This document discusses the key principles and elements of visual merchandising. It outlines that visual merchandising creates a positive image for a business through carefully designing the exterior and interior displays. The main elements of design discussed are space, line, color, shape, texture, form, and value. Other principles covered include balance, emphasis, proportion, rhythm, and harmony. The purpose and responsibilities of a visual merchandiser are also summarized.

1. Visual
merchandising
prepared by: tinsaye asfaw

2. A good visual
merchandiser has an eye
on details.
Visual merchandising is the
silent salesperson.

3. Visual Merchandising is everything
the customer sees, both exterior and
interior, that creates a positive image
of a business and results in attention,
interest, desire and action on the part
of the customer.

4. Principles of visual merchandising
• Make the merchandise
visible.
• Make the merchandise
tangible and accessible.
• Give the shoppers good
choice.

5. ELEMENTS OF
DESIGN
1. Space
Area provided for particular
purpose
Distance between components
• Positive(the object)
• Negative(the space)

6. 2. LINE
• Continuous movement
of a long surface.
• Have length, dimension
and thickness
• Polka dot: is a pattern
consisting of an array of
large field circle.
e.g. Vertical, horizontal,
diagonal and zigzag.

7. PSYCHOLOGY OF
LINE
Vertical line: strength,
height, pride, majesty and
dignity
Horizontal: Easy, rest full
and elegant
Curved: Grace and
feminist
Diagonal: Forceful, strong
and dynamic

8. 3. COLOR
Peoples buy color before checking
size.
Primary: red, blue and yellow
Secondary: by mixing primary colours
Orange, purple(violet),green
Tertiary: by mixing primary and
secondary color.
Red orange, red purple, blue purple,
blue green, yellow orange, yellow
green.

9. Complementary: opposite
each other in the color
wheel.
Analogues: side by side
Monochromatic: tint(add
white)/shade(add black)

10. PSYCHOLOGY OF
COLOR
Blue: blue sky, dark night, deep
sea and Trust worthy
Red: strong full of energy and
warm, Sexual, aggressive(volcano)
Yellow: sun, optimism,
confidence, creativity, Buddhism,
emotional

11. Green: fresh, balance, rest
Orange: positive energy
Purple: spiritual, quality expression to
cosmetic industry
White: clean, pure, simple
Grey: works for every thing
Brown: stable and reliable
Relief about someone, inflexible

12. 4. SHAPE
• When area enclosed by lines
• Is 2D(dimensional) object
Geometric: made by humans e.g. triangle)
Organic: it is natural and asymmetrical

13. 5. TEXTURE
Surface object feel
• Implied: only see you
can not feel
e.g. picture, photo and
drawing
• Actual(tectile): you can feel and touch

14. 6. FORM
It is 3D( length, width and
depth)
triangle-cone
Circle-sphere
Form take space in implied
or actual
Light and shadow(dark)
effect use create illusion
Made by color, textile…

15. 7. VALUE
Contrast between light and
dark and show the
transition.

16. PRINCIPLE OF
DESIGN
1. Balance
Formal: cut in half by
imaginary line.
• one is the mirror image
of other
• Similar weight and
performance
Informal: equal weight
and size but one is not the
other replica
Radial: elements
positioned around the
circle or central point

17. APPLICATION
If an item is placed at an
angle to one side the space
on either side of that piece
become important
• Symmetrical:
expensive and quality
merchandise.
• Asymmetrical:
rhythm and
felling of
excitement

18. 2. EMPHASIS
• Making an element
stand out.
• Formulation of focal
point.
• Eye movement from
left to right.
• Window display
emphasis theme.
eye level
Optical centre-from
eye level to down
Left to right movement-
upper left to lower right

19. APPLICATION
• An isolated item can be
emphasize when surrounded by
black space
• Shiny surface enlarge objects
• Dull surface absorb light and
deemphasize an area
• Unusual texture highlight an area
• Repetition means something
important and create emphasis

20. 3. PROPORTION
• Ratio of parts to the whole
display
• Relation ship of size,
amount, degree and parts
• Not use all large object
• Adding odd number and
related item to large piece
• Proportion is more meaning
when one is define by other
Display= contrast+ proportion
There is no eye trouble
to see

21. 4. RHYTHEM
• Movement or flow and measure
the organized movement between
objects back and forward, side to
side
• It does not mean repetition but
arrangement of organized motion
How?
• Reputation of shape
• Progression of size
• Continuous line movement
• radiation

22. 5. HARMONY
It incorporate every other principle
Function harmony: how something
works physically.
Structural harmony: merchandise
should not out of space display
Decorative harmony: only for
decorative purpose.

23. Responsibility of visual
merchandiser
• Display merchandise with visual appeals to attract customers.
• Integrate brand images in visual presentations throughout the stores.
• Innovate and implement seasonal merchandising presentations.
• Initiate unique visual presentations.
• Monitor merchandise inventories.

24. • Ensure replenishment of fast-selling items.
• Coordinate with stores manager on key visual merchandising
efforts.
• Design and implement key visual elements including styling of bust
forms, leg forms and Henry hangers.
• Organize and adjust lighting systems to enhance visual elements.
• Ensure compliance of brand standards in visual merchandising
efforts.

25. Purpose of visual merchandising
attract ,engage, motivate the customers towards making a purchase

26. Both goods and services can be displayed to
highlight their features and benefits

27. Visual merchandising
problem
• hidden products
• traffic flow issues

28. • poor customer
service
• inadequate budget
for displays

29. Cont’d
• confusing displays
• stagnant displays

30. Cont’d
• signage problems
• poor housekeeping

31. Cont’d
• Not maximizing
the checkout
zone
• underutilized
window displays

32. FOLDING
HANGING
SHELVING PEGGING
Method of
display

33. Elements of visual
merchandizing

34. STORE
FRONT
1.SIGNAGE
• Promotional Signs
• Institutional signs

35. Cont’d
• Location signs
• Informational signs

36. 2.MARQUEE
• This special type
of sign is used to
display the name
of a store.
• An effective
marquee must
stand out from the
other businesses
to attract attention

37. ENTRIES
• Approximately 75 %
of first time
customers
remember a store’s
entrance, which
provides the first
and
last view of the
store’s interior

38. 3.Window display
There is less than 11
seconds to accomplish
this, as that is the
average amount of
time an individual will
spend looking at a
window display.

39. Construction of
window display
• Frequently
change the
window
display That
shows new
merchandise
are there
• Window light should
overcome the reflection
from out side the object
• Should contain
dominate theme
• Not crowd too
much merchandise

40. TYPES OF WINDOW
DISPLAY
• Open
• Half closed
• Closed

41. Awnings
They provide the
customer with
protection from
weather and makes
viewing the
window
display more
pleasant

42. Store interior
Lightening
• Lighting is essential in
calling attention to
merchandise
in a display
• A shopper’s eye is
drawn automatically to
the brightest item or
area

43. Types of lightening
• Primary
• secondary
• atmosphere