3. Why do we need merchandise presentation?..........
>Visual merchandising is the ultimate
image building tool. Depending on the
merchandise and the imagery of the
brand/store the VM is done. Visual
merchandising puts forward the desired
image of the store and helps in enhancing
the same.
Designer stores have lesser merchandise
and more space to make the product look
and feel expensive (or rightly said RICH).
On the contrary hypermarkets have more
merchandise and lesser space.
>Influence buying behavior: Through the
right and attractive display one can
influence the customer to like and but the
product.
>Increase in turnover: Due to scientific
and strong product presentation the
customer is induced to buy more.
>Increase in bill size: Putting forth
co-ordinated look makes the customer
buy more than he would otherwise.
4. Why do we need merchandise presentation?..........
An example of the effects of
merchandising presentation
> Pic 1 does not communicate anything to
the customer and it looks completely
chaotic!
There is no visual appeal in this section. It
does not even arouse curiosity to look for
any merchandise. Since there is no visual
treat in this section, it fails to invite the
Pic 1 customer to buy any product.
>Whereas in pic 2
There are blocks of colours, varied colour
stories that might attract customers to go
see or look for something of their choice
thus the space looks more inviting only
because the visual appeal has increased.
>This is the ‘ALL’ store at Lokhandwala
Mumbai.
Pic 2
5. Colour ..........
- Basics of colour
- Effect of colour -on design
-on people
6. Basics of Colour ..........
Colour wheel.... Primary colours
Yellow
These three colours cannot be made
from mixing other colours .......
Whereas all other colours can be
derived from these three.
Blue
Red
7. Basics of Colour ..........
Orange Secondary colours
These colours are formed by mixing the
primary colours.
Green
Purple
8. Basics of Colour ..........
Yellow + Orange Tertiary colours
These colours are made from mixing
one primary and one secondary colour.
Yellow + Green
Red+Orange
Red+Purple
Blue + Green
Blue + Purple
9. Basics of Colour ..........
Tints Tints and shades
With the addition of each drop of white
in a colour, it becomes a tint. For e.g.
Pink is a tint of red.
While with each drop black or grey
added to a colour, it becomes its shade,
for e.g. Maroon is a shade of red
Shades
10. Basics of Colour ..........
Hot colours
Hot refers to red in full saturation on the
colour wheel; that is red at its strongest.
Hot colours are strong and aggressive
and seem to vibrate within their own
space.
The power of hot colours affect people in
many ways, such as stimulating the
nervous system.
11. Basics of Colour ..........
Cold colours
Cold refers to fully saturated blue. At its
brightest it is dominating and strong.
Cold colours remind one of ice and snow.
The feelings generated by cold colors –
— blue, green, and blue-green — are
The direct opposite of those generated by
hot colours, cold blue slows one’s
metabolism and increases one’s sense of
Calm.
12. Basics of Colour ..........
Warm colours
All the hues that contain red are warm. It
Is the addition of yellow to red that makes
warm colours substantially different from
hot colours.
Warm colours are comforting,
spontaneous and welcoming. Like a
sunset, the warmth of these hues radiate
and surround everything in reach.
13. Basics of Colour ..........
Cool colours
Cool colours are based in blue. They
differ from cold colours because of the
addition of yellow to their composition,
which creates yellow-green, green, and
blue-green.
Like spring growth they make us feel
renewed. Soothing and calm, these hues
provide a sense of depth as well as
comfort. Cool colours are like a swim in a
refreshing, tropical pool.
14. Basics of Colour ..........
Light colours
They are the palest of pastels. They take
their lightness from the absence of visible
colour in their composition, and almost
transparent.
Dark colours
They are hues that contain black in their
composition. They close up space and
make it seem smaller. Dark colours are
serious in their effect.
15. Basics of Colour ..........
Pale colours
Pale hues are the softest pastels. They
contain at least 65% white in their
composition, and are most often referred
to as soft or romantic.
