Visual Merchandising

VISUAL MERCHANDISING
INDEPENDENT RESEARCH
SUBMITTED TO: AR. TULIKA ROHATGI
MUBEENA MOHAMMED KAVUNGAL
M.Sc. INTERIOR DESIGN
A2110612008
AMITY SCHOOL OF DESIGN

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ACKNOWLEDGEMENT
We take immense pleasure in thanking our Director Mr. V.K. Mathur director of Amity
School of Design for permitting me to carry out my Independent Research and for the
successful completion of INDEPENDENT RESEARCH report on VISUAL
MERCHADISING. I would like to acknowledge my faculty guide Ar. Tulika Rohatgi who
had helped me throughout this project, guided me at every step and had always
inspired me to do even better and this is the reason the end result has come out so fine.
I would also like to thank my friends who indirectly helped me with different ideas and
given moral support always for the project to come out well and good. I thank everyone
involved with this project report of mine deeply.
AR. TULIKA ROHATGI Mr. V.K.MATHUR MUBEENA M. KAVUNGAL
(INTERNAL GUIDE) (PROFESSOR & ADVISOR)

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CONTENTS
Sl. NO. TOPICS Page No.
1. PREAMBLE
 RESEARCH
 INTRODUCTION
 HISTORY
 AIM & OBJECTIVE
 SCOPE
2. RESEARCHMETHODOLOGY
3. RESEARCHDESIGN
 LITERATURESTUDY
 Anthropometry
 Displays
 Materials
 Signage System
 Lighting
 Planogram
 Window Display
 Universal Design
 CASE STUDY
 Kazo
 Bossini
4. COMPARISONTABLE
5. USER REQUIREMENT
 CONCLUSION
 INNOVATIONAND RECOMMENDATION

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Research
A systematic way of investigating into a study of materials and sources to obtain facts
and knowledge and to reach new conclusions is called as research. It is the
investigation of a particular topic using a variety of reliable and scholarly resources.
Research is a formal work undertaken systematically to increase the stock of
knowledge. The three major goals of research are establishing facts, analyzing
information and reaching new conclusions. The three main acts of doing research and
the purpose of research are for searching, reviewing and evaluating information.
Research has been defined in a number of different ways:
Martyn Shuttleworth defines research as – “In the broadest sense of the word, the
definition of research includes any gathering of data, information and fact for the
advancement of knowledge”.
Creswell defines research as – “Research is a process of steps used to collect and
analyze information to increase our understanding of a topic or issue”.
Merriam-Webster Online Dictionary defines research as – “a studious inquiry or
examination; especially : investigation or experimentation aimed at the discovery and
interpretation of facts, revision of accepted theories or laws in the light of new facts, or
practical application of such new or revised theories or laws”.
The main goal of a research process is to produce new knowledge or deepen the
understanding and understand a topic or an issue more. It takes three main forms. They
are:-
 Exploratory research – it helps to identify and define a problem or question.
 Constructive research – it tests theories and proposes solutions to a problem or
question.
 Empirical research – it tests the feasibility of a solution using empirical evidence.

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VISUAL MERCHANDISING
Visual Merchandising is the art of displaying merchandise in a manner that is appealing
to the eyes of the customer. It 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. Passion for design and
creativity are essential to be a good visual merchandiser. A perfect design process and
the ability to create ideas that are different are required. Awareness of happenings in
fashion world is needed so as to keep up-to-date with the dynamics of the market
constantly.
Visual merchandising includes window displays, signs, interior displays, cosmetic
promotions and any other special sales promotions taking place.
IMPORTANCE OF VISUAL MERCHANDISING
Visual merchandising is a critical element in retailing. The facades and windows which
are done with an objective to attract the passer bys and walk-ins of the corridor, there
are in store decors too that are enhanced for the customers comfort and convenience
while shopping and to offer a superior shopping experience.
Consumer behavior studies has confirmed that a beautifully done up show window and
decorated facades prove irresistible as they walk into check out what is an offer. When
no two stores look alike it ensures exclusivity. Besides, when the mood and theme of
displays change at regular intervals it makes certain that the store remains top of mind.
‘Stickiness’ in retail formats is ensured by the imaginative use of colours, lighting,
space, furniture and visual elements with regard to in-store displays.

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When customers walk in, it is to ensure that they enjoy their first encounter with the
store. Repeat visit will only happen if a customer’s first visit is a memorable one and
was satisfied with the purchase. The logical arrangement of counters, with clear
passageways allows for easy ace to merchandise rather than getting lost in the mazo
which happens with most of the large stores. This system of arrangement makes the
customers feel more in control too. Clear passages are provided for products which
need touch and feel. All the impulse purchase driven products should be clearly
displayed so that its easy to reach them without any hindrance. Also, it has been
observed that, when a person enters a room or a store, the human eye moves in a Z
pattern, i.e. from rear left of the room to right rear then from front left of the room to front
right. Care should be taken while we design the store; it should be in an appealing
manner so that it guides the direction of vision and keeps the shopper visually
interested.
COMPONENTS OF VISUAL MERCHANDISING:
There are certain components which a retailer needs to take care while displaying their
products. All these components when combined together in a proper ratio will give a
successful outcome in the displays of a showroom.
MAKE MECHANDISE THE FOCAL POINT
The main aim of displays is to showcase the product within the display area even
enhancing the display area. Customers normally gives three to five seconds of their
attention to the window display at first. In this short period of time, the retailers visual
message should be conveyed to the customer. The arrangement of the window display
should go with the products and should not be discernible to the eye.
RIGHT CHOICE OF COLOURS IS VITAL:
Colour is one of the most powerful tools in the visual merchandising segment. It’s a
visual perceptual property. Colours are associated with emotions, special occasions and
gender. It gives attention and pulls more customers to the store. A retailer has to
choose a right colour that would match with the theme of the display. Its not always
possible to satisfy everyone but its possible to cultivate the taste of customers gradually
and purposefully. A right choice of colours in the displays can make a walker into the
shop and lowly convert them into a customer. Its there for mandatory to choose the right
colour in the display theme.
Ex: A Halloween display have a black colour, Christmas display as a colour of red,
green, gold and silver etc.

