Page 81 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Colour and lighting are critical to an ambiance that projects a store’s image and attracts
customers. Used strategically, colour can influence the perception at a room’s size
complement the merchandise on display, state a as lion position, and attract a particular
clientele. The psychological effects of colour have been well documented.

Example: Blue, green, and violet project elegance and orange, yellow, and red convey
intimacy.

Appropriate lighting in turn, enhances the effects of interior colour.
Lighting is essential to creating interest, shaping moods, and stimulating customer buying.
Compared to other interior design elements, it has a very potent, immediate effect. Its
functions include the illumination of space and merchandise, the accurate rendition of
colour, and the use of contrast to direct customer attention and movement. Merchandise
may be lit directly through colour and intensity or indirectly through surface highlighting.
The degree and type or lighting needed depend on the merchandise to be presented.
Spotlights emphasise key promotion, displays; lights of varying intensity draw shoppers
to particular areas. In fitting rooms and mirrored selling areas, lighting must be designed
to flatter customers.

Figure 4.5: A Store with Innovative Lighting

(vii) Sound and Aroma: Sound is an important design tool because of its ability to affect
buying behaviour. Music in particular helps create a retail environment in which sensory
satisfaction brings relaxation and a willingness to purchase, Programming can be used
thematically to reinforce the merchandise or it can be used to attract the target customer
group.
Music may also be used strategically to obscure other sounds or enliven an oppressively
silent atmosphere. In price-positioned discount stores or supermarkets, promotional and
informational announcements to help spur sales frequently interrupt background music.
Even aroma is a potential component, Pleasurable scents add to a store’s atmosphere,
stimulating customers’ appetites and encouraging them to buy. The aromas of breads,
pastries, chocolates, and coffee can be an extremely effective selling tool. Other products
that may be enhanced through aroma are leather clothing and luggage, flowers and

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