Page 94 - DMGT552_VISUAL_MERCHANDISING

Unit 5: The Basics of Visual Merchandising

11. Friendship day Notes
12. World AIDS day
13. Teacher’s day

Figure 5.1: Halloween’s Day

The display person’s job is to combine display principles and procedures with the chosen theme
according to the display policy of the store. The following are guidelines as to the correct use of
themes in visual merchandising:
1. Over all themes should be selected after the bulk of the merchandise has been bought for
the season.

2. Overall themes must relate to the merchandise in both colour and concept.
3. Overall themes must create an image instantaneously and it must be the correct image.
4. Overall themes can be achieved by the use of hanging banners or signs; floor signs;
flowers or props that relate to the signs and banners; matching urns; merchandise
coordination; and valance colours.
Smaller stores do better with an overall theme than do larger stores. The customer won’t be
bored by a strong theme in a small area but will become bored with an extensive repetition of
an overall theme in a large space.

Constructing the Display: Professional constructing the display, cited several key components
of successful merchandise display that are particularly relevant for small business owners. First,
displays should be economical, utilising only space, materials, and products that are already
available. Second, displays should be versatile, able to “fit almost anywhere, exhibit almost any
merchandise, and convey almost any message. Finally, displays have to be effective.

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