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DISPLAY SHOULD COMPLEMENT THE RETAILERS OTHER STRATEGIES:
The content of the display should complement the in store environment and other
marketing strategies of the retailer. If the retailer has a specific logo, the colors of the
display can reflect the same color of the logo. For e.g. MacDonald’s display, the clown
is of the same color, red and yellow as in their logo.
CLEANLINESS:
Neat and clean arrangement is the foundation of an inviting a successful visual display.
A beautiful display can be ruined by a cracked sign holder or an unclean display
environment. Effective cleaning schedule of showcases and display fixtures is required.
CHANGE THE DISPLAY SETTINGS INFREQUENT INTERVALS:
Changing the arrangement of the displays in regular intervals will initiate new interest
about the products in the minds of the customer. By designing a plan-o-gram and
activating changes frequently one can thus be a proactive retailer.
With globalization and the retail boom, visual merchandising is growing in leaps and
bounds. It is not simply concerned about decorating a store beautifully; but must also
symbolize the brand keeping the target audience in mind.

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HISTORY
In the present culture, generation and era people do not shop to obtain the items they
want or to satisfy their needs. These days window shopping has become a pastime for
people. In such world and generation the visual merchandisers would a create a
“miniature worlds” among their store showing of their product through different displays
and settings which will help to attract the customers, make them purchase the products
and give them a good feeling and experience which will make them come back to the
store again and again. Visual merchandising is not a new concept of art. It has started
in the early 18th century in interesting and unique arrangements to attract consumer.
THE EARLY STORE
Prior to the late 18th century, the store owners and managers did not care for the
presentation and the appearance of the store or of the merchandise. Little goods were
displayed in the store. A customer had to enter into the store and had to speak and ask
for merchandise to the retailer, which then he presents it which was kept in the back
room. Sales talk and the ability to persuade were an important factor for convincing the
customer about the quality of the product and to make a sale. The coming up of store
design brought a new process of shopping. It was not a verbal engagement anymore
between the retailer and the customer but became a sensory experience. The first step
of the store design began when small stores displayed their merchandise openly to the
public instead of keeping stored in back rooms. Gradually, displaying goods became an
important tool for the retailers. Hence, the unattractive stores slowly became exciting
shopping venues for the people.
THE DEVELOPMENT OF ARCADES
The second step in the evolution of the store design occurred in Europe in the beginning
of 19th century with the developments of arcades. Arcades or also called as passages,
were covered streets which
were constructed using iron
and glass. Historically, we can
call them as the bazaar of
Arabian Peninsula and Asia
Minor. The experimentation
with the new materials had
improved the aesthetic
qualities of the shops that
were situated in the arcades.
The features of the arcades
were the glass skylight
stretching the entire
passageway length wise. The
skylights gave an enclosed, visually stimulating shopping environment. Unfortunately,

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the skylight caused many technical difficulties and was extremely expensive. Also, the
visual shopping area created outside did not extend inside the shops leading the
arcades to mainly associate with people who were out to walk around and not of those
who came really for shopping.
THE ESTABLISHMENT OF THE GRAND EXPOSITIONS
The next advanced evolution in the store design is the establishment of the Grand
Exposition. Grand Exposition began in London in 1851. The first exposition was the
Crystal Palace Exposition which was done to present and demonstrate new technology.
It soon became huge, crowded fairs were the merchandise was displayed in exotic and
elaborate settings. The retailers
understood and learned that there
sale would be more successful if
they display their merchandise
openly and in a strategic manner
to the public. They also learned
that it is better to place the
merchandise on a platform or
pedestals raising the merchandise
close to eye level rather than
placing them directly on floor. This
emphasized on displaying
merchandise in a manner which
would be pleasing the customer
gave an important innovation in
the development of visual merchandising. The displays were often themed which would
create an atmosphere of a distant and exotic land. For ex. in 1899 there held a Paris
Exposition which included a replica of a street in Cairo, Egypt with belly dancers. The
retailers wanted the customer to feel as if they had stepped into another world or
country. Maurice Talmeyr, a social critic and journalist said that, “The Grand Exposition
contained Hindu temple, savage huts, pagodas, souks, Algerian alleys, Chinese,
Japanese, Sudanese, Sengalese, Siamese, and Cambodian quarters - a bazaar of
climates, architectural styles, smells, colours, cuisine, and music."
THE RISE OF THE DEPARTMENATAL STORE
The rise of departmental store in the 19th century brought many changes in store design
and visual display. The early departmental stores continued with the idea of displaying
merchandise in elaborate and luxurious settings. Techniques which were used in small
dry goods stores, expositions and arcades were experimented and either used or
rejected. The department stores of the 19th century transformed the concept of visual
merchandising. In transforming so, merchandise display was one of the most important
aspects of the shopping experience.
The World expositions only occurred in a very few years in a few large cities throughout
Europe and in United States. Department stores became open every day with
exceptions of religious holidays. The first department store made in regard to the

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concept of visual merchandising had the display techniques which were used in the
world expositions. They retailers not only was able to bring these techniques into the
shops but also the sense of the experience the people enjoyed in attending the
expositions.
The second transformations made by the early departmental stores were the luxurious
store interiors which surpassed the most lavish arcades. They used the same technique
and materials of the
arcades to bring the outside
to the inside. While
describing Paris’ Bon
Marché (first department
store) Michael Miller said
that “The iron column and
expanse of glass provide a
sense of space and light”.
Like Bon Marché, many
other stores too used a
gallery design with an open
interior which allowed the
customers of the first floor to
see the other floors and
giving a chance to explore
other areas.
These early department stores strived to give a sense of luxury even if it was just an
impression. There were huge chandeliers, stained glass, marble, oriental carpets,
polished wood, artwork, and balconies. By displaying ordinary commodities such as bolt
of inexpensive cloth in a luxurious setting way gave these ordinary pieces of
merchandise a sign of affluence and wealth. The newly derived value came from
staging the product in a luxurious environment. Even not selling, this method of display
led customers to believe that average products could by symbols of wealth and luxury.
Ext, to convey the consumer that the supply of merchandise was endless they displayed
the products in excessive and chaotic manner. It was displayed in large and
unorganized piles and strewn across fixture. It is said that Aristide Boucicaut (owner of
Bon Marché) used to frequently hide merchandise which the customers purchased on a
regular basis, therefore encouraging them to search the entire shop and to come across
merchandise that they did not intend to buy. By displaying in large quantities, retailers
found that the desires of the consumers were never fulfilled and it made them come
back in the future. At this time, shortage and scarcity were threats to majority of the
population. The endless supplies in the departmental stores created a symbolic
meaning of surplus.
Lastly, the 19th century stores continued and perfected the use of themes which were
used in the World Expositions, like they were often presented in exotic themed displays.

