THE PULSE NITTY GRITTY In the example below, the SCALE and proportion of the jacket to the shirts allows the jacket to be the focus of the table.This sends a clear message of what product you love as a retailer and it tells the story of how the customer will wear that product. It is simple and direct. Simplicity sells. A feeling of BALANCE results when the elements of design are arranged symmetrically or asymmetrically to create a sense of equality in weight and importance. This straightforward tactic is very clear to a customer's eye. Below, the blue denim balances the pattern in the shirts. Neither product is competing for attention, but each is given equal weight. TEXTURE invites the customer to physically interact with product-let them feel the fabric. Texture can also be achieved through prints and product features. The below table illustrates a jacket with multiple pockets, two different patterns, and a pair of corduroy pants-mixing a lot of textures and inviting the customer to explore. SPACE is the area around, within, or between images or parts of an image. One of the most underutilized tools in merchandising is the concept of NEGATIVE SPACE.There's a ton of stimulation in a retail shop. Providing a break from it gives the customer time to reflect on what they have seen. One creative way to achieve negative space (without losing merchandising capacity) is to create a neutral moment. Below, the neutral color palette acts as a break for the customer while still driving sales. O.R. 14 OUTDOOR RETAILER / Summer 2016