Analyze Your Visual Merchandising Design

People are more likely to buy from your store when they consider the store layout, the merchandise display, and the items themselves to exemplify good design.
     Research findings from Simon Fraser University in Canada and Copenhagen Business School indicate that design in a retail setting refers both to ease of use and visual aesthetics. Further, the consumer’s conclusions about design are co-created by the supplier and the consumer. For example, the supplier presents a product intending it will be used by consumers to carry out certain tasks or fulfill certain functions. The consumer tries out the product, probably for the purposes intended by the supplier and maybe for other uses not anticipated by the supplier, and then the consumer concludes how easy it is to use. The supplier wants the product to be physically attractive, and the consumer decides how attractive the product is.
     Further, there is a spread in the consumer’s mind of impressions about store design, merchandise display design, and product design. An item of mediocre design carrying the Apple name could garner a price premium because of the compelling reputation for superb design earned by the Apple portfolio. The physical configurations of Apple Stores are more likely to be judged as excellent because of the brand reputation.
     Each consumer carries into his or her judgment of design his or her individual skills and preferences. When asked about ease of use, your shoppers might be able to readily describe to you why they’ve come up with their judgments. But when it comes to the visual aesthetic of the design, the Canada/Copenhagen researchers verify what we all probably suspect: The consumer can give a rating, but has trouble saying why.
     To improve your visual merchandising, analyze what shoppers tell you through the lenses of dimensions researchers have identified as making a difference:

• Symmetry. Consumers like balance in design, with matching elements on the left and right and on the front and rear. But there also should be a few contrasting asymmetries with ratios which intrigue the viewer. 
• Unifying themes. Different parts of the store layout, merchandise display, and item appearance should be seen as fitting together into a group. Customers find visual aesthetic pleasure in store designs and décor that repeat themes. 
• Familiarity. The design should represent to the consumer a familiar story. The familiarity may come about because of a principle of design common in a culture. 

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