Use AIDA to diagnose the weak stage in a visual display.
The move: diagnose the stage before changing the display. A display can fail in four different ways. It can be invisible, which is an attention problem. It can be visible but meaningless, which is an interest problem. It can be understood but not wanted, which is a desire problem. It can be wanted but hard to act on, which is an action problem. Each stage needs a different merchandising fix. Attention responds to focal points, scale, contrast, lighting, and clean sightlines. Interest responds to category logic, comparison, and use cases. Desire responds to styling, proof, texture, and emotional fit. Action…
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