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Help! I receive stacks and stacks of flowers, plants and hard goods...Do you have easy display tips that I can keep with me?

I sure do and I get asked this question a lot! Although the theme and contents of each display should be different, there are basic techniques of great displaymanship that are common to each display. These techniques will draw customers into the floral shoppe, and most importantly, keep them there long enough to buy!

 faq.July1 These important display techniques are:

Elements of Design: Line, Shape, Form, Size, Space, Color, Value and Texture

Principles of Design: Novelty, Variety, Harmony, Unity, Balance, Proportion, Emphasis, Contrast, Rhythm and Pattern.

Focal Product: The focal product within each vignette is displayed at the highest, center-point of the display and represents three different styles of the same product. For example, on a winter vignette, pine trees may be the selected focal product. This means that there should be a set of three pine trees at the highest point of the display upgraded with three different style of décor.

The principle behind this “rule of three” is that a human’s normal eye movement wants to move from side to side, and the “rule of three” technique is used to keep a customer’s eye on the display long enough to be enticed by its beauty. If there is no center-point of three items at the forefront of the display, the customer’s eye will not be affixed to the display long to enough to capture their interest, and they will walk quickly past it after a quick glance. Another term for this technique is “dynamic   clustering” and almost every well-merchandised store follows this rule.  

Volume: Full displays sell product; Empty displays are lonely and dull. Studies show that the fewer the products on display, the less likely a customer will make a purchase from it. Imaging how unattractive a banana display would be with only three bunches of bananas on display. Volume sells!

Sensory Component: Signs and other graphic material within the display communicate product specifics to the consumer such as the theme, product name, size/stem count and price. It’s extremely important that all signs are readable from a distance and create a barrier-free experience toward the final execution of the purchase. A general rule of thumb for indoor signage is that the text should be 1-inch tall for every 32 feet away that the sign needs to be read. Outside signs for products such as Christmas trees should have a minimum text size of five inches tall so that this signage can be easily read from a moving car.

Do you have a question you’d like answered in this forum? If so, please drop me a quick note at cindy@grandcentralfloral.com.