Visual Merchandising & Display

1. Visual Merchandising & Display Ch. 18 ME

2. Section 18.1 Display Features

3. Visual Merchandising & Display Visual Merchandising – encompasses all of the physical elements that merchandisers use to project an image to customers. Display – refers to the visual and artistic aspects of presenting a product to a target group of customers

4. Storefronts • Storefront – encompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping • Signs – designed primarily to attract attention, advertise a business, and project the brand identity • Marquee – is an architectural canopy that extends over a store’s entrance • Entrances – are designed with customer convenience and store security in mind • Window Displays – initiate the selling process, create excitement, and attract prospects

5. Store Layouts • Store Layout – refers to the ways that stores use floor space to facilitate and promote sales and serve customers • Selling Space – is used for interior displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow • Storage Space – is for items that are kept in inventory or stockrooms • Personnel Space – is allocated to store employees for office space, lockers, lunch breaks, and restrooms • Customer Space – is designed for the comfort and convenience of the customer

6. Store Interior • Color, Lighting, Graphics & Paint • Bright colors and light pastels appeal to different customers • Lighting is based upon the clientele • Interior graphics and signage can be used to promote a particular product, etc. • Walls are interior features that can be covered to reinforce store image • Fixtures - are permanent or movable store furnishings that hold and simplify merchandise

7. Interior Displays • Enable customers to make a selection without the assistance of a sales clerk • Five types of interior displays: Closed, Open, Architectural, Point-of-Purchase, and Store Decorations • Point-of-Purchase Displays (POPs) – are a consumer sales promotion device • Kiosks – are interactive point-of-purchase devices • Props (properties) – are special element displays

8. Section 18.2 Artistic Design

9. Step 1: Selecting the Merchandise for Display The merchandise selected will determine the theme and all other supporting elements of the display Must be visually appealing and contemporary to attract customers Must be appropriate for season and geographic location

10. Step 2: Selecting the Display • Four basic kinds of displays: • Feature just one item • Similar products • Related products • Cross-mix of items

11. Step 3: Choosing a Setting • Setting will depend largely on the image to be projected • Realistic Setting – depicts a room, area, or recognizable locale • Semi-Realistic Setting – setting suggests a room or locale but leaves the details to the viewer’s imagination • Abstract Setting – does not imitate, or even try to imitate, reality

12. Step 4: Manipulating Artistic Elements • Lines – are created to direct the viewer’s attention • Various types of lines create different impressions • Color – those selected for a display should contrast with those used on walls, floors and fixtures • Color Wheel – illustrates the relationship among colors • Complementary Colors – are found opposite each other on the color wheel and are used to create high contrast • Adjacent Colors (analogous) – are located next to each other in the color wheel and share the same undertones • Triadic Colors – involve three colors equally spaced on the color wheel

13. Step 4: Manipulating Artistic Elements • Shape – refers to the physical appearance, or outline, of a display • Is determined by the props, fixtures, and merchandise used in the display • Mass Displays – have little or no distinct shape • Direction – the smooth visual flow of moving a viewer’s attention seamlessly from one part of the display to another • Focal Point – an area in the display that attracts attention first

14. Step 4: Manipulating Artistic Elements • Texture – is the look of the surfaces in the display • Proportion – refers to the relationship between and among objects in a display • Balance • Formal Balance – large items with large items and small items with small items • Informal Balance - place several small items with one large item • Motion – animations are used through motorized fixtures, mannequins and props • Lighting – help make merchandise appear more attractive

15. Step 5: Evaluating Completed Displays Consider all factors to form a complete display that will enhance not only the product but the business as well