Academy of Applied Arts:From the Eyes of a Visual Merchandiser
The viewers play a very important role as the idea is to convert the viewer to a shopper and that happens through effective Visual Merchandising.The task is to let the viewer visualize what we want it to see. Visual Merchandising sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. A creative and talented retailer can use this upcoming art to breathe in new life into his store products.
A visual merchandiser needs to be clear of the theme he is about to display and clearer about it's execution.Customers give three to five seconds of their attention to window display Hence,he has to make sure the idea is put across in a way that the client knows what exactly is the brand image, what is the kind of merchandise being sold and the value of the merchandise.The retailers visual message should be conveyed to the customer in that short period of time.There must not be any need to explain the image.It should be explain by itself what it is about.
If the window display of a luxury store has too many merchandise displayed together, it is no longer opulent. It's quite essential to understand the consumer psychology to get the right result. Similarly, If a hyper market has a window display that looks opulent, customers will hesitate to walk in because they will get an idea that the merchandise sold there is out of their reach. This way the visual merchandiser fails to achieve his ultimate goal, which is not to come up with a good looking window but to maximize sales.
Therefore, it is crucial for a visual merchandiser to study the brand and it's consumers before executing the window display.There are certain things which a retailer needs to take care while proceeding with the process of displaying his products. These components when combined together in a proper ratio will make a successful outcome.