Visual Merchandising and DisplayMarketing C.18 pp. 318-333

• Visual Merchandising – coordination of all of the physical elements in a place of business used to project the right image to its customers

• Display – the visual and artistic aspects of presenting a product to a target group of customers

• Elements of Visual Merchandising:1. Storefront - Signs- Marquees- Entrances- Window displays2. Store Layout - Selling space (interior displays)- Merchandising space (inventory to be sold)- Personal space (employees lockers, etc)- Customer space (dressing rooms, etc.)

Chapter 18 continued

3. Store Interior- Fixtures

4. Interior Displays (see examples)- Architectural Displays- Store decoration- Open displays- Closed displays- Point-or-purchase displays

The 5 steps of:Display Design and Preparation

1. Select merchandise for display2. Select the display- One item display (single item)- Line-of- goods (several of one kind)- Related merchandise (used together)- Assortment display (unrelated items)

Chapter 18 continued

3. Choosing a setting-Realistic (recognizable)-Semi-realistic (details imagined)-Abstract (not real)

4. Manipulating artistic elements:- Line (from left to right)- Color (contrast)

- Complimentary (opposite each other)- Adjacent (next to each other)

- Shape (physical appearance)- Direction (smooth flow)- Texture (surface is smooth/rough)

- Proportion- Balance - Formal- informal

- Motion (motorized props)- Lighting (brighter than store)

5. Evaluating completed displays