Bright colours
The amount of pure colour within a hue
determines its brightness. The clarity of
bright colours is achieved by omission of
grey or black. Blues, reds, oranges are
colours in full brightness.
16. Basics of Colour ..........
Monochromatic colours
They are all the hues (tints and shades) of
a single colour. As a result, the energy is
more subtle and peaceful due to a lack of
colour contrast. Monochromatic colours
offer very little contrast and may be
considered boring unless there is diversity
within the design.
Neutral colours
The neutral colours are black, white,
silver, grey, and brown. They make good
backgrounds, serve to unify diverse
colour palettes and also often stand alone
as the only or primary focus of a design.
Neutral colours help to put the focus on
other colours or serve to tone down
colours that might otherwise be
overpowering on their own. To some
extent blacks, browns, tans, golds, and
beige colours are considered warm. While
white, ivory, silver, and grey are
somewhat cooler colours. Yet these warm
and cool attributes are flexible and more
subtle than that of reds or blues.
17. Basics of Colour ..........
Analogous colours
Analogous colours are a palette of
compatible colour combinations that blend
well together. They are neighbours on the
colour wheel. They tend to live harmoniously
because they are relatives to each other.
Analogous colours are less vivid, bright and
saturated. They have less contrast and
vibrational energy than complementary
colours.
Eg: A pine forest has light greens to blues
and purples within its depths.
18. Basics of Colour ..........
Complimentary colours
Complementary colours are colours that are
opposite to each other on the colour wheel.
They contrast, enhance and intensify each
other. Therefore, complementary colours
need to be used with caution.
The differences in tone and hue can be eye
catching, but used too much, they can be an
eyesore.
19. Basics of Colour ..........
Contrast colours
The colour that is more dominant in a picture
becomes its contrast. This contrast could be
value dominant or intensity dominant.
20. Basics of Colour ..........
Colour Interaction theory
When a person sees a picture, it is
perceived as having three different levels:----
a) Background
b) Foreground
c) Highlight
This picture is an example to understand
this theory better. Here the background is the
water as it is seen last by the eye.
The foreground are the leaves as it is seen
second by the eye and the highlight is the
flower as it is the first thing you register
when you see this picture.
21. Basics of Colour ..........
Different readings of the same colour
The same colour will appear different on different
backgrounds. Like the square on the blue background
will appear a little reddish and the square on the
reddish background will appear bluish.
Similarly over here the red appears bright and
vibrant in contrast with black and blue while it
appears lifeless against orange and dull in
contrast with white.
22. Basics of Colour ..........
Some common colour combinations for different moods
Earthy
Romantic
Friendly
Soft
Fresh
23. Basics of Colour Blocking..........
Merchandise Presentation on a Wall or Gondola
Top most stack of shirt to
go on the slant shelf
LIGHT
Neutral colours should
be colour blocked
seperately.
DARK
Cut size
stacks at
the bottom
Full sleeves Checks/Pleads Half sleeves
24. Basics of Colour Blocking..........
Merchandise Presentation on a Wall or Gondola -
A few guidelines Why is colour blocking done vertically?
Colour blocking is done to make the
merchandise attractive and convincing for
the customer to buy it.
When a customer is looking for a
particular type or style of garment, he
should be able to access the entire range
of merchandise and thus all styles and
colours of that particular garment. This is
possible by arranging the merchandise
vertically.
By doing this the whole range is displayed
and this becomes a lot more appealing
and a systematic arrangement,
when compared to a horizontal
arrangement which might have a space
constraint while displaying all styles at
once.
Cut sizes
25. Basics of Colour Blocking..........
Merchandise Presentation on a Wall or Gondola -
A few guidelines
What are cut sizes?
Cut sizes are those garments for which the
entire set of sizes/colours have been sold
out.
Cut sized garments are therefore the last
pieces left from any set. These cannot be
stacked on the shelf with the rest of the
merchandise since are incomplete and
thus they cannot be colour blocked
individually.
These are then placed at the bottom most
shelves with the rest of the cut sizes.
