The most useful tool in VM

By Anastasiia Dzhuromska

In the modern world when competition is growing I think it is very important to use all legal tools which are available for increasing sales. Even if the popularity of online stores grows rapidly in-store shopping is still indispensable and extremely important. With the growth of retail the scope of Visual Merchandising is also increasing.

I think the main goal of the Visual Merchandising is communication with the customers and creation of desire. Visual Merchandising is a key function which a retailer is involved in from the start of store design to the continuous innovation in the store. Visual Merchandising is everything that customer sees insight and outsight of the store. It is said that 80 percent of our impression are created by sight. It confirms the importance of Visual Merchandising.

What are two different environments of the Visual Merchandising?

Like I mentioned before there are two different types: store exterior and interior.

Based on the exterior of the store customer will form decision to enter the store or just pass by.

The elements of the exterior are:

  • Façade of the shop
  • Store signs
  • Banners
  • Planters/ Awnings/ Canopies

The problems arise when these tools  are forbidden. For example, in Prague banners, awnings and canopies in front of the stores are forbidden because it is ruining historical identity of the city. Façade of the building must keep primary view. For instance, huge shopping center which is located in the center of Prague kept the original faç

In case when exterior using is limited it’s better to focus on interior.

The elements of the interior are:

  • Windows
  • Highpoints
  • Focal points
  • Nesting tables
  • Staircase landing
  • Step Raisers
  • Lift area
  • Pennants/Danglers
  • Cash Counters
  • Pillars
  • Entrances

For me the most interesting part of the interior design is windows. It’s like visiting card of the shop.

This tool creates image of the store, tells some story about the company. When I see tasteless windows for me it’s signal that store doesn’t deserve my attention. Although I am like a person who is interesting in this topic understand that it can be just mistake of the visual merchandiser who picked up the wrong clothes or create unattractive design. But most buyers do not think about it.

Fast fashion – fast decision.



Advertising and other marketing tools can create awareness of the brand. But Visual Merchandising creates the last incentive.

Use Visual Merchandising for luring customers into your shop. Start with creating beautiful and interesting windows, because through them you start your conversation with the customer.

At least I see this in this way.

Do you agree with me?

Used information from the book: Visual Merchandising. Author: Swati Bhalla,Anuraag S. Visual Merchandising book

Let colors bring you more customers

By Anastasiia Dzhuromska

I think color is one of the most important tools in Visual Merchandising. A lot of people can’t imagine how useful it can be. Colors have a big influence on our emotion. And how we all know emotions have a big impact on our purchase.  Here some short list with common colors and their influence on people. I think this information can be useful even if you just plan redecorate your room.


Green – represents freshness, balance or eco-friendly brands. Green also alludes to wealth and growth. It is the color that represent “go”, and naturally alludes to positivity. I think green is very calm color which can help to concentrate. In retail environment it can be extremely important.


Blue – represents dependability, loyalty and calmness. Great to use for financial institutions, social networks, corporate industries, soothing, beauty spas. I think blue color has some kind of mystery. Not without reason blue in myths is the color of divine manifestation.


Purple – Known to represent creativity, royalty and spirituality. Evokes serenity and artistry. Darker shades are great to use for luxury brands, lighter shades are more feminine. For me personally purple is difficult color. I think it’s better to mix this color with others. For example gold color.


Yellow- bright is always energetic. Represents warmth, positivity and cheer. Gives an impression of happiness and excitement. Great to use for all ages. From my point of view yellow provokes positive associations.


Orange – evokes energy and vibrancy, while also maintaining a friendly appeal. Non-obtrusive and inviting. Can be fan and playful. Great to use to show high-energy, while not overpowering. Orange keeps people in their toes.


Red – dynamic and powerful color that is known to stimulate appetite and draw in attention. Great to use with brands that evoke passion or drama. Use minimally as it is overpowering. I think red can cause a strong desire to do some act, for example to buy some product.


Pink – perceived as feminine, soft and delicate. Bright and vibrant tints of pink evoke a bold and modern appeal. Known for its friendly and light-hearted appeal. From my point of you this color is better to you in some children’s stores.


Gray – perceived as calming, sleek and natural. Often seen in modern technology companies, conservative corporate setting and sleek design.


Black – represents power and elegance. It is the color of authority. Black evokes a timeless, often used in fashion, editorial and luxury brands.

According to the statistics 85% of buyers make their choice based on


I think it’s interesting number. So simply tool which is available to everybody can be so useful. Just use it carefully and think what exactly you want to demonstrate to your customers

This is just a short introduction how useful can be colors and how many secret techniques conceal Visual Merchandising. Find more in my the next posts!

 Source of statistics