Page 85 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes 4.6 Summary

 Retail Atmospherics is a term used to describe the manipulation of elements such as
colour, light levels, sound, scents and design within your store to influence the buying
habits of your customers.
 Atmospherics are the physical characteristics and surrounding influence of a retail store
that is used to create an image in order to attract customers.
 The success of a retail store can be heavily influenced by the chosen colour scheme, its
layout design and atmosphere created by the retailers.
 The exterior of most stores includes the fascia, the store entrance, the architectural features
of the building and windows.

 General shopping malls can be placed in the central door, and out of small shops housed
in the central area is not appropriate.
 A facade or façade is generally one side of the exterior of a building, especially the front,
but also sometimes the sides and rear.
 Signs and windows also are important components of the exterior appearance of a retail
business.

 The interior of a store can be viewed in a similar way to living space.
 Interiors comprise ceiling, walls, flooring and lighting, but instead of furniture a retail
outlet houses fixtures for the presentation of merchandise, and fittings for equipment such
as tills.
 In choosing the materials used for the interior, retailers have to consider the type of
product being sold, costs, store traffic and health and safety.
 Display fixtures include racks, stands, tables, shelves, and other devices for physically
presenting merchandise.
 Display fixtures include racks, stands, tables, shelves, and other devices for physically
presenting merchandise.

 Sound is an important design tool because of its ability to affect buying behaviour.
4.7 Keywords

Atmosphere Lighting: It Play light against shadow to create distinctive effect on specific display.
Balance: Balance involves equilibrium and elements of display between two sides of display; it
has two types, symmetrical or traditional and informal or asymmetrical.
Cool colours: Blue, green, violet are all cool colours. They contribute towards cool and relaxing
atmosphere.

Emphasis: It is the formulation of focal point with all else in display subordinate, in majority
cases the merchandise is the focal point.
Exteriors: The exterior of most stores includes the fascia, mentioned above, the store entrance,
the architectural features of the building and windows.
Fixturing: Fixturing is generally concerned with the housing of merchandise in what is sometimes
termed ‘on-shelf’ displays. This is the routine display of goods from which customers are expected
to make their selection.

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