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In 19th century possession of exotic items from places such as Orient, Africa and Near
East became “fashionable”. However, these exotic artifacts were very expensive. By
displaying in this arrangement, the symbolic qualities of the exotic were rendered on
average items, thus giving a once unattainable desire for the consumers. Also, the
merchandise became displayed in real scenes such as, rather than displaying a lamp
on a shelf it was displayed in a space replicating living room which included a
mannequin family.
Reference: http://sarahmarie1.hubpages.com/hub/A-History-of-Visual-Merchandising-in-
Retail-Stores#

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AIM & OBJECTIVE
 To explore and gain more knowledge on visual merchandising.
 To implement it in my future designs and help serve my future clients with the
best possible displays in an aesthetic manner and pleasing visual merchandising.
 To make it easier for the customer to locate the desired category and
merchandise.
 To make it easier for the customer to self select.
 To make it possible for the shopper to coordinate and accessorize.
 To recommend, highlight and demonstrate particular products at strategic
locations.
 To educate the customer about the product in an effective and creative way.
 To make proper arrangements in such a way to increase the sale of unsought
goods.
 To provide more safety and security in the store with well innovative displays.
SCOPE
 To meet the future needs of the availability in visual merchandising.

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RESEARCH METHODOLOGY
RESEARCH
VISUAL
MERCHADISING
HISTORY
AIM, OBJECTIVE &
SCOPE
LITERATURE
STUDY
CASE STUDY
CONCLUSION

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ANTHROPOMETRY
The essential function of retail spaces is to display and sell merchandise. The design of
these spaces involves the manipulation and coordination of architectural, interior
design, and merchandising elements as necessary to meet the programmatic needs of
the client. It is critical that the space in which the customer and store personnel function
is of the highest quality. Ensuring this quality requires knowledge of the planning and
design of the various interior components that constitute the building blocks of retail
spaces.
Figure 1 shows the clearances involved for a 42-in, or 106 .7-cm, high counter to
service a seated user. By filling the recess with an additional display, however, the
counter can also be used exclusively as a typical sales counter. It should be noted,
however, that although sometimes used for special display situations, such a counter
height is not recommended. Both the customer and the sales clerk of smaller body size
would find coping with such a height uncomfortable anthropometrically, particularly
when one considers that the counter would be higher than the elbow height of slightly
over 5 percent of the population. From a merchandising viewpoint, where customer
convenience is of paramount importance, it would be unwise to exceed 39 to 40 in, or
99 to 101 .6 cm, as a counter height. In addition, the smaller sales clerk forced to tend
such a counter for extended periods of time could be subjected to severe backaches

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and pains. Getting on and off a high stool for elderly and disabled people or those of
smaller body size can be not only difficult, but hazardous. Figure 2 illustrates the
clearances for a typical sales counter.
Figure 3 shows the clearances required for a medium height display counter. The
suggested seat height of 21 to 22 in, or 53 .3 to 55 .8 cm, requires a footrest for the
seated customer. The counter height shown will allow the display to be viewed by both
the seated customer and the standing sales clerk. The customer activity zone allows
adequate space for the chair. Knee height, buttock-knee length, popliteal height, and
eye height sitting are all significant human dimensions to consider in the design of

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counters to be used by a seated customer. Figure 4 shows a low 30-in, or 76 .2-cm,
display counter also for use by a seated customer. The anthropometric considerations
are the same. Although the counter height is responsive to the anthropometric
requirements of the seated customer, it is less than ideal for the standing clerk. For the
standing user's optimum comfort, the counter height should be about 2 or 3 in, or 5 to
7.6cm, below elbow height. This will allow a person to handle objects comfortably on the
counter surface or use the counter as support for his or her arms. The 30-in height is
too low to permit such use
.

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Shelving is probably used more than any other single interior component for the storage
and/or display of merchandise. Not only must the merchandise be within reach
anthropometrically, but it must be fairly visible as well. The heights established must
therefore be responsive to vertical grip reach dimensions as well as to eye height. In
establishing height limits, the body size data of the smaller person should be used.
Since in retail spaces, departments may cater exclusively to members of one sex or the
other, two sets of data are presented. One is based on the body size of the smaller

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female and the other on the body size of the smaller male. The suggested heights
reflect a compromise between reach requirements and visibility requirements.
Figure 6 illustrates the clearances involved in hanging-type merchandise cases. Rod
heights should be related not only to human reach limitations, but in certain cases to the
sizes of the merchandise displayed. There is usually no conflict in respect to garments.

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Reference: Time Savers standard for Interior Design.

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DISPLAY
Displays are a necessary store fixture for all types of retail stores. Displays help us to
sell merchandising, neatly lay out our products.
BENEFITS OF DISPLAY:
Displays have many beneficial effects if we understand the principals of modern store
designs. We would know which type of display we should use and at which place should
we position them.
 Retail fixtures such as the displays have a huge impact on consumer decisions.
Shoppers always get attracted to a well displayed ad presented product and will
be willing to accept the price for a higher value they perceive.
 A retail display not only increase the products’ sales potential and stimulate
impulse purchasing, it will also secure the bottom line profits.
 Maintenance of a uniform brand is good. Displays allow and help us to keep a
consistent brand image around a broad range of categories and formats. If we
market our brand in many different stores, then it’s unavoidable to create great a
unified display design for your product.
 Understanding the special taste and expectations of the customers demographic,
we can effectively use custom display designs to attract a targeted customer
base and influence the way they perceive our brand.
 Use carefully printed graphics and signs to accentuate the items features.
Explain the customer about the exclusive benefits the products offer. We can
even sell by teaching.
USE RETAIL FIXTURES TO ENHANCE YOUR STORE IMAGE:
Depending upon the product we want to showcase in our retail space, many possible
store design solutions can be applied to project our desired image for the store.
 Decide the right displays
We should find an appropriate retail display design that can optimally accentuate
our products’ features. Eye-catching custom retail displays usually grab the
attention of people walking by. The more exclusively we present a product it will
persuade people to accept it in a higher price, since they perceive in a higher
value. We can choose to display our products on a floor standing display if we
need flexibility in size and maximum durability.
 Create an Inviting Atmosphere
A positive buying experience is an important aspect if we want people to feel
comfortable in shopping in our store while shopping. They should feel a positive
mood before deciding to purchase anything. We should plan for a proper lighting,
should use a harmonious mixture of materials and colours for our store theme
which can only provide the customers a positive feel.

