In the ever-changing scenarios of advertising, visual merchandising still plays a crucial role in attracting audience attention and sales. As a photographer, understanding different types of visual merchandising can help you to understand what advertising is in trend at this moment! In addition, it can also give you ideas to capture engaging and attractive shots for merchandising.
What is visual merchandising?
Visual merchandising refers to the method of presenting products in a way that it becomes appealing to the targeted audience, turning them into consumers. The ideal visual merchandising needs to combine aesthetics, psychological elements, and marketing strategies. In visual merchandising, usually images of products are displayed. But, now short videos alongside pictures are also displayed on smart screens in shops and outlets.
Besides creating an immediate positive impact on the consumers, it also offers brand marketing. With visual merchandising, a photographer can help brands build their unique identity which boosts sales. In addition, carefully designed visual merchandising also makes shopping more enjoyable and memorable.
Types of visual merchandising
Photographers use different types of visual merchandising according to the demands of their clients. Here are some common methods that you need to know-
1. Window Displays
Window displays are some of the most common methods used to attract consumers. In the modern competitive retail scene, an attractive and eye-catchy window display can attract a lot of consumers. Usually, window displays offer seasonal collection, latest products or special festive promotions. These offer a small glimpse to the potential consumers about what they can expect from the store. A compelling window display can compel the passerby to enter to store and make a purchase.
As a photographer, to create a successful window display, you need to consider the different aspects including details, composition, lighting and precession. You need to offer the feel of three-dimensional impact with an alluring yet aesthetically pleasing two-dimensional image.
2. In-store displays
In-store displays refer to strategically placed displays inside the store or studio to attract consumers. You need to create a medley of the captured images to create a harmonious sequence. It should capture the essence of the business while attracting more consumers. Here are some common types-
3. Point of Purchase (POP) Displays
POP or point-of-purchase displays are usually located near the checkout area or payment counter. These are often used for encouraging impulse purchases or for retaining consumers.
4. End-cap Displays
Situated at the end of aisles, they highlight specific products or brands.
5. Freestanding Displays
These standalone units can be placed anywhere in the store to draw attention to particular items.
6. Interactive displays
Interactive displays are now becoming more popular in the retail sector. Attractive images on touchscreen devices, alongside virtual reality or physical interaction with products, are now in trend. The key to success in this merchandising method is to capture the dynamic nature with photography. You need to combine video elements and photography to create a perfect balance that entices the potential targets.
7. Product grouping
Product grouping is another method of creating visually appealing merchandise advertisements. In this method, products are grouped in different ways to attract consumers. Its main objective is to encourage and compel the consumer to make multiple purchases at once. Product grouping can be done according to product theme, product name, colour schemes, or in a complementary way. It is often used in the fashion or beauty industry, where products are designed for complementary usage.
As a photographer, you need to understand the aim of the clients’ usage of the products. It will help you to properly capture the relationship between these products to create a stunning after result.
8. Seasonal displays
Displays for seasonal events are important when it comes to retail. The displays are changed throughout the year in order to celebrate the celebrations of holidays and festivals or other general seasons such as the monsoon or summer. They convey a sense of urgency and importance, which encourages prompt purchases.
Photographers working for seasonal displays must keep the theme intact. You need to have proper knowledge of the culture and contexts of the products. Usually, seasonal displays are common during festive seasons. Brands or businesses use these displays to attract more consumers during the festive season to boost their sales.
9. Cross merchandising displays
Cross merchandising displays are a special kind of display with products from different categories. It is a visual advertisement that can encourage consumers to make additional purchases. It is more common with the retail sector.
As a photographer, you need to capture the connecting elements of these products. A successful cross-merchandising happens when you can skillfully capture the products in a single image by conveying their interrelation.
Tips for effective visual merchandising
In photography, the style may change depending on types of visual merchandising. If you are into retail or product photography, you need to capture aspects of the products in different ways to make appealing merchandise.
Here are some tips that you can consider as a base:
1. Keep the background consistent
For successful visual merchandising you need to keep the background consistent. Using monochrome colours like white or black is common; but, you can also add a gradient or subtle background to enhance the products without overpowering them.
2. Use proper lighting
In visual merchandising, lighting is the key, especially during product shoots. You need to experiment with different lighting angles to find which one clicks for a product. In product photography, fluorescent, LED and tungsten lights are used. You can also use strobe lighting, cool light, soft boxes, diffusers, and other visual elements to produce the final image!
3. Use multiple angles
Offering images with different angles can produce a comprehensive view. Since you are capturing three-dimensional images in a two-dimensional frame, different angles can help a lot. Combining close-ups, textures, long shots, and a wide panoramic view can enhance the textures and features even more!
4. Keep the style similar
If you are capturing multiple products, keep the style consistent and similar across all images. Consistently with colour grading, the composition can offer a professional look while fostering the brand identity.
5. Colour accuracy is also essential
For visual merchandising, you need to focus on colour accuracy. It is extremely important for fashion and home décor items as the colour scheme plays an important factor to consumers. Try to fine-tune your camera settings and post-processing to ensure the colour scheme is close to the natural colour scheme of the products.
6. Add some movements to your images
Visual merchandising, especially in fashion, can be enhanced with a subtle addition of movements. Action shots or wind effects on fabrics can offer some great ways to add movements to a still image.
7. Give importance to clarity and sharpness
To create visually appealing merchandising, you need to capture images that are clear and sharp. You can utilize different proposals including tripod, extra light alongside adjusting the aperture settings of your camera. But, that is not always the thumb’s rule. You can also use shallow depth of field to add some dramatic effects as well.
8. Post processing is also essential
For proper images that can be used in visual merchandising, you also need to give importance to post-processing. Fine-tune the image and perform editing to create a stunning piece of art!
Conclusion
Visual merchandising is an integral part of retail business in Mumbai. It includes window displays that catch the attention of passersby to the cut-outs and displays inside the store. With successful visual merchandising, it is possible to convey the qualities of a three-dimensional image in a two-dimensional image with proper technique and processing. As a photographer, mastering the techniques can help you create wonderful images that are aesthetically pleasing while successfully attracting the targeted audience!