6.03 Exemplify visual merchandising

Visual merchandising is…

• All the physical elements used to present an image of the business to the customer

Continued,,,,,,

Designed to create interest and encourage

customers to make purchases.

A display is…

• All the visual and artistic elements used to present a product to the customer

Displays are an element of visual merchandising .

What is involved in visual merchandising?

• Storefront

• Store layout

• Store interior

• Interior displays -Architectural displays -Store decorations -Open displays -Closed displays -Point-of-purchase displays

Storefront The exterior design of the store,

including the logo, sign, entrance, and landscaping .

Store layout The way floor space is

allocated for selling, storage, personnel, and customers.

Store interior

The decorations, lighting, furniture, fixtures, and signs used to create a store’s image.

Interior displays

• Ways products are presented to customers.

• Architectural displays: Show customers how merchandise would look in their home or office. For example, furniture stores set up a small living room in the show room featuring a couch and loveseat arrangement.

• Store decorations: Signs or props are used to enhance displays. Often these are seasonal or holiday-inspired.

• Open displays: Set up on tables and shelves and are best for merchandise that customers can handle and examine without the help of a salesperson. For example, groceries on shelves.

• Closed displays: Best for merchandise that is fragile or requires a lot of security. Customers can view, but not handle, the merchandise. For example, jewelry is locked in a glass case.

• Point-of-purchase displays: Encourages impulse purchasing. These are often used for new products and are placed near registers.

What are the steps in display design ?

• Select merchandise • Select the display

• Incorporate the elements of displays – Line - Texture – Color - Proportion– Shape - Balance – Motion - Lighting

Select merchandise

• Choose products that are appealing and representative of the current season.

• For example, select ski equipment for a display in the winter.

Select the display

Choose a display type

appropriate for the product.

For example, clothes are best displayed on hanging

racks.

Incorporate the elements of displays

Line: Directs how the customer should view the presentation. For example, curving lines might suggest freedom or movement.

Colors should contrast with the background so they enhance the products on display. Colors should be chosen carefully to create an image. For example, bright red and yellow colors may be used to create a feeling of excitement.

Shape: Physical appearance or outline of a display. For example, cans might be stacked in a pyramid, or triangle, shape.

Texture: The way the display’s surfaces look when together. Visual interest is created by contrasting smooth and rough surfaces. For example, jewelry displayed on velvet.

Proportion: Props and signs should not overpower merchandise. For example, small signs should be used near small merchandise, while larger signs should be used for larger merchandise.

Balance: Formal balance is symmetrical and places items of the same size together. Informal balance is asymmetrical and uses many different sizes. For example, displaying candles of many different heights on a table would provide informal balance

Motion: Brought to the display by using motorized fixtures or props. For example, a department store uses a motorized Santa Claus character to add movement to a Christmas-themed display.

Lighting: Displays with proper lighting are more attractive. Colored lighting creates a sense of drama. For example, very bright lighting would be used to make jewelry look more attractive.

Evaluating completed displays

• Displays should be evaluated based on how well they appeal to customers, enhance the company image, and promote the product in a positive way.

• The creativity, theme, and neatness of the display should be evaluated as well.

How do I keep this display clean?

• Clean and dust as needed • Replace any missing or broken

items • Fold and/or restack • Organize and restock

Properly maintained displays contribute to products’ and business’ positive image.

The End