August 01, 2016 4 min read

This article aims at bringing into discussion the way in which small retailers can improve the aspect of their store layout and display windows without having a very generous budget. We want to make it clear that there is a lot to be done in terms of aesthetically taking care of your store.

Visual merchandising has a lot to say in establishing marketing strategies that not only improve the visibility of your brand or of your store, but it also has an impact on sales. Originality and creativity can do a lot in terms of visually improving the configuration of a store and optimizing the shopping experience.

The world is full of inspiration and potential for creativity; you can make use of themes, concepts, artistic forms of representation from every artistic movement or human form of creativity, the amount of material that can be exploited is enormous. Being original doesn’t necessary imply the fact that you have to come up with something utterly new; modernist movement had this idea of recreating everything from scratch and forget about tradition.

It is not the case of postmodern era we live in. In postmodern imagery, the tradition is not a dead-end; we can explore the art of the previous centuries in a new perspective, with new techniques.

The most important aspect that store displays must have is originality and creativity, because these are the principles that can captivate and attract potential customers. This is the reason for which we consider art one of the best sources of inspiration for creating fascinating displays. If everything is about creativity, you need to know that there are a lot of DIY assemblies that can guarantee a touch of personality in your store. Plus, you already know your merchandise better than anyone else, so you can extract value from it in just the way you want.

There is a lot of information to be found about the actual way of properly crafting your displays by following some basic rules. Here we deal with further information and ideas so that you don’t think about any financial investment. Everything is up to you!

Here is list of some ideas that can help you:

1. Creating thematic displays, such as for different feasts (Christmas, Valentine’s Day, Thanksgiving Day and so on), or for local feasts, using a signage and props accordingly. Combine everything with some discounts or new collections and people will certainly get into your store because they believe there is something new, ready to be purchased.

2. Make use of artistic concepts: this is one of the most prolific fields that can be investigated with very positive results. Art is an enormous “set” of ideas, themes, symbols, concepts. Each and every artistic movement, famous sculptor, painter and so on, has its own vision about art that is expressed into works.

Everything has some particularities that can make a display look creative when applied into your own store: Rembrandt’s chiaroscuro, Dali’s melting objects, Mondrian’s squares, Toulouse-Lautrec’s cabarets and so on.

3. Making use of symbols, objects that might share a connection with an art movement or an artist, you demonstrate the fact that your approach is not only artistic, but also original, in this postmodern era where we can apply the principles of past centuries art into new ways.

Thus, you can create art-inspired displays, using the principles of surrealism, informal art, conceptual art, if we consider just some of the most prolific movements in terms of imagery.

The use of elements taken from other artist’s work or artistic movement is not the only way art can help you. There are a lot of concepts that can be created in a more personal way. We’ll be talking here about kinetic and relational art.

Creating A Kinetic Assembly

In order to create a kinetic assembly in your store, you need to be very well familiarized with your merchandise. Not everything can be used in order to create a kinetic aspect of your displays. What you need to do is to set your merchandise in such a way that when seen from different angles, there’s a different shape.

It is vital that this shape you want to create be “constructed” while moving closer, nearer, to the left, or to the right. The kinetic aspect of it comes from this need for movement that makes the entire assembly gain its purpose.

Experimenting With Relational Art

Relational art is another principle that you can develop in your store. It has more to do with the way in which you interact with customers using your own merchandise and displays. Think of something that you want to communicate with your customers in order to understand their needs and expectations about your merchandise.

You can create a display that invites customers arrange it, or place items they like from your store. You can let people decide whether they enjoy the light from your display / store by inviting them to change it pressing a button.

Everything that comes to your mind and is effective in terms of creating a closer relation with your customers can be used with great results. People enjoy being a part in creation, whatever that is.

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