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Colour is the biggest motivation for shopping. People buy colour before they buy size, fit or price. People also react to the colours around the merchandise being considered. Colours are often selected for the amount of contrast they provide. The Colour Marketing Group (CMG) consists of colour specialists from most industries for which colour is a major factor in what is manufactured. The group serves as a guide, forecasts directions and indicated colour trends well enough in advance so that the information can be integrated into design and production schedules.


Line is a direction. It is the second most important element after colour in creating a response to the merchandise in display. It is known that each line suggests something else and as letters are combined to form words, lines are arranged to make selling ‘pictures’.

A straight line can be direct and forceful or rigid and precise. Long, low, wide, spreading lines suggest an easy going, restful quality. The diagonal line is the line of action; it is forceful, strong, and dynamic.


Effective lighting can grab instant attention and facilitate the creation of that favourable first impression of the merchandise and its surroundings. Just as colour creates the emotional connection with the customer, light reinforces this emotional connection by bringing the desired colours to life. When manipulated rightly, light creates the desired emotion like the feeling of warmth, of clarity, of curiosity, of wonder, mystery and even amazement. Good lighting can guide the customers' eyes; reveal the colour and form of the merchandise.

Types of display

The primary purposes of displays are to present and promote. A display is at its best when it simply shows a colour, an item, a collection or just an idea. Displays can be of the following four types:

One-item display: The showing and advancement of a single garment or any single item. It might be a gown...
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