June 2021 - 25

MERCHANDISING
to gain height. However, there are
certainly exceptions to every rule,
and sometimes breaking the rule
entirely can be memorable. Do this
by creating symmetry and uniformity
purposefully!
Negative Space
Many times, less can be more!
Never underestimate the power of
a little space. Don't hesitate to back
stock items to keep things tidy. Place
an odd number of items together
and break things up with space. Even
numbers create symmetry, but odd
numbers create interest.
Warmth
Add warmth with light or with
texture. Lighting not only draws
attention, but it also affects moods.
Research shows that customers spend
more time in areas with warmer
lighting. Lamps provide warm cozy
light, but also provide height and
interest and can help draw attention
to a product.
Texture also adds warmth to your
displays - incorporate green goods
alongside throws and blankets or
rugs. Add unique pieces that are out
of the ordinary and unexpected, such
as brooms, wooden pieces, bark,
glass, etc., as well to add warmth and
texture to displays.
Flow
Think about how your display flows;
within itself and other areas in your
gifts area. Pay attention to color and
product placement.
Again, odd numbers work when
creating flow. Choose three patterns or
textures for a display that coordinate
and apply a 60/30/10 ratio to add
dimension to your display. Demonstrate
contrast. Using coordinating colors that
complement, not necessarily " match, "
is a great way to create contrast and
evoke emotion. Another way to do this
is to mix media, and/or styles.
Consider traffic flow in your
store for displaying as well. People
generally tend to enter and travel to
the right and travel through the store
counterclockwise. Consider this when
creating displays and flowing from one
to the next.
Photos for Online Platforms
Photograph your display for your
website and social media platforms.
Images are more effective than text
at evoking emotion. It is increasingly
more important to have an online
presence in today's market.
We want to take what we do in
brick-and-mortar stores and tell
that story online. These five simple
guidelines will help you show off your
hard work and grab attention online:
light, rule of thirds, angles, detail
versus wide, and focus.
You don't need an expensive camera
or equipment to take great photos that
stop traffic online. Use these simple
techniques with your phone to brand
your store and create stunning display
images.
Koti Lindsey is the second-generation
owner of Vickie's Gifts in Roscoe, Texas.
With over 20 years of experience in
marketing, merchandising and interior
design, she loves to share her knowledge
with other store owners and her
customers. Visit www.vickiesgifts.net
for more information.
LGRMAG.COM | 25

http://www.vickiesgifts.net http://www.LGRMAG.COM

June 2021

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