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 Choose a known brand as attention magnet
A way to reinforce our store image is to present only well established brand
products on attractive retail display racks. The recognition of a trusted brand will
bring great effects on how customers perceive the overall quality of our store.
This will affect our own store image and decide whether people like to spend time
shopping here.
 Communicate Brand Message on Graphics and Signs
It is always an added advantage if our retail display combines with the eye-
catching graphic and retail signs to provide additional information, a sticking
company slogan or to highlight a special advantage of our product.
 Feature your display on prime location
In a competitive floor every square foot counts. Place the best brands at spots
where they get easily recognized. The right positioning of retail display helps us
to comfortably guide customers through the store without difficulty to find what
they need.
THREE MAIN RETAIL SHOP DISPLAY TYPES
Retail Displays are in-store visual displays to show off our inventory or to accentuate a
high-margin product. We distinguish between three main types of retail displays:
Floor Stand Display
Floor stand displays can be placed anywhere in the retail floor and can host a variety of
products. It is the most often deployed display type because it can withstand a huge
amount of products weight for a very long time.

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COUNTER TOP DISPLAY
These displays are put on tables and counters where space is really limited. They often
tempt impulsive shoppers to buy items while waiting to check out, without previously
having the need for it.
RETAIL SIGNS
Retail signs have a high impact on product branding and are often combined with retail
displays to emphasize a products feature. Some of very simple but highly effective
merchandising solutions can be little more than an eye-catching well-placed retail sign.
HOW TO GET YOUR PERFECT RETAIL DISPLAY DESIGN ?
A lot of display solutions are available in the market. We can choose depending upon
the product we want to display, our available retail space and the existing store designs.
Our investment in a retail display is well planned then it will help our company sell more
products with higher margins. Here are tips to consider before making the decision to
buy a desired fixture:

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1. Analyze the product’s features.
Consider the size, weight, shape and colour of the product we would like to
display. The special about the product and how can we bet accentuate its
features.
2. Consider the theme of the store.
Think and choose a material which is best for the design of the store. Emphasize
the displayed product but don’t risk and destroy the overall look of the store by
choosing wrong material and colours for the display.
3. Understand the customer demographic.
We have to plan and showcase that who is most likely interested in the product
we are planning to showcase.
4. Choose an appropriate retail display type.
Depending upon the placement of the display in the retail space, there are many
ways to design the fixture.
5. Communicate your brand message.
Use special feature, information or brand slogan to communicate to customers
and utilize graphics, banner and signs to make the product informative and to
give a stand out look.
6. Get some design inspiration.
By browsing web ad books we can find some display designs which gives a
similar touch of our need. We can take this as our starting point for the custom
retail display.
7. Find a trustworthy source for your retail display.
Check the industry specific expertise and compare some of the projects with
other manufacturers. See if they can show proven track records, enough projects
and credible testimonials. We should ask about the working process, discuss the
program and demand a quote and compare again.

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TYPES OF DISPLAYS
WATER FALL WALL FACE OUT WALL
DISPLAY SYSTEM DISPLAY SYSTEM
WATER FALL & FACE OUT WALL DISPLAY ELEVATION

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POST FACE OUT WITH STRAIGHT WITH HANGRAIL
STRAIGHT HANGING FACE OUT
STRAIGHT HANGING & FACE OUT WALL DISPLAY ELEVATION

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FACE OUT WITH DISPLAY ROD DISPLAY
FACE OUT WITH DIPLAY & ROD DISPLAY ELEVATION

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A DISPLAY WITH BASKET & SHELVES WOOD OR GLASS
SHELVE DISPLAY
TWO ARM CUSTOMER DISPLAY

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FOUR WAY RACKS DISPLAY
CIRCULAR RACK DISPLAY

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SPECIALITY RACKS DIPLAY
OUTRIGGERS WALL FINS DISPLAY

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REGULAR RACKS DISPLAY
ROLLING RACKS DISPLAY
ISLAND DISPLAY
Island display is a display which stands alone on the floor without any side supports.
They are used for the physical presentation of the merchandise and can be accessed
from any side of the display. Island displays are usually situated in an open area of a
retail store such as near the entry of the store or in the larger aisles. Merchants take
advantage of the island display for calling attention to the items those are new arrivals
or the items which are currently on sale.

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An island display when it is carefully designed can be an effective selling tool other than
as a structure showing goods in the best possible position. Unlike other types of
displays, which provide views from one to three sides, the merchandise displayed using
the island displays must be visually appealing from all directions. When it is executed
properly, the consumers gets attracted to the displays and more likely longer than the
shelf display. Since eye catching and holding the attention of consumers is more
important and essential for making sale, the island displays increase the chances of
selling merchandise that go unnoticed in the store shelves.

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SHADOW BOXES
A shadow box is glass-front case which is enclosed; it contains an object which are
presented in a thematic grouping with artistic or personal significance. The grouping of
the objects and the depth effect created by the relative heights from the backing creates
a dramatic visual result.

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ENCLOSED DISPLAYS
Enclosed displays are the displays which are covered from all sides but are
transparently visible from all the four sides as well as from top. These types of displays
are used in stores where they want to keep up and protect the value as well as the
beauty of their products. There are different types of enclosed displays, ranging from tall
tower and trophy cases to enclosed cabinets and glass pedestals. These kinds of
displays provide great purposes like in protecting items from dust, moisture and
humidity, and constant handling. In retail stores these helps prevent theft and also helps
to engage customers into conversation about the product.
TYPES OF ENCLOSED DISPLAYS
1) Tower/trophy cases – Tower type cases can be made out of metal, wood and
glasses. It is covered with glasses on all four sides to get maximum visibility. An
additional advantage with the tower/trophy case is that, safety features like locking
mechanism and alarm systems is available with it. They can be also installed with lights
to highlight the merchandise more.
2) Pedestal cases – These are often found in galleries and museums, sometimes
in personal studios and homes. They can be fully enclosed or open. It is often
used and found at the focal point of a room where an important item needs to be
displayed.

