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Visual Merchandising
Definition: It is the presentation of any and allmerchandise at its best:
(i) colour coordinated (synchronised colours)
(ii) accessorised (related products/props) and
(iii) self-explanatory (descriptive/illustrative).
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Visual Merchandising
What does it do?: Effective VisualMerchandising techniques establish and
maintain the stores physical (and mental)image in the customers mind, providingsupport for the rest of the stores selling
effort.
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Visual Merchandising
It transforms shoppers into stoppers;walk-bys into walk-ins!
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Visual Merchandising
Visual Merchandising attempts to make
optimum use of the site in terms of both exteriorand interior potential.
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Visual Merchandising
Visual Merchandising is the art ofimplementing effective design ideas to increase
store traffic and volume of sales.
It is the art and science of displayingmerchandise on the shop floor to enable
maximum sale.
A picture is worth a thousand words!
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Visual Merchandising
Visual Merchandising is a tool to:
Achieve sales and targets.
Enhance merchandise on the floor.
Communicate to a customer and influence his/her
decision to buy.
Use season-based displays.
Introduce new arrivals.
Increase conversions through a planned and
systematic approach to displaying.
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Visual Merchandising
Visual Merchandising is a tool to:
Educate the customers about the product/service in
an effective and creative way.
Establish a creative medium to present merchandise.
Enable long lasting impact and recall value.
Set the company apart in an exclusive position.
Establish linkage among fashion, product design
and design by keeping the product in prime focus.
Combine the creative, technical and operational
aspects of a product and the business.
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Visual Merchandising
Visual Merchandising results in:
Increasing sales.
Increasing operational efficiencies.
Saving salespersons and the shoppers time.Being a silentsalesperson
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Visual Merchandising
Significance of a Display:
To make the shopping experience more:
Comfortable
Convenient &
Customer-friendly
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Visual Merchandising
Significance of a Display:
Makes it easier for the shopper to locate the
desired category and merchandise.
Makes it easier for the shopper to self-select.
Makes it possible for the shopper to co-
ordinate and accessorise.
Provides information on sizes, colours and
prices.
Informs about the latest fashion trends.
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Visual Merchandising
Challenges for VM:
Budgets
Rising costs of materials
Talent
Technology
Meaningful and Creative Content
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Visual Merchandising
Display Basics:
Themes: Christmas, Diwali, Denim Festival, Cotton Carnival.
Key Copy: Copy card (signage) in the display area/tells-and-sellsthe story/few words/catch phrase/memorable/simple and direct.
Image Promotion
Clarity: Keep it simple
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ALADDIN
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Exterior of South City Mall -Durga Puja
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The Entrance Cluster of South City Mall -Durga Puja
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Contd.
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Props used at South City MallDurga Puja
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Contd.
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Visual Merchandising
Design Basics:
The elements of design are building blocks that can bemanipulated to create an effect.
The principles of design are guidelines that can helpyou use the elements effectively. The principles ofdesign can be thought of as what we do to the elementsof design.
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Visual Merchandising
Design Basics:
The elements of design can be thought of in terms ofthose things that make up a painting, drawing, designetc.
The elements form the vocabulary of the design while
the principles of design constitute the broader structuralaspects of its composition.
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Visual Merchandising
Elements of Design :
The elements of design are:
Point
Line
Form, shape and space
Texture
Colour
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Visual Merchandising
Elements of Design:
Point: It is an element that has position, but noextension. It is a single mark in space with a precisebut limited location.
Alone, a point can provide a powerful relation betweennegative and positive space. Yet, when grouped withother points, the brain compulsively connects the pointstogether true to the Gestalt grouping principle ofclosure. A line or form is the natural result of multiplepoints in space.
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Visual Merchandising
Elements of Design:
Line: A line is an element characterized by both, length
and direction. Lines create form. They are often used
to convey a specific kind of feeling, or to point to an
important feature in a design. Lines are also used to
create perspective; and dominant directional lines are
often adopted to create a sense of continuance in acomposition.
