Visual merchandising is the technique of designing presentations to capture the attention of consumers and to cause them to buy products. So, it is not only about proper product placement; it is about a story to be conveyed and a buying atmosphere to be set. All factors, including lighting and the use of colors, can be of great importance in capturing the attention of the customers.
The knowledge of the following elements of visual merchandising will assist retailers and brands in making the right impression. These are some of the fundamental pillars that will be discussed in this blog, with a focus on their interactions for increasing sales and improving customer satisfaction.
Understanding Visual Merchandising
Visual merchandising is, in a way, art, but it is also a science. It involves the use of artistic skills with business skills to come up with attractive and, at the same time, marketable stand displays. It is aimed at enhancing the prospects of product display so as to generate the highest sales possible.
In its simplest form, therefore, visual merchandising is all about the sending out of a message. It is an advertisement informer, communicating with potential customers certain messages about products, brands, and lifestyles. When appropriately used, it can help lead the shoppers through a store, point out the products of interest, and even make the shoppers buy.
All these elements of visual merchandising and they all complement each other to give a perfect display. Some of the aspects include the store design, merchandising, color and lighting, signs and graphics, mannequins and accessories, and windows. All these elements are very important in fulfilling the concept of visual merchandising strategy. It is necessary to look at them in more detail.
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The Elements of Visual Merchandising
If you want to keep your store up front, then you need to bring elements of visual merchandising together. Some major elements are:
Store Layout
Store arrangement is the core on which all other aspects of visual merchandising are based. It defines the shopper’s traffic pattern within the space and even their buying pattern.
Every store should have a proper design, which will create an appropriate flow of clients, show the essential products or sections, use all available space in the best way, and offer a comfortable shopping experience for the customers. In line with the layout styles, there are several types or formats, namely, grid format, loop format, and free-flowing format. This depends on the size of the store, the kind of product that is being sold, and the intended clients.
For instance, the use of a grid layout is common in supermarkets. It brings order in the aisles so that one does not have to struggle to find a particular item. On the other hand, the free-flow layout is typical with boutiques as they benefit from the design. It makes for more flexibility and promotes aimless surfing.
Product Placement
Where and how the products are positioned in the store can go a long way in influencing consumers’ buying behavior. This is where the science of consumer behavior and the art of display come in.
Some of the factors that are considered while placing the products are putting the product at eye level, placing focal points where customers are likely to glance, applying the rule of three,e, and stock rotation.
This is because one of the most effective techniques is cross-merchandising. It involves the association of products that are likely to be bought together so that if a customer intends to buy one, they will be forced to buy the other. For example, a clothes shop may place belts and scarves close to a section of dresses.
Color
Among all the elements of visual merchandising, color is considered to be one of the most effective ones. It can make people feel something, set the mood, and, in some cases, even make them buy something.
In the use of color in visual merchandising, one should take a cue from the branding, understand the connotations of colors, use contrast to gain focus, and use blocking for effect. For instance, the color red is generally considered to signify excitement or an urgency to do something. This is often found in ‘.sale signs.’ Blue, for instance, may give a feeling of serenity and trust, and that is why it is frequently used in banking halls and hospitals.
Lighting
Lighting is not an ordinary aspect of design; it is a necessity and an essential component in the overall design of a store. Lighting can enhance colors, provide emphasis areas, and even determine customers’ moods.
Effective use of lighting includes:
1. Adjustment of the ambient, task, and accent lighting
2. Having spotlights on the products to which the store wants more attention.
3. The variation of color temperature for a better appearance of the product
4. Considering natural light sources
For instance, warm light is inappropriate for the shop as it creates a warm and intimate mood for a boutique. Cool, bright light may be suitable for a technology store to give it a more sleek look.
Signage and Graphics
The signage and the graphics are an essential means of interacting with the customers. They can convey information, establish mood, and remind about the brand.
It should be easily readable, bear the company’s image and lead customers through the store and lastly alert buyers about special offers or new stock in the store. Graphics can be very large wall graphics that act as decoration or a focal point for the specific location or very small product labels with necessary information. The main idea is to integrate all signs and graphics so that they complement each other.
Mannequins and Props
Mannequins and props are effective means of providing general context for sales items. Customers are able to feel how the items look when worn or used.
When using mannequins and props:
1. Look at the styles that are relevant to your target customer.
2. Develop believable and desire-evoking scenes.
3. Change them periodically so that one will not get bored with the items displayed.
4. Make sure props are not the center of attention more than the products.
For instance, a furniture store might build a living room setting with products such as sofas, tables, and lamps, among others. A sports store could use mannequins in action poses to display athletic wear. Subsequently, mannequins can be used in a variety of ways depending on the kind of business and the creativity of the personnel in charge of the store.
Window Displays
The promotional windows are one of the first things that a customer encounters in a particular store. It is a great way to draw attention and lure the passersby into the store or any given area.
Windows are effective for retail stores because they provide the ability to tell a story or a theme, highlight key products or new products, take advantage of lighting, especially at night, and change frequently. A great window display should make the passerby do a second take. It should be appealing and provocative and should make people crave the things that the store has to offer.
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Conclusion
Thus, visual merchandising is not only about the location of the products; it is about the sort of experience that customers are offered. While examining each of the elements of visual merchandising, it becomes easy to design the store in a way that is appealing to the customers, gains their attention, and draws them back.
All these aspects assist in pulling people to the stores and also help them to buy since they consider shopping as an event. The use of these measures is beneficial in order to guarantee that the consumers are given memorable brand experiences that will compel them to engage with the brand again.