VISUAL MERCHANDISING AND DISPLAYChapter 18Unit 6

WHAT DO YOU THINK?

Window Store fronts often celebrate a certain season.

Which elements in the storefront or window display help us identify the season?

Colors, lighting, graphics, props, etc

18.1 DISPLAY FEATURES

Visual merchandising Encompasses all the physical elements that

merchandisers use to project an image to customers.

Promotes interest in merchandise or services, encourages purchasing, and reinforces customer satisfaction.

DISPLAY

Display The visual and artistic aspects of presenting a

product to a target group of customers. Storefront

Encompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping. Marquee – canopy that extends over the entrance

STORE LAYOUT

Store Layout Refers to ways that stores use floor space

to facilitate and promote sales and serve customers.

A typical store layout divides a store into four distinct spaces

STORE LAYOUT CONT.

Selling space Used for interior displays, wall and floor

merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow.

Storage Space Inventory or store rooms

STORE LAYOUT CONT.

Personal Space Allocated to store employees for office space,

lockers, lunch breaks, and restrooms

Customer Space Is designed for the comfort and convenience of

the customer and may include sandwich, soda, and coffee shops, in-store restaurants, seating, lounges, and recreation areas for children.

Can you think of a place that has all of these things?

18.2 Artistic Design

Display Design and Preparation 1. Select Merchandise for Display 2. Selecting the Display

Feature 1 item, similar items, related products, cross-mix

3. Choosing a setting Realistic, semi realistic (leaves details to

imagination), abstract (not reality)

DISPLAY DESIGN CONT.

4. Manipulating Artistic Elements Elements of display include line, color, shape,

direction, texture, proportion, motion, and lighting. 5. Evaluation of Completed Displays

Do displays enhance the stores image, and promote products?

Focal Point Effective displays/designs should have a focal

point An area in the display that attracts attention first