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ARTISTIC DESIGN

ARTISTIC DESIGN. In the retail environment, a display has about three to eight seconds to attract a customer’s attention, create a desire, and sell a product. Display design and selection has five steps. Selecting the merchandise for display Selecting the display Choosing a Setting

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ARTISTIC DESIGN

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  1. ARTISTIC DESIGN In the retail environment, a display has about three to eight seconds to attract a customer’s attention, create a desire, and sell a product.

  2. Display design and selection has five steps • Selecting the merchandise for display • Selecting the display • Choosing a Setting • Manipulating Artistic Elements • Evaluating Completed Displays

  3. Selecting Merchandise • Must have sales appeal • New, popular or best-selling products • Visually appealing to attract customers • Appropriate for the season • Appropriate for store’s geographic location • Often address the latest fashion, fad or trend

  4. One-item Display Constructed for a single product promotion or special Line-of-goods Display Shows one kind of product but features several brands, styles or sizes Related Merchandise Display Items that are meant to be used together Assortment Display Collection of unrelated items Usually emphasizes price Typical in variety stores and supermarkets For a special appeal to bargain hunters Selecting the Display

  5. Related Item Displays • Ten-Speed Bicycles • Flower Seeds • Computers

  6. Related Item Displays • Group 1-One-Item Display • Group 2-Line-of Goods Display • Group 3-Variety Display DO: Use whatever you can find in the room as artistic elements to create your display. Create a setting type. ANSWER: Who are the potential customers? Desired business image? Merchandising concept?

  7. Choosing a Setting • Realistic Setting • Depicts a room or area • Semi-Realistic Setting • Suggests a room or locate but leaves details to the viewer’s imagination • Abstract Setting • Focuses on form and color rather than reproducing actual objects

  8. Line Color Shape Direction Proportion Texture Balance Motion Lighting Manipulating Artistic Elements

  9. COLOR • Can make or break a display • Colors that match surroundings too closely will not catch a customer’s eye • Colors too bright or contrasting may overwhelm the merchandise

  10. Line • Stiffness and Control • Freedom and Movement • Action • Width and confidence • Height and Dignity

  11. Shape • Determined by props, fixtures and merchandise used • Squares, cubes and triangles OR • Mass Displays with no distinct shape • Large Quantities • Low Prices

  12. Direction • Guide the eye through or to a display • Created through color, repetition, lighting patterns • By arranging in a pattern • Focal point around an imaginary triangle More at the top than bottom of display

  13. Texture • Smooth or Rough • Contrast creates visual interest • Example: • Smooth flatware against rough background

  14. Proportion • Props and signs should be in proportion to merchandise • Don’t overpower

  15. Balance • Formal- • Large with large and/or small with small • Informal • Balance one large and several small • For example, an adult mannequin with small baskets at mannequin height

  16. Lighting • Use 2 to 5 times stronger light than store light • Use colored for dramatic effect • Consider mood • Elegant houseware lighting vs. teen clothing department • Dressing Room Lighting

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