Utilizing design theories in visual merchandising to enhance the brand

Document Type : Original Article

Authors

1 Art Director at Laser Crafts Egypt

2 Professor, Advertising Department, Faculty of Applied Arts, Helwan University, Egypt

3 Assistant Professor, Advertising Department, Faculty of Applied Arts, Helwan University, Egypt

Abstract

Visual merchandising of products is vital to attracting customer attention and enhancing brand recognition in various retail environments. It includes visual and experiential elements that differentiate a brand and enhance purchasing behavior. This research highlights the importance of design theories, such as Gestalt principles, color theory, and the golden ratio, along with store layouts and product layouts.

Store layouts influence customer behavior by influencing traffic flow and product visibility. Layouts are essential for effectively positioning products, ensuring items are accessible, and arranging them attractively using color, lighting, sign-age, and layout. This helps create a connection with customers and encourages impulse purchases.

The results suggest that integrating design theories with store layouts and product layouts improves the shopping experience, enhances customer en-gagement with products, and emphasizes brand attributes. Gestalt principles provide insights into the visual arrangement, color theory helps in selecting emotionally resonant colors, and the golden ratio helps in achieving aesthetic balance in product merchandising.

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