Fibonacci sequence in visual merchandise..? You must be kidding !!

Fibonacci series in visual merchandise..?

You must be kidding !! This was the common question that we were asked when we tried to connect two concepts. Since no full-fledged study has been conducted in this area, we took the matter into our own hands. During this Pragati (a B’ fest), we joined hands with Hapli Earth (Indigenous Balanced Millet Products), put up a stall, and tested out this crazy idea with more than 200 customers. The event lasted three days.

Before we begin our journey, let's look at the key concepts in detail to understand how cool it is. The Fibonacci series is a mathematical concept which is prevalently used in engineering. From Fibonacci, we derive the Golden ratio.  Let's do a quick match to understand it.

“It is a sequence that follows the rule that each number equals the sum of the preceding two numbers. The Fibonacci sequence begins with the following 14 integers: 0, 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89, 144, 233”

Fibonacci sequence

Now, visual merchandising is a marketing concept usually used to highlight promotions, show off brand personality through creative product displays, and drive sales through interesting storytelling.

Buckle up your seat belts, we are moving towards the exciting part!! We tried an experiment to implement the golden ratio into visual merchandising at the Pragati food stall for the brand Hapili Earth. We tried to keep it simple to tell the people about the brand story through selective themes and the layout of the products. The end result..? We were successful!!

How did we create it..?

In order to create the Golden Ratio, we had to divide the given space into a grid that is divided into thirds both horizontally and vertically. This grid utilizes the Golden Ratio, where the widths and heights of the sections are either 1 or 0.618. Depending on the focus area, we could define the intersections.

How did we use it..?

At the Pragati stall, products were arranged in a visually appealing spiral pattern on a 45-degree elevated stand, naturally guiding customers' attention and creating an intuitive shopping experience.

Interesting things we found out during the event:

• The left corner product, a focal point of the Fibonacci layout, consistently drew the most attention and outperformed other placements in sales. Customers were naturally drawn to the display's symmetry, which extended their interaction time and encouraged exploration.

• Visual story, The organized and aesthetically pleasing layout elevated the brand's perception, aligning with its premium image. Customers associate the display’s visual appeal with product quality, making them more likely to purchase.

• By creating a structured flow, the layout reduced decision fatigue, allowing customers to quickly identify and select products without feeling overwhelmed.

This could be not only used in visual merchandising but also in building websites and logos. It is such an exciting concept and the possibility is endless. The beauty of this ratio seems insignificant and easy, but creating a significant balance by figuring out where to place is the real task.

Some behind-the-scenes work: This experiment was done with 200 customers at our campus for three days.

• A/B tests with different product arrangements, comparing sales and customer engagement metrics to identify the most effective Golden Ratio-based layouts.

• Designed and set up a stall near the food stall's exit to capture high foot traffic.

• Leveraged local language on packaging and live announcements to engage customers.

• Conducted on-the-ground sampling and feedback sessions to understand customer preferences.