The Art of the Display: Why Aesthetics Matter in Retail

It comes as a surprise to many retail sellers to discover the extent to which psychological factors influence shoppers’ decision-making processes. For retail outlets, understanding the triggers that determine whether a customer makes a purchase or simply walks out of the store, is critical to their bottom line.

The three ‘P’s of retail sales are Presentation, Pricing and Promotions. Today I want to focus on Presentation, specifically how to display products for the most appeal to translate interest into investment.

The first bite is with the eye

Jewellery is one of the most competitive retail markets. In some major shopping centres, there can be six or more jewellers all competing for the same clientele. This is why artful presentation and aesthetics need to be integrated into every aspect of store staging. 

Jewellery is an emotive purchase and triggers an emotional response in the shopper. The use of quality display accessories such as deluxe earring stands and necklace busts which highlight the beauty of each piece, is imperative to imbue a sense of quality and prestige to your merchandise.

When showcasing jewellery, necklace busts and display stands should complement but not overshadow each piece. Neutral, black and white stands are the most commonly used as they form the ideal backdrop, allowing the jewellery to be the focal point.

The science of motivational colours

The use of colour in marketing is widely recognised and studies have proven it to be very influential in customers buying decisions. 

Interestingly, a US study showed blue as the top colour stimuli. The ambient temperature of your store may also influence purchases, with people who are cold more likely to select warmer colours such as red, pink or yellow and conversely, people who are hot will be more likely to select blues and greens.

It can take customers as little as 90 seconds of interaction with a product to form a judgment, with up to 90 per cent of that judgment influenced simply by its colour. 

Images are also strongly emotive. Display pictures that resonate with your target demographic – this may be images of romantic couples, beach scenes or teenagers having fun, depending on the message you wish to convey about your merchandise.

The use of contrasting colours and natural textures in displays will create an emotional ‘story’. 

  • Red elicits warmth, intensity and passion
  • Yellow represents happiness, optimism and fun
  • Blue evokes feelings of serenity, calmness and peace
  • Green is used to signify balance, nature and harmony

Colours can be integrated into displays using lush fabrics, accessories, painted backgrounds or imagery.

Display cases

Lockable display cases which can be viewed without too much bending or crouching, are ideal for showcasing jewellery displays. 

Optimal lighting is imperative. The glitter, sparkle and vivacity of gem facets rely on the perfect positioning of lights. LEDs are the most popular choice as they are low heat and use less energy than other lighting options.  Display cases can be specially lit, or lighting can be retrofitted and tailored to specific requirements.

As we have demonstrated, the application of aesthetics in the retail industry as a whole and specifically in jewellers is a vital element to incorporate to optimise sales. Through thoughtful planning and positioning, you exponentially increase the chance of each shopper leaving your store with a purchase tucked under their arm.

Interesting Related Article: “9 factors to consider when purchasing LED displays