Retail display is an art form in its own right. I learned the basics whilst renting wall space from the fabulous Snow Designs in Stamford. Camilla (the shop owner) taught me how to display my work in the space.
More recently I taught retail display in a local FE college (Grantham), and realised how connected to brand identity and design it is.
Whilst working as a designer I have been lucky enough to be commissioned to design exhibition graphics for museums (Chertsey Museum) and corporate exhibitions (DELL) as well as advertising graphics for large exhibitions at the London Design Centre for Country Living Exhibition.
“Bikes & Blooms” was my first solo exhibition which took place at Four Walls Gallery in Melton Mowbray.
I designed the interpretation panels for the exhibition in Four Walls using my poems, layered images from sketchbooks, and the graphic motifs I’d used in the paintings.
The gallery owner very bravely entrusted me with hanging and designing my own exhibition. We designed the layout of the space using retail display principles and were greatly helped by his hanging system!
Eye height is your main visual area for display as this is where the user will first engage.
In Four Walls we placed eye catching pieces in the window in order to attract an audience and placed easels at different heights. It was useful to have pieces at different price points and in different materials in order to engage different audiences.
Customer flow around a room is fascinating. People usually head right on entering a space, so it is useful to think about customer journey and where they will end up. Any obstacles will affect flow – at the preview night it was the Prosecco and pork pies which drove everyone to the top end of the space!
As well as retailers I’ve work with museums and galleries designing exhibition brochures, posters and marketing material.
Customers engage meaningfully with your product if they are also having a good time! This is true whether you are directing them through social media content, websites or retail space.