Visual Merchandising encompasses all of the physical elements that merchandisers use to project an image to customers.

Display refers to the visual & artistic aspects of presenting a product to a target group of customers.

Merchandisers consider 4 elements key to creating a positive shopping experience: Storefront Store layout Store interior Interior displays

The exterior of a business is known as the storefront, which encompasses: Signs- designed to primarily attract

attention, advertise a business, and project brand identity.

Marquee- a architectural canopy that extends over a store’s entrance.

Entrances- designed with customer convenience and store security in mind.

Window displays- initiate the selling process, create excitement, and attract prospects.

Store layout refers to ways that stores use floor space to promote sales & serve customers.

A typical store layout divides a store into 4 spaces: Selling space- used for interior displays, merchandise,

sales transactions, and aisles. Storage space- where items are kept in inventory. Personnel space- allocated to employees for office

space, lockers, lunch breaks, & restrooms. Customer space- designed for the convenience of the

customer and may include coffee shops, in-store restaurants, lounges, and recreation areas for kids.

Once the general placement of merchandise has been determined, store personnel can develop visual merchandising for the store’s interior. Color, lighting, graphics, & paint. Fixtures are permanent or movable store furnishings that

hold and display merchandise. Basic types include display cases, tables, counters, floor & wall shelving units.

If interior displays are done exceptionally well, they enable customers to make a selection without any assistance.

There are 5 types of interior displays: Architectural displays- model rooms allowing customers

to see how merchandise will look in their homes. Store decorations- displays coinciding with season or

holidays. Open displays- allow customers to handle & examine

merchandise without the help of a salesperson. Closed displays- allow customers to see but not handle

merchandise. Point-of-purchase displays- designed to promote

impulse purchases.