This article is courtesy of VM Design, which provides Retail Window Dressing services.
Visual merchandising is a process of promoting the sale of goods through their special presentation in different outlets. Many elements are used by a visual merchandiser for the creation of an effective display. These include balance, harmony, rhythm, space, color, lighting, product information, sensory inputs such as sound, touch, smell, and technologies such as interactive installations and digital displays.
Color and lighting is a huge contribution in creating a first impression on customers as it makes up a store's appearance more exciting and interesting. A color wheel is a handy tool to use in developing a color scheme for a store. Several color schemes are possible by choosing different combinations. Blue is a cool color and it calms and relaxes excited people whereas green is easy for the eyes and stimulates conversation. On the other hand, red excites an individual and induces aggression. There are no absolute rules for combining colors, only flexible guidelines.
Experimentation and imagination will find color schemes according to the atmosphere that attract customers. The type of merchandise features such as jewelry, hardware, and clothing will have an effect on the type of color scheme that can be used and the ratio of each color.
There are various color schemes, which can be used according to the type of merchandise and business. There is a monochromatic scheme in which a single color is used with three to five tints. For example, several pieces of blue merchandise can be arranged together with each range consisting of a different value ranging from baby blue to navy blue.
Under analogous scheme, three or four consecutive colors are combined to make up a combination. This can be used to create a soft and subtle décor and warm or cool effect. Examples of this scheme could be yellow, yellow-green, green and blue-green or blue, blue-green and green. This scheme should be handled with care so that it does not lead to over stimulating or too much depressing atmosphere. A complementary color scheme is represented by two colors that are exactly opposite one another such as green and red or yellow and purple. This can result in a very pleasing combination of warm and cool colors. One way to learn about color is to observe some new stores and see what color combinations have been used in different departments. In the last resort, you can take the help of a visual merchandiser.
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Monday 10 September 2012
Sunday 2 September 2012
what is visual merchandising
Visual Merchandising
is the art of presenting the store and the merchandise in the best possible way. The aim of any retail visual merchandising is to maximise profit while minimising the costs.Visual Merchandising is a key instrument in showing off the uniqueness of the merchandise for maximising the marketing and sales.
Especially in the developed countries, such as the United Kingdom, visual merchandising has an important priority in commercial product and store planning.
Most big retail chains understand that ill presentation and bad display will have a negative impact on the sales. As a result they adopt the scientific visual merchandising techniques rather than the traditional practices of display of merchandise.
Visual merchandising spans a wide range of activities from educating the customers on the use of a new product or service to creating desire, which is all aimed at augmenting the sales process. Retail visual merchandising not only helps the shoppers’ make the right purchasing decision but will also helpestablish a long lasting impact by setting the company apart in an exclusive position. It combines the marketing, product design and most importantly marketing.
Duties of Visual Merchandiser
The retail window dressing experts possess a mixture of skills including, technical aspects, creativity as well as extensive business and product knowledge. Depending on the nature and the size of the retail shop typical work responsibilities may be slightly different but the typical work activities include (but not limited to):
- Following local and national marketing trends
- Tracking the competition’s point-of-sale and window display ideas
- Producing new promotional activities, events and displays
- Having an awareness of stock levels to restyle the activities accordingly and easily
- Understanding of sales figures and data analysis for shaping future activities
Retail Window Dressing
Visual Merchandising and Window Dressing Services
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