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4.0 OBJECTIVES
After studying this unit, you should be able to:
● discuss about proportion of each element used in display;
● describe about balance in visual merchandising;
● explain the term ‘emphasis’ used in visual merchandising;
● define the term ‘harmony’ used in visual merchandising;
● describe the term ‘rhythm’ in context of visual merchandising; and
● enumerate the importance of colour in reference to visual merchandising.
4.1 INTRODUCTION
An effective way of attracting customers to a store is by having good displays, both
exterior and interior. A customer will be attracted to a display within three to eight
seconds; that is the time a customer spends to determine his interest in a product. This
is why it is critical to have a properly designed display. Every display should be planned
and have a theme. Good design makes a visual presentation come together. This means
the design attracts attention in a way that strengthens the store image, as well as
introducing merchandise to the customer. The principles of design are guidelines that
help the merchandiser in using the elements of design effectively. The principles of
design are the way in which display elements are arranged to create a visual impact.
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Visual Merchandising and They are used in all art forms from fine art to graphic design to visual merchandising
Store Management
and are a must to be learned by all who wish to design. The impact or quality of a design
will depend on how well these principles are employed. In this unit, you will learn about
the principles of design such as – proportion, balance, emphasis, harmony, rhythm and
colour.
4.2 PROPORTION
Proportion is the ratio of the parts to the whole display. It is a comparative relationship
of distances, sizes, amounts, degrees or parts. Each item may look normal when isolated,
but if it is inconsistent in area or dimension with neighboring items, it seems out of
proportion. Each piece of merchandise must be considered in relationship to all the other
merchandise. While designing a display the first and foremost criterion is to make it
visually pleasing. A good display will not only attract attention but also evoke positive
emotions, which is important to make a sale. To make a visually appalling design, one
has to make sure that all the elements used in that display are visually suitable to be
displayed with each other in terms of shape and size. This is called proportions. Proportions
need to be maintained not just between the elements used but also in relation to the
design space. Any element too large or too small in proportion to the display space will
topple the design efficiency. Imagine 6 feet long bamboo sticks used to display watches
in a large window. The watches will be clearly out of proportion in terms of display
space as well as the long bamboo props. Alternatively imagine one feet bamboo stich
displaying the same watches in shadow box window. This will bring the watches in
focus in a well-proportioned display space and prop. Proportions become even more
important while grouping different merchandise together in a display which will require
careful consideration. In figure 4.1 we see that the standing mannequin, the mirror and
the vases are clearly disproportioned with each other, while in figure 4.2 which shows
that just by tweaking the sizes of the elements like using a sitting mannequin instead of
standing and using the right size of vases and mirror the design looks much more composed
and together.
While planning a display, you should consider the following points concerning proportion:
● Do not use all large objects, because there is nothing to break the monotony and
sameness of that large feeling.
● Adding an odd number of smaller, related items to large pieces creates more interest
and balance.
● Proportions take on more meaning when items define one another. For example
the size of a dinosaur is defined when it is standing next to a two story house.
● Proportion and balance can best be accomplished when articles within the display
play off each other through their size, shape and color.
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Principles of Design
4.3 BALANCE
Balance involves the equilibrium and weight of elements between two sides of a display.
Balance is based on a theory of equals. Balance in design refers to how well the design
elements have been distributed in a given space. The ideas is for the space to be aesthetical
balanced. The best way to comprehend balance is to imagine a line at the center of the
design, this will give to two planes to compare whether the design elements are placed
in a balance. There are mainly two types of balance which are discussed as follow:
Formal Balance or Symmetry: When the same object is placed on both sides of the
space is called a formal balance. It is easier to comprehend because it used the same
basic element on both sides. It is important to understand that both sides are not the
exact replica of each other but just the basic composition and elements are the same.
Figure 4.3 shows that on one side there is a standing female mannequin and on the other,
a standing male mannequin. This is a formal display balance even though the elements
are not identical.
4.4 EMPHASIS
Emphasis is used to express the importance of something. Emphasis is the point of initial
eye contact. From this spot all other eye movements flow. Emphasis is therefore the
formulation of a focal point. There should be emphasis in all displays. This can be by
virtue of the focal point’s size, colour or position which is shown in figure 4.5.The
merchandise is the focal point in a majority of displays. The principal of emphasis is
used to highlight or focus the attention of customer to the desired object or information.
More that often the desired point of emphasis is the merchandise for sale itself. It
should be clear to the customer what the point of emphasis is in a display. To make it
easy to comprehend, the display should not be overcrowded with more than required
point of emphasis items, thus diverting the attention and losing the impact of the principle.
The hero of the display should be clearly pre-defined. When planning a display, consider
the following points concerning emphasis:
● A display needs to emphasize a theme or mood, such as the use of sports equipment,
52 work equipment or leisure equipment set up in a lifelike situation. Themes may also
depict seasons, anniversaries, celebrations, holidays and other special store events. Principles of Design
All elements in a display must then reinforce one other and emphasize the mood
created.
