Rhythm

Rhythm or flow involves the measurement of organised movement; a self-contained movement from object to object, background to foreground, and/or side to side. The rhythm in a display should lead the viewer’s eye from the dominant object to the subordinated object(s) or from the primary presentation of the grouping down to the arrangement of accessories or alternate parts of the display.

Rhythm may be broken-up or continuous, clearly stated or subtly suggested, repeated or vaguely similar. The initial pattern or design when repeated makes more of an impression on the viewer because it provides a continuous beat and completion, which is satisfying to the viewer. Rhythm entails an arrangement of organised motion and does not necessarily need repetition. However, it does gain impact from repetition.

A flow exists if the eye travels from one area of a display to another, covering the entire display. The eye should travel easily through the entire design. For example, if a very tall object, such as a mannequin, is placed next to several short baskets, there may be proportion but no flow. If dried or silk flowers or reeds are placed in the baskets (one and one-half times the height of the baskets), the height of the smaller objects is raised so the eye flows easily from the head and neckline of the mannequin to the baskets. A display can lead the eye with colour, repetition, shadows created by light placement, lettering or texture.

When planning a display, consider the following points concerning rhythm:

• English-reading people read from left to right. A left to right reading should be created in the display.
• Use elements that mean something together and relate to the merchandise.
• Create a pattern through the use of light and dark, with either colour or light.
• Overlapping of objects placed together in the display area can prevent the blank space that could exist with an even number of items in a display. Overlapping is one of the most effective tools for creating good flow.
• It is usually recommended to use an odd number of items when displaying multiples.
• Use a fabric or colour that unifies the theme.
• Use props that are repetitious either in form or theme.
• Use the technique of flying merchandise to create flow.
• Use lettering with repetition of similar items or with dominance by using oversized items to create flow.

It is important that the eye is led throughout the display and does not leave until all parts have been seen.

Flow

Flow is accomplished by repetition of items (shapes) which can be placed in a variety of positions in a display.

Progression of Size

Flow is created by a progression of sizes. For example, small to large.

Continues Line Movement, Rhythm

Flow is created by a continuous line movement created by the placement of the items in the display.

Radiation

Flow is created by radiation from the centre or dominant object to subordinate objects in the display.