What’s visual merchandising meaning?

visual merchandising meaning

visual merchandising meaning

Visual Merchandising (VM), a method of belonging marketing technology, is a visual experience; it refers to the purpose of achieving product marketing or brand promotion through vision.
For ease of understanding, we call this to increase customer (potential) interest through visual impact and aesthetic visual perception to achieve product or service promotion.

“Everything that doesn’t use sales for design or copywriting is a rogue!” First of all, you must correct your attitude. Visual Merchandising is definitely not for the beauty, but for marketing! Therefore, the focus of Visual Merchandising is to convey information!
Excellent works of art are not merely beautiful forms but are more concerned with the spiritual power of the writers themselves. This kind of power is able to infect people and arouse resonance. This is the most important value of an artwork—to convey information.
In the entire Visual Merchandising system, the proportion of pure beauty is less than 30%! When your information can be accurately conveyed, beauty will naturally come.
To do Visual Merchandising, we need to weigh four factors—time, information, aesthetics, and details.
First, rank them according to the importance of the four factors:

  • First place: Time

The internet age is very important! With the rapid development of the media, the information is becoming more and more time-efficient, the cycle is getting shorter and shorter, and the information is more and more transparent. Your work must compete for time to grab the limelight. The high demand for speed directly affects the proportion of the other three factors.

The reason why ZARA can become a fast-paced luxury product in the world is to seize the opportunity. ZARA conducts rapid data integration analysis on the currently popular elements, and quickly designs current popular apparel to be put into production immediately, and achieve rapid market after efficient production. ZARA’s manufacturer is a small town in Spain. The town has a vacuum high-speed pipeline connecting manufacturers and warehouses. The goods will be delivered directly to the warehouse. It is only by grasping the “quick” that it is possible to achieve a 12-day change.

Therefore, time will have a direct impact on the effectiveness of publicity. Even if it is on the line, it will even affect the qualitative change of the publicity.

So how to save time? We give you two tips for speeding up:

1, flat design: the public is easy to accept, as a variety of flat design style has the same aesthetic.
2, in advance preparation, information synchronization.
After the time has been seized, it is better than the ability to convey information.

  • Second place: Information

The 4A company’s founder, Rescue, once said: “A good copy can sell goods. We don’t need anything else!” As long as the information is in place, all problems are solved!
How to communicate? First of all: fast! accurate! Intuitive!
Your copy must meet “easy to read, attractive, and viewable.” Your purpose is to present and convey information, so you must speak someone! Say the key! Say it brief! The four words are summarized as “brief and concise!”
Remember not to “creativity” for “creativity”. Frankly speaking, it’s better to say better than rounding a curve. Simplify it to be foolishness, and it’s wise to delete it.

For example, posters are often used in traditional industries, such as the discounted posters used in the roadside clothing city. It is very clear at a glance! Very straightforward, it is also obvious, that is, “discounting”, directly and visually tells you that “discount!” stimulates your eyeballs through the contrast of red and white. If you think of a website as a store, then go to a traditional store and learn to write “Five percent off” or “60% off” directly. If you write a hidden poem, the first four words together add up to “Today “Five percent off”, no one will have time to analyze the meaning of your poetry. So don’t create ideas for creativity.

“Who is the user? Where does the user come from? Where does the user go?” You should always focus on this issue. Always think about surveys from the perspective of your user base, understand your user base, and ignore user-originated channels. , then your message will be greatly reduced. Therefore, try to actively help users to avoid unprofitable information, give users a copy of their copy, cause them to resonate, and guide them to place where to spend.

Second, information must have guiding value.

Your ultimate goal is MAKE MONEY, so you need to visually guide users to make purchases. Since most e-commerce companies do not have a physical store, the site is the only landing site. Therefore, to understand the environment in which they are located, to clarify the role of the page, and to determine the information to be conveyed, this has guiding value for the next specific action.

At present, there are three types of websites: websites that target traffic, websites that target users’ follow-up behavior, and composite websites of the former two.