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LEDGES
Ledges are the rack which are attached to the walls without any support from the floor
and is completely relied on the wall. Ledges are available in different materials like
wood, ceramic, Korean stone, glass etc. These are not widely used in retail store, they
are very rarely used in retail store.

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DISPLAY MATERIALS
A variety of materials are used in the displays in retail stores in this era to make catchy
and beautiful displays and to promote the business along. Materials which are visually
appealing should be used. Dull appeared materials are usually not preferred until and
unless it’s a part of the design or the concept. Some of the materials commonly used in
the markets these days for the displays to make a good visual merchandise are:-
1) Metal such as mainly stainless steel etc.
2) Plastic
3) Glass

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4) Marble
5) Acrylic
6) Wood

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SIGNAGE SYSTEM
A visual representation which delivers information to the customers about the
happenings in a store, office, building, street, parks etc. is called as signage. It is
visually orientated information system consisting of signs, maps, arrows, colour coding
system, pictures and different elements. They are typically used to guide people’s
passage. It helps the customers to easily get into the desired destination and the
product they want to look for and purchase. It grabs the attention of any customer in
selling items and thus helps the businessmen too. Signages are called as “silent
salesmen”. They are the effective medium of communication between the retailer and
customer. It gives the store its unique identity and helps in furthering its brand image.
Signs helps to sell our products, guide the shoppers through the tore and to promote
special offers and discounts too. They come in all shapes, size and colours to fit the
store décor. They are used to attract customers
Signage is divided into two categories. They are:
1) Indoor Signs
2) Outdoor Signs
Both of the signs have their own particular uses.
1) Indoor signs: They are used to guide and enhance the customer’s shopping
experience.

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2) Outdoor signs: They are used to get customers into the store. They promote in
store events, specific products, services or sale that are going on inside. Outdoor
banners are preferred for this type of advertisings. Banners which are of large
size and colourful banners get more attention from vehicles on road as it passes
by. Banners are great for promoting sales, grand openings and services. They
are user friendly. Most banners come preinstalled with grommets and tie downs
hence; it can be easily attached to buildings, window, wall or any attention
required places. Freestanding sidewalk signs are another type of outdoor
signages.
Signages will change the store communication with its customers. We can sell the best
widget in the town at the best price, but if we do not use an outdoor banner or sign
conveying everyone the message, we wont be able to sell. After getting the customers
inside the store they would not be able to find the product if there are no points of
purchase signs pointing in the right direction and advertising the great price. This is why
retail tore signage is called as the “Silent Salesman” because they communicate with
customer in efficient and direct ways and never ask for a coffee break.

43
MATERIALS USED IN SIGNAGES:
These days signages are made up of several types of materials according to the design
of the interior. Almost any material can be used for interior signage because it does not
have to resist temperature extremes, weathering, moisture, snow loading and other
factors that exterior sign are subject to. The materials used are:
1) Plastic
- Acrylic
- Polycarbonate
- Butyrate
- Fiber Reinforced Polyester
- Polyvinylchloride (PVC)
2) Metals
- Aluminum
- Stainless Steel
- Brass
- Bronze
3) Adhesive Films
4) Photographic Films
5) Electronic Signage

44
LIGHTING
Stunning and effective lighting in the displays and window displays are key trick to get
customers inside the store. It’s a way to attract customers like the displays, colour and
theme plays. Lighting in a window display is probably a great visual merchandising
problem of all the small businesses. The lighting and layout of a window display and a
retails store along with other merchandising elements and techniques plays a major role
in the business of it to reach the target of the market.
SOME OF THE TECHNIQUES OF LIGHTING ARE:
 In an open back window, lighting up
the front must be very strong
enough and should keep the
shopper’s eye going from the display
to the interior of the store.
A series of focused spots and track lights on
the ceilings gives a bright light down on the
products displayed. The back panel is
movable and seperates the display area from
the rest of the store and from the store
lighting which reduces its effect on the
display.
 In a closed back window, we can use a range of
lighting effects and coloured lights and filters which
will help to create more theatrical display.
The focusable spotlights are located on a track above the
window. The lamps can be targeted over the mannequins.
Since, the windows are fairly deep backlighting can be done
along with illuminated objects

45
 The most effective source for
window displays are by using
incandescent lights. Incandescent
spotlights are high voltage lights
and called as Parabolic Aluminized
Reflector (PAR) bulbs. They can
be used as primary source but
usually used as a secondary
source. An alternative to PAR Bulb
is the reflector bulb with a clear
glass, but does not burn as long.
Floodlights are also incandescent
bulb, they usually have frosted
glass envelopes or enclosure.
They are less concentrated and
have a wider beam spread than
spotlights.
In this women’s shop, row of round bulb are lined up in the middle. Some recessed
floodlights are cut out the circle of the dropped ceiling panel, It serves as the primary
light source. The spotlights on the track which runs from the front to the rear of the store
highlights, and accentuate the merchandise display on or off on the wall.
 A variety of light source and lamps can be used while planning a store’s interior
lighting. These can be used to create a particular lighting palette and bring the
customers attention to various area of the store.
 General or primary lighting includes the all over lighting in the ceiling of a selling
area. It does not include the accent or decorative lights.
 Secondary lighting includes the accent and decorative lighting. They are:
chandeliers, sconce, wall washers, indirect lighting, spotlights and lights under
shelves, in cases and in counters.
 Fluorescent lights are efficient and
inexpensive to install and maintain. They
are available in a wide range of colors from
cool bluish to warm deluxe having a peach
tone. Smaller tubes can be used in
showcases, under shelves and behind
baffles as wall washers.
Fluorescent tubes are cased in a long frosted
glass fronted fixtures which makes a strong
pattern against the blacked out ceiling, providing

