In Visual Merchandising, I explored how product presentation in the retail environment influences consumer behavior and communicates brand identity. Through practical and theoretical studies, I gained hands-on experience designing in-store environments, utilizing lighting, special effects, and fixtures to create impactful visual displays. My projects included analyzing specialty and department store displays and identifying visuals for walls and windows to effectively showcase fashion brands. I also examined how color, textures, silhouettes, and lighting can shape a customer’s shopping experience and impact purchasing decisions. The course deepened my understanding of visual communication as a powerful tool for influencing consumer perception and behavior. These experiences equipped me with the skills to design compelling retail environments that engage and attract customers.
