VISUAL MERCHANDISING Display Building

VISUAL MERCHANDISINGDisplay Building

OBJECTIVEBe able to define “Visual Merchandising”

& provide examples from 6 businesses

*In this day & age of self service stores, displays are absolutely essential as they serve as the “salesperson.” Your display MUST sell the product or service. How do you sell - satisfy the customer’s want

or need & solve their problems.

VISUAL MERCHANDISINGPutting Merchandise and/or its supporting

materials out at the “Point of Purchase” (P.O.P.) to communicate a message

• FOR EXAMPLE:

– Apparel & Accessories

– Restaurants

– Grocery Stores

– CD Stores

OBJECTIVE

Be able to identify the four different functions (purposes) of displays and provide an example that you

have seen.

DISPLAY FUNCTIONS&

Examples From Work• Reinforce the store’s image• Generate a promotional

atmosphere• Speeding up a sales

transaction• Protecting the store’s

merchandise

• _________________

• _________________

• _________________

• _________________

OBJECTIVE

Be able to define each type of display

Types of Displays

• Window:

– Displays seen from the outside of the store

• Full Background

• Partial Background

• Open Background

• Interior:

– Displays seen from inside the store

• Open

• Closed

• Built-up

• Shadow Box

• Ledge (Counter)

• P.O.P.

WINDOW DISPLAYS• Full Background

– Completely closed background, offers no distractions

• Partial Background– partially blocked background, people

inside can be seen, encourages shoppers to join the crowd

• Open Background– No background, indicates spaciousness &

blends w/ the store

INTERIOR DISPLAYS• Open

– Display that can be touched, often on a counter, prop, or rack

• Closed

– You can’t touch, used for high value or fragile merchandise

• Built-up

– Placed on platforms or on props, used in high traffic areas or endcaps

INTERIOR DISPLAYS• Shadow Box

– Small enclosures, Used for small items

• Ledge (Counter)

– Includes counters, walls, or other partitions

• “Point of Purchase” (P.O.P.)– Display built to hold and sell

merchandise (ex. cardboard setups)

EXAMPLE

• Shadow Box

–Small enclosures, Used for small items

EXAMPLE

• Ledge (Counter)

–Includes counters, walls, or other partitions

OBJECTIVE

Be able to define the terms associated with the “art” of

visual merchandising (display building)

THE “ART” OFVISUAL MERCHANDISING

• COMPOSITION - Think of your store as a blank canvas. Your completed work is a composition. Composition is the

overall effect

• UNITY - Refers to the main theme or idea being conveyed by the displays.

• ORDER - All the parts of the display(s) are arranged in a easy to understand plan

EXAMPLE

• UNITY - Refers to the main theme or idea being conveyed by the displays.

EXAMPLE

• ORDER - All the parts of the display(s) are arranged in a easy to understand plan

????????!!!

ADDITIONAL “ART” TERMS• Emphasis - the point of the display that is

dominant (The first thing people notice)

– Optical Center - is located just

above “dead-center” or the display’s mid-point & is usually the point of emphasis.

– “Points of emphasis” can be created elsewhere in the display using “art” techniques (movement, use of color, contrast, relative size, etc.).

EXAMPLE

Optical Center - is located just above “dead-center” or the display’s mid-point & is usually the point of emphasis.

“Emphasis”Optical Center

Dead Center

Optical Ctr.

“Points of Emphasis”

“Points of Emphasis”

“Points of Emphasis”

“Points of Emphasis”

Here Here

ADDITIONAL “ART” TERMS

• Balance - Refers to the relative “weight” given each side of a display

– Formal Balance - One side is a duplicate of the other

– Informal Balance - One side has more weight than the other or different sized items are used to off-set the large item on the other side

BALANCE

Formal Informal

ADDITIONAL “ART” TERMS• Harmony - The display’s lines, shapes, sizes, &

textures are arranged in a pleasing manner:

– Texture refers to the look or

“feel” of the display

– Proportion refers to the relationship between items w/ respect to their size

– Rhythm refers to a sense of movement

created by repitition, graduation, etc.

– Lines refer to the direction of the display

ADDITIONAL “ART” TERMS

vs.

TEXTURE PROPORTION RHYTHM

vs. vs.

ADDITIONAL “ART” TERMS

• Lines refer to the direction of the display:

– Vertical = Drama or arresting effect

– Horizontal = Flat or calm effect

– Curves = Soft or gentle effect

– Diagonal = Startling or abrupt

LINESDramatic/Arresting Flat or calm

Soft or Gentle Abrupt or Startling

EXAMPLE(See Top of Picture)

Vertical = Drama or arresting effect

EXAMPLE(See Top of Picture)

Horizontal = Flat or calm effect

EXAMPLE

• Curves = Soft or gentle effect

EXAMPLE

• Diagonal = Startling or abrupt

ARRANGEMENTS

RADIATION

REPITITION

PYRAMID

STEP

ZIG-ZAG

ARRANGEMENTS

• RADIATION:

– Like rays from a central point. Creates a dominant center

– Examples???

ARRANGEMENTS

• PYRAMID:

– Arrangement looks like a triangle. Easy to build

– Examples???

ARRANGEMENTS

• STEP:– Merchandise arranged to

look like steps in a house. Gives the feeling of motion. Customer eyes will follow steps

– Examples???

ARRANGEMENTS

• REPITITION:

– Using items of the same nature & align them in the same manner

– Examples???

ARRANGEMENTS

• ZIG-ZAG:– Merchandise is not

built directly to the top of the display. Follows different directions

– Examples???

OBJECTIVE

Be able to describe the psychological effects color has on people & discuss how

you can use this in a display

Use of Color• Warm Colors:

– Yellow, Orange, & Red

– Called “advancing colors” meaning they make things seem bigger & closer

• Cool Colors:

– Blue, Green, & Purple

– Called “receding colors” meaning they make things look smaller & farther away

RED • Highly visible

• suggests strong emotions

• used to accent (emphasis)

BLUE • Suggests quiet & calm

• Peaceful

• Dark blue is somber

YELLOW • Cheerful

• Stands out clearly

ORANGE • Warm

• Reminds us of Harvest

• Looks good w/ food

GREEN • Suggests calm

• Fresh & new

• Relaxing

PURPLE • Suggests Royalty

• Mysterious

• Serious

BROWN • Earthy

BLACKWHITE

• Neutral

OBJECTIVE

Be able to use lights to create different effects

DISPLAY LIGHTINGPrimary - General Lighting. Illuminates the store.

Usually bright but not always

Secondary - Used to show merchandise. Examples

include floods, track, & spot lighting

Atmosphere - Special lighting. Creates a mood.

Examples include strobs, bottom lights,

twinkling lights, etc.

EXAMPLE

Primary - General Lighting. Illuminates the store. Usually bright but not always

EXAMPLE

Secondary - Used to show merchandise. Examples include floods, track, & spot lighting

EXAMPLE• Atmosphere - Special lighting.

Creates a mood.

Examples include strobs, bottom lights, twinkling lights, etc.