46
general, primary lighting for this store. Pencil fluorescent tubes in red plastic sleeves
give a visual excitement and a hectic tempo of the shop.
 Incandescent bulbs mostly produce warmer and more flattering lights than the
fluorescent but emit more heat. These lamps do not burn long or are not efficient
as the fluorescents. They are available I wide ranges of size, shapes, and
wattages. They can be decorative too.
 High Intensity Discharge (HID) lamps is efficient and inexpensive light source
which has its colour improved for its use inside the store.
 Light Emitting Diode (LED) are solid-state devices that do not require any heating
of filaments. They are cost efficient, energy efficient and green material too.
 Different light sources together on the same selling floor can also be used. It is
possible to highlight an accent and fluorescent primary light scheme with
incandescent secondary lighting.
Reference:
http://www.google.co.in/url?sa=t&rct=j&q=visual%20merchandising&source=web&cd=9
&cad=rja&sqi=2&ved=0CFkQFjAI&url=http%3A%2F%2Fwww.schools.utah.gov%2Fcte
%2Fdocuments%2Fmarketing%2Fresources%2Ffashion%2FAdvS9Visual.ppt&ei=vAoh
UaW1FYuSrgeWl4HQDg&usg=AFQjCNEqMi2XR7OAU7QCVHMgLZz3g5tZLg

47
PLANOGRAM
Planogram is a visual representation of a store’s products and services. It is a diagram
of fixtures and products that shows how and where the products should be displayed on
a store shelf to increase customer purchase. It is also called as Plano-grams, plan-o-
grams, schematics and POGs.
Planogram is considered as a tool for visual merchandising. It helps to dictate a retail
store’s layout of planning. Effectiveness of the planogram can be measured by the sales
volume. Planogram defines which product and were the product has to be displayed in
a retail store in the type of shelving unit and the quantity to be displayed. This is useful if
we want many numbers of displays giving the same look and feel for the displayed
products. Manufactures prepare the planograms and send them to the stores ahead of
the new product arriving in the stores. Usually for consumer-packaged goods, the
manufacturers would give or suggest the planogram with their new products to show the
relation of the products to the existing products in the market.
PLANOGRAM PLACEMENT METHODS
Visual:
Visual product placement is done by different theories of horizontal placement, vertical
placement and block type placement. Displaying products horizontally increases the
concentration of a certain products to the customers. A research study says in
horizontal display the spacing between minimum placement should range from 15cm –
30cm is required to receive customer attention. It also depends on how far is the
customer viewing the unit and the products. Vertical displays displays products on shelf
level one top of the other. The distance between each product should have a minimum
placement of 15cm – 30cm.
Derivative Target:
 It says how to set and show the merchandise
 It ensures enough levels on the shelves and displays.

48
 It helps to use the space effectively (eg. Floor, walls)
 It communicates retailer’s brand identity.
 It helps in mapping a store.
BENEFITS OF PLANOGRAMMING
 It improves the sales presentations and closure results.
 It gives a better grasp on relative product performance.
 It provides a better brand awareness through consistency.
 It provides an improved retail placement.
 It provides an increased consumer appeal of product displays.
 It improves the shelf’s space allocations.
 It gives a much better marketing through targeted displays.
 The awareness of visual merchandising improves.
Reference: Wikipedia.org

49
WINDOW DISPLAY
Window display is also called as store window or shop window. A window in a shop
which will display the items of the store for sale and merchandise or if it’s designed to
attract customers into the
store and shop is called as
window display. Usually, the
large windows in the front
façade of the shops facing
the corridors of the malls or
the streets in case of an
independent retail stores are
referred to as window
displays.
Ex: In boutiques the window
displays have mannequins
dressed up displaying the
clothes of the boutique.
Placing merchandise in a store’s window is called a “window dressing”. It also refers to
something which can be done to make a better impression and even give a look of
dishonest or deceptive.
This window display displays the
sports dress been sold in the
store. It is displayed in by the use
of mannequins in the motion of
different sports and exercise which
will speak to the customers bout
the flexibility and the use of the
merchandise and grab them into
the store.

50
TYPES OF WINDOW DISPLAY
Window displays play a major role in visual merchandising. They have the ability to pull
the customer into the tore by attracting them. There are different types of window
displays in the retail field. They are:-
1) Closed window display
Closed window displays are like
small rooms which only face
towards the exterior of the retail
store. They are light up and
dressed up well there for the
purpose of visual merchandising.
2) Open – Back window display
Open – back window displays does not have
back walls and they sometimes have side
walls depending upon the design and layout
of the store. Since, they do not have back
walls it’s called as Open-back window
display.

51
3) Corner Window display
Corner window displays are the displays which
are wrapped in the corners. They are usually
seen with curve corners but depend upon the
layout of the retail store.
4) Showcase Window display
Showcase window displays are small
showcases placed at the eye level
facing the exterior of the retail shop.
They will b well lit and bright. This
type of display is most commonly
seen in watch and jewelry stores.
SETTINGS OF WINDOW DISPLAY
Settings of window display, here we mean the different themes these days used to set
up the displays. Different kinds of themes can be used depending upon the designers

52
and the clients thoughts and wish in their design palette. Here are some types of
themes described which are used in fashion industry.
1) Realism
In realism theme based window displays
they display everything exactly as they
appear in life. They use dummies;
mockups are used instead of models. This
is common and widely used even in home
furnishing shops and furniture showrooms.
2) Surrealism
Surrealism theme based window
displays are usually depending on
dream and fantasy. The materials
used are filled with familiar objects
which are used to decorate to
strange and mysterious things. The
intention of making this type of
window display is to make people
look at the display and the products
in a different way and to create a
dreamy feeling feeling in the minds
of people.

53
3) Abstract and Geometric
In abstract and geometrical theme
based window displays we use
geometrical and unrecognizable
materials. Here, the visual
merchandiser does not try to show
people, animal or other things exactly
as they appear in the real world. They
show them in geometrical and abstract
shape of the original ones.
Here is an example showing the abstract form of a lamp made with the geometrical
lines using wooden strips to highlight footwear in the display
4) Pop Art and Retro
This window display is inspired by comic
trips, advertising, popular entertainment
and culturally outdated mode. The theme
can be anything in an everyday life which is
et up in a beautiful colourful way or even
can be something which is 15 to 20 yrs
back or even prehistoric.

