WHAT IS VISUAL MERCHANDISING

RAGHAVENDRA N N

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 Content
1. What is VISUAL MERCHANDISING 03
2. WHY VISUAL MERCHANDISING 05
3. WHEN VISUAL MERCHANDISING 08
4. TODAY’S VISUAL MERCHANDISING 13
5. AESTHETICS VISUAL MERCHANDISING 17
6. PRESENTATION VISUAL MERCHANDISING 28
7. APPLICATION OF VISUALMERCHANDISING IN BB 35

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WHAT IS VISUAL
MERCHANDISING

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Definition - Visual Merchandising
The Dictionary explains the term Visual Merchandising
as -
“The activity and profession of developing the floor
plans and 3 dimensional displays in order to
maximize sales.
Both goods or services can be displayed to highlight
their features and benefits. The purpose of such
visual merchandising is to attract, engage and
motivate the customer towards making a purchase”.
These can be achieved by appealing to the main
sensory organs which is sight”

What is Visual Merchandising? 4

WHY VISUAL
MERCHANDISING

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Need of Visual Merchandising???
Visual merchandising is everything the customer
sees, both “Exterior And Interior”, that results in
“Attention, Interest, Desire & Action” on the part of the
customer. It includes the dramatic presentation of Visual
merchandise as well as other important, subtle features
that create the store’s overall atmosphere.
Merchandising
results in
80% of our impressions are created by sight; “Attention,
Interest, Desire
that is why “1” picture is worth a thousand words.
& Action” on
Each customer has a mental image of a store and its
merchandise. A store should have an inviting the part of the
appearance that makes the customer feel comfortable customer
and yet eager to buy.

Why Visual Merchandising? 6

need of visual merchandising??? - contd
The basic objective for visual merchandising is a
desire to attract customers to a place to sell the
merchandise.
Visual merchandising is offered to the customer
through exterior and interior presentation. Each should
be coordinated with the other using the store’s overall
theme. It is necessary to continually determine what
the customer sees. This evaluation from the customer’s A Visual
perspective should start on the exterior and work Merchandiser is a
completely through the interior of the store.
“Silent
Sales
Man”
who does not
need a Tea Break.
Why Visual Merchandising? 7
WHEN VISUAL
MERCHANDISING

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Merchandise Presentation
The Presentation of Merchandise / Product has been
practiced from the day “Selling” has started. The sellers
compete each other to gain Market Share.
Visual merchandising is an effective tool to substantially
increase Sales. When Creating VM they are guided by
Location, merchandise & Customer Need. Styles of VM
has been practiced on the most simplest way of
classifying as – Beauty, Price, Identity
• The first shopkeepers tried to lure consumers into
their stores either by exhibiting their shop name very
large.
• Florists fill their spaces with fresh Flowers that
serves both as a display to attract customers and
also shows the stock of produce available for sale
that day. Meat Markets have also done & do the
same till today.

WHEN VISUAL MERCHANDISING 9

Merchandise Presentation - contd

WHEN VISUAL MERCHANDISING 10

Merchandise Presentation - contd

WHEN VISUAL MERCHANDISING 11

Merchandise Presentation - contd

WHEN VISUAL MERCHANDISING 12

TODAY’S VISUAL
MERCHANDISING

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Beginning Of Visual Merchandising - In Present Form
The reason Visual Merchandisers in today’s form has to
do with the “invention” of the Department Store, and
not the little general merchandise store – Le Bon
Marche, 1852.
Aristide Boucicaut called it “A Town Within A Town”
with its huge array of merchandise and vast amount of
window space, that is the pioneer of the window “Invention” of
display & VI. the Department
It was not long when the trend flew the sea to America Store
with Le Bon Marche
1. Macy’s New York 1858 1852
2. Marshall Fields Chicago 1865
3. Bloomingdale’s New York 1872” etc
Thus shifting of business from wholesale to retail, the
visual display of goods became necessary to attract the
general consumers.
TODAY’S VISUAL MERCHANDISING 14
Beginning Of Visual Merchandising Present Form - contd

LE BON MACHE MARSHAL FIELD

BLOOMINGDALE’S MACY’S
TODAY’S VISUAL MERCHANDISING 15
Beginning Of Visual Merchandising Present Form - contd
The store windows were often used to attractively
display the store's merchandise. Over time, the design
aesthetic used in window displays moved indoors and
became part of the overall interior store design,
sometimes reducing the use of display windows in
many suburban malls Each customer
has a
Mental Image
of a store
and its
merchandise.

