Visual Merchandising.pdf

Visual merchandising reinforces a company's image through products and services, determining the success or failure of a retail store. It includes everything the customer sees, both exterior and interior, effectively communicating what the store is about.

Exterior Presentation

Clean and safe sidewalks, signs, and storefront
Well-maintained exterior entrances and windows
Themed and frequently changed window displays
Landscaping that leads the customer's eye to the focal point
A properly designed canopy or porch for aesthetics and protection

Principles of Design

Balance: equilibrium and weight of elements in a display
Emphasis: point of initial eye contact
Proportion: ratio of parts to the whole display
Rhythm: organized movement and flow
Harmony: agreement in feeling and consistency in mood
Color and lighting: contribute to the display's atmosphere and attention-grabbing ability

Color and Lighting

Color combinations affect the store's atmosphere and people's attitudes
Warm colors (red, yellow, orange) excite and stimulate, while cool colors (blue, green, violet) relax and calm
Lighting draws attention to merchandise and directs shoppers through the store

Props, Fixtures, and Signage

Props clarify the function of merchandise or tell a story
Fixtures and signage help navigate the store and explain products
Effective merchandising and product displays impact sales and customer experience

Emotional Response to Color

Blue: calming, relaxing, and stimulating thought processes
Green: restful, tranquil, and encouraging conversation
Red: exciting, stimulating, and inducing aggression
Yellow: cheerful, warm, and drawing attention
Orange: friendly, warm, and vibrant
Violet and Purple: elegant and sophisticated
Brown: relaxing and warm
Gray: depressing and cool

Resources

Design Consultant, Main Street Iowa
Iowa Dept of Economic Development
200 East Grand, Des Moines, IA 50309
515-242-4762
515-242-4792