Cut sizes Ideally the sizes should also be colour
blocked amongst themselves.
.
26. Basics of Colour Blocking.......... Colour Blocking- Gondolas and
wall units (stacking)
Colour blocking is always done vertically
following the VIBGYOR principle. This is to ensure
that the merchandise of different colours is not
scattered or jumbled across the floor. The VIBGYOR
as shown below is an organised sequence of
colours with the help of which we arrange our
merchandise.
Keeping the light shades on top at eye
level and the darker shades below automates the eye
movement to flow from dark to light revealing the
entire range of colours.
Green
Orange
Red
Blue
Indigo
Yellow
Violet
27. Basics of Colour Blocking..........
Colour Blocking- Gondolas and
wall units (stacking)
These are a few examples of colour
blocking. Here the colours that have
been used are both warm and cool
colours....
Warm colours
Yellow Orange
Cool colours
Blue Pink
But intensity of the colours is the same.
Thus they have been placed together.
Note the stacks are same in number /height
and neatly placed in rows and vertical
columns.
28. Basics of Colour Blocking..........
Colour Blocking- Gondolas and
wall units (Hanging)
While hanging merchandise one needs to
keep the following in mind
a) Similar sleeve lengths together.
b) Similar colours together
c) Co-ordinates and side outs together
d) Frontals to show the co-ordinated look
In this picture the neutrals have been clubbed
with one bright colour to make the whole
section look interesting, also the hanging is
sparse thus the uneven lengths also adds
character.
Off centered display
Yellow shirts
Black shirts Yellow shirts Black shirts
Center display
To give life,colours like black, grey and
yellow have been added in between.
It is not necessary that the display is central.
It can be off-centred also, like explained
graphically above.
29. Basics of Colour Blocking..........
Colour Blocking- Gondolas and
wall units (Hanging)
Here are some examples of how to colour
block for a hanging unit. Notice the following:
a) Round necks are put together
b) Collars are put together
c) Colour co-ordinated in terms of all
pastels together
d) Green and yellow are in the same family
thus have been co-ordinated together.
The basic formula is to mix the colour families.
Example
Blue + red = purple
+ =
Thus, all shades of blue, red and purple
go together.
30. Basics of Colour Blocking..........
Merchandise Presentation on a Browsers Colour Blocking
When the merchandise is displayed on the
browsers, the colours should go from light to
dark and the same style and the number of
options of this style should be put on the
same browser.
It is also important to size block the displayed
Color merchandise. Size blocking is done by placing
the sizes in this order-
XS
S
M
Option 2 L
Size XL
Option 1
XXL
Option 4
By doing this we can acheive a neat and
Option 3 well co-ordinated look.
Option 2
Option 1
31. Basics of Colour Blocking..........
Option 2
Option 1
Front view Side view
Option 2
Option 1
Preferably the whole coordinated look
should be displayed i.e. both top and
bottoms are displayed together.
32. Zones.........
Merchandise in a section needs to have
focused highlighting of the correct product.
This is to avoid confusing the customer by
showing him everything at the same time.
Instead there has to be prioritisation of
merchandise that can be made available to
the customer by the demarcation of the
3 Dimensional view of the section section into zones.
Display according to the zones
When you do merchandise presentation
start from zone 1, then go to zone 3 and
skirt. 3
Zone zone 2 should be done last.
Zone 1: Most Visible
It is the most visible to the customers as it is
right on the aisle. The latest, well coordinated
merchandise should be displayed here.
Zone 2:
Customer
Zone 2 It is not a very high visibility area. This area
should display basic merchandise of the
Zone 1 brand, value priced products and last weeks’
merchandise here.
Zone 3:
Ais
le This zone has great visibility from a distance.
This area should always be presented in
themes or colour stories.
33. Zones.........
Zone 1:
1. The merchandise displayed here should be
fashion merchandise as it is a zone that is
eye catching and easily visible.
