UNIT 4
PRINCIPLES OF DESIGN
Principles of Design
Structure
4.0
Objectives
4.1
Introduction
4.2
Proportion
4.3
Balance
4.4
Emphasis
4.5
Harmony
4.6
Rhythm
4.7
Colour
4.7.1
4.7.2
4.7.3
Colour Wheel
Colour Schemes
Communication Tool
4.7.4
Colour Rules That Can Improve Displays
4.8
Let Us Sum Up
4.9
Key Words
4.10
Answers to Check Your Progress
4.11
Terminal Questions
4.0
OBJECTIVES
After studying this unit, you should be able to:
●
discuss about proportion of each element used in display;
●
describe about balance in visual merchandising;
●
explain the term ‘emphasis’ used in visual merchandising;
●
define the term ‘harmony’ used in visual merchandising;
●
describe the term ‘rhythm’ in context of visual merchandising; and
●
enumerate the importance of colour in reference to visual merchandising.
4.1
INTRODUCTION
An effective way of attracting customers to a store is by having good displays, both
exterior and interior. A customer will be attracted to a display within three to eight
seconds; that is the time a customer spends to determine his interest in a product. This
is why it is critical to have a properly designed display. Every display should be planned
and have a theme. Good design makes a visual presentation come together. This means
the design attracts attention in a way that strengthens the store image, as well as
introducing merchandise to the customer. The principles of design are guidelines that
help the merchandiser in using the elements of design effectively. The principles of
design are the way in which display elements are arranged to create a visual impact.
49
Visual Merchandising and
Store Management
They are used in all art forms from fine art to graphic design to visual merchandising
and are a must to be learned by all who wish to design. The impact or quality of a design
will depend on how well these principles are employed. In this unit, you will learn about
the principles of design such as – proportion, balance, emphasis, harmony, rhythm and
colour.
4.2
PROPORTION
Proportion is the ratio of the parts to the whole display. It is a comparative relationship
of distances, sizes, amounts, degrees or parts. Each item may look normal when isolated,
but if it is inconsistent in area or dimension with neighboring items, it seems out of
proportion. Each piece of merchandise must be considered in relationship to all the other
merchandise. While designing a display the first and foremost criterion is to make it
visually pleasing. A good display will not only attract attention but also evoke positive
emotions, which is important to make a sale. To make a visually appalling design, one
has to make sure that all the elements used in that display are visually suitable to be
displayed with each other in terms of shape and size. This is called proportions. Proportions
need to be maintained not just between the elements used but also in relation to the
design space. Any element too large or too small in proportion to the display space will
topple the design efficiency. Imagine 6 feet long bamboo sticks used to display watches
in a large window. The watches will be clearly out of proportion in terms of display
space as well as the long bamboo props. Alternatively imagine one feet bamboo stich
displaying the same watches in shadow box window. This will bring the watches in
focus in a well-proportioned display space and prop. Proportions become even more
important while grouping different merchandise together in a display which will require
careful consideration. In figure 4.1 we see that the standing mannequin, the mirror and
the vases are clearly disproportioned with each other, while in figure 4.2 which shows
that just by tweaking the sizes of the elements like using a sitting mannequin instead of
standing and using the right size of vases and mirror the design looks much more composed
and together.
While planning a display, you should consider the following points concerning proportion:
●
●
●
●
50
Do not use all large objects, because there is nothing to break the monotony and
sameness of that large feeling.
Adding an odd number of smaller, related items to large pieces creates more interest
and balance.
Proportions take on more meaning when items define one another. For example
the size of a dinosaur is defined when it is standing next to a two story house.
Proportion and balance can best be accomplished when articles within the display
play off each other through their size, shape and color.
Principles of Design
Figure 4.1 Disproportioned display
4.3
Figure 4.2 Proportioned display
BALANCE
Balance involves the equilibrium and weight of elements between two sides of a display.
