Visual Merchandising and Display Chapter 18 Visual Merchandising

Visual Merchandising and Display Chapter 18

Visual Merchandising w Encompasses all of the physical elements that merchandisers use to project an image to customers w Promotes interest in merchandise or services, encourages purchasing, and reinforces customer satisfaction

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

Visual Merchandiser w Responsible for w the total merchandise or service presentation w The overall business/brand image w The building and placement of design elements w Promoting the business and its products or services

Storefront w The exterior of a business w Encompasses the store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping w Project brand identity and help the company distinguish itself from its competitors and surrounding stores

Store Layout w Refers to the ways that stores use floor space to facilitate and promote sales and serve customers w Selling Space w Used for products and displays w Storage Space w Used for extra inventory w Personnel Space w Break rooms, offices and restrooms w Customer Space w Used for comfort and convenience

Store Interior w Color, Lighting, Graphics, and Paint w Colors and lighting are chosen based on customer type w Graphics can be used to promote a particular product, provide directions, or assist with a special sale w Fixtures w Principal Installations in a store w Permanent or moveable store furnishings that hold and display merchandise

Interior Displays w Architectural Displays w Consist of model rooms w Store Decorations w Displays that coincide with seasons or holidays w Open Displays w Allow customers to handle and examine merchandise w Closed Displays w Allow customers to see but not touch merchandise w Point-of-Purchase Displays w Designed to promote impulse purchases

Display Design and Preparation w w Step 1: 2: 3: 4: Selecting Merchandise for Display Selecting the Display Choosing a Setting Manipulating Artistic Elements w Elements include line, color, shape, direction, texture, proportion, balance, motion, and lighting w Step 5: Evaluating Completed Displays

Design Elements w Lines w Straight lines suggest stiffness and control, while curving lines suggest freedom and movement w Color w Should contrast with those on the walls, floors and fixtures around them w Color wheels should be used to identify complementary and adjacent colors

w Shape w Refers to the physical appearance or outline, of a display w Direction w A good display directs the viewer’s eye to the merchandise, moving a viewer’s attention from part of the display to another w Should have a focal point or an area of the display that attracts attention first w Texture w The look of surfaces in a display

w Proportion w Refers to the relationship between and among objects in a display w Merchandise should be the primary focus of the display w Balance w Placing large items with large items and small items with small items to create formal balance w To create informal balance one large item would be on one side and several small items would be on the other side

w Motion w Animation can be achieved through the use of motorized fixtures, mannequins, and props w Motion should be used sparingly to accentuate merchandise, not overpower it w Lighting w Proper lighting is critical to attractive displays w Display lighting should be 2 to 5 times stronger than a store’s general lighting

Evaluating Displays w Do displays enhance the store’s image, appeal to customers, and promote the product in the best possible way? w Was a theme creatively applied? w Were the color and signage appropriate? w Was the result pleasing?

Display Maintenance w Displays should be checked daily for damage, displacements, or missing items w Items should be neatly stacked and organized w Poor maintenance can create a negative image of the store

Assignment w Chapter Review w Page 395 w 1 -17 w Due at the end of the block! w Evaluating A Store w See assignment sheet and worksheet w Due Tuesday 3/17