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Visual Merchandising
Elements of Design:
Line: In addition, lines that are grouped together often
create a sense of value, density or texture. It is
enormously useful and versatile graphic device that is
made to function in both visual and verbal ways. It can
act as a symbolic language, or it can communicate
emotion through its character and direction.
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Visual Merchandising
Elements of Design:
Characteristics of a line are:
Width thick, thin, tapering, uneven
Length long, short, continuous, broken
Direction horizontal, vertical, diagonal, curving,perpendicular, oblique, parallel, radial, zigzag
Focus sharp, blurry, fuzzy, choppy Feeling sharp, jagged, graceful, smooth
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Visual Merchandising
Elements of Design:
Types of line:
Horizontal line suggests a feeling of rest or repose.
Vertical lines communicate a feeling of loftiness andspirituality.
Diagonal lines suggest a feeling of movement ordirection.
Horizontal and vertical lines in combinationcommunicate stability and solidity.
Deep, acute curves, on the other hand, suggestconfusion, turbulence, even frenzy, as in the violence
of waves in a storm.
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Visual Merchandising
Elements of Design:
Form, Shape and Space: The simplest definition of a
shape is a closed contour, an element defined by its
perimeter.
The three basic shapes are: circle, rectangle (square)
and triangle.
Form is the shape and structure of a dimensional
element within a given composition. Form can be both
two-dimensional and three-dimensional. The terms
form and shape are often used synonymously.
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Visual Merchandising
Elements of Design:
Texture: Texture is the surface quality of an object. It
refers to the smoothness or roughness of an object.
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Texture
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Visual Merchandising
Elements of Design:
Colour:
PRIMARY COLOURS: The three basic pigment colours
from which all other colours are derived. Those colours
that cannot be created by mixing others.
RED, BLUE, YELLOW
SECONDARY COLOURS: They are obtained by mixing
two primary colours.ORANGE, GREEN, VIOLET/PURPLE.
TERTIARY COLOURS: Obtained by mixing a primary
with a secondary colour.
Y-O, R-O, R-P, P-B, B-G, Y-G.
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Visual Merchandising
Elements of Design:
The three main components of colour:
HUE: Differentiates one colour from another as Red
from Blue from Yellow from Orange. What we usually
mean when we ask What colour is that?
VALUE: Lightness or darkness of a colour is its value.
Colour + White makes a tint.
Colour + Black makes a shade.INTENSITY: Brightness or dullness of a colour.
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Visual Merchandising
Elements of Design:
Colour:
ANALOGOUS / ADJACENT COLOURS: Colours that
exist harmoniously next to each other on the colour
wheel because of shared characteristics. Y, YG, G, GB.
They reinforce each other, are compatible and usually
can be counted on to create a close harmony.
COMPLEMENTARY COLOURS: Found or locateddirectly opposite each other on the colour wheel. RG,
BV, YO. They do not make for close harmony or gentle
combinations. Create maximum contrast.
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Visual Merchandising
Elements of Design:
Colour:
MONOCHROMATIC COLOURS: Colours that are
shades and tints of the same hue. Can be restful, easy
to accept and provide a controlled setting for the
merchandise.
TRIAD RELATIONSHIP: Three colours equidistant to
each other on the colour wheel.
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Visual Merchandising
Elements of Design:
Colour:
WARM COLOURS: Said to advance towards you e.g.
hues from Red through Yellow. Arouse and stimulate.
COOL COLOURS: Tend to recede. Calm and relax.
BG to BV.
NEUTRAL/ACHROMATIC COLOURS: Black, White,
Beige, Grey. Make good backgrounds and allow themerchandise to have full impact.
C l
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Colour
C l
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Colour
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Colour
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Colour
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Colour
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Visual Merchandising
Principles of Design:
The principles of design are:
Balance
Proportion
Rhythm
Dominance
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Visual Merchandising
Principles of Design:
Balance: Balance is an equilibrium that results from
looking at images and judging them against our ideas of
physical structure. It is the arrangement of the objects
in a given design as it relates to their visual weight
within a composition. Relationship of left to right.
