Less Is More

Display trends come and go, and if VMSD’s International Visual Competition is any indication, visual merchandisers are now riding the “keep it simple” wave all the way to the bank.

As explained in an article highlighting the competition, now more than ever, people are constantly being subjected to messaging, whether it’s from their cell phones, the internet, TV, or in-store. Under the impression that people are looking for an escape from the media-overload, merchandisers are trading in the overloaded displays for simpler set-ups that deliver the same impact with fewer elements.

Just because there are fewer elements to create, that doesn’t mean that the job becomes any easier. Designers still need to get the message out in a way that is easily understandable to consumers. It requires an awareness of space and placement and enough confidence to resist the urge to add extra bits and pieces as assurance that the message will be understood.

But, as the article concludes, many retailers are reaping the benefits of the simplistic style:

“The cost, in money and effort, is generally worth it. Most designers and retailers agree clean and clear merchandising is a more effective visual merchandising method. “It’s easier to see,” says [Tracy] Lanz [designer director at Landor Associates]. ‘It’s the eye candy that gives consumers a reason to come inside the store.’”