Visual Merchandising. Psychological Aspects of the Technical
Science.
Galun D.A., Ph.D.
The visual merchandising was formed into the science
which could be interpreted as being based on the diversity of forms of
scientific and technical knowledge, united by the basis of synthesis of
methodological means, concepts and principles of various branches of knowledge
and scientific achievements of aesthetics, technical design, psychology, logic
and marketing in XXI century.
The practical tasks of technical science substantiated by the psychology of perception
and behavior are examined in this article.
1. It is necessary to arrange the trading equipment most effectively. The
equipment arranged is a framework at which the whole visual presentation is holding on. It is
important to remember about the psychological aspects
of consumer behavior in the store
while performing this primary practical task. Statistics
show that the
majority of customers move around
the perimeter of the trading hall counter-clockwise and it
is better not to hinder such a
movement of the customers, as it is comfortable for
them. Thus passages between the near-wall and
island equipment should be left
for a free motion of customers around the
store, to keep an opportunity
to turn to the right at the entrance.
Also, the buyer feels comfortable in space
constructed symmetrically, i.e. the law
of symmetry should be obeyed while placing the equipment. As the symmetry is
a feature of nature, that covers all the forms of movement and organization of matter. The
concept of symmetry exists
since ancient times. The recognition of
similarities and differences between right
and left was the most important
discovery of the ancient. Their own body and the bodies of animals, birds and fish served them as
natural samples [1]. This feature of the nature is used actively for
both global and local purposes in visual merchandising.
2. You need to allocate a group of new proceeds. A whole new product should
be placed in the entrance area of
the store, in its central
and right hand side for this purpose. Why? The entrance area
is classified as the most active zone of the store. Many of the visitors appear there and
there is the largest number of
purchases. The entrance zone attracts
customers by a new product right from
the entrance to the store. Placing new additions into passive (cold) areas,
including corners, dead ends,
the back of the store, is not
considered effective. Products
placed there will
not provide high revenue most
likely. Theft occurs usually
in the corners and dead ends. It is well known fact that the
human movements and behavior are
not adequate to its anthropological
and physiological symmetry.
For example, identical apparently right and left limbs differ from each
other in physical activity, the left and right hemispheres of the brain are functioned in different ways when processing the information [2]. These human characteristics are used for a long time in merchandising. Finally that affects
the formation of certain purchasing
requirements. Research shows that children of up to 6 year with their eyes closed turn right and left with the same frequency, but turns to
the right are beginning to prevail with the age. Imagine a concrete case, when the square room is with even artificial light (there
are no windows) and its entrance
is in the middle of the facade.
Visitors turn right more often (60%) than the left (40%) in
this area. Consequently, the items placed
on the right side have an advantage over those placed on the left side of the
hall in equal conditions. In addition, people are reluctant to go to the depth
of the room (30%). They prefer to shop in the first part (70%) of the trading
hall that provides an advantage of the products available in this area. [3]
3. To
place themes for the trading
hall in the most effective
way. This problem is equivalent essentially to the psychological
problem of ensuring a stable attention. The task given
below will help you understand
better the task for merchandiser.
Fig. 1. Trace each
of the lines. Put up the corresponding number from the left.
Tracing by look each of the lines from the beginning
to the end in Fig. 1 requires attention stability. [4] So the consumer must go
around the store with a steady attention. This problem is solved by locating
the capsules matched by style and color, that arising logically from one
another, or contrasting strongly with each other in the trading hall, as well
as the successful completion of the first and second tasks. 4. How can you
promote the sale of "hung" models. It's possible to present plural
the models that are not in demand among buyers, i.e. put it on a mannequin, lay
down on the entrance table, hang on the bar in the entrance area, select one or
more facing presentations. The reason for the effectiveness of repeats can be
easily explained by the analogy to the psychology of advertising [5]. It allows
you to retain information in short-term memory, and transfer it to long-term;
5. How many and what
sizes should be presented in the
trading hall? Representation of the full size
range, i.e. all sizes from a minimum to a maximum, is characteristic for the category of massmarket. Each size
can often be
represented by two or three units in the stores of a large area. Consumers associate such a
voluminous representation of the goods
with low price. The product represents itself. Besides, this peculiarity is
defined by a strong customer flow, the limited area of the warehouse, the need to reduce the time of customer service. Keep in mind that sizes should be sorted from smallest to largest in the direction of buyer’s motion.
It
is argued that numbers
are perceived by a man psychologically
from the smaller to the larger,
from the first to the latter. Thus the man would write the first 1
and the last - 10 during solving the task to write the numbers from 1 to 10.
1. Parmon
F.. The Composition of the Suit. Textbook for
high schools. - Moscow: Legprombytizdat,
1997.
2. The Psychology of Sensation and Perception/ ed. Gippenreiter Y. etc. - ed.
2nd, revised and expanded. - M.: "CheRo", 2002.
3. Paramonov T., Ramazanov I.. Merchandising/ Textbook. - Moscow: OOO "ID
FBK-Press", 2004.
4. Platonov K.. An
Amusing Psychology. - M., Molodaya Gvardiya, 1964.
5. Izmailov M..
The Psychology of Advertising Activity/
Textbook. – M.: CTI
"Darya and Co.", 2008.
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
• The number of magazines you wish to receive. 1