Visual merchandising is the exhibition of objects in a way that makes them visually desirable. It uses floor plans, lighting, themed window displays, mannequins, and other elements to enhance the visual appeal and fuel retail purchases. This strategy uses the promotional space in shopping centres. Visual merchandisers use a blend of artistry and data science to get their message across with a more significant impact.
Psychology and Visual Merchandising:
In the digital era, visuals are the key because:
- An average person’s attention span is less than that of a goldfish—visuals matter in capturing a person’s attention.
- More than 65% of individuals tend to be visual learners.
- Visuals increase focus and message retention.
- Visuals are essential, especially colored visuals, as they are powerful communication tools and influence physiological reactions.
The Age of Multi-Channel:
Shoppers worldwide expect a diverse range of services, from traditional brick-and-mortar stores to e-commerce websites.
The main framework for retail sales. Resourcefully designed architecture encourages the shoppers to explore the store by being more welcoming. A store’s architectural visual elements include the floor layout, colours, décor, backdrop, mannequins, shelf displays, and window displays. The e-commerce architecture also requires a thoughtful layout, flyers, and a clear guide for the shoppers through the website. Vendors use a harmonising colour scheme to please the eye and feature models who fit their persona, promoting traffic to the websites.
Visual merchandising practices narratives to engage and intrigue their customers. The merchandiser decides on the theme, look and vibes of the store and delivers the impact through visual merchandising. This ignites the customer’s imagination through emotional effect, brand persona, and ambiance. Narratives are the main distinguishers of brands.
Online storytelling through this merchandising provides a logical narrative that guides the visitor through the website. Despite the diverse channels, a narrative must reflect the consistent identity of a brand.
This type of merchandising promotes the sale of what is being shown. This principle uses popular trends and influencing items to enhance the traffic and employs it to facilitate check-outs. Visibility encourages the retailers to align the products according to the brand image and make the demanded products easily visible.
It gives the customer the necessary space or some room to breathe by contrasting the colours through a white colour. This enables the customer to look at things differently while enhancing the product’s outlook.
Successful visual merchandising in stores or online caters to consumer needs, including quality, visual-sensory appeal, and trust through the reviews. Merchandisers require to display a variety of products while remaining consistent with the brand theme.
Visual merchandising is a necessity to promote a brand. If your brand’s core visuals are not appealing, the brand itself will not be appealing despite the advertisements or campaigns. Visual merchandising elements should be applied for a brand to highlight itself in the marketplace.