The first two types of websites have obvious differences. The former is a sticky type and has numerous page links. It tries to make users visit the platform for a long time to obtain traffic. The latter focuses on guiding users to do one thing. For example, the game platform page will guide users to download games, charge the game and so on. The complex type is a website that combines the properties of the first two, such as platform-type e-commerce.

This point should be based on the specific business model of the industry you are in.

And want to attract more users, there is a Maslow demand system that can give you a logical reference. Maslow’s demand system includes warmth, security, belonging, dignity, and realization of self-worth. When the next layer is satisfied, it will generate a desired demand for the upper layer, and the desired demand of the upper layer must be higher than the desired demand of the next layer. An analogy is: When our material life is satisfied, we will long for spiritual life to be satisfied.

visual merchandising definition

visual merchandising definition

How does visual marketing meet the needs of users at the lower level, triggering a higher level of demand?
1, the needs of interests: the visual must be highlighted such as “free, discount, price reduction” and other information, prominent ways can use color contrast, font contrast and other methods.
2, the sense of security: users of the Internet era because of less face-to-face transactions and less security, security support for users to meet the user’s desire for security. You can add a sense of security to your users by highlighting the goods to pay, returning after-sale, rights protection links, and other buttons.
3, sense of belonging: to increase the user’s sense of belonging by adding elements that allow users to identify. For example, the selection of a spokesperson makes people have a psychological identification with the spokesperson, and it will transform this sense of identity into a sense of belonging to the product.
4. Realization of dignity and self-worth: It is necessary to deeply understand the industry in which they are located, and deepen their own users to find out their own ways.
This factor of information needs everyone to attach great importance to It must be clear about the role of each page, to ensure that the information to be conveyed is clear, and can be supplemented by flow charts and small-character comments to help complete the information. It is suggested that the headline should not exceed 12 words. This is also an experience. To overcome the information barrier, we need to talk about aesthetics and details. Because there are many similarities between aesthetics and details, let’s put it together.

  • Third place: aesthetic

“Thousands of readers have a thousand Hamlets.” There are many opinions. How do you define the design?
Aesthetics are individual differences. Because of the different aesthetics formed by different people in different environments, it will directly lead to the existence of aesthetic differences. However, this difference is not unruly. One thousand Hamlet will have a general image. That is, we must find a general direction and standard to judge the design level.
Through observation and analysis, everyone cannot reject some of the tall things on the premise of acceptable prices. This is not a problem that can be solved from the aesthetic point of view, but it is a psychological process to satisfy the user.
There is no doubt that visual design needs to satisfy the user’s psychology.
To give a simple example, the grocery store and IKEA in the community, which one do you prefer to visit?

“Thousands of readers have a thousand Hamlets.” There are many opinions. How do you define the design?

visual merchandising techniques

visual merchandising techniques

Aesthetics are individual differences. Because of the different aesthetics formed by different people in different environments, it will directly lead to the existence of aesthetic differences. However, this difference is not unruly. One thousand Hamlet will have a general image. That is, we must find a general direction and standard to judge the design level.
Through observation and analysis, everyone cannot reject some of the tall things on the premise of acceptable prices. This is not a problem that can be solved from the aesthetic point of view, but it is a psychological process to satisfy the user.
There is no doubt that visual design needs to satisfy the user’s psychology.
To give a simple example, the grocery store and IKEA in the community, which one do you prefer to visit?

Under the premise of the same price, normal people generally choose IKEA. Because IKEA’s item display plan makes people look neat and comfortable, visiting IKEA is not just for shopping, it is more like watching the exhibition. There is a sense of pleasure. However, the order in which these items are displayed is precisely the combination of designers’ habits and psychoanalysis, thus formulating a “routine” that users will not feel that they are in the routine. They believe that the purchase action that they ultimately produce is entirely out of their own will. This is the beauty of design. So, vision is more than just design, there is user guidance and interaction.

