It is the way of presenting the store and its merchandise in an attractive manner that will draw attention of the potential customers. The main objective behind visual merchandising is to boost sale of goods and services. It also involves developing floor plans and three dimensional displays. In contrast, Good visual merchandising is a mix of art, inspiration and science. Good visuals can sell a poor product while poor visuals can do nothing for a good product.
Principles of Visual Merchandising: - There are basically five principles considered for result oriented marketing.
a. The pyramid principle: - It states the prioritization of the visual elements. The Most important factor that draws customer’s attention is put on the top and the rest are on below levels. Hence, at least prime/desired goal is achieved.
b. Less is more: - It favors the simple and unclutter display. Don’t show too much at the same time and things with busy details such as printed scarves.
c. Repetition: - It is advised to use identical elements in a repetitive manner over and over again for creating a very powerful display. Apart from that, it also reinforces the idea that you have a wide selection of frames.
d. Oddity: - Using an odd number of elements or patterns appears more attractive than the even numbers because human attention is obsessed with asymmetrical patterns or design. Asymmetry provides a built in visual dynamic whereas symmetrical design looks very dull and conventional.
e. Texture: - It also plays a very important role in merchandising. Texture emphasizes on the background of the display. Textures should also be noticed that’s why it is advised not to use inappropriate colors, design, and material in the background conflicting with the other items.
Benefits of Visual Merchandising: - It has the following benefits: -
i. It creates a better shopping experience.
ii. It reflects an artistic expression.
iii. It delivers a statement about the product.
iv. It makes company/product / brand identity in the market.
v. It stimulates and urges the potential customer to buy things.