A presentation that sells, inspires, and tells a brand story: that’s visual merchandising at its best. In this episode of TICA Talk, Elisa van der Zwet talks with Yvonne van der Putten, manager at TICA Concept Store Venlo and expert in impactful visual merchandising. Her experience as a visual merchandiser at companies like America Today, Massimo Dutti, and IKEA is invaluable in the Concept Store, and you can see it in every presentation.
According to Yvonne, the customer journey starts outside the store. A good display not only grabs attention but also influences behavior and enhances brand perception. Once a member steps inside, everything must be perfect: layout, atmosphere, composition, and signage. Visual merchandising is not decoration but a strategic game that directly impacts sales.
An effective presentation makes optimal use of available square meters and highlights products in the right light, literally. The ‘golden eye area’, in the top left of the customer’s field of vision, is the perfect spot for an eye-catcher. That’s where the story you want to tell as a store or brand begins.
Yvonne starts every presentation with an analysis of the space. Is it long, narrow, deep, or compact? Based on that, she chooses a composition, such as the pyramid structure or working with layers: foreground, middle, and background. Repetition of shapes, colors, and materials creates calmness and recognizability.
Color use is essential. The golden rule? Limit yourself to three to four main colors and add one accent color as an eye-catcher. This creates a powerful overall image that holds attention. Trends and seasonal colors play an important role in this and are actively followed at TICA through platforms like Pinterest, TikTok, and international fairs such as Milan Design Week.
Finally, lighting is a crucial factor. Without good lighting, a presentation doesn’t come to life. Every product must literally be in the spotlight. Yvonne uses a simple but effective technique: holding her hand in front of the spotlight and then removing it to see which part of the presentation is lit. Small adjustments in lighting can make a big difference in experience and sales.
Let your presentation do the work. Choose simplicity, place your eye-catcher in the right spot, and tell a story that makes sense.
Want to see how TICA displays with impact? Visit TICA Concept Store Venlo or one of our other locations. Or listen to the full episode of TICA Talk.
Looking for fashion and accessories? TICA Concept Store Venlo is the testing ground for emerging brands and new trends. Here you can spot the latest collections before they break through, from young designers to international labels.
