【Store Display Design】Surprise Your Customers with Visual Marketing Psychology

TEXT_Irene Hung

There are a variety of brand stores in shopping malls. Except for the high reputation of the brand itself, some stores aren’t appealing, so customers do not even enter🤔

When opening a physical store, in addition to beautiful decoration and attractive product content, there’s another important point is “💁🏻‍♀️ product display design”. The way of product display can shape the different positioning of the brand and the perception of customers when shopping.

▶️ When shopping, the characteristics of consumers’ senses : visual appearance > material > sound & smell

1% of consumers are mainly affected by “sound & smell”, 6% of consumers are mainly affected by “material of products”, and 93% of consumers are mainly affected by “visual appearance”.

▶️ For visual appearance: “color, display method, surprise” are 3 major elements.

1.）When reaching a fork with the same width of aisle, people will subconsciously choose to go to the right aisle.

Because Taiwan’s traffic rules are to drive on the right; on the contrary, if you are in Japan, the United Kingdom or other countries with left-hand traffic rules, you will subconsciously go to the left aisle. Therefore, “habit” will affect people’s decision.

2.）When walking to a fork where the width of the aisle is wider and the other is narrower, people will subconsciously choose to go to the wider aisle.

Therefore, in the space planning of the store, more important commodities or commodities that expect customers to buy can be placed on the wider line of the aisle.

3.）When walking to a fork with the same width of the aisle, there are brightly colored goods/exhibits on one side and less brightly colored ones on the other side, people will choose the brightly colored aisle first.

4.）When walking to a fork with the same width of the aisle, there are square-shaped products/exhibits on one side, and special or irregular-shaped products/exhibits on the other side, people will choose to go to the aisle with a special shape thing.

Therefore, interesting or new things tend to attract people’s attention.

▶️ Systematic visual marketing can arouse customers’ purchasing psychology

1.Color-coordinated fit of collections

2.Commodity and shelf fit

3.In addition to the product itself, the decorations placed next to it will also affect the perception of the value of the product.

4.If expecting to make customers feel that the price of the products is very affordable and cost-effective, content of the product display can be abundant, colorful, and less empty or white space.

5.If expecting to make customers feel that the price of the products is very valuable and expensive, display content of the products should be as little as possible and not cluttered, with simple colors and more blank space.

✔️The planning cognition of “visual merchandising” not only reflects the subjective aesthetic feeling of the display staff, but also means the mastery of visual psychology.

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