5 Golden Rules of Visual Merchandising
#1) Change It Monthly
One of the most common mistakes visual merchandisers and retailers make is leaving their product and/or window displays up for entire seasons. Even if a particular display has performed beyond you expectations, it will eventually die off due to lack of engagement among shoppers. Shoppers grow tired of seeing of the same product displays week after week, so you should get into the habit of changing it on a regular basis -- at least monthly for maximum benefit.
#2) Group In Threes
We've talked about this before on our blog, but it's worth mentioning again that visual product displays consisting of three items tend to yield a stronger engagement than displays featuring just one or two items. How does this work? Well, the human brain is hard-wired to respond with greater engagement to asymmetrical visual stimulation, which naturally occurs when a person is presented with three items.
#3) Make It Visible
You can't expect a new product display to drive sales if it's stuck in some obscure part of your store. When choosing a location for your display, consider its relation to high-traffic areas of your store. One idea is to place your display in the window, where both shoppers and passer-bys will see. Another idea is to place it directly inside the front door, forcing everyone who enters the store to see it. The bottom line is that you want to make it as visible as possible.
#4) Color Coordinating
Don't underestimate the impact colors have on your product displays The right colors will enhance both the display and the products, encouraging shoppers to buy the advertised item. On the other hand, the wrong colors will negative impact shoppers on a subconscious level, telling them not to purchase the advertised item. You don't have to necessarily use the same color throughout your display, but you should use colors which flow cohesively together to promote a visually attractive environment.
#5) Tag It
A fifth tip for visual merchandisers is to tag any and all products being displayed. I know this probably sounds like common sense to most visual merchandisers and retailers, but you would be surprised to learn how many people overlook this step. Tagging your products allows shoppers to easily see how much an item costs. If a shopper searches for a price tag and doesn't see it, he or she may walk away instead of buying the item.
- George Blitzer