54
5) Futuristic
This is a theme for the
windows displays which can
relate to the designs,
technology and situation which
are expected in the coming
future times. Metallic colours
and objects in the outer space
are usually used here.
6) Nativism
This theme for window display
uses indigenous materials and
potrays the ethnic culture which
the designer and the retail
owner would like to depict in the
store. More often, cheap
materials are used for this type
of themes. Apart from capturing
attention of the native people,
this theme of window display
aims in contributing in renewing
and maintaining the original and
native culture.
Here is an example of an African tribal culture in a window display of garment store.
http://the-creativity-window.com/2012/01/top-6-types-of-window-display/
http://vstories.wordpress.com/2011/03/25/types-of-display-windows/

55
UNIVERSAL DESIGN
Universal design is referred to the designs which are made and accessible easily for
both people with disability and people without disability. This term of “universal design”
was coined by the architect Ronald L. Mace to describe the concept of designing
products and built environment which are aesthetically pleasing as well as it can be
used to the greatest possible extent without considering age, ability or disability. But, it
was Selwyn Goldsmith who firstly had the csoncept of free access for the disabled
people.
PRINCIPLES OF UNIVERSAL DESIGN:
North Carolina State University is a center for Universal Design. They present the
following principles.
 Equitable use: The design is useful and can be used by any group of people.
 Flexibility in use: The design considers almost every range of individual’s
preferences and abilities.
 Simple and intuitive: Use designs which are easy to understand.
 Perceptible information: The design will communicate necessary information well
and effectively to the user.
 Tolerance of error: The design minimizes hazards and accidents as well as its
adverse consequence including unintentional actions.
 Size and space for approach and use: Enough of size and space should be
provided for the comfortable approach and use.
SOME EXAMPLES WHICH CAN BE INCORPORATED IN RETAIL
DESIGN AND VISUAL MERCHANDISING ARE:
 Smooth ground levels and ramps provided along with the stairs to the entrance of
the store.
 Bright and appropriate lighting provided, it can be task lighting given for a
particular.
 Use meaningful icons and signage with text labels.
 Signs should be light with dark visual contrast colours.
 Instructions which present the materials should be in both orally and visually.
 Labels on equipment showing the price should be in large print.

57
KAZO
Store: KAZO (Western outfit store)
Area: 23’ x 36’ = 720 sqft
Location: GIP, Noida
KAZO PLAN

58
Displays: Different types of displays like wall displays, four ways rack displays,
hangers, and independent display are used in the store to showcase its products to the
customers.

59
Lighting: Focus lights are used in the store which are directly focusssed on the
products to enlighten them.
Ceiling: There is no false ceiling provided. It is an exposed ceiling were the HVAC
ducts and the lighting ducts are all exposed. 2’ x 2’ grid I provided through that all the
service ducts are seen. The ceiling is all painted black to coordinate with the store
interior and to the merchandise.
Pleasing of the customers: The slight gothic ambience of the store takes the
customers into a gothic world with majority of the merchandise in red and black colour.
The store is completely of black, grey and a slight of grey colour. The window display
with mannequins and green plants used as props gives the look of nature and says that
the outfit is for summer and spring wear. This is a way of speaking to the customer with
the displayed products. Focus lights directing on the mannequins makes thee cloths
more catchy and attracts thee customer view from the passage outside of the store.

60
Display: Different types of displays such as hangers are attached to the walls, four way
rack displays, hangers on the mirrors and independent displays are provided for the
different viewing of the merchandise which will help the customer. The wooden
independent display is placed I the middle and in the beginning of the store. It displays
merchandise which are folded up and one with a mannequin too.
The hanging display of the accessories at the back of the store has a mirror and it’s a
face out wall display system. This system of hanging display with mirror reflecting the
accessories helps in catching the more beauty to the merchandise as well as an
imagination of more number of merchandise too.
The wall displays with hangers and as well as with mannequins is a good idea of
displaying merchandise as its easy for the customer to understand the merchandise
well without picking them out and checking. Placing picture of the clothes between the
displays gives another view to the customers on how the merchandise appears. This is
a method of visual merchandising.

61
Visualizing Exterior: The store gives a good visual to the exterior. The exterior view
has a good window display and since the exterior is glazed completely it give a full view
of the store from outside till the last end of the store. The window display is an open
window display.
Analysis: The store is well done with the display system and lighting to create the
required ambience. The modes and methods of display with hangers a well as with the
mannequin is a good way of displaying merchandise.
The window display is not much pleasing enough to attract the customers in. Some
more number of mannequins could have been added up which would complete the
window display.
The window display had too many props which were not much useful, it could have
been better if less number of prop would have been used.
WALL
DISPLAYS
FOUR
WAY
DISPLAY
WALL
DISPLAYS
ISLAND
DISPLAY

62
BOSSINI
Store: Bossini (Branded Store)
Area: 23’ x 36’ = 720 sqft
Location: GIP, Noida
BOSSINI PLAN

63
Display: Different types of displays are provided in the store. Displays like wall displays,
independent display racks, hangers, racks. The hanging displays have face out display
system and folded system and hanger system too.

64
Ceiling: The store has wooden ceiling on the RCC roof. Recessed spotlights are fixed
on them. The store even has gypsum ceiling in an area. On this gypsum ceiling the AC
grills and the smoke detectors are provided. The ceiling goes well with the green logo of
the bossini brand.
Lighting: Lights such as spotlights are provided as general lighting throughout the
store. These are lit up well right on top of the merchandise so that it gets highlighted
and is noticed by the customers. Overall of the store is lit well with white lights to gve a
bright and pleasing shopping.
The light fixtures used in the window display are focus lights. These lights are placed in
such a position that it is directed on the mannequins and the pictures which are
displayed.

