Vladi Loewe
Visual Merchandising & Creative Direction
VISUAL MERCHANDISING AS A SYSTEM
You already look.
This course teaches you how to see.
A practical course in visual merchandising
DISCOVER THE BOOK You already look.
This course teaches you how to see.
A practical course in visual merchandising
by Vladi Loewe.
Before we begin
Video Course
In this course, we’ll take visual merchandising apart, understand how it works, and put it back together through real examples, practical exercises and almost two decades of industry experience.inement.
MODULE 01
Perception
Before you learn how to build a window, style a mannequin or create a display, you need to understand something much more basic: how people actually look.
Customers don’t enter a space carefully analysing everything you’ve created. They glance. They filter. They notice some things and completely ignore others.
In this module, we’ll explore how attention works in the real world. What makes us look, what makes us stop, and why certain things win our attention before we even realise it.
And yes, there will be a banana involved.
By the end of this module, you’ll start seeing stores differently.
Customers don’t enter a space carefully analysing everything you’ve created. They glance. They filter. They notice some things and completely ignore others.
In this module, we’ll explore how attention works in the real world. What makes us look, what makes us stop, and why certain things win our attention before we even realise it.
And yes, there will be a banana involved.
By the end of this module, you’ll start seeing stores differently.
MODULE 01/QUEZ
THE PERCEPTION CHECK
You’ve met the banana, discovered how selective your attention really is, and learned your first official visual merchandising term.
Before we move on, let’s see what stayed with you.
5 questions. No pressure.
Before we move on, let’s see what stayed with you.
5 questions. No pressure.
We look at a lot. But what do we actually notice?
Not quite. Remember the banana room: many things were visible, but only a few actually reached your attention.
Not quite. Remember the banana room: many things were visible, but only a few actually reached your attention.
Exactly. Our attention is selective. We constantly filter what is around us—which is why looking and seeing aren't quite the same thing.
Not quite. Remember the banana room: many things were visible, but only a few actually reached your attention.
Why did the banana get your attention?
Almost. Think less about the banana itself and more about its relationship with everything around it.
Yes. The banana wasn't magical. It was different enough from its surroundings to win your attention.
Almost. Think less about the banana itself and more about its relationship with everything around it.
Almost. Think less about the banana itself and more about its relationship with everything around it.
Which of these can make something attract attention?
Exactly. Something can attract us because it's brighter, bigger, different, moving or simply unexpected.
Not quite. Think back to our experiments: the bright object, the bigger ball, the different shape and our unexpected guest—the rubber duck.
Not quite. Think back to our experiments: the bright object, the bigger ball, the different shape and our unexpected guest—the rubber duck.
Not quite. Think back to our experiments: the bright object, the bigger ball, the different shape and our unexpected guest—the rubber duck.
In visual merchandising, what is a focal point?
Not quite. A focal point doesn't have to be expensive, centred or even illuminated. Its job is to give the eye somewhere to start.
Not quite. A focal point doesn't have to be expensive, centred or even illuminated. Its job is to give the eye somewhere to start.
Exactly. And remember our simplest definition: a focal point gives your eyes somewhere to start.
Not quite. A focal point doesn't have to be expensive, centred or even illuminated. Its job is to give the eye somewhere to start.
What is the first job of a store window?
Not quite. Before the window can explain, inspire or sell anything, it needs something much more basic: the customer's attention.
Not quite. Before the window can explain, inspire or sell anything, it needs something much more basic: the customer's attention.
Exactly.
Before someone becomes interested, enters or buys anything, something has to happen first:
They have to notice.
And that's exactly where we're going next.
Before someone becomes interested, enters or buys anything, something has to happen first:
They have to notice.
And that's exactly where we're going next.
Not quite. Before the window can explain, inspire or sell anything, it needs something much more basic: the customer's attention.
ONE MORE LOOK
You’ve got some of it—but before moving forward, revisit the two lessons and pay particular attention to selective attention, what makes something stand out, and the role of the focal point.
Don't memorise the answers.
Look again.
Button:
REVISIT MODULE 01
Don't memorise the answers.
Look again.
Button:
REVISIT MODULE 01
YOU’RE SEEING THINGS.
In a good way.
You’ve got the central idea of Module 01: people don't notice everything, attention can be influenced, and visual merchandising begins by understanding where the eye goes first.
Now we're ready to use that knowledge.
NEXT: WINDOWS
You’ve got the central idea of Module 01: people don't notice everything, attention can be influenced, and visual merchandising begins by understanding where the eye goes first.
Now we're ready to use that knowledge.
NEXT: WINDOWS
© Vladi Loewe