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Visual Merchandising
Principles of Design:
Balance: There are two types of balance:
Symmetrical and Asymmetrical balance.
If a design were cut by half by an imaginary line drawn
through its centre and one half were an exact replica or
mirror image of the other side that would be a classic
example of a symmetrical or formal balance.
Asymmetrical balance is achieved when two sides
appear to be of equal weight but are not replicas of
each other.
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Visual Merchandising
Principles of Design:
Rhythm: It is the repetition or the alternation of
elements, often with defined intervals between them.
Rhythm can create a sense of movement, and can
establish pattern and texture.
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Visual Merchandising
Principles of Design:
Rhythm: There are many different kinds of rhythm,
often defined by the feeling it evokes when looking at it.
Regular: A regular rhythm occurs when the intervals
between the elements, and often the elements
themselves, are similar in size or length.
Flowing: A flowing rhythm gives a sense of movement,
and is often more organic in nature.Progressive: A progressive rhythm shows a sequence
of form through a progression of steps.
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emphasis
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Visual Merchandising
Principles of Design:
Proportion: It is the comparison of dimensions or
distribution of forms. It is the relationship in scale
between one element and another, or between a whole
object and one of its parts. Differing proportions within
a composition can relate to different kinds of balance or
symmetry, and can help establish visual weight and
depth. The relationship of the size, scale or weight ofelements and between each element of the entire
composition.
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Vi l M h di i
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Visual Merchandising
Principles of Design:
Dominance: It relates to the varying degrees of
emphasis in design. It determines the visual weight of a
composition, establishes space and perspective, and
often resolves where the eye goes first when looking at
a design.
Dominance can be by any way like by colour, by size orby texture.
Vi l M h di i
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Visual Merchandising
Principles of Design:
Dominance: There are three stages of dominance,
each relating to the weight of a particular object within a
composition.
Dominant: The object given the most visual weight, the
element of primary emphasis that advances to the
foreground in the composition.
Sub-dominant: The element of secondary emphasis,the elements in the middle ground of the composition.
Subordinate: The object given the least visual weight,
the element of tertiary emphasis that recedes to the
background of the composition.
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Vi l M h di i
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Visual Merchandising
Colour Blocking PEOPLE BUY COLOURS!
Colour is the biggest motivation for shopping.
Colour can immediately create a mood.
Each person may have a distinct reaction to a colour.
There are also cultural and regional differences in
colour preference.
Public taste in colour changes, sometimesdramatically overtime.
Colours are also associated with human emotions.
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Visual Merchandising
Colour Blocking PEOPLE BUY COLOURS!
Colours are also associated with human emotions.
Yellow: Caution, cowardice, treachery, madness
Red: Passion, love
Orange: Knowledge, warmth, energy, force
Violet: Royalty, depression
Blue: Fidelity, sobriety, fear
Green: Wealth, outdoors, luck, natureBrown: Maturity, humility
White: Purity, truth
Black: Death, depression, sorrow
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Visual Merchandising
Colour Blocking PEOPLE BUY COLOURS!
There are many approaches to colour blocking.
The most common and widely accepted is the:
VIBGYOR
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Visual Merchandising
Guidelines for Colour Mixing:
For coordinated colour displays, never mix colours
between groups (bright and pastels) e.g. yellow top and
peach skirt.
Select colours from within a group warm and cool
and these can be coordinated e.g. yellow top and blue
skirt.
Each colour group can be combined with Neutral
Colours e.g. yellow skirt with a blue skirt and a black
belt.
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Visual Merchandising
Guidelines for Colour Mixing:
Colours can be used to communicate moods in
displays.
Colour blocking can be either vertical or horizontal.
Vertical colour blocking allows greater exposure to
merchandise than the horizontal apptoach.