Let’s skip the psychology behind successful visual merchandising and get down to what actually separates the exceptional from the bad & the boring.
Be forewarned, though: this is not a tricks & tips post. No, this is intended to superficially discuss the talents one must have if they want to be an epic merchandiser. All are equally important & all are needed.
- Creativity. This should seem fairly obvious. But, in today’s western-minded culture, we’ve been brainwashed into thinking that virtually everyone is a Matisse or Gaiman. The truth is, only a certain percentage of the world’s population posses the talent to pull fascinating worlds out of nothing. If you lack the ability — or the desire — to create, then consider seeking out someone who does.
- Focus. Every display should have a point. Don’t try cramming a table or front window with a million different subjects or genres. Doing so only breeds confusion & lack of interest. For each table/window, choose a theme & stick with it.
- Balance. As with most things in life, it’s important to know when you’ve gone too far or not nearly far enough. This is especially true when it comes to window merchandising. I’m not going to throw numbers at you, saying you need this many items for this much space. I tend to play it by ear — or, rather, by eye — & suggest you try doing the same.
- Guts. It would be a rather sad existence if we didn’t take risks. People who challenge pre-set boundaries, & have the audacity to venture outside them, are the reason great things happen. Okay, so you’re not out to change the world through your merchandising — but you are out to make an impact on those who walk by & into your shop. Be bold in your visual merchandising & see how far you can stretch both your’s & your customers’ imaginations.
- Patience & Planning. It’s frustrating when what you’ve put together doesn’t quite match up with the picture you had inside your head — or, when you don’t have a clear idea as to what it is you want to do. Some people tend to merchandise on the fly — like me — and this generally works out well for them. But, if you’re more comfortable having a game plan, then do that. Make sure you assign plenty of time to execute your design, too.
When merchandising, it’s always wise to get a second opinion. Having someone to offer friendly criticism and guidance is not only necessary but invaluable. For, what might be just fine to you might not be what’s needed to pull & keep people in your store.
And remember to keep an open mind when it comes to inspiration. Look to places other than other bookstores for your next idea. Most importantly, don’t try something just because you’re afraid it won’t work — the only way you’ll know for sure is if you actually do it.
