The Basic Principles of Jewelry Store Display Showcase.
Jewelry display in addition to the basic elements of display (easy to select, improve freshness, improve value, eye-catching, etc.) In addition, from the overall consideration of the display, there are more important functional elements, including theme, focus, balance, proportion, composition, color, space planning, consensus conventions, repeat effect, capacity planning and serialization and ergonomics and some other principles, which are integrated with the basic operation of the display process. The use of these principles will help you to arrange the series of products from a holistic point of view, give the most prominent position to the featured products, and match the different kinds of products. The purpose of a concise and informative overall display is one, to make possible sales as soon as possible.
The Concept of Store Display Showcase.
Store merchandising is a visual marketing technique, which is based on different display spaces, using various props, artwork and accessories, combining elements of culture, art, taste, fashion and personality on the basis of product style positioning, and fully expressing the functionality, characteristics, style or sales activity theme of the product through various display techniques.
The Purpose of Store Display Showcase.
The purpose of store display is to make people (franchisees, customers) understand at a glance the properties, functions, characteristics, quality, style and grade of the goods in a certain range of merchandise display space or sales space, to attract attention, leave an impression, generate the desire to approach the goods and purchase goods, to maximize the display of goods to stimulate sales of goods, create brand influence and spread the purpose of brand culture.
1、Theme.
From the entire store display effect, you can let customers feel the brand culture of a brand, that is, a brand style, product positioning and market positioning, etc.. The theme should change with the changes in the holiday, promotional activities. In the holiday changes, from the entire store display effect can let customers know very clearly the main promotion of the holiday and the main promotion categories; in different promotional activities, can make customers know very clearly the specific content of this promotional activities.
1-1 store jewelry display needs to be updated frequently.
Jewelry store display needs to be constantly new and changing, but this is the need for standardized management. As the store manager, must start from the following aspects of the store display for daily management. First of all, regularly have a new product development out and on the counter, timely replacement of the new light box picture. Secondly, reset the normal goods display pattern every month. Can be regularly based on the style of the product redisplay, or adjust the goods, the inventory of goods and on the counter goods, interchangeable, to increase the sense of freshness.
Each display surface must set the focus, highlighting the theme. The focus is usually a series of products with a representative of certain styles, and then complemented by matching products, thus, emphasizing the importance of jewelry classification and display.
The jewelry sold by similar brands in the industry is gradually becoming similar, that is, similar goods can be bought in different stores at similar prices, so it is necessary to emphasize the classification of jewelry and display methods to highlight the characteristics of their own brand, establish their own brand unique style and reputation, and win over competitors. This is when the jewelry display becomes an important strategy.
1-2 The basic requirements for the planning of the store.
Hot zone: high pedestrian flow, high visual rate, suitable for placing hot products, new product recommendations, holiday promotion Chen product.
Warm zone: medium traffic, medium visual rate, suitable for placing perennial sales of goods, such as: pendants, rings.
Cool zone: medium traffic, low visual rate, suitable for placing goods with slightly weaker purchasing power, such as: bracelets, bracelets.
1-3 The focus of the counter setting
The most easily visible position, display some representative, luxury exaggerated goods, goods that can reflect the strength of the store.
Easy to see the location, the gold display space, display some characteristic, high profit goods.
Can see the location, display some sales stability, standing goods.
1-4 the principles of window display
Consider the customer’s line of sight: when people see something, it is natural to look from top to bottom. Therefore, to capture the visual focus to capture the customer’s line of sight. Clearly display the goods, and make sure customers understand the style design, material, and wearing feeling of the jewelry.
Simple composition: the number of jewelry in the window space should not be too many, the type and color match should not be too complicated, but simple composition. Focus the eyes on the goods that want to be seen to be persuasive.
The importance of whitespace: to make jewelry stand out from the crowd. It is important to have the right amount of white space, because it separates the rest and focuses the eye on the jewelry to be highlighted.
2、Color
The orderly color theme can give the whole special field with a clear theme, orderly visual effects and strong impact. More use of color in the display to set the focus of unity or to create a balanced effect of product display, so that it produces a sense of rhythm, coordination and hierarchy, and easily lock the target goods, therefore, to understand the basic composition of color knowledge, jewelry and props color matching principle.
The law of color change in the store is based on the basic principles of color, only a solid grasp of the basic principles of color, according to the special laws of the store, flexible use.
