Visual Merchandising - North Central Regional Center for Rural ...

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As an illustration, researchers found that 64.8 percent
of all purchase decisions were made inside a supermarket.
This included impulse purchases along with substitutions
and generally planned buys where the shopper had an
item in mind, but no brand. Most people indicated they
purchased the item because they saw it displayed. A
National Retail Hardware Association survey indicated
that 48 percent of all hardware customers purchased one
or more items on impulse. Sixty-seven percent of items
purchased in liquor stores are impulse items. Displays or
advertising alone may not increase product sales substantially;
however, combining advertising and display
into an integrated promotional campaign will usually be
more effective.
Some effective displays are created by suppliers or
brand-name manufacturers, while others are developed
from scratch. The main principles of design used in
display are balance, emphasis, proportion, rhythm, color,
lighting and harmony. These principles apply to all
displays—window and interior.
Display Design
An effective way of attracting customers to a store is
by having good displays, both exterior and interior. A
customer will be attracted to a display within three to
eight seconds; that is the time a customer spends to
determine interest in a product. This is why it is critical
to have a properly designed display. Every display
should be planned and have a theme. Good design makes
a visual presentation come together. This means the
design attracts attention in a way that strengthens the
store image, as well as introducing merchandise to the
customer.
Before designing good displays, answer the following
questions:
1. What is the store’s image? Select an image to present
to the public. The customer will identify a certain look
with a store and expect that look to be carried throughout
the business, be it trendy, elegant, off-price or
discount. Do not mix images within one store, it will
only confuse the customers.
Visual Merchandising
NCRCRD, 1991
2. What type of customer is being attracted? Use a
display that reflects the targeted consumer. A display
that works well in one community may be ineffective
in another community.