Retail is a competitive
business. Even if your product is completely
unique, you still have competition. There is always
another store down the street - or in the next
cyber-mall - that is aiming for your customers'
wallet. Customers have a limited amount of
disposable income, but their choices of where to
spend it are infinite.
While there are many aspects
involved in marketing and gaining customer loyalty,
one of the most important is your visual
presentation.
* Does your merchandise display
attract and interest the customer?
* Is the display busy and
crowded? Does it overwhelm and confuse the viewer?
* Is the display simply bland
and unremarkable?
Here are some tips to help you
create displays that will get the customers'
attention:
1. Create a focal point
An overwhelming display or a
boring one can both have the same problem - a lack
of focal point. Think about the following:
* Where do you want your viewer
to look?
* Is there one main feature you
want them to notice?
* Where will the eye travel
through the display? Don't leave this to chance.
Plan what the customer should do when they see the
display. Perhaps a new product is the main focal
point, with complimentary items placed in close
proximity to encourage multiple sales.
Many window and table displays
are too low. The focal point should be at eye level
to most viewers. Visitors will not work to get a
good look at your display, they will simply walk on
by without noticing.
2. Use line and shape to
plan your design
Don't just put your products
together willy-nilly. Practice drawing a quick
layout to help you visualize the plan for your
design.
* Will your layout be
horizontal or vertical?
* Will the products be arranged
in straight or curved lines, in a pyramid or
circular shape?
* Will the design combine a
variety of elements, or just one?
To experiment with this, draw
rectangle that is roughly the same shape as your
display space. Sketch geometric shapes such as
squares, rectangles, circles, semi-circles and
triangles in various combinations to get a sense of
an appealing layout. For instance, a large triangle
could represent an arrangement of gift ware. A long
vertical rectangle to the left of the triangle would
represents signage placement.
3. Create balance
Strong displays have visual
balance. Dark colors appear heavier than light ones.
Large objects appear heavier than small ones. This
seems straightforward, but you need to think about
this as you plan your display. Generally larger,
darker items would be placed near the bottom of a
display, with lighter items at the top to avoid
appearing top heavy. Placing too many items, or
heavy looking items on one side appears unbalanced.
A grouping of many items on one side of the display
can be balanced by one heavy item in just the right
place on the other side. Think of weights on an old
fashioned scale to get an idea of how this works.
Does balance matter? We all
respond emotionally to visual stimuli. Creating a
display is about creating a mood and a desire within
the consumer. A lack of balance creates an
impression of instability and anxiousness. The
consumer is not even aware of the feeling, he or she
simply searches out an environment or merchandise
presentation that gives them a positive feeling and
creates an appealing mood.
4. Keep it simple
Don't try to do too much. The
goal is to attract attention to the product. On a
slat wall, often simple rows are the best way to
show the merchandise. Too often I have seen displays
where every row or shelf has a different
arrangement.
Your goal is to make it easy
for the customer to find what they are looking for
and to make sense of your product arrangement. Keep
your groupings logical by grouping similar products
together, with complimentary products nearby.
5. Use proper lighting
Lighting is overlooked far too
often. When budgeting for store fixtures and
merchandising, display lighting is not an 'extra'.
Lighting your displays properly can make the
difference between a display that makes people yawn,
or makes them stop and look.
Displays should not be lit
directly from the top, or you will get unattractive
shadows. Lights should be slightly off to the side,
and to the front of the display. They should enhance
the 3-dimensional quality of the product. Preferably
the display will be lit from more than one angle.
Lighting should be adjusted every time you change
your display.
If you don't have positionable
lights in your key display areas, especially
windows, get some as soon as possible. A good
lighting store will have some for a reasonable cost
and can give you advice on installing and using
them.
6. Look at the display from
all angles
After you have completed your
display, step back and look at it. Very few people
will see it standing directly in front of it. Most
displays are approached from the side and seen from
an angle.
Approach your display from all
possible angles and view it as a customer would.
* Is your focal point still
placed appropriately?
* Do you need to angle the
display to the customers viewpoint?
* Is the signage visible and
readable?
* Does the arrangement still
appear balanced?
Observe the direction from
which most customers approach the display. Make sure
that the best view of the display is the one that
most of the customers will see.
Putting these six tips into
practice will help you create dynamic displays that
attract customers.
