There are five elements to visual merchandising that apply regardless of where the display is or what’s being marketed. Proper food merchandising can turn a passive looker into an active buyer.
Creating the best display requires an understanding of each aspect and working with them to create a cohesive display. There’s a lot of creativity involved and there’s no single solution to any visual merchandising problem, but the effectiveness relies on a visual merchandiser’s ability to incorporate and balance all the elements.
1. Color: The Soul
The color palette is the essence of the display. It sets up the atmosphere and speaks directly to consumers on a subconscious level. Green signifies health and freshness, orange emanates a feeling of friendliness, red inspires energy, black evokes elegance, blue indicates reliability and yellow shows happiness. Furthermore, you should ensure that the colors of the display complement the merchandise itself. Too much of one shade can be detrimental to the overall display, and too little of another may be ineffective.
2. Landscaping: The Ups and Downs
The elevation of products is referred to as landscaping. This is a great way to seize consumer attention and highlight items. Consider the size and shape of the merchandise being displayed when tending to landscaping, as these details will affect how much spotlight is cast on a featured product.
3. Texture: The Touch and Feel
Contrast in texture can enhance a display. The smoothness of natural wood can be offset by the textured pattern of manmade wire. Furthermore, textures carry meaning: Wire boasts a modern and industrial feel, wood offers a local and farm-fresh atmosphere, and metal creates a sleek and durable look. Figure out the overall atmosphere that you’d like to set up and assess which textures will support it, bolstering the effect with contrasting surfaces when possible.
4. Communication: The Storyteller
Studies have shown that signs have about five seconds to engage customers. When creating signage, go for legibility and readability. This is controlled through language, colors and font. It doesn’t just apply to large signs that feature new or featured items. Assess price tags and store-made product descriptions as well.
5. Decor: The Finishing Touches
The last step in visual merchandising is decor. It enhances the overall theme of the display without being distracting. Size, number and color should be considered when incorporating this final element.