Balance is based on a theory of equals. Balance in design refers to how well the design
elements have been distributed in a given space. The ideas is for the space to be aesthetical
balanced. The best way to comprehend balance is to imagine a line at the center of the
design, this will give to two planes to compare whether the design elements are placed
in a balance. There are mainly two types of balance which are discussed as follow:
Formal Balance or Symmetry: When the same object is placed on both sides of the
space is called a formal balance. It is easier to comprehend because it used the same
basic element on both sides. It is important to understand that both sides are not the
exact replica of each other but just the basic composition and elements are the same.
Figure 4.3 shows that on one side there is a standing female mannequin and on the other,
a standing male mannequin. This is a formal display balance even though the elements
are not identical.
Figure 4.3 Formal balance or Symmetry
Informal Balance/ Asymmetry: It creates flow or rhythm and a feeling of excitement.
The two sides of the display appear to be of equal weight, but they are not replicas of
each other. Something large can be balanced by several small items or an expanse of
empty space, a bright color or a shot of lights. Several soft colors in a large space can be
balanced by one bright color because the intensity of the bright color will compensate
for its small size. In Informal balance, different objects are used yet the optical weight is
maintained on both sides. The basic form of the elements used need not be the same,
51
Visual Merchandising and
Store Management
but by grouping different elements properly and an optical balance can be achieved in
the weight of both sides of the space. Figure 4.4 describes that a standing mannequin is
placed on one side and two kid’s mannequins are placed on the other, thus maintaining
the optical weight. Similarly by placing a sitting mannequin against a standing one, the
optical weight is maintained even though the heights are unequal. The colours used in
the display are equally important to be considered. Dark colours look heavy as against
light colors which look lighter.
Figure 4.4 Informal balance or Asymmetry
While planning a display, you should consider the following points concerning balance:
●
●
●
●
●
4.4
If colors are too bright, they will overwhelm pastels.
If several small objects are more exciting than the large object, they will overpower
the large item.
A large expanse of empty space will call attention to a single object placed within
it.
If an item is placed at an angle or to one side (off-center), the space on either side
of that piece becomes important.
If an object is centered, the empty space loses importance because its shape is
predictable and therefore has less recognition as its own element.
EMPHASIS
Emphasis is used to express the importance of something. Emphasis is the point of initial
eye contact. From this spot all other eye movements flow. Emphasis is therefore the
formulation of a focal point. There should be emphasis in all displays. This can be by
virtue of the focal point’s size, colour or position which is shown in figure 4.5.The
merchandise is the focal point in a majority of displays. The principal of emphasis is
used to highlight or focus the attention of customer to the desired object or information.
More that often the desired point of emphasis is the merchandise for sale itself. It
should be clear to the customer what the point of emphasis is in a display. To make it
easy to comprehend, the display should not be overcrowded with more than required
point of emphasis items, thus diverting the attention and losing the impact of the principle.
The hero of the display should be clearly pre-defined. When planning a display, consider
the following points concerning emphasis:
●
52
A display needs to emphasize a theme or mood, such as the use of sports equipment,
work equipment or leisure equipment set up in a lifelike situation. Themes may also
depict seasons, anniversaries, celebrations, holidays and other special store events.
All elements in a display must then reinforce one other and emphasize the mood
created.
●
●
●
●
●
Principles of Design
Dull surfaces absorb light and help to de-emphasize area.
Color is a powerful medium for creating emphasis. Small amounts of advancing
color, bright intensities, extreme tints or shades contrasts in the right places will
provide striking accents.
Emphasis is diminished with receding variations such as thin, fuzzy lines; nondescript
shapes; regular spacing; even light absorption; cool hues, dull intensities, medium
tints or shades; dull, opaque textures; and small, all-over or no pattern.
Repetition usually means something is important; so repeated shapes, colors or
motifs grouped together reinforces their importance, creating emphasis. Make sure
if goods are used in repetition that these goods are emphasized for sale. For example,
if attempting to sell lawn mowers, does not use a grouping or repetition of gas cans,
because gas cans will be emphasized rather than lawn mowers.