● Dull surfaces absorb light and help to de-emphasize area.
● Color is a powerful medium for creating emphasis. Small amounts of advancing
color, bright intensities, extreme tints or shades contrasts in the right places will
provide striking accents.
● Emphasis is diminished with receding variations such as thin, fuzzy lines; nondescript
shapes; regular spacing; even light absorption; cool hues, dull intensities, medium
tints or shades; dull, opaque textures; and small, all-over or no pattern.
● Repetition usually means something is important; so repeated shapes, colors or
motifs grouped together reinforces their importance, creating emphasis. Make sure
if goods are used in repetition that these goods are emphasized for sale. For example,
if attempting to sell lawn mowers, does not use a grouping or repetition of gas cans,
because gas cans will be emphasized rather than lawn mowers.
● An isolated item can be emphasized when surrounded by blank space.
4.5 HARMONY
Harmony is a coordinating umbrella principle that can cover and incorporate every
other principle. Harmony is agreement in feeling and consistency in mood; i.e., the
feeling that all parts of a display relate to each other and to the whole display. Without
harmony, the observer is uncomfortable and will not be enticed to purchase merchandise.
When different merchandise displayed in a selling space work well together it looks
attractive, this achieved end result is harmony. In an orchestra there are different musical
instruments which produce different sound, but when played correctly produce
harmonious music. Figure 4.6 explains that different merchandises have different colour,
shape, size, texture etc but when displayed correctly have the power to increase sale.
These merchandise needs to be used with appropriate props and graphics to create the
best impact. One basic guideline to maintain harmony would be to try and maintain the
balance in the optical weight in the design.
There are three forms of harmony which are discussed as follow:
Functional harmony: It deals with how something works physically, which means it
must be realistic and must work. An example is a kitchen counter used in a display that
is the appropriate height and depth for working.
Structural harmony: It is correctly fitting together all the pieces; merchandise should
not be out of place in the display. For example, an electrical appliance is not structurally 53
Visual Merchandising and consistent in an outdoor or camping display. A good window display may have pots and
Store Management
pans, fishing gear and outdoor furniture all mixed together because these items truly
would be used on a camping trip; hence a camping theme is carried out. All the merchandise
is brought together as part of the trip and harmony would be created or a mood would be
set.
Decorative harmony: It includes the parts of a display that are included only for
decorative purposes. If an atmosphere of spring is being developed, butterflies and/or
flowers may be used as props. These items are attractive and add to the theme.
While creating harmony you should keep in mind the elements of design like:
i) Vertical lines: Makes thing/space look taller, uptight, stretched
ii) Horizontal lines: Makes thing/space look wider, more relaxed
iii)Diagonal line: Makes thing/space suggest movement and direction
iv) Curved lines: They show movement, yet have grace and calming quality.
v) Size: Large size tends to dominate the space. Care should be taken that the larger
sized objects do not overpower the smaller objects.
vi) Texture: Smooth texture tends to reflect light, because of which it attracts attention
and appears larger. Trough textured objects absorb light, thus appearing smaller
and heavier.
4.6 RHYTHM
Rhythm in display refers to the movement of the viewer’s eyes from one point to another.
The display arrangement should be such that the eyes are directed from the key
merchandise to the other subordinate merchandise displayed. The flow should be
harmonious with the objective of the display, i.e. the hero/key merchandise of the display
as pre-defined should attract the main attention then directing the attention toward the
other merchandise. Backdrops and graphics can be used to emphasis the flow of the
54 rhythm. Rhythm or flow involves the measurement of organized movement; a self-
contained movement from object to object, background to foreground, and/or side to Principles of Design
side. The rhythm in a display should lead the viewer’s eye from the dominant object to
the subordinated object(s) or from the primary presentation of the grouping down to the
arrangement of accessories or alternate parts of the display. Rhythm may be broken-up
or continuous; clearly stated or subtly suggested; repeated or vaguely similar. The initial
pattern or design when repeated makes more of an impression on the viewer because it
provides a continuous beat and completion, which is satisfying to the viewer. Rhythm
entails an arrangement of organized motion and does not necessarily need repetition.
However, it does gain impact from repetition. A flow exists if the eye travels from one
area of a display to another, covering the entire display. The eye should travel easily
through the entire design. For example, if a very tall object, such as a mannequin, is
placed next to several short baskets, there may be proportion but no flow. If dried or silk
flowers or seeds are placed in the baskets (one and one-half times the height of the
baskets), the height of the smaller objects is raised so the eye flows easily from the head
and neckline of the mannequin to the baskets. A display can lead the eye with color,
repetition, shadows created by light placement, lettering or texture.
