SME Advice Clinic 23rd November 2006, 6.00 – 8.00
Attendees: 7
Minutes
This month’s Clinic once again proved successful! The theme of this month’s Clinic was Visual Merchandising and how to increase sales. The theme was perfect timing for the run up to Christmas where retail sales are at their highest. Matthew Williams was our guest speaker. He has years of Industry experience and has worked for various organisations including Sydney Institute of TAFE, Estee Lauder, Versace and Elizabeth Arden. Matthew has recently joined the LCBT Team as a Lecturer in the BTEC for Retail Beauty Consultancy.
Matthew gave an excellent presentation which sparked much discussion within the group. Matthew started by discussing the Principles of Design:
• Shape
• Proportion
• Balance
• Emphasis
• Rhythm
• Harmony
Matthew also discussed colour theory. He described the different types of colour (warm and cold) and different types of colour schemes that are available to use in Visual Merchandising. For example, a Monochromatic colour scheme uses variations in lightness and saturation of a single colour. This scheme looks clean and elegant; the colours go well together producing a soothing effect. Complementary colour scheme consists of two colours that are opposite each other on the colour wheel. This scheme looks best when you place a warm colour against a cool colour, for example red versus green-blue.
The attendees were able to relate the theory that Matthew discussed to their own visual merchandising and to see how effective they think their current displays are. They discussed ways in which they were going to improve their displays. Common themes amongst the attendees were the need to de-clutter displays, rethink colour themes and improve focus of displays. It was an excellent opportunity for the attendees to share good practice and experiences.
Matthew ended the evening with a few top tips for improving Visual Merchandising:
- Do look at things through your customers’ eyes
- Do display products and promotions in clear distinguishable colour blocks
- Do create areas of visual focus and impact
- Do keep things clean, clear and simple
- Do follow the principles of design
- The better it looks, the better it will perform for you!