An isolated item can be emphasized when surrounded by blank space.
Figure 4.5 Emphasis in display
4.5
HARMONY
Harmony is a coordinating umbrella principle that can cover and incorporate every
other principle. Harmony is agreement in feeling and consistency in mood; i.e., the
feeling that all parts of a display relate to each other and to the whole display. Without
harmony, the observer is uncomfortable and will not be enticed to purchase merchandise.
When different merchandise displayed in a selling space work well together it looks
attractive, this achieved end result is harmony. In an orchestra there are different musical
instruments which produce different sound, but when played correctly produce
harmonious music. Figure 4.6 explains that different merchandises have different colour,
shape, size, texture etc but when displayed correctly have the power to increase sale.
These merchandise needs to be used with appropriate props and graphics to create the
best impact. One basic guideline to maintain harmony would be to try and maintain the
balance in the optical weight in the design.
There are three forms of harmony which are discussed as follow:
Functional harmony: It deals with how something works physically, which means it
must be realistic and must work. An example is a kitchen counter used in a display that
is the appropriate height and depth for working.
Structural harmony: It is correctly fitting together all the pieces; merchandise should
not be out of place in the display. For example, an electrical appliance is not structurally
53
Visual Merchandising and
Store Management
consistent in an outdoor or camping display. A good window display may have pots and
pans, fishing gear and outdoor furniture all mixed together because these items truly
would be used on a camping trip; hence a camping theme is carried out. All the merchandise
is brought together as part of the trip and harmony would be created or a mood would be
set.
Decorative harmony: It includes the parts of a display that are included only for
decorative purposes. If an atmosphere of spring is being developed, butterflies and/or
flowers may be used as props. These items are attractive and add to the theme.
While creating harmony you should keep in mind the elements of design like:
i)
ii)
iii)
iv)
v)
Vertical lines: Makes thing/space look taller, uptight, stretched
Horizontal lines: Makes thing/space look wider, more relaxed
Diagonal line: Makes thing/space suggest movement and direction
Curved lines: They show movement, yet have grace and calming quality.
Size: Large size tends to dominate the space. Care should be taken that the larger
sized objects do not overpower the smaller objects.
vi) Texture: Smooth texture tends to reflect light, because of which it attracts attention
and appears larger. Trough textured objects absorb light, thus appearing smaller
and heavier.
Figure 4.6 Harmony in display
4.6
54
RHYTHM
Rhythm in display refers to the movement of the viewer’s eyes from one point to another.
The display arrangement should be such that the eyes are directed from the key
merchandise to the other subordinate merchandise displayed. The flow should be
harmonious with the objective of the display, i.e. the hero/key merchandise of the display
as pre-defined should attract the main attention then directing the attention toward the
other merchandise. Backdrops and graphics can be used to emphasis the flow of the
rhythm. Rhythm or flow involves the measurement of organized movement; a self-
contained movement from object to object, background to foreground, and/or side to
side. The rhythm in a display should lead the viewer’s eye from the dominant object to
the subordinated object(s) or from the primary presentation of the grouping down to the
arrangement of accessories or alternate parts of the display. Rhythm may be broken-up
or continuous; clearly stated or subtly suggested; repeated or vaguely similar. The initial
pattern or design when repeated makes more of an impression on the viewer because it
provides a continuous beat and completion, which is satisfying to the viewer. Rhythm
entails an arrangement of organized motion and does not necessarily need repetition.
However, it does gain impact from repetition. A flow exists if the eye travels from one
area of a display to another, covering the entire display. The eye should travel easily
through the entire design. For example, if a very tall object, such as a mannequin, is
placed next to several short baskets, there may be proportion but no flow. If dried or silk
flowers or seeds are placed in the baskets (one and one-half times the height of the
baskets), the height of the smaller objects is raised so the eye flows easily from the head
and neckline of the mannequin to the baskets. A display can lead the eye with color,
repetition, shadows created by light placement, lettering or texture.
