Visual Merchandising and Display
Purpose and principles
Visual merchandising makes the product easy to see, understand and buy. The exam tests display composition, signage, planograms and customer flow. A display should have one focal point, a clear story, logical adjacencies, visible prices and enough stock to look credible. Use the rule of thirds, colour blocking, repetition and height variation. Lighting must show true colour and not create glare.
Display mechanics
- Window: attract and signal season or promotion; keep sightlines open.
- Focal point: the first item the eye should catch.
- Levels: eye level for high-margin or new items; lower levels for bulk.
- Cross-merchandising: pair related items, such as shirt with trousers.
- Signage: short benefit or price message; no handwritten errors.
- Planogram: layout map showing SKU position and space.
Worked example
A Guwahati handloom store promotes Assam silk stoles priced at ₹1,500. The window uses one mannequin with a stole as the focal point, a second stole folded at eye level, and a small sign: “Handwoven in Assam · ₹1,500”. A matching cotton kurta is placed nearby for cross-merchandising. The reasoning: the display gives one clear message, shows the product in use, states the price and suggests an additional purchase without crowding.
Traps
Do not overcrowd; too many items create no focal point. Do not hide price tags or use expired promotion signs. Do not display items that are out of stock. Keep accessibility in mind: a display that blocks aisles or wheelchair access is a safety and service failure.