The Psychology of Visual Merchandising

The Psychology of Visual Merchandising

The following is a guest post from Amanda Walters, a journalist, blogger, poet and artist. She has written for various websites including The Huffington Post and DailyWaffle. She has had her concrete poetry work exhibited at university events throughout the United Kingdom. She loves to network, attending events across the UK, and loves to learn in order to expand her horizons and gain inspiration from those around her. You can follow her on Twitter at @Amanda_W84

Psychology is a practice that finds applications in every avenue of life. The way we react to stimulus, cope with emotions and make decisions are all affected. It is based on our individual minds and behaviors. Psychology is something that is often considered when a company, product or brand implements a merchandising campaign. Companies that take into account the following questions will be better positioned to reach their target audience across all channels:

  • What will generate interest within the target market?
  • How can we appeal to a number of different people from all different walks of life that fit a specific category?
  • What will make the audience choose us over a rival?
  • What does the audience look for in a product, service or company?
  • What are the key marketing methods that will ensure our target audience are aware of us and will utilize us?

The Psychology of Visual Merchandising

Audience reaction and interaction is essential to encourage customer loyalty as well as a permanent form of brand recognition. Visual marketing allows brands to be visible to the audience and stand out against competitors. Visual aids remind consumers of a brand’s ubiquity, creating brand awareness and driving sales. Visual merchandising allows the consumer to feel more connected to the brand and the ability to identify with the message they are trying to deliver. Products and items should be a representation of the company and encourage the consumer to take an interest.

The human mind works in a way that frees items, gimmick based products and products that they can use everyday are the biggest draw and are more likely to have the desired impact. The purpose of the strategy is to prompt consumers to buy and to continue to buy showing a form of loyalty towards the brand. Vibrant colors, bold statements and the ability to tap into human emotion are the most effective ways to generate the interest that is needed and appeal to the specific audience as well as the opportunity to target a wider audience base that may have been previously unfamiliar with a company. Examples of which can be found at Total Displays.

Imagination is the key to a successful visual merchandising strategy, captivate the audience with items and visual aids that simply cant be ignored, allow them to explore the company and the strategy without having to work hard to do so. Plant the seed in their minds with simple but highly effective tools that will lead to a substantially higher level of interest, customer base and website traffic. It is one of the most long-standing methods but remains effective and applicable to each industry and audience group.