Page 89 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  Identify the Principles of Design
 Explain Colour Blocking—People buy Colours
 Describe Signage
 Explain Materials used in Visual Merchandising

Introduction

For a retail store design, aesthetics are developed to form a backdrop to the wares on display.
The focus is on the merchandise followed by the comfort of the customer and by the actual
functional aspects. Functional aspects that are integrated into a retail store design such as the
cash counter, the changing rooms, the storage area and the computers must be discreet and
unobtrusive. The challenge is to integrate all these functions with the actual retail space, without
being too cluttered.
Retail store is an integral part of any mall design. The mall culture has influenced the lifestyle of
the people to a great extent. Until not too long ago there was a general feeling that most retail
outlets require a typical standard of design for their spaces. This has been proved wrong by
innovatively designed spaces, where ambiance is given the utmost importance. Many a time,
one can sell a marginal product at a maximum cost, by creating unique interiors.

In this unit, we will study display basics, design basics, principles of design, colour blocking—
people buy colours, signage. We will explore on materials used in visual merchandising art.

5.1 Display Basics

Merchandise display is the arrangement and organisation of display materials and merchandise
to produce a stimulus that leads to the sale of merchandise and services. It attracts the viewer’s
attention and induces action; it is visual selling and acts as a silent salesperson for the organisation.

Did u know? Merchandise displays serve to promote product offerings, inform customers,
and contribute to the retailer’s image. Successful visual merchandising excites customers
and captures their attention.

5.1.1 Outcome of a Good Display

The outcome of a good display can be discussed as under:
1. It sells products and services
2. Publicises the business
3. Lays a foundation for the future sales
4. Builds prestige

5. Educates the public
6. Builds up the goodwill of the public
7. Offers the public useful, practical demonstrations

8. Familiarises the public with the operations of the business
9. Harmonises business interests with aesthetics

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