But what is Visual Merchandising?
Visual Merchandising could be defined as the process of promoting the sales of products by producing mental images that urge potential customers to purchase them. ( Bell&Turner 2006)
Visual elements help to create a more ”seductive” shopping environment, such as the way we arrange the products on shelves, clothes on the rails, lighting, music and even smell.
Color,Harmony and Rhythm
These elements from the art world are essential to create a good atmosphere for customers to shop and to make their experience more stimulant, effective or remarkable.
In visual merchandising, design is about the way we arrange products,singing,props, and so on, to create a shopping environment that is pleasuring for the eye.We work with various elements-color-for instance to bring unity, or a sense of wholeness and completeness.
Unity is one the principles or goals design. The others harmony,repetition,balance,rhythm, contrast and emphasis.For visual merchandising , we also use surprise.
Color is stimulating, calming, expressive, disturbing, impressional, cultural, exuberant, symbolic. It pervades every aspect of our lives, embellishes the ordinary, and gives beauty and drama to everyday objects. If black-and-white images bring us the news of the day, color writes the poetry.
(Understanding color: an introduction for designers ,2011 )
A good example of the use of color in Visual Merchandising
In an effective Visual Merchandising arrangement, all elements of your shopping environment should be in “harmony’’, like an orchestra playing a symphony. These elements work together to create an atmosphere.
In this picture you can see a beautiful example of Harmony for Visual Merchandising, by the Coveteur website.
Repetition is the use of the same object a lot of times in order to create interest.
Balance in Visual Merchandising is when symmetry or asymmetry principles are applied systematically in order to create an effective display.
Rhythm This is achieved when the visual elements are arranged so that the eye travels effortlessly from one component to the next in a smooth flow.
Contrast is when different material, colors or strategically positioned are created to give emphasis to a product.
Is when all the display design works together to highlight a determined product or products in the visual merchandising scheme.
Is when the Visual Merchandising design bring an expected element to scheme.