Zone 1 2. Highlight maximum styles of merchandise
that is available in the section. It is essential
that the merchandise is neatly stacked with
not more than one colour in one stack.
Zone 2 3.The merchandise displayed on the bust
needs to be stacked next to it on the nested
table.
4.Other colour options in the SAME STYLE
are to be stacked on the table. The excess
merchandise of total 4 Stacks can be kept
on the lowest level of the shelf.
Signage
A4 signages to be used on the nesting table,
incase of communication of an offer.
A5 is used for regular communication.
34. Zones.........
Zone 2:
The merchandise displayed here should be
basic merchandise as it is not easily visible to
the customer at first glance.
It is essential that the merchandise is
Zone 2 neatly stacked with not more than one
colour in one stack. Refer to the colour
blocking section in the merchandise
presentation.
Display basics and old merchandise here.
Stacking of merchandise. Refer to
“Colour Blocking” for merchandise presentation.
Signage
A 5 signage for regular information should be
placed on top of the fixture on the glass top
and made as per the signage format.
A4 signage to be used incase of
communication of an offer
Shelf talkers to be placed between two
stacks on every shelf.
35. Zones.........
3 Dimensional view of the section Zone 3:
Very visible from a distance. Latest theme or
colour story should be placed here.
Highlight maximum styles of merchandise
that is available in the section. It is essential
that the merchandise is neatly stacked with
not more than one colour in one stack.
Stacking of merchandise. Refer to “Colour
Blocking” for merchandise presentation.
skirt. 3
Zone
On the wall unit fashion merchandise should
be presented in a colour co-ordinated manner.
Signage
A 5 signage for regular information placed
on top of the nesting table and made as per
the signage format.
A4 signages to be used incase of
communication of an offer
Shelf talkers to be placed between two
stacks on every shelf.
36. Types.........
Pic 1 Hanging and Stacking
Our main aim is to attract the customer
through merchandise presentation. This can
be achieved by making interesting pockets of
display. This can be done by adopting various
ways of hanging and stacking of garments.
The following are some interesting examples
of creating such pockets in the merchandise
area.
In the picture given, denims have been
hung casually on a browser. These back
loops have been inserted with co-ordinated
belts to break the monotony and give the
hanging merchandise an interesting appeal
and perspective.
37. Types.........
In the first picture there is a point of interest
created at the bottom of the gondola by
cross merchandising.
Pic 1
In the next picture, four busts have been
placed together to create an impact.
This also highlights the style of the
garment and displays effectively, the range
of available colours.
Pic 2
38. Types.........
Pic 1
Hanging and Stacking
An innovative way of co-ordinating different
styles of merchandise together is to create
stories.
Please note the cross merchandising.
Cufflinks along with the shirts. Cross
merchandising helps customers accessorise
their apparel thereby encouraging “add-on”
sales and in turn increase the ticket size.
These type of colour stories help attract the
customer from a distance.
39. Types.........
Pic 1 Table tops or Nesting table...
The display shown in picture 1 is another
way of cross merchandising where
you provide the customer with the complete
look including shoes, make-up and
accessories.
A story can be created for instance in
Pic 2 picture 2, the story is “what all can fit in your
bag”.
Other stories can be created in a similar
manner. For example concepts like pop
culture, street wear etc. can be put together
by cross merchandising and co-ordinating
merchandise with various accessories.
40. FAQs.............
Over and Under Stocks
- If there is a problem of over stocks then -
You can layer the garments eg. you can
combine a shirt and t-shirt or two t-shirts and
create more space.
- Pull out cut sizes from complete
size sets. The cut sizes can be placed size
wise in less important areas and thus we
show only complete size sets.
- Open only one size set, that way you
give more options on the floor.
- If there is a problem of under stocks then
replicate the stocks for example hang
and stack the same style in two different
places by doing different coordinates or
combinations.
- You can move stocks from a brand
that has more stock but they have to be from
the same genre for example UMM and
Jealous or Annabelle and Scullers.
- Open more than one size set.
