Page 78 - DMGT552_VISUAL_MERCHANDISING

Unit 4: Store Exteriors and Interiors

place more emphasis on less expensive but fashionable furnishings materials, in the knowledge Notes
that an updated refit is likely to be necessary in less than five years. All retailers have to conform
to health and safety trading standards such as those set out under the Health and Safety at Work
Act, 1974, and the Offices, Shops and Railway Premises Act, 1963.
It is the most important part of the store as this adds to the sale, the three most important aspects
to be kept in mind while planning the store?
Three goals of the interior designing are as follows:
1. To motivate customers to spend money

2. Project the image of the store
3. Keep expenses to the minimum
The principles of design used in display include:

 Balance: Involves equilibrium and elements of display between 2 sides of display; it has
2 types, symmetrical or traditional and informal or asymmetrical.

 Proportion: A pleasing distribution of weights using merchandise of similar value will
provide importance to both the sides.

 Rhythm: Is a flow involves the measurement of organised movement, a self-contained
from object to object and background to foreground.

 Emphasis: Point of initial eye contact from here all the other eye movement starts, it is
therefore formulation of focal point with all else in display subordinate, in majority cases
the merchandise is the focal point.
Interior design involves all components of the store interior, including fixtures, graphics, flooring,
ceiling, lighting; and other visual elements. Of all the elements of store design and visual
merchandising, interior design has the greatest capacity to convey store image and create certain
moods and emotions in buyers.

Task What are the functional aspects you will keep in mind while deciding exterior and
interior of a store? Make a list of important considerations.
Basic interior design begins with such items as the width of aisles, the treatment of pipes and
vents, the decoration of walls, and the style of lighting fixtures. All these elements contribute to
customers’ perceptions of and responses to the store.
Displays inside the store should relate to the displays seen in the windows. Good display effects
should continue inside the store to move customer traffic through the store. The aisles, the signs
that direct the customer, the walls, and the interior displays are most important to the total
visual concept of the store. Each department, shelf, counter, ledge, case, and furnishing in addition
to the display areas requires analysis in executing display techniques. The furnishings of the
store should be attractive and placed so as to enhance the visual impact on the customer. There
should be updating and improvements in fixtures to avoid a stagnant, dated effect.

Example: The seasons of the year usually dictate visual changes.

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