One of the most important ways to grab a customer’s attention is visual presentation. How your merchandise is displayed, the colors and interest the display generates contribute to the overall effect which causes the customer to buy.
How Displays Help
One of the first things to consider in a display is your focal point. If your display doesn't have a focal point, this can overwhelm and confuse the customer. Make sure you have one feature you want customers to notice. If you use a new product as a focal point, then you can use complimentary products to encourage more sales. Your focal point should be at eye level to most of your customers. If the display is too low, the customers will walk past it and not notice it. The display only has a few seconds per customer where it will garner attention.
Besides focal point, colors are important as well. Bright colors like red and yellow will grab a customer’s attention. When customers see colors they like, they’ll walk towards the display. The display should encourage other senses as well. The customer may pick up items and feel the texture. They may like the smell of the product or listen to the product as is appropriate. If all those things are agreeable to them, then price is the determining factor. By making it bold, simple, and colorful, people will stop at your display.
The Design of the Display
To help visualize your layout, use a drawing of the lines and shapes of the display the way you imagine it to help you decide on the final design. You must consider these questions too in your design. Do you want your layout to be horizontal or vertical? Do you want the products in a straight line, a curved line or stacked? How about a circular shape? Will you be using just one of these elements or a combination of different ones?
Studying the correct balance is an important factor also. A dark color looks heavier than a light color. Bigger objects look heavier than light ones do. When you’re placing your items, the darker ones should be near the bottom of the display and the lighter ones closer to the top. Also, if too many items are placed on one side, then your display can appear unbalanced. When your display has a lack of balance, it creates a feeling of instability and anxiousness in your customers. They will move on to a display which makes them feel better without even being aware of it.
Simple is Better
The goal of your display is to attract attention to what you’re selling. Your goal is also to make it simple for the customers to find what they are looking for without becoming frustrated or overwhelmed. Too, keep your products together with similar groupings; it will give the display a logical and cohesive concept.
When the display is finished, approach it from all angles to see how it looks. Is your focal point still prominent? Are your signs readable and visible to the customer? Walk over to the display and view it from the customer’s angle and make sure it faces the main traffic aisles. Are the arrangements still balanced or do you need to move something?
By using these methods, you can turn a browser into a buyer. By creating a professional display, you will clearly be communicating the value of the merchandise that you have to offer and then you will make the sale.
Photo courtesy of freedigitalphotos.net
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