts available. Even better, buy a system that just can’t go wrong.
21. Make it stand out from the crowd: Do whatever it takes to really be seen. It is essential that
your message stands out from the crowd. Be creative, use movement, use lighting - just get
noticed.

Get into the habit of looking at what others are doing - and not just from those in the same
line as you. The best ideas will come from the most unexpected places.
22. Get it designed professionally: Unless you want your window display to look like it was
designed by an amateur, get some help from a company who knows what they are doing.
Many companies will design your window for free if you purchase the system from them.
If you don’t want to buy a new system find a professional designer to help.
23. Use large graphics: Your window is an important advertising space. If you want to be seen
by people on the other side of the road or those driving by, make your graphics as big as
possible.
Get advice from a professional graphics company.

You will be amazed at the result.
24. Creative use of colour: Did you know that colour accounts for 60% of the initial impression?
If it’s that important, you owe it to yourself to make sure that you use the correct colours.
Certain colours will help you stand out from the crowd. A professional display company
will advise you on the colours you need to use to create the correct impression.

25. Get your name remembered: This could be one of the goals of your window display. Is your
name clearly visible to people looking in the window? If you want to get your name
remembered, make sure it can be clearly seen along with your logo. Stop and think about
how you can feature your name or logo in the display.

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