By Shipra Khanna

• Interior  Design  Faculty

Visual Merchandising refers to- overall display inside and outside the store that includes displays, signs and layout of the area. It begins with the exterior presentation that is focused on window displays primarily. The display design is executed keeping in mind the latest trends in patterns and colours. It also includes the planning of in-store traffic patterns to put the displays in a way so that it remains visible to maximum number of customers.

The display of products and the way they are promoted may have a major impact on customer reactions and on the sale of the products. Visual merchandising consists of advertising, window display and shop design. By incorporating an eye catching theme that runs throughout the store, it is possible to increase awareness for the products in the consumer’s mind. There are various elements to consider when it comes to display design such as- Symmetry, Asymmetry, Repetition and Alternation.

• Symmetry works well if the retailer has lots of quantity of each item, as these can be repeated. It also creates a very balanced group, which is comfortable on the eye.
• Asymmetry is typically associated with a non-symmetrical, off-balance design style often stretched to a certain degree of quirkiness. From nonstandard height allocations to greater flexibility in terms of alignment and positioning, it is fairly popular among designers as it allows the retailer to display a varying range of products together.
• Repetition is a popular dressing method for high end retailers. As it is advertising the product as clearly as possible and would be accompanied by strong branding or POS to make the customer focus just on the brand. It is the key element in fixing a message in the brain. By displaying a repetitive theme in the front window of a store and even in the interior design display creates a powerful impact on customer.

• Alternation is a merchandising method refers to the alternation of associated products. Two or more products, either complimentary or similar, are generally grouped together to create a juxtaposition.

Different seasons and specific holidays are associated with a certain range of identifiable yet striking visual elements that act as cues for customer. The orange hues and the trees of autumn, cool pastels for summer, or a combination of red & green colours in the backdrop of snowy white for Christmas, etc connecting with the customers’ perceived mindsets. Visual merchandising may exploit this effectively by marketing the products in appropriate time of the year leaving a lasting impact in the customers’ minds.

Staging is an art of presenting a product in an appealing light. A brighter area or item attracts customers’ attention and gives a good response more to staging as it multiplies the pleasure of buying something.

 Customers frequently visiting a given store, new products or arrangements will capture their attention effortlessly, when designed the right way. If the store space layout planning is changed while selling same products many customers develop interest again of the products. When new product is launched, it should place on the main display in the front of the store. This will ultimately lead to increase in sale as customer can not miss while entering the store. Thus, we can conclude that Visual merchandising plays a vital role in the customers’ decision making process.