2-1 Color basic composition – hue, lightness, purity
Hue: refers to the appearance of color. For example: red, orange, yellow, green, green, blue, purple, etc. Hue and color intensity and lightness have no relationship, but purely represents the difference in color appearance.
Brightness: refers to the brightness of the color, different colors reflect different amounts of light, thus producing different degrees of light and dark.
Purity: the degree of purity of color, but also the saturation of color.
2-2 Jewelry and props color matching.
Diamond jewelry: in most stores, diamond jewelry occupies the most dominant position, so the props used to highlight diamond jewelry should first be black, it can best highlight the light of the diamond, but black can not be used in a large area, the use of bad will affect the brand image and taste. The second is beige, in the fabric, suitable for the use of good light-absorbing, non-reflective materials, so that the highlights can be fully focused on the brilliant light of the diamond.
Gold jewelry: usually choose a mild tone, soft texture, matte velvet material is more reflective of the dazzling light of gold. In China, the use of red velvet, according to people’s traditional feelings, red festive, and can set off the elegant and noble qualities of gold.
3、Balance.
In line with people’s psychological orientation, leading to visual harmony stretch, stable and orderly and simple and clear, the use of the principle of balance can be arranged in an orderly manner products, to convey a consistent visual effect. The principle of balance throughout the wall and individual, combined display should pay attention to product series correlation. From this, it is necessary to understand the various ways of jewelry display. There are generally the following.
① left and right symmetry composition method.
② Rhythm composition method and harmony composition method.
③ left and right asymmetric display and triangle display method.
As jewelry displayers and shoppers responsible for display to understand and familiar with the nature of jewelry, function and the meaning contained, so that in the process of display, in order to better performance of each product, and the combination of products with the display, in order to balance the customer shopping psychology.
3-1 Store display should pay attention to the following issues.
Are the categories of products summarized and the jewelry with correlation displayed in a connected way?
Are the materials and designs arranged in an easily distinguishable way?
Is the display in a disorganized manner in the case of volume display?
Are there too many items in places out of reach?
4. Practice and consensus.
According to the principle of ergonomic engineering, the space layout, lighting settings, flow guidance, size ratio and other principles, do reasonable display. Store in the middle of the guide cabinet distance can not be less than 120 cm apart, the flow of customers into the door to guide the smooth and convenient and can contact as many products, the store is well-lit, no dark and dazzling lights, as far as possible to consider the placement of consumer shopping habits, can maximize the distance between customers and products, triggering customer desire to consume. At the same time, should pay attention to the basic knowledge of the jewelry counter. Shoppers in the specific counter arrangement and display need to master the characteristics of the counter, in order to fully understand the role of the counter, in the display work, in order to better complete the display of jewelry, to achieve the best display effect.
The counter is divided into sales cabinets and appreciation cabinets (display cabinets). Sales cabinet is mainly used to display jewelry suitable for daily public wear and perennial sales. The length of each section of the counter is between 1.2m~1.5m, the inner hollow height is 23cm~25cm, the width is between 50cm~53cm, and the overall height of the counter is basically between 9.cm~95cm. The height of the appreciation cabinet is higher than the sales cabinet, basically between 120cm ~ 180cm, the middle storage space 50cm ~ 80cm, etc..
Likewise, attention should be paid to the conventions and consensus of people on the type of jewelry. In accordance with the size of the goods themselves, the use, price, etc. of the different, suitable for consumers to buy and visit the display of different ways. Generally speaking, it can be divided into: small volume in the front, large volume in the back. The cheaper ones in the front, the expensive ones in the back. Seasonal goods in the front, popular goods in the back.
5, Repeat effect, Capacity planning, Proportional repeat effect.
Commodity formation has two properties.
5-1 for people to watch, browse.
Second, so that people have the desire to buy. This method is set according to the customer psychological process, customer psychological activity is summarized: gaze – feel interested – association – desire – comparison weighing – trust – decision to act – to meet the eight stages.
At present, the main methods used are symmetry, contrast and rhythm.
5-1-1 Symmetry Method.
That is, jewelry is displayed according to the principle of symmetry, its subdivision can be divided into axis symmetry method, center symmetry method.
5-1-2 Axis symmetry method.
