The value of the color spot in the clothes visual presentation.

Galun D., Ph.D.

The effect of the visual presentation on the consumer is determined by the size of color spots formed by the product placed in the frontal and profile planes at the early stages of perception. In that case, the clothes presentation on a wall display includes a set of color spots. The task of the visual merchandising is in effective selling of each item of the display, i.e. each color spot, in terms of commerce. It is necessary to define, how does the size of color spot affect directly on the perception and implicitly on sales. Figure 1 presents a wall display where the size of color spots on the front and profile bars are the same, i.e. values of each of them are equal. This effect is achieved technically by the presence of two color models of from 15 to 20 items each on the profile hanging bar. An intensive approach to visual presentation is traced here. Such a presentation is balanced, harmonious and efficient in terms of aesthetics of consumers' perception.

Figure 1. Wall display designed by the basis of equal-sized color spots.












A clothes presentation is set on a display with a different ratio of color spots on the front and profile bars in another figure (Figure 2). This presentation is perceived more fragmented in comparison with the one presented in Figure 2. Consumers' attention is scattered the most by the color spots of the largest quantity and of smaller size on the same area of ​​the near-wall display. It is caused by the presentation of each of the color model of products in the range of four (Figure 2A) to eight (Figure 2B) within the bounds of technical performance.

Figure 2. B












In addition, the fragmentation is enhanced and the perception is complicated by an increasing of color spots from four (Fig .2 B) to six (Fig. 2A) on the profile hanging bar when comparing Figures 2A and 2B. An appropriate decrease in the size of these spots promotes the same effect. This indicates an extensive approach that involves placing a large number of models and colors on a comparable commercial area in terms of forming the assortment. The following figure shows a different number and size of conditional color spots in the same area (schematic view of the hanging on the profile bar of 60 cm long) to estimate the difference in their perception.

Figure 3. Layouts of color spots on the profile hanging bar of 60 cm long.












According to Figure 3, the difference in perception is not significant by comparing A and B, C and D. But B and D is lose greatly when comparing. E-presentations can be considered extremely inefficient due to its overburdening by a high number of homogeneous and small in mass, and color combinations of spots.


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.
Mailing address (be sure to index).
107 113, Moscow, Russia, 3d Rybinskaya 1/40-41