Themes and Schemes

Both themes and schemes are familiar words to a visual merchandiser. A theme or scheme should be planned and thought. A visual merchandiser uses them to create drama, to tell a story and inspire.

A theme is a topic of the window presentation, a swimwear window theme may contain sand, palm trees and blue walls thus giving the feel of a beach.
Even a store with one window should have a theme.

Schemes work like a sub-theme. Best suited for stores with many windows, such as department stores.
A scheme takes on the on a theme but may be adapted so that each window is different.
For example;

• Your theme is Christmas
• The colour scheme is red green and gold for the window and store
• You have 3 windows, each dressed with trees and presents.
• Window 1 is a home department window
• window 2 is a men's and ladies wear window
• Window 3 is children's wear

In many cases a theme or scheme will be carried into the store and used in, in-store displays. When done properly, such displays will project a strong message  to the customer. Print work, such graphics and signage reflecting the window message  is the most effective and economical way of carrying the theme throw the store.