Page 90 - DMGT552_VISUAL_MERCHANDISING

Unit 5: The Basics of Visual Merchandising

Notes
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Caution Windows must not only draw people into the store but also support advertising
and even attract publicity. The emphasis is on a store’s image and not just a look.

5.1.2 Rules for Display Planning

Following the basic rules in display will cause the customers to focus their attention on the
merchandise and cause the customers to buy the merchandise.
The rules of the display that should be observed in planning a display can be discussed as under:

1. Help the eye in finding the focal point of the display easily.
2. Limit the number of competing elements in the display.
3. Give the display one dominant theme.
4. Use contrast and rhythm to add life to the colours and proportion.

5. Select display props and material having some connection with the exhibited product.
6. Do not allow the display props and materials to take up most of the best space in the
window.

7. Avoid anything that conflicts with the sales message.
8. Use colours appropriate to the season.
9. Do not mix the styles.
10. Relax and see if the display sells.

5.1.3 Purpose of Display

The purpose of Display in a store is to attract customers to the store, and ultimately convince
them to buy the merchandise. The main purposes of a display can be discussed as under:
1. Sell by show
2. Encourage the shopper to enter the store

3. Establish, promote & enhance the store’s visual image.
4. To enhance the customer’s shopping experience
5. Introduce & explain new products

6. Educate customers by answering to their queries regarding the use & accessorisation of a
product.

5.1.4 Functions of a Display

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. The display in a store functions in the following three ways:
1. It presents the selection of merchandise in a manner that will maximise both space and
visibility to customers.
2. To allow store sales associates to interact with customers more effectively.

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