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| vsramarao6 Contributing Member - Member Since: Mar 2010 Subject - Tools used for visual merchandising 1) Colors & Textures 2) Fixtures and merchandisers presentation 3) Signages 4) Windows 5) Props 6) Lighting 7) Mannequins Two of the main tools, viz., colors and mannequins are covered in this section. Colors & Textures Color increase brand recognition by up to 80 per cent. Color improves readership as much as 40 per cent. Color accelerates learning from 55 to 78 percent. Color increases comprehension by 73 per cent. Color advertisements are read up to 42 percent more than similar ones in black and white. Color can be up to 85 per cent of the reason people decide to buy. In the 1920’s Itten, who is affiliated with the German Bauhus movement, developed the color star that included 12 colors, which include 3 primary Colors, 3 secondary Colors and 6 Tertiary Colors. Texture deals with the look and feel of materials. Visual texture is the result of light refracted from any surface. Tactile texture can be rough smooth, thick, thin, sandy, soft, hard warty, coarse, fine regular or irregular. The combination of visual and tactile texture provides a definite interpretation of all items and materials encountered. Mannequins The word mannequin comes from the Dutch word Manneken, literally meaning little man. Mannequin is the French form. Mannequins are typically used in a retail store environment to display the merchandise. There are many types of mannequins available, the most common type is the life size mannequin. These mannequins are the same size as a real person and have arms, legs, hands, feet and a head. Mannequins can look like males, females or children. Other mannequins consist of only a torso on a stand. The Planogram A planogram is a tool used by the retailer that helps determine the location of merchandise within a department. It is a diagram that visually communicates how merchandise and props physically fit onto a store fixture or window to allow for proper visibility and price point options. A planogram is created after taking into account factors like products sales, the movement of the products within the product category and the space required for various products. They usually list the exact number of square feet used for various products and the exact number of product to be displayed in a particular area. For retailer who has a number of stores spread over various locations, a planogram is a good way to communicating how displays are to be done. This allows consistency in presentation across locations. When products are presented in the same manner across locations, the customers feels familiar and comfortable at each location. This helps to build brand loyalty and customer trust.    
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