Graphics and Signage in Visual Merchandising
In this video, we learn how the best brands use graphics and signage in store displays to communicate messages to their customers. We’ll see how they tell stories through pictures and words… stories about the brand’s values, and how the brand is trying to solve the cultural issues that concern the customers. Every brand tries to keep fresh with new ideas and products, and that’s another message that brands convey through signage.
In the window display, signage and graphics can attract the customer and help her decide to go in and shop. Once in the store, they can help the customer realize the value of the products and help persuade her to buy. Brands also use the display to show the customer how they solve her needs, so that she can establish an emotional connection with the brand.
Graphics and signage really work hard for the merchandiser and get their story across.
| Module | Description | Step |
|---|---|---|
| 1 | Visual Merchandising is Telling Stories | 1-4 |
| 2 | Graphics and Signage | 1-9 |
| 3 | Adidas | 1-11 |
| 4 | Coach | 1-8 |
| 5 | Louis Vuitton | 1-14 |
| 6 | Uniqlo | 1-22 |
| 7 | Club Monaco | 1-13 |
MODULE 1 • Visual Merchandising is Telling Stories
| Step | Description |
|---|---|
| 1 | The world of visual merchandising is a world of stories told to the shopper at the store – stories that weave magic about the brand and make us love it. Stories that connect with us and make us loyal customers. |
| 2 | We learned in lesson 4 of this visual merchandising series that an important story is about the brand identity. That means the way the brand describes itself to us. The brand identity is important because it helps customers differentiate the brand from its competition and understand why it is a better one to buy. |
| 3 | And we’ve learned another story that brands like to tell – one that’s about the shopper herself: who she is, and who she aspires to be – a person who would most love to own the brand in this window. Brands like to tell this story because it draws an emotional connection between a shopper and the brand. |
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