It Started Behind the Counter

My career has been spent looking at one simple question:

Why do some food displays make you want to buy, while others don’t?

Over the years, I’ve worked with independent butchers, retailers, manufacturers, wholesalers, hospitality businesses and major international brands.

From individual counters to projects involving hundreds of stores, the same principles appear again and again.

Products need space. Displays need structure. Repetition creates impact. Texture creates interest. And every great display needs a story.

Display Matters was created to make those principles practical, repeatable and easy to teach.
 

From Independent Shops to Global Projects

30+ YEARS
Food display, merchandising and product development

GLOBAL EXPERIENCE
Projects across the UK, Europe, Middle East, Russia and China

Meet Martin

I’m Martin Chudleigh, and I’ve spent my career designing products, developing food displays and helping businesses present food in ways that customers understand and want to buy.

I’ve worked at every level — from standing at a butcher’s counter discussing how to improve tomorrow morning’s display to developing merchandising solutions for major international retailers.

I’m also a Board Member of Team GB Butchers, a former Butcher Shop of the Year judge and have supported the Culinary Guild of Chefs competition team as a display consultant.

I’ve delivered Seeing is Believing visual food merchandising training, helping teams understand that better presentation isn’t about decoration — it’s about making products easier to see, understand and buy
 

Experience Turned Into a Method

After years of explaining the same principles in different shops, countries and businesses, I realised something:

The best displays consistently follow a small number of simple rules.

That became the foundation of Display Matters.

THE SIX PRINCIPLES

LESS IS MORE
Give products room to breathe.

PYRAMID
Create height, structure and focus.

ODD RATHER THAN EVEN
Use natural visual balance.

REPETITION
Build impact through consistency.

TEXTURE
Create contrast and interest.

STORYTELLING
Give customers a reason to engage.

Built to Be Used

Display Matters isn't intended to sit on a shelf.

The book is supported by practical tools designed to help businesses put the principles into action — including planning sheets, counter planners, seasonal tools, training resources and the Display Matters Counter Designer.

BOOK | TRAINING | RESOURCES | COUNTER DESIGNER

Great Displays Don’t Happen by Mistake.

Display Matters gives people the knowledge, tools, and confidence to create them.

EXPLORE THE METHOD DISCOVER THE BOOK