The importance of creating visual appeal when selling your craftwork - designing your retail space

Posted 18.06.15

The importance of creating visual appeal when selling your craftwork - designing your retail space

The importance of the retail space in which your work is displayed is significiant. By the time your work gets to the shelf you may have already designed/redesigned the product, made the product, designed the packaging/collaborated with a designer and marketed the product. It is important however not to neglect the final selling point of the piece as customers respond to visual appeal.

Communicate a lifestyle

It is important to consider how your work will be displayed, how items will sit together and complement one another. ‘Exhibit’ your work rather than just place it amongst all other work within the same category. Imagine your retail location as a stage to present your work in the best setting, use fixtures, layout, lighting and signs to achieve this. In doing this you can communicate an image or lifestyle for your work that can draw in customers as it reflects their own image or an aspirational lifestyle. Lighting and signs may also help to focus attention on the items you wish to highlight or ‘hero’ items of your collection. 

Curate your collection

This process can also be applied when ‘curating’ your collection or range of specific or linked products. You can examine how your works fit together and with other complementary products, this can be useful both within a retail environment and for presenting your product to its best potential for photoshoots etc. By curating the selection of items you place together you are aiding your potential customer in envisioning your work in their home and enhancing the ‘desirability factor’. To do this you can use props that connect with the theme of your product line and the image you are creating. For instance if you are a ceramicist creating beautiful handmade tableware it would be beneficial to lay a table and create a lifestyle shot with each bowl, cup, plate in place alongside some complementary glassware and silverware. You are selling the idea of the setting rather than just the individual pieces.

Visual themes

The trick is to decide the image you want your products to project and the message you want to communicate; in what ways will they add meaning and improve life for your customers? This can be achieved by using visual themes rather than product categories when displaying your work. Candles or pottery or work from any craft and design discipline presents much better if they’re combined with items from other categories in attractive displays. Knowing your target audience will help to determine the type of display which would be best to use.

Retail design challenges and solutions

  • Working within a limited space? Make the most of all possible space by creating alternate heights for display
  • Working within a large setting where items may appear lost? The use of modular spaceframes can help with this
  • Displaying textiles? Use textiles like scarves in non-traditional ways such as belts etc.

Things to keep in mind when creating a display

  • Are you making the best use of light?
  • Is the display inviting?
  • Does the display clearly show the product identity?
  • Is the area uncluttered and visually appealing?
  • Does the visual appearance work for the message you wish to communicate?
  • Is the display co-ordinated by theme, colour and category?
  • Does the cost of the display fit within your design budget?

    View this 3 minute film where Eleanor Harpur (interior stylist and retail consultant) gives her top tips and advice on merchanding. 

Image: 'Afternoon Tea', Jennifer Slattery

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