41. FAQs.............
> Add more props.
> Add more display points and create more
mini high-points on busts, to highlight
different parts of a large collection.
>Do more side outs and put similar colours
together to give a sophisticated look
emphasising the colour.
> Get in more co-ordinated accessories
for example bags, footwear, scarves and
jewellery.
>. Reduce shelving and do more hanging.
42. Do’s and Don'ts........
Don’ts
Nesting Tables - Do’s
Remove garments from the packaging
while displaying.
If the stacks are too many and
untidy, you can stack one size per stack.
This should be colour blocked with
merchandise catergorisation.
Do’s
43. Do’s and Don'ts........
Don’ts
Nesting Tables - Do’s
Use the table for display, to create a ‘story’,
‘theme’ and category of merchandise rather
than stacking
If props are being used they should add
to the display and help in communicating the
story/ look/ theme.
Ensure colour blocking or create a colour
story.
The stacks should be neat and tidy in
communicating a story.
The table is placed right next to the
toys basket and this gives a chaotic look
to the section. This should not be done.
The garments of the same genre
should be kept together.
44. Do’s and Don'ts........
Do’s
Nesting Tables - Do’s
Use the table for display.
The colours used are cool colours
and from the same family i.e. green, yellow
and blue.
The customer should have easy
access to the merchandise displayed.
The colour co-ordination has been done well.
Note the way the prop is enhancing the colour
story.
45. Do’s and Don'ts........
Do’s
Wall Units - Do’s
- Ensure colour blocking.
- Ensure that similar fabrics are placed together.
Eg: Knits and wovens should not be mixed
during merchandise presentation.
Merchandise to be presented as co-ordinates,
eg: along with kurtas, stoles or duppatas should
be displayed and chudidhars and salwars should
be at a close distance to give the customer
more options.
46. Do’s and Don'ts........
Don’ts
Nesting Tables - Do’s
- Merchandise stacks should be placed in
straights and not at an angle.
- Merchandise on the bust should be stacked
right next to it on the table.
- Signage is required to communicate the
displayed merchandise.
- Co-ordinated trousers should be placed
on the tower level of the nested table.
Do’s
47. Do’s and Don'ts........
Do’s
Wall Units - Do’s
Colour blocking is done very well.
Stacking is neat but should be
even. Avoid too much of stacking as it
becomes monotonous therefore the
elevation should be changed by creating a
co-ordinated look also with the help of
frontals.
Here the entire section has a similar
colour pallette and is neatly presented.
48. Do’s and Don'ts........
Do’s
Wall Units - Do’s
The colours and style of the high
point goes very well with the kurti on the
bust and the ones hung, automatically
making the section look attractive and
inviting.
The merchandise displayed on the
high-point should be easily available and
accessible to the customer.
Blue shirts are kept under the blue
shirt that is hung. Thus colour blocking
automatically takes place.
Neutrals are stacked which
are more in tune with the visuals
In this further segregation as checks,
stripes, solids or half sleeves and full
sleeves can also be done which also
makes the presentation systematic and
lends a flow.
49. Do’s and Don'ts........
Don’ts
Gondola and browsers- Do’s
- The whole section is looking chaotic
because there is no colour blocking on the
floor units. Please ensure that the floor units
are colour blocked at all times.
- Sections of merchandise should be
made for e.g. All short kurtis together and all
long kurtas be placed together. This also
makes it easier for the customer to browse
through and buy.
Do’s
50. Do’s and Don'ts........
Do’s
Gondola and browsers- Do’s
Ensure colour blocking is done for the
gondola and browsers.
All basic solid shirts are put together.
Colour blocking could have been
better.
Chudidhars and salwars are put
together in the mix-n-match section.
Thus making it easier for the customer to
shop.
51. Do’s and Don'ts........
Do’s
Gondola and browsers- Do’s
- Ensure colour blocking is done.
- Co-ordinated sets are displayed
together. This way you are giving the
customer more options to choose from.
