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

Figure 4. Optical Center
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The focal point is the small
square. The eye movement
is from the square to the
space below the dashed line.
Figure 5. Left to Right Movement
The focal point is in
the upper left and eye
movement is to the
lower right.
• An isolated item can be emphasized when surrounded
by blank space.
• Shiny surfaces emphasize and enlarge objects.
• Dull surfaces absorb light and help to de-emphasize an
area.
• Color is a powerful medium for creating emphasis.
Small amounts of advancing color, bright intensities,
extreme tints or shades contrasts in the right places
will provide striking accents.
• Unusual textures highlight an area.
• Emphasis is diminished with receding variations such
as thin, fuzzy lines; nondescript shapes; regular
spacing; even light absorption; cool hues, dull intensities,
medium tints or shades; dull, opaque textures; and
small, all-over or no pattern.
• Repetition usually means something is important; so
repeated shapes, colors or motifs grouped together
reinforces their importance, creating emphasis. Make
sure if goods are used in repetition that these goods
are emphasized for sale. For example, if attempting to
sell lawn mowers, do not use a grouping or repetition
of gas cans, because gas cans will be emphasized
rather than lawn mowers.
Visual Merchandising
NCRCRD, 1991