1. The majority of first time customers remembers the shop entrance, as the first and last view of a store. Can you remember the first impression of your favourite store? Was it the windows or the entrance, all mattered enough to you, even subconsiously.
2. Viewers’ eye should move from the dominant merchandise/presentation to the subordinated merchandise/presentation(s). It’s a kind of hierarchy. You choose where you should put emphasis on, leading your potential customers’ eyes throughout the display.
3. Viewers’ eye should move throughout the display, until all parts have been seen. This point provides the need of a high level of expertise but it is never a waste of time making some effort in this field. Great knowledge of the elements and the principles of design are a must.
4. Repetition usually means something is important. So simply. Our favourite and core design tool in visual merchandising.
5. An odd number of items in repetition is more effective than an even number of them in repetition. That’s “a secret ” between designers of all kinds. Odd numbers make more impact, so all you have to do is take the advantage of such “an invention”.
6. The pyramid is a timeless and powerful tool in any kind of presentation. The pyramid was Da Vinci’s favourite way of composing figures in his transcendent painting. Nevertheless using pyramids and triangles when composing products is a common and effective practice in visual merchandising too.
7. Symmetrical balance works great in case of quality or expensive merchandise in display. That is clean and simple i think. When handling an equilibrium in a display there are only two sides (right and left) availiable, so you have to put there something that gives the sense of importance.
8. Too bright colours overlap pastels, but emphasize and enlarge objects. Colour is a never ending story with it’s own rules. Some of them are easy, like the one above, however we will see some more challenging in the future.
9. The products on sell should stand out, so avoid the appearance of selling…props. A common mistake, difficult to avoid in earliest steps of visual merchandising careers. Ι would suggest rereading #3.
10. Always keep a visual consistency between exterior and interior presentations. It’s like being of the same philosophy “in and out”. Think of some persons we might admire. In most cases we do like the whole “external and internal parts” of them.