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The Law
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5 Secrets to Great Retail Visual Merchandising
by Rick Segel and Matthew Hudson Let’s face it: we’re retailers, not designers. Many of us lack the artistic abilities--and financial resources--to create eye-catching displays that make customers say “wow.” But window and interior displays don’t have to cost you a fortune. Over the years, I’ve learned few simple rules for creating displays that are memorable yet inexpensive. If you need a little creative help and strategies for working on a budget, follow my five secrets of great visual merchandising: 1. Use color wisely. Color is king. It’s one of the few constant factors that attracts customers’ eyes, and it can make or break your displays. Some of the worst displays I’ve seen flopped due to poor color choice; some of the most effective, memorable displays I’ve seen succeeded because they coordinated colors perfectly. When choosing color, consider contrast--for example an all-black background and black and white merchandise. Also consider a monochromatic palette, like a red background, red props, and red products. 2. Incorporate legends (AKA signage) to create a buzz. Legends are signs that give the display a name or create a theme. Many times the title (or legend) is key to completing the display theme and creating that buzz among customers we all want. Humor and puns work well. For example, a toy store in Harvard Square in Cambridge, MA designed a Christmas window display that placed a globe in the center of the window, and above it hung pea pods with peas floating out--the legend read “Peas on Earth.” In a women’s apparel store advertising a sale, the legend of the display read “PMS” in large letters with the words “Pretty Monstrous Sale” below. A paint and wallpaper store included under their display “Husbands selecting paint must have a note from their wives.” 3. Always perform an eye check. Check your displays to see where the customer eye focuses. You may be tempted to display merchandise where it’s convenient for you; however, that place may not be the most effect spot from the buyer’s perspective. To avoid this error, view displays from the customer or passersby perspective--and do so often. If need be, ask someone to give you an objective opinion on your product placement to ensure you’ve placed important items at eye level. Not convinced eye level matters in product displays? Think again. Big brands--like Kellogg's--pays supermarkets thousands of dollars to ensure their products sit at eye level on the shelf, the most popular location where customers choose products. 4. Use inexpensive props that compliment your display’s merchandise. Props enhance your products. Some of the most versatile and inexpensive props I’ve used include the following: Foam board: It’s lightweight, easy to store, and can be transformed into anything with a little elbow grease. Several years ago, I had local art students paint backdrops on foam board for a display. One time, the students painted a castle and inserted mini lights through the castle windows, creating a dramatic scene. We also used foam board to create frames that we hung with featured merchandise floating in the center. Photography backdrops (the kind studio photographers use): they last a long time and can change the whole mood or color of your display. Signage: In our book Signs Sell, we share a slew of tips and creative ideas on how to leverage the power of signage in your displays. Signs are visual props that also serve a function: to sell your products. Wallpaper: Wallpapers stores sell scraps at a very low cost. Use the wallpaper in non-traditional ways. For example, tape two sheets together, run a dowel through the top, and hang it on a wall to create a backdrop. Or hang the wallpaper to create a wall where no wall exists, like behind display tables and in between departments. 5. Understand customers walk towards the right when they enter your store. Because we drive on the right side in the United States, we tend to also walk towards the right side. (In a country where drivers drive on the left, you guessed it--their customers tend towards the left.) Use this to your advantage when creating displays. If you want customers to walk to the left, your display should be strong enough to draw their attention towards it. Bonus Tip Use the space above your fixture line--that big, blank band located where the wall and ceiling meet. Wherever the eyes go, the feet will follow. So use eye-catching items, pictures, and posters above the fixture line to feature products. And remember: Don’t keep the same displays forever; change them as often as possible to keep customers intrigued in your store and engaged with your products.
Rick Segel & Matthew Hudson are retail experts and the authors of the book Signs Sell.
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