Odds vs. Even
The golden rule in design is to create displays using odd numbers such as 3,5,7,9 etc. Every grouping of flowers is an odd number, new displays contain groupings of products in odd numbers – this is known in the industry as the Golden Mean. The golden mean is a Greek rule of proportion which refers to the division of a line somewhere between one-half and one-third its length that is the most pleasing to the eye. Traditionally when creating an appealing visual display, you would place a vase just off centre. If you are to display products using the same principal, it would then mean you would need to work in odd numbers to suggest proper proportion in relationship to the space being occupied. Well, if you ask me, it’s time to assess these rules and see where reality fits in.
The reality of retail is that we don’t always have odd numbers to work with. Quite often, we are left with several products that are two-of-a-kind, and are treated as taboo. Once again the reality is that these items still need to be displayed properly in order to sell and clear profit for the store. So what’s the solution? Be a rebel! Dare to be different and, for goodness sake, be creative. If you have items that are two-of-a-kind, learn to work with them and not against yourself. Keep things easy and remember the rules that can help your displays stay strong.
• Create a mirror image or a parallel display using your product.
• When possible, deliver a stronger message by using only two-of-a-kind products in your display.
• Remember to incorporate the elements and principles of design such as shape, pattern, texture, and colour to make sure you have enough visual stimulants to support your limited product lines and create interest. In the example of a display shown, you can see all of these rules being used to create a strong display. There are two of each item whether it is a vase, a flower, a picture or a bag set side by side to create a mirror image.
• Levels are used to create dimension and height.
• Colour is introduced by incorporating the bags to strengthen the pattern or direction of the display.
• Contrasting textures of moss, pine cones, glass ware, paper etc. have been used to draw the audience closer and gives a visual comparison to the variety of product being displayed.
The display is strong. It is creative and is something that can be implemented in any store. It is also a very positive spin on breaking the rules of design and visual merchandising. There’s nothing wrong with two-of-a kind dispalys when executed properly.
Leslie Groves completed the horticultural technician’s diploma program at Niagara College as well as the retail floristry program at Humber College, where she has instructed. She also has a consulting company called Interior Elements.
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