Christmas window Macy’s

TODAY’S VISUAL MERCHANDISING 16

AESTHETICS VISUAL
MERCHANDISING

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The Five Basic Principles
Use simple idea of putting together things in a way that
pleases eye can make very effective displays. To do so
follow five basic principles of visual merchandising, to
put together effective optical displays that can make a
impact on a Customer
•Less Is More •Less Is More
•Repetition •Repetition
•The Pyramid Principle •The Pyramid
•Odd Rather Than Even
Principle
•Texture
•Odd Rather Than
Even
•Texture

AESTHETICS VISUAL MERCHANDISING 18

The Five Basic Principles - contd
Less Is More
Keep your displays simple. Keep them uncluttered.
Leave some space around them. The most common
mistake is trying to show too much at the same time.
The Pyramid Principle
If you place one frame at the top of the display and let
all the other elements "step down" from that point,
you'll have a very effective design. It's that top focal
point that attracts attention and makes the display
interesting to look at.
Odd Rather Than Even
Because an asymmetrical arrangement is slightly off
balance and keeps the eye moving around to look at
each frame. That provides a built-in visual dynamic. On
the other hand, a symmetrical, perfectly balanced
arrangement stops the eye in its tracks. That's dull.

AESTHETICS VISUAL MERCHANDISING 19

The Five Basic Principles - contd
Repetition
Using identical elements and repeating them over and
over again creates a very powerful display.
Texture
Consider carefully the background material for your
display. Texture can complement or contrast with the
frames placed on it or around it.

Above all, apply KISS theory of display - Keep It Simple,

Sweetheart!

AESTHETICS VISUAL MERCHANDISING 20

Design and visual merchandising
Design is the purposeful arrangement of materials so
that a certain effect is produced.
Positive influence on customer satisfaction and
purchase behavior.
Elements of design
1.Balance
2.Proportion
3.Rhythm
4.Emphasis
5.Harmony

AESTHETICS VISUAL MERCHANDISING 21

Balance
Balance is the equilibrium and weight of elements
between two sides of a display. Balance is based on a
theory of equals. Two types of balance include:
Traditional or Symmetrical balance is large on one
side and large on the other. This can be effective
where expensive and quality merchandise is being
presented.
Informal or asymmetrical balance creates flow or Traditional Balance
rhythm and a feeling of excitement. The two sides of
the display appear to be of equal weight, but they
are not replicas of each other. Something large can
be balanced by several small items or an expanse of
empty space, a bright color or a shot of lights.
Several soft colors in a large space can be balanced
by one bright color because the intensity of the
bright color will compensate for its small size. Informal Balance

AESTHETICS VISUAL MERCHANDISING 22

Proportion
Proportion is the ratio of the parts to the whole display.
It is a comparative relationship of distances, sizes,
amounts, degrees or parts. Each item may look normal
when isolated, but if it is inconsistent in area or
dimension with neighboring items, it seems out of
proportion.
Each piece of merchandise must be considered in
relationship to all the other merchandise.

Pyramid: The blocks in

the pyramid are all in
proportion to each
other. If not in
proportion, then people
have trouble looking at
it.

AESTHETICS VISUAL MERCHANDISING 23

Rhythm
Rhythm or flow involves the measurement of organized
movement; a self-contained movement from object to
object, background to foreground, and/or side to side.
The rhythm in a display should lead the viewer’s eye
from the dominant object to the subordinated object(s)
or from the primary presentation of the grouping down
to the arrangement of accessories or alternate parts of
the display.

