Visual methods of drawing attention to a brand on a supermarket shelf: a practical aspect of using color and composition

in today's market, saturated with many brands and products, the issue of effectively attracting consumer attention is becoming particularly relevant. The article is devoted to the study of visual merchandising strategies aimed at increasing the visibility of goods in retail outlets. The paper examines the key aspects of using the color palette and compositions that enhance the visual appeal of the brand and stimulate customer activity. The article presents the theoretical basis of visual perception, where the psychological mechanisms of reaction to color and shape are discussed. Examples of successful practices of using visual elements on the shelves of well-known supermarkets are given and their impact on consumer behavioral reactions is analyzed. Practical recommendations on the integration of color and composite solutions in packaging design and product exhibition are also offered. The research is based on empirical research data, including an analysis of various color schemes, their combinations and product placement on the shelf, as well as a methodology for testing prototypes in real conditions. The results of the work demonstrate the importance of thoughtful design and placement of goods to increase their competitiveness and attract the attention of customers. The proposed techniques can be useful for marketers, branding and merchandising specialists seeking to optimize strategies for the visual positioning of their products in retail. Thus, the practical approach presented in the article contributes to the development of integrated solutions to improve the effectiveness of marketing campaigns focused on visual interaction with consumers at the retail level.

marketing, visual perception, brand, supermarket, color palette, composition, attention, buying behavior, merchandising, packaging design