Getting Graphic

June 1999

Image

Getting Graphic

Visual merchandising is changing its focus

Props, decorations and mannequins are making way for splashy graphics, banners and signs in retail window and in-store displays.

A survey by Display & Design Ideasmagazine found 90.4% of responding retailers planned to use heavy graphics in their 1999 visual merchandising strategies. Many respondents said they would use graphics for holiday and seasonal displays, especially for spring, autumn and other non-Christmas promotions.

Conversely, use of display props and adornments has decreased steadily over the past five years, according to the survey. Once a favorite of retailers (71.5% of survey respondents ranked it at the top in 1995), props were on the list for only 26.9% of respondents this year, while planned use of decoratives and trim declined from 58.3% in 1996 to 18.3% this year.

While most retailers clearly favored the two-dimensional trend, a few suggested mannequins are returning to favor.

Another noteworthy finding from the study: Now that software and computers are easier and less expensive to own and use, more companies (52.4%) produce their own signs and graphics in-house, according to the magazine.

– by Stacey King



Copyright © 1999 by Bond Communications.


 

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