Nowadays the work scope of visual merchandising is no longer limited to merely window displays. As a Visual Merchandiser, their responsibility nowadays has to cover all the necessity capturing the attention of the customers by all means from the facade of the store to the detailed placement of each product inside the store.
Practically speaking, there are no definite visual merchandising rulings or presentations governing the effectiveness of their visual appeal to the target customers. However, Visual Merchandisers could pay attention to focus on some of the major concerns such as how to capture the attention, awake the senses and produce a wonderful shopping experience etc., with the objective in mind to make customers visit the store again.
Besides, there are also other traditional components that would assist Visual Merchandisers to fulfill their job of displaying merchandise effectively. Naming a few include color, lighting, balance simplicity asymmetrically or symmetrically etc. The application of these elements allows Visual Merchandisers to work around countless options and creativity in producing an effective window or in-store display. Apart from these traditional components, in many occasions, Visual Merchandisers make use of retail technologies like Planogram software, LED lighting, electronic displays etc. to obtain a visually drawing of focus to the detailed location of every displayed products; or to ensure products being seen in their actual colors and quality under the correct lightings.
In reality, many window displays still fail. They fail when the target audience shows no interest or connection to such display and slip their attention away from it. Accordingly, no matter how well the Visual Merchandisers believe the displays are created, they should be fully aware that all the visual displays established by them are exactly felt and assessed by no others than their target customers. Therefore effective visual merchandising exceeds the demand of design knowledge and technological applications. Visual Merchandisers must maintain strong marketing mindset in the course of their display work. Before any display set up, they ought to analyze the market perceptions of their target customers; such as their cultural background, their social needs etc., bearing in mind that these precedent factors might have shaped the customers' perceptions on launched merchandises. In addition, Visual Merchandisers need to further consider any probable impulsive visual elements that could either strengthen or affect the purchase decisions under their established store environments.
Many people might consider visual merchandising is a design oriented work, by providing beautiful displays to the potential buyers. In fact, it is not precisely correct. It is actually a marketing oriented task supported by optimal applications of elements such as design principle, color co-ordination and material and fixtures selection. At the same time, proper project supervision and management skills are also vital to the success of any visual display that can showcase to the end consumers effectively and efficiently.
This guest post came courtesy of Daniel Wan. He is currently the President of Asia Society of Visual Merchandisers (ASVM) which is one of the Supporting Associations of Retail World Asia 2014. Daniel is also one of the speakers at Retail World Asia 2014 Standard Conference. He will deliver an in-depth case study about the latest trends and developments in Asia's visual merchandising industry. You can find out more about ASVM by heading over to their website: www.asiasocietyvm.com[Image: Sakanami – Flickr]