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Jewelry store display art and functional principles
First, the concept of shop display
A visual marketing technique when displaying goods in a store.
Relying on different display spaces, using various props, artworks and accessories.
Combine culture, art, taste, fashion, personality and other elements on the basis of product style positioning, through various display techniques,
Fully express the functionality, features, style, or sales activity theme of the product.
The purpose of the store display:
Is within a certain range of product display space or sales space,
Make people (franchisees, customers) at a glance at the attributes, functions, characteristics, quality, style, and quality of the goods, attract attention, and leave an impression.
Produce the desire to close the goods and purchase goods, to maximize the display of goods to stimulate the sale of goods, to create brand influence, and to spread the brand culture.
Counter focus setting
The most visible location, showing some representative, luxurious and exaggerated goods, products that reflect the strength of the store.
Easy to see location, gold display space, display some distinctive, high-profit goods.
You can see the location, display some stable sales, standing goods.
Window display principle
Consider the customer's sight: When people see things, they naturally look up from the top down. Therefore, it is necessary to grasp the visual focus to capture the customer's sight.
Clearly display the goods: be sure to let the customer understand the style design, material and wearing feeling of the jewelry.
Simple composition: The number of jewellery in the window space should not be too much, and the combination of type and color should not be too complicated, and it should be simple. It is persuasive to focus on the goods that you want to be seen.
The importance of blank
Make jewelry stand out among the many jewels. Appropriate white space is important because blanks can cut off other things and focus on the jewelry to be highlighted.
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2, color
Orderly color themes give the theme a clear, well-ordered visual and powerful impact.
In the exhibition, more use of color to set the focus or create a balanced effect of product display, so that customers create rhythm, coordination and layering, and easily lock the target goods,
In particular, we must understand the principle that the color base constitutes the color matching of jewelry and props.
The color change law of the store is based on the basic principles of color. Only by grasping the basic principles of color firmly can it be flexibly applied according to the special rules of the store.
Color base composition - hue, brightness, purity
Hue: The name of the appearance of the color.
For example: red, orange, yellow, green, cyan, blue, purple, etc. Hue and color color are not related to light and shade, but purely represent the difference in color appearance.
Lightness: refers to the degree of brightness of the color, different colors, the amount of reflected light is different, thus producing different degrees of light and dark.
Purity: The purity of color is also the saturation of color.
Color but no color: black, white, gray.
Black: It is the object that absorbs all the color light and is black.
White: It is white when the object reflects all the color light.
Gray: It is a transition color of different shades of black and white.
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Color matching of jewels and props
Diamond Jewelry:
In most stores, diamond jewelry occupies the most important position, so
The props used to set off the diamond jewellery should first be black. It can best highlight the brilliance of the diamond, but the black can't be used in a large area. If it is not used well, it will affect the brand image and taste.
Followed by the beige, on the fabric, suitable for the use of light-absorbing, non-reflective materials, so that you can fully focus on the brilliance of the diamond.
Gold jewelry:
It is usually chosen to have a soft color, a soft texture, and a matt fleece that is more reflective of the brilliance of gold.
In the country, red flannel is often used. According to people's traditional feelings, red is festive, and it can bring out the elegant and noble qualities of gold.
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3, balance
In line with people's psychological orientation, it leads to visual harmony, stability, orderliness and conciseness. The principle of balance can be used to arrange products in an orderly manner and deliver consistent visual effects. The balance principle runs through the entire wall and the individual betrayal combination display should pay attention to the product series relevance.
Thus, there is a need to understand the various ways in which jewelry is displayed. Generally there are the following:
1 symmetrical composition method.
2 rhythm composition method and harmony composition method.
3 asymmetric display and triangular display method.
Jewelry is the starting point and foundation of the exhibition, and it is also the ultimate goal of the store display.
Jewelry products include gems, materials, styles, functions, design styles, craftsmanship, origin, price and more.
The entire display is to highlight all aspects of jewelry in a targeted way, and ultimately achieve the purpose of selling jewelry points.
As a jewelry displayer and a guide who is responsible for the display, you should understand and be familiar with the nature, function and meaning of the jewelry.
In this way, in the process of display, each product can be better represented, and the products can be combined and displayed to balance the psychology of customer purchase.
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Store display should pay attention to the problem:
Do you summarize the categories of products and connect the associated jewelry?
Are the materials and design styles arranged in an easily distinguishable way?
Is it a messy display when the volume display is used?
Is there too much goods in the place that the hand can't reach?
4. Practices and consensus
According to the principle of ergonomics, the principle of spatial layout, lighting setting, flow direction guidance, size ratio, etc., is reasonably displayed. The distance between the guides in the middle of the shop should not be less than 120 cm. The flow direction after the customer enters the door is smooth and convenient, and can contact as many products as possible. The light in the store is sufficient, no dark spots and dazzling lights, and the shopping habits of consumers are considered as much as possible. It can maximize the distance between customers and products, and trigger customers' desire for consumption.
At the same time, you should pay attention to the basic knowledge of the jewelry counter. The guides need to master the characteristics of the counter in the specific counter layout and display, in order to fully understand the role of the counter, in order to better display the jewelry display, to achieve the best display effect.
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The counter is divided into sales cabinets and appreciating cabinets (display cabinets)
The sales cabinet is mainly used to display jewellery suitable for daily mass wear and perennial sales. The length of each counter is between 1.2m and 1.5m. The height of the counter is 575px~625px, and the width is between 1250px and 1325px. The overall height of the counter is between 225px and 2375px.
The height of the appreciating cabinet is higher than that of the sales cabinet, which is basically between 3000px and 4500px, and the intermediate storage space is 1250px~2000px.
Also, pay attention to people's practices and consensus on the types of jewelry.
According to the size of the product itself, the use, the price, etc., the display methods suitable for consumers to purchase and visit are also different.
In general, it can be divided into:
Smaller in the front, larger in the back.
The price is cheaper, the expensive one is behind.
Seasonal goods are in the front and popular goods are in the back.
5, repeated effects, capacity planning, proportional repetition effect
They create visual appeal, highlight continuous and color block effects, focus on uniformity and contrast while using time efficiently, creating a strong visual impact.
This principle applies to the display of a main product or a new theme product.
For example, the same jewellery adopts different sampling methods, such as boutique showcase display display, fine display props display and regular display at the same time, to achieve outstanding focus and maximize their image.
Capacity planning includes: display capacity, inventory capacity, and product flow cycle capacity
Effectively control the unit area or the number of containers displayed, the sales capacity and inventory, and make efficient use of space settings to form a unified sequence and visual impression.
Make the goods in the store not too sparse or too crowded, so that there is a lot of sparseness, and effectively improve the turnover rate of goods.
A reasonable proportion of positions is conducive to improving the overall image of the serialized product display, grasping the sales rhythm and grasping the sales dynamics.
(For example, the proportion of space occupied by POP, boutique display and goods display is 20%: 80%; the display of goods capacity and inventory capacity at the store is 85%: 15%, etc.)
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