65
Some of the wall displays have cove lights directing below to enhance the merchandise
which are hung and which are folded.
Overall the store has a well lighting to give a pleasing atmosphere for the shopping
Pleasing of the Customer: The store has a very pleasing atmosphere which helps in
giving a good feel for a shopping. The display system is a well convenient, client friendly
display system with different types of displays. The folding and the hanging system is
good for the better viewing of the merchandise without putting much effort. The uniform
lighting throughout the store in the form spotlights provides a good lighting and a
pleasing atmosphere within the store. The window display having one side with
mannequins and the other side with posters hanging gives another way of displaying
the types and designs of merchandise. The mannequins give a model look of the
merchandise originally in the eyes of the customer, while the posters hung gives an idea
of how the merchandise looks and say about the fittings. This too helps to attract the
customers.
Visualizing Exterior: The exterior of the store is fully glazed. It has mannequins as well
poster of the merchandise with the models hung too in the window display. The entire
store cannot be visualized from the out. Most of the store can be visualized from the
entry. Since the window display is majority of poster it blocks the entire view of the store
from out through the window display.
Analysis: The store is a well planned store with a proper planogram. The lighting gives
a good visual appeal and atmosphere for the customer to shop well and give a feeling of
coming back to shop again. The displays are all a user friendly display which makes it
easy for the customer to shop and view things. Adding more of mannequins in the
window display instead of the posters were good as it would display the merchandise in
reality as well give a good view of the from outside through the window display.

66
COMPARISON TABLE
KAZO BOSSINI
DISPLAY SYSTEM Good, Accessible &
Convenient
Good, Accessible &
Convenient
WINDOW DISPLAY Good & Impressive Good but more of pictures.
LIGHTING Good dim lights creating a
mood and matching with
the theme.
Good bright light, lighting
the whole showroom.
VISUALIZING EXTERIOR The whole store can be
seen from out through the
window display as it is
completely of glass and
less of mannequins
displayed.
The whole store cannot be
seen from out because the
window consists of
mannequins displaying
products as well as large
postures of the products
are hung which blocks the
view through the glass.
PLEASING CUSTOMERS Yes, its visually pleasing as
well as it pleases the
customers by providing the
well form of display which is
easily accessible and
displays the product well for
the customer to understand
them.
Yes, its visually pleasing as
well as it pleases the
customers by providing the
well form of display which is
easily accessible and
displays the product well for
the customer to understand
them. The bright white light
provided in the store is of
great advantage for the
customers of poor vision.
This advantage would
please them more.

68
CONCLUSION
Visual Merchandising is an important feature in today’s retail design sector. A store
which does not display its merchandise well and does not speak well about it shows
that, it does not have a good visual merchandising in the store. These days the sale of
merchandise is only based on how much the store keepers visualize the products and
gather the attention of the customers. Factors such as colours, lighting, theme, displays,
mannequins, signage’s and window displays are responsible for visual appealing of the
merchandise to the customers and to drag them into the store for the sale of
merchandise.
Signage’s speaks in the form of words, pictorials, arrows etc. hence they are called as
“silent salesmen”. They play a major role in every retail store passing a message to the
customer about the merchandise, directing the customer to the desired location
according to their need and hence helping in visual merchandising too. The different
forms of display systems display the merchandise in the particular way it needs to be
displayed so that it catches the customer’s eye and brings a sale for the store. Different
types of merchandise require the particular type of display system for it to display the
products. Hence, the use of the particular type of displays relevant to the products plays
a great role in the visual merchandising. The lighting, colour and theme of the entire
store will give a good relaxing feel for the customer that they would prefer to come back
for shopping in the same store. Window displays displaying the merchandise with
mannequins, props and the proper lighting which goes with it helps to drag the passer
buys from the passages and corridors of the malls and streets. Creating themes in the
store and window displays during festive seasons is also a good method of visual
merchandising. By the themes the customers get to know about the festival items and
offers given out in the stores hence, it helps to cling people into the store during
festivals and increase the sale too.
Visual merchandising is hence a very important aspect in the current era for the best
display and sale of products in a best way to achieve maximum profit. The store even
looses attention from the passer buys and it won’t be able to grab clients and hence,
may end up in loss too. Hence, visual merchandising is a very important factor in the
business of a retail store and even in the design of the store too.

69
INNOVATION & RECOMMENDATION
 Provide a system for the customers to purchase the clothes without giving a trial
from the store. This can be done by displaying the clothes of different sizes on
different mannequins of different sizes so that the clients can just check out their
size matching to that of the mannequin’s and even see the fitting of how it looks
and then do their purchase.
 A safety security for the window displays can be provided by the use of clear
tempered fiber glass, so that it does not breaks with any external effects like theft
and does not get affected during fire and heat.
 A safety security as alarm system for theft can be provided in a tricky way. The
alarm should only ring when the robber touches the products, it should not ring
when the robber enters into the store. The system of alarm ringing only when the
robber touches the product is an artificial intelligence system.
 Designing the entire retail store in a universal design can cling old age people
more and more. When the various heights and differences becomes very suitable
and convenient for them to shop and to check out items will make them have a
relaxed shopping and can makes them come back again and again.

70
REFERENCES
Time Savers standard for Interior Design
Wikipedia.org
http://sarahmarie1.hubpages.com/hub/A-History-of-Visual-Merchandising-in-Retail-
Stores#
https://www.google.co.in/search?q=enclosed+display&hl=en&biw=1517&bih=693&tbm=
isch&tbo=u&source=univ&sa=X&ei=DxZUUdvrE8TWrQeXvIHoCA&ved=0CEEQsAQ
http://www.tecnodisplay.com/news/?p=743
http://www.thefind.com/furniture/info-display-ledges
https://www.google.co.in/search?q=shadow+boxes&hl=en&tbm=isch&tbo=u&source=un
iv&sa=X&ei=ohZUUbi1D4vOrQff1oDICQ&ved=0CEMQsAQ&biw=1517&bih=693
http://www.google.co.in/url?sa=t&rct=j&q=visual%20merchandising&source=web&cd=9
&cad=rja&sqi=2&ved=0CFkQFjAI&url=http%3A%2F%2Fwww.schools.utah.gov%2Fcte
%2Fdocuments%2Fmarketing%2Fresources%2Ffashion%2FAdvS9Visual.ppt&ei=vAoh
UaW1FYuSrgeWl4HQDg&usg=AFQjCNEqMi2XR7OAU7QCVHMgLZz3g5tZLg
http://the-creativity-window.com/2012/01/top-6-types-of-window-display/
http://vstories.wordpress.com/2011/03/25/types-of-display-windows/

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