Principles of Design
Rhythm can be created through various ways. Look at figure 4.7 which shows various
rhythm for the display.
i) Repetition of shapes: When a shape is repeated a number of times it attracts
attention. The shape could be in the form of prop, graphic or the merchandise
itself. In the example below the rectangular shape has been repeated with different
lengths which direct the attention of the viewer towards the mannequins.
ii) Progression in size: Gradual increase/ decrease of size of an object, graphic, etc
can also direct the attention of the viewers. Example below: The eyes are attracted
towards the large form and the gradual decrease in size pushes the direct of the
view towards the smaller form thus pointing out the mannequin.
iii) Progression in colours: Similar to the progression in size, progression in colour
can be used to push the attention of the viewer to the desire object.
iv) Radiation: Like the sun and its rays, in radiation display there is a center towards
which the other object or forms are directed. The hero of display is always placed
at the center as the eyes of the viewers will first attracted towards the center.
Figure 4.7 Different rhythm for display
55
Visual Merchandising and
Store Management
Check Your Progress A
1.
What do you mean by proportion?
...................................................................................................................
...................................................................................................................
...................................................................................................................
2.
What is meant by a balance?
...................................................................................................................
...................................................................................................................
...................................................................................................................
3.
What do you understand by emphasis?
...................................................................................................................
...................................................................................................................
...................................................................................................................
4.
Define harmony.
...................................................................................................................
...................................................................................................................
...................................................................................................................
5.
What is meant by rhythm?
...................................................................................................................
...................................................................................................................
...................................................................................................................
4.7
COLOUR
Colour is the biggest motivation for shopping and is very important in visual merchandising.
Colour is one of the best tools for non-verbal communication. They can convey a range
of emotions and ideas if used properly. Colours add that extra spark to capture the
attention at no extra cost. However improper use of colour can ruin a perfectly capable
display. Too much of colour can irritate or even confuse a customer. They should be
used with coordination with the window theme and the display merchandise.
56
Everything from the choice of colours for the store walls, fixtures, signage, façade
communicate to the customer the brand image and what to expect from the store. In a
visual merchandising display the colour come from the window backdrop and graphics,
fixtures, props, lighting and most importantly the merchandise itself. Since colours can
influence the mood of a shopper careful consideration should be given while selecting
colours for store interiors. Some colours makes one feel relaxed, more generous while
other colours makes one feel tense and cold. It is also important to understand that same
colours do not evoke the same emotions in everyone. The cultural and regional
background, personal good/bad experiences, etc. may affect the way a person perceives
a colour which may be different from the general connotations of some colours. So a
good understanding of the target customer profile is impotent. This will help to please at
least a majority of the target customers, if not all.
Some of the basic terminologies used while discussing colour are given below. You must
be familiar with these terminologies.
i)
Hue: It is the name of the colour itself
ii)
Value: Value refers to the lightness or darkness of a colour. When white or black
is added to a colour, the change that occurs in it is called value.
Principles of Design
iii) Tints: The lightness obtained in a colour after adding white to it is called as tint.
iv) Shades: The grayness value in a colour that is obtained after adding black to it is
called a shade.
v)
Pure Colour: It is the colour in its original form.
vi) Intensity: It refers to the brightness or dullness of the colour.
4.7.1 Colour Wheel
The first step for trying to understand and putting to use the colour schemes in design, is
to understand the colour wheel. The colour wheel is made from 3 basic colours, namely
red, blue and yellow. It is out of these three colours that all the other colours are made.
