Building Your Visual Merchandising Standards Manual
Continuing our series on demystifying VM documents, this post shows you how to create a best‑in‑class manual from scratch.
Quick Recap
In Part 1 we unpacked the difference between a Visual Merchandising Standards Manual (long‑term reference) and Visual Merchandising Guidelines (short‑term, campaign‑specific instructions). We emphasised that the Standards Manual acts like a VM bible, preserving your brand’s visual DNA. A well‑crafted VM guide documents rules and acts as a reference point , keeping communication clear and unified across channels . VM Guidelines, meanwhile, translate those standards into store‑specific plans for product drops and promotions.
Now lets focus in more detail on the: Visual Merchandising Standards Manual.
Part 2: Creating a VM Standards Manual: Your Step-by-Step Retail Guide
A great VM Standards Manual sets the tone for every store. It’s your brand’s visual rulebook—a clear, practical guide that ensures consistency and elevates execution, regardless of who’s on the shop floor.
Whether your team includes seasoned merchandisers or new starters, this document should make your expectations crystal clear. Here's how to get it right.
Every Brand Does It Differently—And That’s the Point
No two retailers are the same. There’s no single 'correct' way to write a Standards Manual. Your goal is to document your unique approach—what 'great' looks like for your brand. For example the way you fold shirts, the cheeky tone on your sale signs — these quirks are what make your brand memorable. Your Standards Manual should codify your way, not a generic template. Like a style guide that creates harmony and consistency so audiences recognise the brand , your manual ensures every store, pop‑up or franchise feels unmistakably “you”.
This isn’t just about visuals. It’s about tone, priorities, and principles. The best manuals don’t just show what to do—they explain why.
Why a Long‑Term Manual Matters
A Visual Merchandising Standards Manual is a long‑term visual reference. It’s invaluable for:
New stores and teams: A clear manual helps new hires and or those who have been around for a long time but just need a reminder to understand the brand quickly.
Staff with little or no VM experience: Jargon‑free instructions and imagery empower all staff to set up displays confidently.
Consistency across locations: When everyone follows the same manual, your store experience remains coherent whether in a stand alone store in Sydney, Australia, a department store in Sheung Wan, Hong Kong or franchised partner in Oslo, Norway.
Future‑proofing: A central reference keeps your brand consistent as teams and trends change .
What to Include (and in What Order)
A logical flow takes your reader from the big picture down to the smallest prop. Here’s a step‑by‑step structure:
Cover Page: Version, date, brand name and logo
Brand story and values – open with a short mission statement. Include mood boards and keywords to set the tone.
Why VM matters - quick summary of what visual merchandising is and why it's so important.
Store layout principles – define entry point, decompression zone, sightlines and customer journey. Use diagrams and indicate traffic flow.
Fixture use and placement – describe each type of fixture (gondola, table, wall unit) and its purpose. Include capacity guidelines, spacing and how to handle overstock.
Mannequin styling – outline styling rules, mannequin grouping, poses and how often outfits should change. Provide photos for reference.
Product zoning and adjacencies – explain how categories are grouped (e.g., denim near basics). Include adjacency matrices or charts.
How to hang/fold items - what are your brand rules for folding different products or how many are stacked in a pile. Also include hanging rules, how do you hang pants for example. How many of each style/sku to place on the shop floor.
Signage System: Types, positions, dos and don’ts
Lighting strategy – Use diagrams for light positioning and the importance of redirecting when you do floor moves etc. How to make sure the right product , display area or section has the spotlight focused in the right spot.
Props and decor – clarify which props reflect your brand (e.g., wooden crates, greenery) and which are off‑brand.
Security tags - where to place the security tags on each style of product
Seasonal and regional flexibility – provide parameters for adapting layouts during sales, holidays or regional events. For example, allow a 10% shift in floor space for Christmas gifting displays.
Visual Do’s and Don’ts: Clear visuals for reference
Maintenance and Review: Frequency, accountability
Contact/Support Info: Who to call with questions
Glossary and resources – include a glossary of VM terms, contact details for support and links to sample planograms.
Layout Tips
Start big and go small: Begin with brand ethos and store layout, end with product details.
Use photos generously: A picture says it best
Use consistent headings and numbering: This helps readers find sections quickly.
Include visuals: Use annotated floor plans, photographs and diagrams. People absorb visuals faster than text.
Cross‑reference: Link to relevant pages (e.g., “See page 10 for lighting guidelines”) to avoid repetition.
Digital and print: Offer the manual in digital form with search functionality and printable checklists for store teams.
Tone & Accessibility
Your manual should sound like your brand: professional yet friendly. Here are some tips:
Write like you speak to a colleague. Avoid corporate jargon; when using VM terms, explain them clearly in a glossary.
Use active verbs and short sentences. For example, “Place mannequins at 45° angles to the aisle” is clearer than “Mannequins should be positioned…”
Be inclusive. Assume the reader is smart but new to VM. Offer “pro tips” to build confidence and encourage experimentation within the standards.
Repeat key rules. Don’t worry about sounding repetitive — consistency helps non‑experts remember what matters.
Need Help Writing Yours?
At Troy Ware Creative, we’ve written VM Standards Manuals for brands of all shapes and sizes—each one tailored, practical, and store-tested.
Let’s build yours next. Email us hello@troywarecreative or visit our website troywarecreative.com
📥 Want the full checklist?
Grab our free download:
✅ Visual Merchandising Document Starter Checklist
It includes both Standards and Guidelines essentials—ready to help you build clear, consistent, brand-right documents.
➡️ Up Next: Part 3 – Writing Effective VM Guidelines
In the final part of our blog series, we’ll walk through how to create short-term Visual Merchandising Guidelines for product drops, seasonal updates, and store changes.
💡 Missed a part 1? Revisit: The difference between Standards Manuals and Guidelines
