Top Visual Merchandising Mistakes to Avoid
Did you know that images are processed 60,000 times faster than text by the human brain? That’s not all. Because visuals are easily processed by the human brain, around 90% of the information is transmitted through visual means, according to an article by Thermopylae Sciences + Technology. Visuals can also be more persuasive than plain text, says marketing guru Neil Patel. Visuals have a positive impact on attention, leading to better comprehension and retention, which in turn motivates the individual to act.
This is the reason why visual merchandising is so successful. It can increase footfall in the store, influence buying habits and even impacting the brand image. But to be effective, you need to get it right. So, here’s a look at some of the most common mistakes in visual merchandizing and how to avoid them.
1. Ignoring the Checkout Area
The checkout area is one of the most important points in the store for visual marketing. This is where you have the maximum opportunities to attract customers into making impulse buys, according to experts at Metaline. Customers already have their wallets out and waiting in line for their turn, getting bored. Therefore, the checkout area is one of the best places for point of purchase displays in the store. Try to place smaller and relatively inexpensive items in these displays. There is a higher chance of customers purchasing such items. Also, do not place too many items, since it can cause decision fatigue.
2. Not Giving Shoppers Room to Breathe
No, we are not saying that you can pull the air out from around the customers. Instead, this is all about white space. Stores can sometimes get too crammed with merchandise, and customers might get tired from all the visual cues around them. Therefore, try to leave white spaces so that customers can rest their eyes. This also helps in making your displays feel uncluttered, while emphasizing the products.
3. Failing to Communicate a Story
You must have heard that the attention span of a 21st century person is shorter than that of a goldfish. To hold on to such a short attention span, you need to create messages that gets across quickly. To achieve this, the best way is to tell a story that evokes emotions, is short, free of clutter, and based on logic. For this, you can use images, graphics, bullet points and headings. Avoid using too much text though.
4. Not Understanding the Importance of Colors
Different colors can lower or raise our blood pressure and heart rate, and even impact the secretion of hormones, according to a study published in Color Research and Application. Basically, by choosing the right colors, you can get a degree of control over how a person feels and reacts when they see your visual messages. This makes having the right colors extremely important for visual merchandizing. Colors are especially important in POP displays, as 90% of the snap judgements are made based on colors alone. When choosing the colors for visual merchandizing, take into consideration the image of the brand, the target audience, and the product.
Apart from these, not utilizing space properly is another common mistake. For instance, the space between the displayed merchandize and the ceiling is often underutilized. Once you know just the right places to set up visual cues for customers, go ahead and get a skilled professional to design the marketing displays.
