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Spring Displays & Packaging

March 3rd, 2014 No comments

Spring is on the way! We don’t know about you, but we’re counting down the days until the weather warms up and we can see the ground again. In preparation for springtime days, we are are thinking about spring displays and spring colors.

Pantone’s Fashion Color Report Spring 2014 is a great place to begin. This will help you to see what colors are going to be trending this season, and you can choose what will match your jewelry and style the best. It will also help you highlight your pieces that might be similar to these colors or provide you with design inspiration.

When choosing a color scheme for your displays, don’t go overboard and use ALL the colors. You want your jewelry to be the focus and your displays and props should serve only to bring attention to your jewelry. And when you’re choosing your spring packaging line, remember that packaging is branding. You want to create a look that customers will associate with your store even after they’ve gone home.

Parade blue (very similar to the Dazzling Blue Pantone is featuring this spring) tissue paper paired with turquoise makes a memorable packaging look.

We know how many of our customers travel to shows, and one of favorite products for spring is this brand new carrying case! This black aluminum case has a front opening door with a pocket on the inside of the door, a hidden retractable handle, combination locks, and an adjustable divider. Holds up to (12) 1″ trays.

spring displays

For more color inspiration for this spring, check out our Pinterest Bring in Spring board.

 

When Creating Displays, Do You…

April 4th, 2013 No comments

When creating displays, do you…

…have varied display heights? You want your customers’ eyes to naturally move along your entire display so that they see all of what you have to offer, and you can make this possible by not having all of your displays be exactly the same height. Here’s a great example.

…have a focal point in your display? A clear focal point is vital to a successful display. This doesn’t mean you have all the same type of jewelry or product; it simply means that you have key spot in your display and build everything around that. This is the spot that will catch peoples’ eyes before they scan through the rest of your display. If there is no focal point, it will confuse customers and could result in fewer sales.

jewelry displays

Clear focal point. (Image courtesy of Feelart at FreeDigitalPhotos.net)

 

…choose display colors that enhance or distract from your jewelry? Color choice is very important. If you place white jewelry on a white background, it isn’t going to stand out like white jewelry on a background. Similarly, if you have bright jewelry and bright displays, the effect could be overwhelming for your customers.

ways to display

Notice how the beige background is light enough to make the necklace pop without taking away from the jewelry?

 

…frequently change the displays in your store? If you have repeat customers and they always see exactly the same thing in your store window or display cases, they’ll quickly lose interest. Keep things fresh and new by changing your displays at least 6 times per year (about every other month).

Visual Merchandising: An Eye for Color

February 21st, 2013 No comments

Image courtesy of Ambro at FreeDigitalPhotos.net

You don’t  need to have an eye for color to be able to put together an eye-catching display!

There are a few simple guidelines to follow when dealing with the colors in your displays. Keep reading for a few quick color basics to keep in mind when you’re putting together your booth, window display, jewelry displays, or even your packaging colors! The colors you use in your displays will help dictate your customers’ moods, and influence them to buy (or not to buy), so it’s worth spending some time learning about how to effectively use color in your displays.

1. Have a knowledgeable use of color. It’s important to remember that specific colors are associated with certain industries or holidays. Even if it’s springtime and sunny, a combination of green and red is probably going to make your customers think about Christmas, so if that’s not your intention, it’s probably not a good idea. An example of an industry that has a color associated with it would be the environmental industry. It is often paired with the color green, which (depending on the shade) can make customers think of things in terms of fresh, natural, and organic. Be aware of choosing colors that match your intent, or at the very least, that do not cause an impression you never intended to create.

Image courtesy of zirconicusso at FreeDigitalPhotos.net

2.  Bright and warm colors are attention-grabbers, while cool colors are more soothing and calm. This certainly does not mean you should never use cool colors in your displays; can you imagine only brightly colored displays? It would overwhelm the eye and confuse the customer. Carefully placed splashes of color, however, draw the eye to key areas and products. Displays should also have a good balance of neutral tones to avoid overwhelming customers.  Also, if you’re not looking to excite your customers (you might be going for elegance, subtlety, or calm), cool colors might be what you want to use.

3. Colors affect people’s emotions. When choosing colors for your displays, think about what emotions you want to bring out in your customers. How do you want your customers to feel so that they are more likely to buy your products?