To further understand colour, let us study the colour wheel. The colour wheel is a standard
arrangement of 12 colours in a wheel that shows the relationship among the colours. It
consists the following colours.
i)
Primary Colours: These are the 3 basic colors, red, blue and yellow.
ii)
Secondary Colours: Colour derived from mixing the primary colours with each
other are secondary colours.
i)
Red + Blue = Violet/Purple
ii)
Blue + Yellow = Green
iii)
Yellow + Red = Orange
iii) Tertiary Colours: Colour derived from mixing the secondary colours with each
of their parent colours are tertiary colours. Let us see figure 4.8, which shows the
combination of primary colours, secondary colours and tertiary colours
i)
Yellow + Orange = Yellow-orange
ii)
Red + Orange = Red-orange
iii)
Red + Violet / Purple = Red-violet
iv)
Blue + Violet / Purple = Blue-violet
v)
Blue + Green = Blue-green
vi)
Yellow + Green = Yellow-green
Primary colours
Secondary colours
Tertiary colours
57
Visual Merchandising and
Store Management
Figure 4.8 Colour Wheel
4.7.2 Colour Schemes
Colour scheme refers to the choice of colours used in a design. The colour schemes are
the relation of the colours to one another. If used correctly they can be of great help to
a designer. Let us see some of the most common colour schemes:
Warm Colour: Colours starting from red all the way through to yellow-green in the
colour wheel are considered to be warn colours. Note that some shades violets are also
counted in warm colours if they have a higher concentration of red. These are the
colours that evoke warmth when seen or used. They are more cheerful, bright and even
aggressive when used. Easy way to remember this is the association of warmth with
the sun or fire, which emit the warm colours.
Cool Colour: Contrary to the warm colours, cool colours start from green all the way
through red-violet. When used together they give the feeling of calm, peace and relaxation.
However too much of blue will evoke the feeling of sadness. Easy way to remember
this is the association of the blue to the cool water, rivers and streams, and the cool
shade from the green trees.
Analogues/ Adjacent Colours: Analogues/adjacent colours are the ones that appear
next to each other in the colour wheel as shown in figure 4.9. They are the most
harmonious together because they share similar pigments as they try to reinforce each
other. However one needs to be careful while using this colour scheme as they tend to
blend with each other.
58
Figure 4.9 Analogues colours
Complimentary Colours: A complementary color scheme is represented by two colors
that are exactly opposite one another on the color wheel, such as green and red or
yellow and purple. It can result in a very pleasing combination of warm and cool colors.
Avoid using opposite colors in equal amounts of light and dark combinations. The colours
that appear exactly opposite each other in the colour wheel shown in figure 4.10 are
complementary colours. This colour scheme is the most used in Christmas displays
where the bright Santa red is played against the Christmas tree green.
Principles of Design
Figure 4.10 Complimentary colours
Split Complimentary Colours: Three colors forming a Y as shown in figure 4.11 on
the color wheel consists of a base color and one color on each side of the base color’s
complement (opposite color). It is a popular color scheme to create interest and richness.
Examples are yellow, blue violet and red-violet, or blue, yellow-orange and red orange.
This can be equally effective as the adjacent colours have the same basic properties as
that opposite colour. Using this scheme gives a designer a wider choice of colours
compared to complementary colours scheme.
Figure 4.11 Split complimentary colours
Double Complimentary Colours: Four colors, consisting of any two sets of
complementary colors create a double complementary scheme. Be careful not to create
a display that is too busy when using this color scheme. An example of this color scheme
would be yellow and purple, as well as red-orange and blue-green. It is just as
59
Visual Merchandising and
Store Management
complementary colour scheme with a difference that it uses two sets of complementary
colours i.e. a total of four basic colours. See figure 4.12 which explains about the double
complimentary colours. It can get a bit difficult to use and confusion to the customer
because of larger number of colors. However it should be decided on which colour
should be the dominant ones and the other colours should be used as supplementary.
Figure 4.12 Double complimentary colours
Triad Colours: Every fourth color on the color wheel for a total of three colors make a
triadic color scheme. This is a good combination of colors that can create the muted,
traditional look as well as more vibrant color characteristics of modern color schemes.
An example could be red, blue and yellow. Using colours that are equidistance on the
colour wheel as shown in figure 4.13 creates a triad colour scheme. This scheme when
used can look quite pleasing.