Counter countertop center line as the axis of symmetry, both sides of the jewelry one by one symmetry, common patterns are rectangular, trapezoidal and various combinations of type.
5-1-3 Center symmetry method.
That jewelry around a center symmetrical arrangement, common graphics are round, radial.
(1) Contrast Method.
That is, two or more different colors, shapes of jewelry cleverly combined, causing people visually distinct differences, thereby highlighting and rendering the role of the theme jewelry. Contrast display is mainly manifested as color contrast, texture contrast, style contrast and several other aspects.
(2) Rhythm Method.
“Rhythm” is originally music theory in the rhythmic beauty, in jewelry display derived from the concept of space and time, which reminds us from a rational point of view in the conception, design and implementation of the display to fully use the principle of vocal music in the inhibition, Yang, tongues, frustration, as far as possible, the counter display to achieve a sharp color contrast, sparse and appropriate, three-dimensional effect is significant.
6, Color matching.
Color is one of the important features of the jewelry counter, the display should pay attention to jewelry, props, counter three color collocation.
(1) the color of props and counter color collocation.
Props color to coordinate with the overall color of the counter, such as the overall tone of the store is pink, the selected props such as inserting the ring tray can be used white lining, pink border, both with the overall color of the counter and does not hinder the placement of jewelry.
(2) props and jewelry color matching.
Props color to be able to set off the color of jewelry, can be used to highlight jewelry in contrasting colors or coordinated colors, the current domestic market several common with the way.
With a black velvet tray holding Perkin inlaid diamond jewelry, black and white contrast set off the bright light of diamonds.
With a white tray lined with red border jade jewelry, red and green contrast set off the emerald green jade.
A white silk tray for pearls of all colors, to accentuate the softness of pearls.
Use light blue silk tray to hold platinum jewelry, set off the silvery white glow of platinum.
7、Counter trimmings.
(1) Counter decoration.
To make the refurbished counter more lively, you can place flowers, leaves and other plants, vases, stones, etc. in the space of the tray.
(2) Wall decoration.
The wall of the jewelry sales place is a very good propaganda land. Wall decoration should pay attention to the corporate image, commodity image, brand image and service image shaping. On the walls can be posted in appropriate amounts of jewelry brand posters, corporate logos, corporate service announcements, etc., to increase customer awareness and impression of the enterprise and goods.
8、Counter lighting.
Lighting can highlight the shape, color and texture of the goods displayed in the store, attracting the attention of customers’ goods. Jewelry counter lighting configuration requires scientific and reasonable, in general.
Emerald, ruby of warm tone gemstones require the configuration of yellow lighting.
cool-toned stones such as diamonds and light blue require white lighting.
Gems with easy water loss such as pearls and jade require the counter to be configured with small water cups to maintain a certain level of humidity, and the lighting temperature should not be too high.
9、The basic requirements of counter display.
Reasonable positioning, prominent theme, rich merchandise, neat and beautiful.
(1) reasonable positioning.
Positioning that determine the jewelry merchandise counter arrangement, display style and grade. Jewelry merchandise counter arrangement, display style and grade should be consistent with the style and grade of the entire store. As a high-end boutique jewelry store, the display should highlight the luxury, exquisite, emphasizing the artistic atmosphere, and as a general jewelry store for the public, the placement of its goods should highlight the rich, detailed, so that consumers feel they can afford to buy, buy affordable.
(2) the theme is prominent.
Theme, that is, the main subject of jewelry counter arrangement and display required distinct, so that customers understand at a glance, this is the sale of something counter, in order to highlight the main body should do the classification of goods orderly placement, permanent special cabinets, special areas placed, so that the main sales at a glance.
a, with the major categories and jewelry varieties set up special cabinets, special areas. Such as gold jewelry special cabinet, diamond special cabinet, jade special cabinet.
b, jewelry style or fashion trends and other features set up special cabinets. Including popular jewelry series counter and traditional jewelry series counter.
(3) Rich merchandise.
Commodity rich refers to the counter merchandise display rich, full; varieties, specifications, styles complete, adequate number, to make the counter merchandise display rich, should be in accordance with the type of commodity density and the ratio of the main and auxiliary goods.
(4) neat and beautiful.
Neat that is neat, clean, in the counter placed props, jewelry are clean, neat and beautiful, requiring goods props and other color with harmonious, beautifully placed composition.
Introduction of Showcasecabinet Display
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