Page 32 - DMGT552_VISUAL_MERCHANDISING

Unit 2: World of Visual Merchandising

unsuccessful TV advertisement, where the product is forgotten altogether and only the concept Notes
of the commercial remains in the mind of the viewer. The arrangement of window display
should go with the product and should not suppress them to make it discernable to the eye.

2.2.2 Right Choice of Colours is Vital

Colour is one of the most powerful tools in the Visual Merchandising segment. It is a visual
perceptual property. Colours can be associated with emotions, special occasions and gender.
It attracts attention and pulls more customers into the store. A retailer has to focus on the right
choice of colour that would match with the theme of display. It is not possible to satisfy everyone
all the time, but it is possible to cultivate the taste of customers gradually and purposefully.
A right choice of colours in the display items can turn walkers into stoppers and significantly
convert them into customers. It is therefore mandatory to choose the right colour for the right
theme of display. A Halloween display would require black colour in the display theme.
Valentines theme should be ruled by red colour supplemented with pink and white. A display
of baby’s accessories should reflect light shades of pink and blue colours. A Christmas display
should contain colours of red, green, gold and silver.

Figure 2.1: Right Choice of Colour

2.2.3 Display Themes to Appropriately Support the Product

A theme is a display of sale items of similar categories e.g. a display of kitchen accessories. It’s
essential to have themes for all retail displays. They can be romantic, wild, or capricious, and
capture peoples imaginations.
A good theme will lure the customer with a shopping mood into the store. Themes mainly
depend upon the retailers’ imagination and creativity. Focusing on the right theme rather than
creating a display with expensive raw materials is the key to successful window display. A shoe
store theme can be a group of elves buying shoes. A theme for display of casual wears can be a
group of mannequins sitting casually at a get together in different poses. Related themes will
tug the heartstring of the customers and will pay off.

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