Visual merchandising. Presentation types.

D.Galun, Ph.D

There are two types of product presentation: facing and profile in the practice of visual merchandising at present.

‘Front’ (facing) is from the French ‘front’- the forehead, the front side. The facing presentation is considered to be presentation of the product in the plane paralleled to the forehead. This is the most advantageous product presentation, as you can see all the parts of the product, finishing, overall shape and silhouette in this position. Some brands have an approach of common usage of only facing clothes presentations (Fig. 1).

Figure 1. Two displays, each consists of seven facing presentations.

In this case, the focus is on each of the presented products, and the consumer's attention is scattered if there is more than 7 accents (Figure 2). This fact was perfectly proved by the experience of William Hamilton, a Scottish philosopher of XIX century. In accordance with his test, if you throw a handful of marble balls on the floor, you can find that it is difficult to sweep eyes over more than six - seven balls at the most without an error at a spell. Thus we can perceive about six points without accurate counting at certain.

For this reason, sales area is divided by trading equipment in such a way that there were no more than seven facing bars (Figure 1).

Figure 2. One display is composed of nine facing bars.

Facing presentation - is an accent, an eye-stopper that should be used for the drawing attention purpose. The presentation cannot consist of accents merely, such as facing presentations, otherwise it will be difficult to perceive visually. Attention stability is determined by the duration of maintaining the concentration.

‘Profile’ is from the French ‘profil’ - side view of the subject. Profile (lateral or side) presentation is a product placement sideways to the consumer. This method is the most economical in terms of capacity, as allows you to place the visible product in more per square meter. This method is standard. It does not give a full idea of the product for the consumer and it requires further stimulation methods of his attention in contrast to the facing presentation. The profile presentation is a line, the facing one is a point in respect of composition. The point is a pause, rest and the line is movable tension [1]. Both of these elements form by its crossbreeding its own language, the language of product presentation (Fig.4).

Figure 3. The profile presentation is on wall-display.

Figure 4. The alternation of the facing and profile hanging of clothes is on two wall displays.

In terms of psychology, to maintain the concentration it needs to alternate tension and relaxation through an appropriate placement of elements different in charging, i.e. facing and profile bars. But we should remember that too long section of profile hanging won't conduce to efficient perception, it must be limited to 60 cm (Fig. 5).

Figure 5. The facing and profile hanging are at different levels with alternation.

About the author:

• Last name, first name in full. Galun Dmitry
• Degree (if any). Ph.D.
• Name of educational institution. Moscow State University for Design and Technology
• E-mail address. galund@mail.ru
• Mailing address (be sure to index). 107 113, Moscow, Russia, 3d Rybinskaya 1/40-41

• The category of the article. Engineering
• Number of magazines you wish to receive. 1