Affective Design of Store Window Displays for Selected Philippine Retail Brands: Guidelines for an Affective Visual Merchandising

Abstract

Visual Merchandising have been shown to play a vital role in catching a customer’s attention due to the fact that this maximizes the aesthetic aspect of the product which conclusively increases sales. An example of visual merchandising could be through the Window Display of a Store and its aesthetics which gives an affective impact to customers and induces them to affect their decision to purchase a certain product. Hence, this research paper aims to develop a set of guidelines for an affective design of store window displays for selected retail brands in the Philippines.

Through various related literature concerning effective visual merchandising design, this study found out that the different factors stated above make its retail products stand out and make it more appealing to young adult Filipino consumers through their affective response. Therefore, with the help of various methods such as cognitive assessments using Kansei engineering and analysis using descriptive statistics, a trend on the factors stated above was found with regard to the preference of Filipino consumers that gave positive emotions.

The results of this study showed that for illumination, young adult Filipinos preferred different hues of light like a Halogen Light and warm LED and for color, blue, black, yellow, white, green and red bring out a positive affective response. Also, for signages, using big font sizes, serif font faces, and capitalizing each word are the font styles preferred. Thus, synthesizing all the results yielded from this study, the study was able to establish a set of guidelines for Philippine retail brands on their store window display for an affective and effective visual merchandising.