Page 75 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes well as developers and other retail tenants. The aesthetic benefit of consistent design is evident
in the traditional marketplaces that have been carefully restored.

4.2.1 Exterior Sign

A sign is a silent salesperson, and part of a shopper’s first impression of a store. In less than
10 seconds the sign must attract attention, tell who the business is and what it has to sell.
An effective sign will communicate what type of business is being conducted.
Salesperson and part of shoppers first impression of a store comprises of:

 Awnings: Colour and appeal can be added to the store thus protecting the window display,
merchandise from the weather.

 Marquees: Special type of sign which displays name of the store it gives an opportunity to
display special and seasonal offers.
 Banners: Used to display the offers of the store if banners changed more often this will be
impacting on customers on the customers about the changes in the stores tempting them
to come.

 Walks and Entries: Approximately 15% of the customers get the stores first and the last
view of the store through the entrance.

 Landscaping: Landscaping leads the eyes of the customers to the focal point using colour
and texture providing contrast and harmony.
 Window display: These are the information link to the potential customers there are less
than 11 sec for the window to attract customers so display needs to be really very attractive,
customers get bored looking at the same display over and over so it should be changed
more often good themes should be added, display should be in harmony of the surroundings
considering the whole.
Signs and windows also are important components of the exterior appearance of a retail business.
Like other elements of the design mix, they help the retailer establish an identity in the minds
of target customers.

Figure 4.1: Exterior Design

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