My Visual Merchandising has an excellent color chart that explains the emotions colors evoke, as well as how and when to use them. This article also explains various color schemes and how they work.

4. How about background colors? These are just as important as colors utilized in the front of a display! The background color is often—but not always—a neutral color (white, black, and beige are very popular, especially for jewelry displays), and should be an unequal blend of both warm and cool colors for the best effect. Although backgrounds should have a dominant color, when creating a booth or window display it can be good idea to have more than one color to avoid a dull background. Your background should push your products forward and not detract attention from them. For example, if you have red jewelry and a red background, your jewelry is likely to get lost in the background instead of standing out.

necklace display

Notice the difference of effect between the black and white display background?

For a jewelry displays, if you have brightly colored jewelry, and you really want it to pop, a black or white display will help the jewelry to stand out.

Notice the picture to the right and how different a white pearl necklace looks on the black and white backgrounds. It creates a different feel on each display!

If we were to place the pearl necklace on a beige display, the look would be different, too! The beige and white would give it a feeling of beauty and elegance since they are colors similar to the pearl necklace, while the black really makes the white pearl stand out and catch your eye since it is a darker color.

For some great examples of color in displays visit us on Pinterest

Visual Merchandising: 4 Ways to Attract Customers

January 22nd, 2013 No comments

How is visual merchandising used to attract customers? Or, before we answer that question, what IS visual merchandising? Visual merchandising means creating an atmosphere in your store through displays, sensory messages, colors and lighting, product placement, floorplan, etc., that will attract customers and keep them interested. It’s about creating an environment that logically flows and is aesthetically pleasing at the same time; it’s setting your store up in such a way that it generates more sales. Put differently, visual merchandising is the silent salesperson in your store that shows your customers where products are, how to use them, what to pair with them, and how they’ll feel when they use them. It can be as simple and basic as the cleanliness of your store showing customers how much you care about having their business, or dig deeply into how they think and will respond to where product is placed on the shelf.

(Image courtesy of digitalart at FreeDigitalPhotos.net)

It’s important to give time to visual merchandising because not only has it been proven to increase sales, but also helps you build a customer interest and engagement. The easier it is for people to navigate your store and find what they want (or find things that are interesting), the more likely they are to buy something.

Since visual merchandising is a vast topic, we’re going to break it down into a few posts to be able to go more in depth on these topics that are so vital to the retail world. To begin, here are a few key areas to focus on for effective visual merchandising:

1. Sensory messages. How does your store smell? What music do you have playing? What’s the overall “feel” of your store? Most importantly, are all of these things in line with what you’re selling? For example, if you’re selling elegant, high-end jewelry, chances are you’re not going to have Hello Kitty posters on the wall, boisterous pop music playing in the background, or the scent of bubblegum in your store. However, if your product is jewelry for young teenage girls, it might be the sensory feel you need. Be careful to send your customers the right sensory messages!

Color is also a sensory input and can influence moods just like smells and sounds can. (Image courtesy of David Castillo Dominici at FreeDigitalPhotos.net)

 

2. Show them how your products will look at home. Especially for jewelry or fashion stores, it’s important for your customers to be able to see how they’ll look in your products or how they will use them at home. Otherwise, why buy them? Use displays that accurately depict how a product is used or worn, keep mirrors handy for seeing items they try on, and make sure lighting is conducive to good viewing.

Have a jewelry store? Display jewelry sets with a combo display so that customers will get a feel for how items will look paired together.

 

3. Change displays often. At a minimum, changing display themes every other month (6 main themes per year) is recommended.  If you can manage it, it’s a good idea to switch displays around weekly (or monthly, if weekly is too daunting) so that customers will always be seeing something new when they enter your store. Seeing new products when they enter your store will keep them coming back to see what else you have to offer.

4. Clear focal points. Don’t overwhelm or confuse your customers by having a display that doesn’t have a clear focal point or any visual balance (especially in window displays!). If they are having to look all over to find the point of a display, they won’t stick around. We’ve read that the average customer only views a display for 2-5 seconds. While this may not be true, it does give us an idea of how little time people spend looking at a display. If they can’t figure it out what you’re trying to convey very quickly, they’ll move on to a display that does.

Remember the rule of three. People tend to view things in sets, so if you have a tall display, have a "tall, "taller", and "tallest" element. Risers are perfect for helping to achieve this effect.