Figure 4.13 Triad colours
Monochromatic Colours: A single color on the color wheel is used with three to five
tints and shades of that single true color in this scheme. Several pieces of blue merchandise
each consisting of a different value ranging from baby blue to navy blue, is an example
of a monochromatic color scheme. Let us see in figure 4.14 the hue red being used in a
monochromatic colour scheme along with its colour pallet.
60
Principles of Design
Figure 4.14 Monochromatic colours
Neutral Colours: Black, white, gray, beige and brown are all considered as neutral
colours. They do not evoke any strong emotions, These are widely used and are best
suited when the merchandiser is as bold enough to crate colour impact. All white or all
black schemes looks chic and contemporary but can also look bland if not used creatively.
When they are used together they create a very vivid image. Gray on the other hand
helps reduce the starkness from the white and dullness from the black. Beiges and
browns create an earthy and relaxed atmosphere. When used in fixtures they look
strong and dependable.
4.7.3 Communication Tool
Colours are quite often used to communicate emotions in a design. They emphasise the
thought or message within. Over years some colours have developed a reputation for
themselves which have a universal association. For years phrases like, red with anger,
green with envy, blue blood, etc. have being used. The colour white evokes a thought of
sterile environment and is associated with purity. While black is associated with sadness
and moaning. Similarly some seasons and festivals are linked with certain colours for
generations. Example: For Christmas the colour chosen almost every time is red and
green, for Halloween it is black and orange, white for winter for its obvious association
with snow.
Visual merchandisers have to base their color pallet for the display depending on the
colour of the merchandise to be displayed, colour trend, the season and theme. Hence
the choice of colours for the design should be thought over and not just a random selection
of colours. Some of the most universally accepted colour-emotion relations are given
below:
Red: Red evokes action. It is aggressive and demands the most attention. It can be
provocative in its association with love, power and danger (referring blood). If not used
tactfully it can look cheap and vulgar. It is a favorite colour when designing for Christmas,
Valentine’s Day etc. As it creates urgency most used for Sales and discounts.
Pink: Often associated with children especially girls. It is referred to as sweet (like
cotton candy), innocent (like babies), romance and is used intensively when selling to
women and girls and on Valentine’s Day and Mother’s Day. It is caring and shows
inspire hope.
61
Visual Merchandising and
Store Management
Orange: It is warm pleasant and inviting colour. It encourages socialization and
conversations. It is also known to stimulate appetite, which makes it a good choice for
restaurant décor and visual merchandising. Orange represents youth, flamboyant, free
thinking and impulsive. Merchandise packed in orange are perceived as affordable.
Yellow: Yellow in its association with the sun evokes energy, happiness, creativity and
fun. It helps in the decision making, to concentrate and is logical. It is also associated
with cowards. However if use in excess can be overpowering and monotonous and
needs to be used with other colours.
Green: With all its association with the trees, plants, grass etc. green is a colour of
rejuvenating, generosity and abundance. It is a cool colour inspiring growth. It is a good
choice to show spring and creating a peaceful setting. When combined with yellow, pink
and orange can create a cheerful setting.
Blue: A favorite colour for most people, it is calm, trustworthy and peaceful. It promotes
professionalism and reliability hence most used in banks and financial institutions. Blue
is extensively used a formal merchandise setting.
Violet: It is the colour of royalty. It has been associated with richness and luxury for
long and can be used to create a dramatic, mysterious and a fantasy setting in its deep
violet shade like the velvet night sky. In its tints it is much softer and can look very
feminine like a lavender flower. It encourages creativity.
White: White is the symbol of purity, cleanliness and peace. It can look harsh if used in
excess but provides a relive to the eyes when confronted to too much of visual information.
It is greatly used in cosmetic product and beauty stores. When used creatively give a
classy minimalism effect.
Black: It is a neutral colour with the connotations of night, mystery and death. Black
represents power and control and can look very sophisticated. It is often used to sell
luxury products. However it can look dull and depressing if overused. The best suited
colour for a gothic theme.