Flow is created by a
progression of sizes. For
example,
• Small to large
• Repetition of
items/shapes
• Continuous line
movement created by
the placement of the
items

AESTHETICS VISUAL MERCHANDISING 24

Emphasis cdr
Emphasis is the point of initial eye contact. From this
spot all other eye movements flow. Emphasis is
therefore the formulation of a focal point, with all else
in the display subordinate. There should be emphasis in
all displays. This can be by virtue of the focal point’s
size, color or position. The merchandise is the focal
point in a majority of displays.

Eye movement is from lef

to right.

AESTHETICS VISUAL MERCHANDISING 25

Harmony
Harmony is a coordinating umbrella principle that can
cover and incorporate every other principle. Harmony
is agreement in feeling and consistency in mood; i.e.,
the feeling that all parts of a display relate to each
other and to the whole display. Without harmony, the
observer is uncomfortable and will not be enticed to
purchase merchandise. In a display, the
Functional harmony deals with how something works harmony must be
physically, which means it must be realistic and must
work in real world. in agreement in
Structural harmony is correctly fitting together all the all aspects
pieces; merchandise should not be out of place in the
display.
Decorative harmony includes the parts of a display that
are included only for decorative purposes.

AESTHETICS VISUAL MERCHANDISING 26

Color
Color is often the most dramatic and noticeable design
element. Colors grab attention , create a mood , or
affect how someone feels.
Warm colors (red, yellow, orange and colors with
red or yellow hues such as yellow-green, beige,
peach, brown and orange-red) are stimulating and
cheery. They make a room feel warm and intimate.
Blue, green, violet and colors containing blue, such
as blue-green and violet-blue, are cool colors.
These help create a relaxing atmosphere.

AESTHETICS VISUAL MERCHANDISING 27

PRESENTATION VISUAL
MERCHANDISING

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Exterior Presentation
The exterior appearance of a store silently announces
what customers can expect inside.
How a store visually welcomes customers has a lot
to do with whether or not they enter the store.
Although good prices and positive word-of-mouth
advertising is important, it is hard to overcome the
negative image of a poor store exterior. When
examining a store’s exterior, consider the following
questions:
•How do customers locate the Store?
•Are the windows clean, bright and inviting?
•Are the window display preparation materials such as
tape, pins and packaging materials removed?
•Are the window displays frequently changed?
•Do the window displays carry a theme in sync with the
store interior?

Presentation Visual Merchandising 29

Window display
A window in store is that faces the street or the
walkways of a mall.
Window displays are usually designed to capture
customer interest and draw customers to the store.
Windows are of 2 types
1. Open window
2. Close window
Window displays should attract attention, create
interest and invite people into the store to purchase
goods.
Do not crowd too much merchandise into window.

Presentation Visual Merchandising 30

Store Layout
A store layout is a plan that shows how the space in the
store will be used.
The selling and sales support areas are indicated, as
well as the permanent fixtures, such as shelving, racks,
counters, light fixtures, and other furnishings.
The placement of these items will have a major effect
on store image.

Presentation Visual Merchandising 31

Merchandise Presentation - contd
Merchandise presentation is the concept of merchandise displayed for sales
in a store.

Presentation Visual Merchandising 32

Merchandise Presentation - contd
Self-service presentation
All of the merchandise is on the
selling floor. Customers can find the
merchandise on their own, select the
items they want, and then bring
them to the cashier.
Presentation Visual Merchandising
Full-service presentation
Not all of the items for sale are on
the floor. Select items may be on
display, but you must ask a sales
associate to get the item you wish to
purchase.
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Focal point display
An interior display is located inside a store. They are
strategically placed to catch a customer’s eye and to
generate traffic flow within the store.
1.Determine the goal of the display.
2.Choose the merchandise.
3.Choose a theme.
4.Select props.
5.Arrange the merchandise and props.
6.Develop signs.
7.lighting

Presentation Visual Merchandising 34

 VISUAL MERCHANDISING EVOLVES EVERY DAY

BETTER DISPLAYS BETTER SELLING

Application Of Visual Merchandising In BB 35