Walk the Line

Learn about the importance of lines and how they effect your consumers!

Fendi (Source: Designspiration)

Any artist knows the starting point of art is a simple dot. These dots then turn into lines; lines that give endless possibilities to the artist. Lines are a visual merchandising design element that help communicate a message, show your store image, and catch the eyes of your target market. As an artist of visual merchandising, you must learn that the use of lines in your display’s will take you far.

What is so special about lines? Well, lines can give direction for your consumer’s eyes, create an illusion, and set a mood. The best part is the variety of lines you can choose from: vertical, horizontal, curved, diagonal, and you can even mix two or more previously mentioned. When mixing line types, make sure you are choosing one that is dominant over the other(s) to avoid confusion in the consumer’s eyes. Visual merchandisers should always be creative with their displays! So, pick a line type that fits your store image and target market, but also think outside of the box and create a distinctive work of art.

A great example of lines used effectively is shown in this Fendi display in New York during 2013. The diagonal line type is used in this display to create an illusion and set a mood. This line is made with somewhat of a slant. Since the lines are beside each other, and in black and white, it gives the illusion of movement in the display. Also, it sets an exciting mood, while still exuding power. This is perfect for a brand like Fendi. When a consumer walks by this display, they will not only stop, but also stare because of the high arousal from the diagonal lines. Keep in mind how the merchandise is not the focus of this display. When you can effectively grab your consumers attention, do it! This will better showcase your store’s image.

Takeaways

As you can see, there are many types of lines to use to get your point across as a visual merchandiser. Your consumer will appreciate the display if you make it unique. So, get artistic and start testing different line combinations! Your display could be as impactful as Fendi’s.