Visual Merchandising and Display

Visual Merchandising and Display

Chapter 18Chapter 18

Visual MerchandisingVisual Merchandising

Encompasses all of the physical elements that merchandisers use to project an image to customers

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

Encompasses all of the physical elements that merchandisers use to project an image to customers

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

DisplayDisplay

Refers to the visual and artistic aspects of presenting a product to a target group of customers

Refers to the visual and artistic aspects of presenting a product to a target group of customers

Visual MerchandiserVisual Merchandiser

Responsible for the total merchandise or service

presentation The overall business/brand image The building and placement of design

elements Promoting the business and its

products or services

Responsible for the total merchandise or service

presentation The overall business/brand image The building and placement of design

elements Promoting the business and its

products or services

StorefrontStorefront

The exterior of a business Encompasses the store’s sign or

logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping

Project brand identity and help the company distinguish itself from its competitors and surrounding stores

The exterior of a business Encompasses the store’s sign or

logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping

Project brand identity and help the company distinguish itself from its competitors and surrounding stores

Store LayoutStore Layout

Refers to the ways that stores use floor space to facilitate and promote sales and serve customers

Refers to the ways that stores use floor space to facilitate and promote sales and serve customers

Selling Space Used for products and

displays

Storage Space Used for extra inventory

Personnel Space Break rooms, offices and

restrooms

Customer Space Used for comfort and

convenience

Selling Space Used for products and

displays

Storage Space Used for extra inventory

Personnel Space Break rooms, offices and

restrooms

Customer Space Used for comfort and

convenience

Store InteriorStore Interior

Color, Lighting, Graphics, and Paint Colors and lighting are chosen based on

customer type Graphics can be used to promote a

particular product, provide directions, or assist with a special sale

Fixtures Principal Installations in a store Permanent or moveable store furnishings

that hold and display merchandise

Color, Lighting, Graphics, and Paint Colors and lighting are chosen based on

customer type Graphics can be used to promote a

particular product, provide directions, or assist with a special sale

Fixtures Principal Installations in a store Permanent or moveable store furnishings

that hold and display merchandise

Interior DisplaysInterior Displays Architectural Displays

Consist of model rooms Store Decorations

Displays that coincide with seasons or holidays Open Displays

Allow customers to handle and examine merchandise

Closed Displays Allow customers to see but not touch

merchandise Point-of-Purchase Displays

Designed to promote impulse purchases

Architectural Displays Consist of model rooms

Store Decorations Displays that coincide with seasons or holidays

Open Displays Allow customers to handle and examine

merchandise Closed Displays

Allow customers to see but not touch merchandise

Point-of-Purchase Displays Designed to promote impulse purchases

Display Design and Preparation

Display Design and Preparation

Step 1: Selecting Merchandise for Display

Step 2: Selecting the Display Step 3: Choosing a Setting Step 4: Manipulating Artistic Elements

Elements include line, color, shape, direction, texture, proportion, balance, motion, and lighting

Step 5: Evaluating Completed Displays

Step 1: Selecting Merchandise for Display

Step 2: Selecting the Display Step 3: Choosing a Setting Step 4: Manipulating Artistic Elements

Elements include line, color, shape, direction, texture, proportion, balance, motion, and lighting

Step 5: Evaluating Completed Displays

Design ElementsDesign Elements

Lines Straight lines suggest stiffness and

control, while curving lines suggest freedom and movement

Color Should contrast with those on the

walls, floors and fixtures around them Color wheels should be used to identify

complementary and adjacent colors

Lines Straight lines suggest stiffness and

control, while curving lines suggest freedom and movement

Color Should contrast with those on the

walls, floors and fixtures around them Color wheels should be used to identify

complementary and adjacent colors

Shape Refers to the physical appearance or

outline, of a display

Direction A good display directs the viewer’s eye to

the merchandise, moving a viewer’s attention from part of the display to another

Should have a focal point or an area of the display that attracts attention first

Texture The look of surfaces in a display

Shape Refers to the physical appearance or

outline, of a display

Direction A good display directs the viewer’s eye to

the merchandise, moving a viewer’s attention from part of the display to another

Should have a focal point or an area of the display that attracts attention first

Texture The look of surfaces in a display

Proportion Refers to the relationship between

and among objects in a display Merchandise should be the primary

focus of the display Balance

Placing large items with large items and small items with small items to create formal balance

To create informal balance one large item would be on one side and several small items would be on the other side

Proportion Refers to the relationship between

and among objects in a display Merchandise should be the primary

focus of the display Balance

Placing large items with large items and small items with small items to create formal balance

To create informal balance one large item would be on one side and several small items would be on the other side

Motion Animation can be achieved through the

use of motorized fixtures, mannequins, and props

Motion should be used sparingly to accentuate merchandise, not overpower it

Lighting Proper lighting is critical to attractive

displays Display lighting should be 2 to 5 times

stronger than a store’s general lighting

Motion Animation can be achieved through the

use of motorized fixtures, mannequins, and props

Motion should be used sparingly to accentuate merchandise, not overpower it

Lighting Proper lighting is critical to attractive

displays Display lighting should be 2 to 5 times

stronger than a store’s general lighting

Evaluating DisplaysEvaluating Displays

Do displays enhance the store’s image, appeal to customers, and promote the product in the best possible way?

Was a theme creatively applied? Were the color and signage

appropriate? Was the result pleasing?

Do displays enhance the store’s image, appeal to customers, and promote the product in the best possible way?

Was a theme creatively applied? Were the color and signage

appropriate? Was the result pleasing?

Display MaintenanceDisplay Maintenance

Displays should be checked daily for damage, displacements, or missing items

Items should be neatly stacked and organized

Poor maintenance can create a negative image of the store

Displays should be checked daily for damage, displacements, or missing items

Items should be neatly stacked and organized

Poor maintenance can create a negative image of the store

AssignmentAssignment

Chapter Review Page 395 1-17 Due at the end of the block!

Evaluating A Store See assignment sheet and worksheet Due Tuesday 3/17

Chapter Review Page 395 1-17 Due at the end of the block!

Evaluating A Store See assignment sheet and worksheet Due Tuesday 3/17