Very useful course for retail store owners, retailers etc. In order to design and create a display that attracts customers and sells merchandise, it is crucial that retailers should have a working knowledge of the principles of design. All of these principles of design when applied correctly and appropriately will help to create a display that is effective, purposeful, elegant, aesthetically beautiful and pleasing to the eyes. Moreover, when you understand the principle of design it will be easier for you to design a display for any kind of merchandise, any kind of target customers and in any kind of space.

Balance means the harmonious arrangement or relation of parts or elements within a whole as in a design. Hence, ‘Balance’ involves the equilibrium and distribution of weight of elements evenly between two sides of a display. Balance is based on a theory of equals. A ‘Traditional or Symmetrical Balance’ is such that it has a large element on one side and a large element on the other side. Such a type of balance is especially suited for and effective in stores where expensive and quality merchandise is being presented.

An ‘Informal or Asymmetrical Balance’ is such that the two sides of a display appear to be of equal weight. However, they are not exact replicas of each other. Such a balance creates a flow or rhythm and a feeling of excitement. In such an asymmetrical balance, a large element is balanced by several small items or an area of empty space, a bright color or a shot of lights. Several soft colors are kept in a large space. These soft colors are then balanced by one bright color in a small area. The balance occurs as the intensity of the bright color counter balances its small size.