1. The concept of store display
Store merchandise display is a visual marketing technique. It relies on different display spaces, uses various props, artworks and accessories, and combines culture, art, taste, fashion, personality and other elements on the basis of product style positioning. Through various display techniques, the functionality, features, style or sales activity theme of the product can be fully expressed.
(1) Purpose of store display
It is within a certain range of the product display space or sales space, so that people (franchisees, customers) can understand the attributes, functions, characteristics, quality, style, and grade of the product at a glance, attract attention, leave an impression, and generate closeness and purchase of the product. desire to maximize the display of goods, stimulate product sales, create brand influence, and spread brand culture.
(2) Counter focus settings
Display some representative, luxurious and exaggerated products in the most easily visible position, products that can reflect the strength of the store.
An easy-to-see location, prime display space, displays some distinctive and high-profit products.
In a visible position, display some products that have stable sales and are always available.
(3) Principles of window display
Ø Consider the customer’s line of sight:
When people see something, they naturally look from top to bottom. Therefore, it is necessary to seize the visual focus to capture the customer’s attention.
Ø Clearly display the product:
Be sure to let customers understand the style, design, material, and wearing feel of the jewelry.
Ø Simple composition:
The number of jewelry in the window space should not be too many, the combination of types and colors should not be too complicated, and the composition should be simple. Focusing your attention on the product you want to be seen is the most persuasive.
(4) The importance of white space
Make the jewelry stand out among the many jewelry. Appropriate white space is important because it can isolate other things and focus the eye on the jewelry that is to be highlighted.
An orderly color theme can give the entire special event a distinct theme, orderly visual effects and strong impact.
In displays, colors are often used to unify the focus or create a balanced effect of product display, so that customers can have a sense of rhythm, coordination and hierarchy, and easily locate target products.
In particular, you need to understand the basic composition of color and the principles of color matching for jewelry and props.
The color change rules of the store are based on the basic principles of color. Only by having a solid grasp of the basic principles of color can we use it flexibly according to the special rules of the store.
Basic components of color—hue, lightness, purity
(1) Hue: The name that refers to the appearance of a color.
For example: red, orange, yellow, green, cyan, blue, purple, etc. Hue has nothing to do with color intensity or lightness, it just purely represents the difference in color appearance.
(2) Brightness: refers to the brightness of a color. Different colors reflect different amounts of light, thus producing different levels of light and shade.
(3) Purity: The purity of a color, also the saturation of the color.
Colored but colorless: black, white, grey.
Ø Black: The object absorbs all the colored light and appears black.
Ø White: The object reflects all colors of light and appears white.
Ø Gray: A transitional color of different shades that is a mixture of black and white.
3. Color matching of jewelry and props
(1) Diamond jewelry:
In most stores, diamond jewelry occupies the most important position, so,
The props used to highlight diamond jewelry should first be black, which can best highlight the brilliance of diamonds. However, black cannot be used in a large area. If used improperly, it will affect the brand image and taste.
The second is off-white. For fabrics, it is suitable to use materials with good light absorption and non-reflective properties, so that the bright spots can be fully focused on the bright light of diamonds.
(2) Gold jewelry:
Usually, velvet materials with mild tones, soft texture, and matt texture are used to reflect the dazzling light of gold.
In China, red velvet is often used. According to people’s traditional feelings, red is festive and can bring out the elegance and nobility of gold.
In line with people’s psychological orientation, it leads to visual harmony, stability, order and simplicity. The principle of balance can be used to arrange products in an orderly manner and deliver consistent visual effects. The principle of balance runs through the entire wall and individual betrayal combination displays should pay attention to the relevance of the product series.
From this, one needs to understand the various ways of displaying jewelry. Generally there are the following types:
① Left and right symmetrical composition method.
② Rhythm composition method and harmonious composition method.
③Left and right asymmetrical display and triangular display method.
Jewelry is the starting point and foundation of display, and it is also the ultimate goal of store display. Jewelry products include gemstones, materials, styles, functions, design styles, craftsmanship, origin, price, etc. The entire display is to highlight one aspect of all aspects of jewelry in a targeted manner, and ultimately achieve the purpose of expressing the selling points of jewelry.
As a jewelry display specialist and a shopping guide responsible for display, you must understand and be familiar with the nature, function and meaning of jewelry, so that during the display process, each product can be better represented, and the products can be combined and displayed. To balance customers’ purchasing psychology.
5. Conventions and consensus
According to the principles of ergonomics, the spatial layout, lighting settings, flow guidance, size proportions and other principles should be rationally displayed. The distance between the guide cabinets in the middle of the store should not be less than 120 centimeters. The flow direction after customers enter is smooth and convenient, and they can access as many products as possible.
There is sufficient light in the store, no dark places and dazzling lights, and the placement should take into account the shopping habits of consumers as much as possible. It can shorten the distance between customers and products to the greatest extent and stimulate customers’ desire to consume.
At the same time, you should pay attention to the basic knowledge of jewelry counters. When carrying out specific counter layout and display, shopping guides need to master the characteristics of the counter in order to fully understand the function of the counter. When performing display work, they can better complete the display of jewelry and achieve the best display effect.
The counter is divided into sales cabinet and appreciation cabinet (display cabinet).
Sales cabinets are mainly used to display jewelry suitable for daily public wear and year-round sales. The length of each counter is between 1.2 meters and 1.5 meters, the inner height is between 575px and 625px, and the width is between 1250px and 1325px. The overall height of the counter is basically between 225px and 2375px.
The height of the appreciation cabinet is higher than the sales cabinet, basically between 3000px~4500px, and the intermediate storage space is 1250px~2000px, etc.
Likewise, pay attention to people’s conventions and consensus regarding types of jewelry.
Depending on the size, use, price, etc. of the product itself, there are different display methods suitable for consumers to purchase and visit.
Generally speaking, it can be divided into:
Ø The smaller ones are in front and the larger ones are in the back.
Ø The cheaper ones come first, the more expensive ones come last.
Ø Seasonal items come first, popular items come last.
Repetition effect, capacity planning, proportional repetition effect
They can create visual interest, highlight continuity and color block effects, focus on unity and contrast while making efficient use of time, and create a strong visual impact.
Reasonable proportions and positions are conducive to improving the overall image of serial product display, grasping the sales rhythm, and grasping sales trends.