Brown: Associated to the earth and soil, it emits reliability, comfort and support. It does
not interfere with displays. However it can look dull and unexciting if overused. Wooden
fixtures look luxurious will designed and used properly. Brown is the colour for strength
and maturity.
Advancing/Receding Colours: One very important thing to remember while selecting
colours is that some colours appear to advance frontwards (namely warm colours i.e.
red, orange and yellow) and some tend to recede back (namely cool colours i.e. blue,
green and violet). Therefore if the desired effect is to make an area/window look large
cool colours should be used, on the other hand if a large area/window look small and
cozy warm colours should be used.
4.7.4 Colour Rules that can Improve Displays
You have already learnt about the colour wheel, colour schemes and the communication
tool. Now you must learn and remember the colours’ rules that can improve displays.
These rules may be very useful for Malls.
1.
62
Consider intensity, value and contrast when developing color schemes.
i)
Be careful when using strong contrast and loud colors.
ii)
The more intense the color, the smaller the area it should cover.
iii)
The more intense the color, the softer the second color should be. Do not
combine two or more strong colors without changing the value or intensity.
iv)
2.
3.
4.
Do not paint large areas in strong colors.
Match the color scheme to the merchandise on display.
i)
Use a neutral color, or one of the main colors of the merchandise for the
floor, walls and background.
ii)
Use soft tints rather than saturated hues.
Associate the value of the merchandise displayed to the selection of colors in the
display.
i)
Lower-priced merchandise is generally displayed in a color scheme of vivid
hue.
ii)
Use a more refined color scheme with the more exclusive merchandise.
Color schemes seen in current fashion are acceptable.
iii)
Do not mix high-priced and low-priced merchandise in a display. Items should
be grouped by price and design.
Light tints are pleasing to the eye.
i)
Light tints seem to deepen the window space, increasing the window size.
5.
Dark shades appear to bring the background to the fore, shortening the perceived
window space.
6.
Do not use background colours that will affect change the color of merchandise
and the customers’ skin tone.
7.
Colours are labeled as either warm or cool.
8.
9.
Principles of Design
i)
Warm colors are yellow, orange, red and their combinations with black and
white. All these hues please the eye, enhance the appearance of the
merchandise, and optically push it to the front of the display.
ii)
Cool colors are blue and green. These colors are calming, soothing and
balanced. They create the illusion of enlarging the window.
Colour contrasts are welcome, but dangerous.
i)
Watch for color clashes.
ii)
Be careful about confining strong contrasts to small accessories.
iii)
Bold combinations can be very effective if done in good taste.
More than two principal colors can be grouped proportionately in one display. Greater
effort must be made, however, to achieve harmony. Pastels go well together. Certain
color combinations work because they have been traditionally accepted. New color
combinations have to be carefully thought out to avoid shock or offense through an
inappropriate use of a familiar color. One way to learn about color is to observe
some of the newer stores and see what color combinations have been used in the
different departments.
Check Your Progress B
1.
What do you mean by primary colours?
...................................................................................................................
...................................................................................................................
...................................................................................................................
...................................................................................................................
63
Visual Merchandising and
Store Management
2.
What are the complimentary colours?
...................................................................................................................
...................................................................................................................
...................................................................................................................
3.
What is meant by triad colours?
...................................................................................................................
...................................................................................................................
...................................................................................................................
4.
What do you understand by monochromatic colours?
...................................................................................................................
...................................................................................................................
...................................................................................................................
5.
Which of the following statements are True or False?
i)
Black colour is quite often used to sell luxury products
ii)
Double complimentary colours uses only one set of complementary colours
i.e. a total of four basic colours.
iii)
Examples of split complimentary colours are yellow, blue violet and redviolet, or blue, yellow-orange and red orange.
