Winter 2021 - 112

DISPLAY INSPIRATION
THE ART
OF SIMPLE
DISPLAYS
Creative merchandising
helps engage customers
both in-store and online
BY KOTI LINDSEY
Contributing Writer
D
isplays are not just something we, as retailers,
do to sell our products - they are our silent
salespeople, telling customers our stories. We
have less than three seconds to grab their attention and
convince them to linger and engage with the story we are
telling. Here are the key elements to creating a display that
will inspire emotion and wow your customers into staying
around for a while - and ultimately buying.
OUTSIDE THE BOX
Think outside the box when creating displays and even
when photographing them. Use something unexpected
in your displays to create a memorable experience. I love
using antiques and vintage finds in my displays. One of my
favorite and most memorable displays is in an old
cattle trough!
START WITH WHY?
The products you have purchased for your store have
value. You bought them for a reason. If you had the time
to explain to every customer " why " you purchased each
item and could tell the story behind each product, you
would sell much more; your display tells your story.
Before you start your display ask yourself a few questions:
* Why does your customer need the product?
* Will it make their home beautiful?
* Will it make their day brighter?
* Will it make their job easier?
* Will it make their life easier?
112 WINTER 2021 GIFT SHOP® PLUS
RULE OF THIRDS
Picture your display as a grid, divided into nine equal
squares. The Rule of Thirds is a standard technique used in
photography for aesthetically pleasing photos and can be
applied to displays as well.
Use layering, height and levels to align products along
the lines and create interest. Stacking books is a great
way to get height in a display. Doing something out of
the ordinary, like using a chair on top of the table, or
creating tiers with other tables or crates is another way
to gain height. However, there are certainly exceptions
to every rule, and sometimes breaking the rule entirely
can be memorable. Do this by creating symmetry and
uniformity purposefully!
NEGATIVE SPACE
Many times, less can be more. Never underestimate the
power of a little space. Don't hesitate to back stock items
in order to keep things tidy. Place an odd number of items
* Will it solve a problem?
* Will it make them feel better about themselves?
I believe your why is what fuels your passion and
it can be the perfect start to a stunning display! Use
signage in creative ways to share anything unique about
your product. Write on chalk boards and kraft paper or
use dry erase markers to write on mirrors. You can even
lay out Polaroids of your products in use to give your
customers ideas.

Winter 2021

Table of Contents for the Digital Edition of Winter 2021

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