Rhythm can be created through various ways. Look at figure 4.7 which shows various
rhythm for the display.
i) Repetition of shapes: When a shape is repeated a number of times it attracts
attention. The shape could be in the form of prop, graphic or the merchandise
itself. In the example below the rectangular shape has been repeated with different
lengths which direct the attention of the viewer towards the mannequins.
ii) Progression in size: Gradual increase/ decrease of size of an object, graphic, etc
can also direct the attention of the viewers. Example below: The eyes are attracted
towards the large form and the gradual decrease in size pushes the direct of the
view towards the smaller form thus pointing out the mannequin.
iii) Progression in colours: Similar to the progression in size, progression in colour
can be used to push the attention of the viewer to the desire object.
iv) Radiation: Like the sun and its rays, in radiation display there is a center towards
which the other object or forms are directed. The hero of display is always placed
at the center as the eyes of the viewers will first attracted towards the center.
4.7 COLOUR
Colour is the biggest motivation for shopping and is very important in visual merchandising.
Colour is one of the best tools for non-verbal communication. They can convey a range
of emotions and ideas if used properly. Colours add that extra spark to capture the
attention at no extra cost. However improper use of colour can ruin a perfectly capable
display. Too much of colour can irritate or even confuse a customer. They should be
used with coordination with the window theme and the display merchandise.
Everything from the choice of colours for the store walls, fixtures, signage, façade
communicate to the customer the brand image and what to expect from the store. In a
visual merchandising display the colour come from the window backdrop and graphics,
fixtures, props, lighting and most importantly the merchandise itself. Since colours can
influence the mood of a shopper careful consideration should be given while selecting
colours for store interiors. Some colours makes one feel relaxed, more generous while
other colours makes one feel tense and cold. It is also important to understand that same
colours do not evoke the same emotions in everyone. The cultural and regional
background, personal good/bad experiences, etc. may affect the way a person perceives
a colour which may be different from the general connotations of some colours. So a
good understanding of the target customer profile is impotent. This will help to please at
least a majority of the target customers, if not all.
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Some of the basic terminologies used while discussing colour are given below. You must Principles of Design
be familiar with these terminologies.
i) Hue: It is the name of the colour itself
ii) Value: Value refers to the lightness or darkness of a colour. When white or black
is added to a colour, the change that occurs in it is called value.
iii) Tints: The lightness obtained in a colour after adding white to it is called as tint.
iv) Shades: The grayness value in a colour that is obtained after adding black to it is
called a shade.
v) Pure Colour: It is the colour in its original form.
vi) Intensity: It refers to the brightness or dullness of the colour.
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Principles of Design
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Visual Merchandising and Orange: It is warm pleasant and inviting colour. It encourages socialization and
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conversations. It is also known to stimulate appetite, which makes it a good choice for
restaurant décor and visual merchandising. Orange represents youth, flamboyant, free
thinking and impulsive. Merchandise packed in orange are perceived as affordable.
Yellow: Yellow in its association with the sun evokes energy, happiness, creativity and
fun. It helps in the decision making, to concentrate and is logical. It is also associated
with cowards. However if use in excess can be overpowering and monotonous and
needs to be used with other colours.
Green: With all its association with the trees, plants, grass etc. green is a colour of
rejuvenating, generosity and abundance. It is a cool colour inspiring growth. It is a good
choice to show spring and creating a peaceful setting. When combined with yellow, pink
and orange can create a cheerful setting.
Blue: A favorite colour for most people, it is calm, trustworthy and peaceful. It promotes
professionalism and reliability hence most used in banks and financial institutions. Blue
is extensively used a formal merchandise setting.
Violet: It is the colour of royalty. It has been associated with richness and luxury for
long and can be used to create a dramatic, mysterious and a fantasy setting in its deep
violet shade like the velvet night sky. In its tints it is much softer and can look very
feminine like a lavender flower. It encourages creativity.
White: White is the symbol of purity, cleanliness and peace. It can look harsh if used in
excess but provides a relive to the eyes when confronted to too much of visual information.
It is greatly used in cosmetic product and beauty stores. When used creatively give a
classy minimalism effect.
Black: It is a neutral colour with the connotations of night, mystery and death. Black
represents power and control and can look very sophisticated. It is often used to sell
luxury products. However it can look dull and depressing if overused. The best suited
colour for a gothic theme.
Brown: Associated to the earth and soil, it emits reliability, comfort and support. It does
not interfere with displays. However it can look dull and unexciting if overused. Wooden
fixtures look luxurious will designed and used properly. Brown is the colour for strength
and maturity.
Advancing/Receding Colours: One very important thing to remember while selecting
colours is that some colours appear to advance frontwards (namely warm colours i.e.
red, orange and yellow) and some tend to recede back (namely cool colours i.e. blue,
green and violet). Therefore if the desired effect is to make an area/window look large
cool colours should be used, on the other hand if a large area/window look small and
cozy warm colours should be used.
Activity: 1. Visit a Mall in your town and prepare a chart for displayed merchandise.
2. Make a comparative chart of proportion, Balance, Emphasis,, Harmony
Rhythm and Colour which you witnessed in the Malls.
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