Deciding what to buy and where to buy is probably less straightforward than you might think. Many of the reasons why we choose to purchase something is not necessarily controlled by a conscious or logical process. You most likely have never wondered why you like your favourite store so much, but chances are that basic buying psychology has a lot to do with it. People enjoy shopping, and they will do it just as much with their emotions as with their rational mind. But buyers also need convincing, so sellers need to make sure they look as appealing as possible. Visual merchandising courses (online or in-school) can help you understand the different techniques that are based on the psychology behind buying.
The analysis of buying psychology is an important element of visual merchandising, and it can make or break the consumers wish to buy. Research shows that there is much more going on in persuading customers than just the item itself, like buyer trust, branding, and the lay-out of a store. However, these elements are all very different things. Branding is the characteristic way a store presents itself in order to reach a specific audience, while the lay-out of a store will play with how the consumer experiences space. So the way of presenting a product is as important as the product itself, and questions like: What do people look for?, How do they experience a retail environment?, or What is the power of branding? need to be tackled. The answers to these questions have led professionals to use colours, lighting, space, and distribution of information as means to increase sales. Orange, for example, is known to appeal to young kids. Black and white, on the other hand, gives a more sophisticated impression. The use of different technologies like digital displays can also make a store feel more attractive. In some cases even sensory elements like smell or touch are a compelling factor. A nicely scented clothing store will leave a much better impression, and make the customer feel more comfortable to buy. The different key elements play a role both indoors and outdoors: once the window display of your store catches the consumers attention, the interior will have to make sure that it is created in such a way the shopper is not only able to find what he wants, but also feels compelled to buy it right there and then. Branding and the outlook also affect how much consumers are willing to pay for a certain thing. A fresh looking, new bar with comfortable furniture, for example, is much more likely to get away with serving expensive coffee.
The psychology behind consumer behaviour is one of the three fundamental parts of a visual merchandising program. A VM program delves into the many challenges of customer behaviour through image development, merchandise presentation, retail design, and management. If you want to be a part of such a dynamic industry and build a career out of it then you can take a look into the visual merchandising program at Academy of Applied Arts located in Delhi.