Standing on the shoulders of giants, you will look farther. Any so-called “tall” is actually based on evidence. Some brands that have been recognized by everyone, no matter what their vision is like, we just have to go close to it.
This is not a trick for you to plagiarize, because every design is not born out of thin air. In the general direction, we must follow the trend. Even if it is Apple or Microsoft, they will continue to follow the path taken by their predecessors.
Mobile Internet is a time of rapid development. We must always be prepared to adapt to the times. Each trend has its own popular period. While the technical and humanities are constantly changing, we must try to grasp the so-called “tall mentality” of users. The only constant is: constantly follow – see what is the most popular, users What is willing to contact.
One thing to emphasize: Good design doesn’t mean that you’re pursuing complexities. The simple copy and design style doesn’t mean you’re not creative. Some newly-enthusiastic children are pursuing creativity and complicating simplistic things. Instead, users are puzzled. If you are not that user group, you cannot perceive that kind of atmosphere, and users will not understand what you are selling.

According to the research user’s behavioral habits, the following methods are obtained:
1, the left side is read first
2, the right side was clicked
3, a jump will lose 33% of traffic
4, a screen can only have up to 3 points, the amount of information is too large, the user will lose interest in reading, and even produce conflict.
The perfection of all details does not represent the visual perfection of the entire page.

  • Fourth place: details

We all seem to like to pick up the details. Many times, we unconsciously put ourselves on the road to perfectionism. We must finish every detail of the page. At this time there will be a problem: the perfection of all details does not represent the visual perfection of the entire page. The human visual habits lead them to generally fail to focus on multiple points.
There was a well-known passing test to test how detailed human vision can be observed. Several people in white clothes and a few people in black clothes pass a ball together so that one testee sees how many times the ball was worn by each other.
During the process, let a chimpanzee walk through the background. After the video was over, we asked everyone if they saw the chimpanzees. Only 1/3 of the people would see the chimpanzees. The one-third of the people would feel very self-observed. The real problem was thrown at this time: the background color changed from dark red to orange, and no one noticed it. This test tells us that human vision cannot see all the details.

Finally, when a visual work is handed into everyone’s hands, how should we judge it?
1, the contrast of color
From the visual aesthetic point of view, the color harmony and contrast are the important criteria for the design. If you are focused, you will find the page ugly, too much information, and there will be conflict in your heart.
What is the reconciliation, what is the contrast, and how do you look at the overall color?

visual merchandising ideas

visual merchandising ideas

“The Munsell Color System” divides colors into three dimensions: lightness, purity, and hue. This is also the three color grading methods commonly used in Photoshop.
Among them, the brightness refers to the brightness of the color, the brightest is white, the darkest is black, from the white to the dark gray contrast of light and dark.
Purity refers to a transition from ash to pure color. The purer the color is, the more impure the color is.
He refers to the specific color: red, green, blue, yellow, he will form a ring. Because the Munsell color system is three-dimensional, it is a color ring from the cross-section. It is the brightness of the longitudinal section and the purity from the horizontal direction.
The purpose of reconciliation is to make the pages look coordinated. All so-called tall pages have a coordinated element, which is caused by human’s own visual system. If only one element is unified among these three elements, it can make the entire page look harmonized. How to unite? For example, at a certain purity, all the purity of the page is kept at this purity, how the other hue changes, and how the brightness changes. Everyone will think this page is very coordinated.
Among the harmonization methods described above, it is worth noting that: all three elements of the entire page cannot be reconciled, and this will lose focus. The entire page has no center of gravity. At least one element must be contrasted in order to highlight the key points…
2, information transmission
In the hue of the ring, two colors of 180 degrees are displayed, called “absolute contrast colors.” The use of such contrasting colors can produce a strong contrast and cause people’s visual attention. However, if the use of contrasting colors is too large, or too much, it will give people a sense of resistance and feel that the picture is too turbulent.
People who don’t dress and match, we will tell him: There should be no more than three colors on your body, and they should be controlled within three colors, so the chance of making mistakes will be much smaller. There is always one of these three color elements that are relatively coordinated. In fact, many design masters have a lot of colors in their costumes because they can control these colors.