Commodity display has two attributes: one is for people to watch and browse; Second, people have a desire to buy.

This drawing method is set according to the customer's psychological process. The psychological activities of customers can be summarized into eight stages: watching, being interested, associating, producing desire, comparing and weighing, trusting, deciding to act and satisfying.

At present, there are mainly symmetry method, contrast method and rhythm method.

1, symmetry method

That is, jewelry is displayed according to the principle of symmetry, and its subdivision can be divided into axial symmetry method and central symmetry method.

Axisymmetric method

With the center line of the counter as the symmetry axis, the jewelry on both sides is symmetrical one by one, and the common patterns are rectangle, trapezoid and various combinations.

Central symmetry method

That is, jewelry is arranged symmetrically around a center, and the common patterns are round and radial.

2. Contrast method

That is, two or more kinds of jewelry with different colors and shapes are skillfully combined, which causes distinct differences in people's vision, thus highlighting and rendering the role of theme jewelry. Contrast display is mainly manifested in color contrast, texture contrast, style contrast and so on.

3. Rhythm method

"Rhythm" was originally the beauty of rhythm in music theory, and it was extended to the concept of time and space in jewelry display. This reminds us from a rational point of view that when designing, designing and implementing the exhibition, we should make full use of the principles of restraint, promotion, stagnation and frustration in vocal music, and try our best to achieve bright color contrast, proper arrangement and remarkable three-dimensional effect in the counter display.

Fifth, color matching.

Color is one of the important characteristics of jewelry counters, so we should pay attention to the color matching of jewelry, props and counters.

Correct color and reverse color match.

The color of props should be coordinated with the overall color of the counter. For example, the overall color of the store is pink, and the selected props such as trays with rings can be lined with white and have pink borders, which are consistent with the overall color of the counter and do not hinder the placement of jewelry.

Color matching of props and jewelry

The color of props should set off the color of jewelry. Contrast color or harmonious color can be used to highlight jewelry, which is a common collocation method in the domestic market at present.

Black velvet tray is used to hold platinum inlaid diamond jewelry, and black and white contrast sets off the bright light of diamonds.

Use a tray lined with white and red borders to hold jade ornaments, and the contrast between red and green sets off emerald green;

Put all kinds of pearls on a white silk plate to set off the softness of pearls;

Use a light blue silk tray to hold platinum jewelry, which sets off the silvery white light of platinum.

Sixth, counter decoration

A) counter decoration

In order to make the renovated counter more lively, flowers, leaves and other plants, vases and stones can be placed in the space of the tray.

B) wall decoration

The wall of the jewelry sales place is a very good publicity place. Wall decoration should pay attention to the shaping of corporate image, commodity image, brand image and service image. Jewelry brand poster, company logo, company service announcement, etc. It can be pasted on the wall in an appropriate amount to increase customers' understanding and impression of enterprises and commodities.

Seven, counter lighting

Lighting can highlight the shape, color and texture of the goods displayed in the store and attract customers' attention. The lighting configuration of jewelry counters should be scientific and reasonable. Generally speaking:

Emerald, ruby and other warm-colored gems need yellow light.

Diamonds, light blue and other cool gemstones need white light.

Opal, pearls, jadeite and other gems that are easy to lose water require the counter to be equipped with small water cups to maintain a certain humidity, and the illumination temperature should not be too high.

Eight, the basic requirements of counter display

Basic requirements: reasonable positioning, prominent theme, rich products, neat and beautiful.

1, reasonable positioning

Positioning determines the style and grade of jewelry counter layout and display. The style and grade of counter layout and display of jewelry products should be consistent with the style and grade of the whole store. As a high-end boutique jewelry store, we should emphasize luxury and exquisiteness and artistic atmosphere when displaying. As a jewelry store for the general public, the display of its goods should be rich and detailed, so that consumers can afford it and buy it cheaply.

2. The theme is outstanding

The theme, that is, the main body of the jewelry counter layout and display should be clear, so that customers can understand what this counter sells at a glance. In order to highlight the main body, the goods should be placed in an orderly way, and there are always counters and special areas to make the sales main body clear at a glance. Common classification methods are as follows:

A. Set up counters and special areas according to categories and jewelry varieties. Such as gold jewelry counters, diamond counters and jade counters.

B, according to the characteristics of jewelry style or fashion trends, set up counters. Including popular jewelry series counters and traditional jewelry series counters.

3. Rich in goods

Commodity richness refers to the rich and substantial display of goods in the counter; The varieties, specifications and styles are complete and the quantity is sufficient. To enrich the display of counter goods, we should follow the density of goods and the proportion of main and auxiliary goods.

I. Species density

Category density = number of commodity categories/total number of commodities on display × 100%

The higher the species density, the lower the repetition rate of displayed goods, and the more color varieties displayed, the better the product portfolio performance. In a specific sales environment, there are at most 1~3 pieces of jewelry of the same variety and style displayed in the counter. Too much repetition will make people feel that the goods on the counter are monotonous and monotonous, which will affect the sales effect.

B, control the proportion of main commodities and auxiliary commodities.

The goods that make the enterprise profitable are some unique or competitive goods. When displaying, you can't display the main products with overwhelming force just because you can make a profit, which will also produce a monotonous feeling. When displaying, we should control the proportion of main and auxiliary commodities. Generally speaking, the proportion of main commodities is small, about 20%, not more than 50%, and the rest are pavement commodities, which can increase the variety of colors and attract customers.

4, neat and beautiful

Neat means clean and tidy. The props and jewelry placed on the counter are clean, neat and beautiful. Commodity props and other colors are required to be harmonious and beautifully placed.