Product manufacturers and brand owners don’t always have much to do with the visual merchandising process. Once the product has left the factory, the onus falls on the retailer to do their utmost for sales of the product. Unfortunately, this sometimes is not as effective as a brand owner might like.
In today’s ultracompetitive market place, it’s of paramount importance, though, that everyone understand the basics of visual merchandising.
Let your products be seen Don’t let your goods be hidden on the lowest shelf. Aim to ensure that your brand is displayed prominently. Pyrotec PackMedia’s Do-It Adhesive Display Strips provide a practical way to display your products vertically where customers can see them, and allow you to group complementary products together.
Use creative imagery Lighting design techniques can be incorporated to stimulate consumers’ imaginations. Shining a spotlight onto a product can create a striking visual effect and drive the desire for brand association.
Get colourful One effective way to grab your customer’s attention is with a knowledgeable use of colours, as they carry associations of emotions, holidays and gender. By understanding some of these associations, you can target your merchandising to the correct audience through the use of a specific colour palette. For example:
Yellow/ Red: Attention grabbing
Green: Health, freshness, natural, eco-friendly
Brown: Home, earthiness
Black: Sophistication, elegance, exclusivity
Blue: Trust, reliability (although blue can have a negative effect if associated with food)
Consider the customer It’s important to consider how potential customers respond to the visual elements of displays. For example, it’s important not to crowd too many items onto the shelves or hooks. Consider arranging products so that light colours are on the left side of the display with darker colours on the opposite side, naturally drawing the eye across.
Keep it fresh Remember that maintaining effective visual merchandising is an ongoing process. It’s important to update product displays regularly. Use on-pack devices and incentives as cost-effective ways to keep displays attention-grabbing and relevant. Keep the display fresh, exciting and engaging.
Pyrotec is a privately owned South African company that specialises in providing innovative and top quality product identification solutions, such as Fix-a-Form and PackMedia’s Do-It Adhesive Display.