iv) Analogues/adjacent colours are the ones that does not appear next to each
other
v)
4.8
64
Warm colours are more cheerful, bright and even aggressive when used
LET US SUM UP
An effective way of attracting customers to a store is by having good displays, both
exterior and interior. A customer will be attracted to a display within three to eight
seconds; that is the time a customer spends to determine his interest in a product. This
is why it is critical to have a properly designed display. The principles of design are
guidelines that help the merchandiser in using the elements of design effectively. The
principles of design are the way in which display elements are arranged to create a
visual impact. The impact or quality of a design will depend on how well these principles
are employed. These are: Proportion is the comparison of dimensions or distribution of
forms. It is the relationship in scale between one element and another, or between a
whole object and one of its parts. Balance is an equilibrium that results from looking at
images and judging them against our ideas of physical structure. It is the arrangement of
objects in a given design as it relates to their visual weight within a composition. Rhythm
is the repetition or alteration of elements, often with defined intervals between them. It
can create a sense of movement, and can establish pattern and texture. Emphasis
relates to varying degrees in design. It determines the visual weight of a composition,
establishes space and perspective, and often resolves where the eye goes first when
looking at a design. Harmony is a coordinating umbrella principle that can cover and
incorporate every other principle. Harmony is agreement in feeling and consistency in
mood; i.e., the feeling that all parts of a display relate to each other and to the whole
display. Without harmony, the observer is uncomfortable and will not be enticed to purchase
merchandise. Colour is light of varying wavelengths and is a form of light energy. Each
colour has its own specific wavelength and vibration. These wavelengths resonate with
energies in different areas of the body and can have a healing effect. Colour scheme
refers to the choice of colours used in a design. The colour schemes are the relation of
the colours to one another. If used correctly they can be of great help to a designer.
Some of the most common colour schemes are: warm colours, cool colours, adjacent
colours, complimentary colours, Split complementary colours, double complementary
colours, triad colours, Monochromatic Colours and natural colours
4.9
Principles of Design
KEY WORDS
Point
: A point is an element that has position, but no extension.
Line
: A line is an element characterized by both, length and direction.
Line creates form.
Shape
: It is a closed contour, an element defined by its perimeter. It is
one of the basic elements of design.
Texture
: It is the surface quality of an object. It refers to the material that
something is made of, and can be created using any of the
elements previously discussed.
Colour
: Colour is light of varying wavelengths and is a form of light energy.
Each colour has its own specific wavelength and vibration. These
wavelengths resonate with energies in different areas of the body
and can have a healing effect.
Balance
: It is an equilibrium that results from looking at images and judging
them against our ideas of physical structure. It is the arrangement
of objects in a given design as it relates to their visual weight
within a composition.
Rhythm
: It is the repetition or alteration of elements, often with defined
intervals between them. It can create a sense of movement, and
can establish pattern and texture.
Proportion
: It is the comparison of dimensions or distribution of forms. It is
the relationship in scale between one element and another, or
between a whole object and one of its parts.
Emphasis
: It relates to varying degrees in design. It determines the visual
weight of a composition, establishes space and perspective, and
often resolves where the eye goes first when looking at a design.
Colour Scheme : It refers to the choice of colours used in a design.
4.10 ANSWERS TO CHECK YOUR PROGRESS
i) True ii) False iii) True iv) False v) True
4.11 TERMINAL QUESTIONS
1.
What do you understand by proportion? Explain and discuss the points to be taken
care concerning proportion while planning a display.
2.
What do you mean by balance? Explain the different types of balance while planning
to display the merchandise in a store.
65
Visual Merchandising and
Store Management
3.
What is meant by emphasis? Discuss the points concerning emphasis to be
considered while planning a display.
4.
What is harmony? What are its different forms? Describe the elements of design
one should keep in mind while creating harmony.
5.
What is rhythm? Discuss the ways through which rhythm can be created.
6.
What is meant by a colour wheel? Explain in detail the colour schemes used by a
merchandiser to display the merchandise.
7.
Discuss how colour act as a tool of communication.
8.
Discuss the rules of colours that can improve the display.
Activity: 1. Visit a Mall in your town and prepare a chart for displayed merchandise.
2. Make a comparative chart of proportion, Balance, Emphasis,, Harmony
Rhythm and Colour which you witnessed in the Malls.
66