Lesson 4 – Display Priniciples and Guidelines Visual Merchandising http://www.retailfix.com/images/M&M1.jpg http://www.aboutretail.net/marketing/merchandising/window_display/window_display_index.htm Lesson 4 – Display Priniciples and Guidelines

Topics that we will cover The purpose of a display Types of Displays Exterior Interior Creating Displays Best Practices Steps in Planning a Display Evaluating Displays Colour The Colour Wheel Basic Colour Schemes Colour use in displays

What types of displays are there? Exterior Displays – window Open Closed Semi-closed http://www.destination360.com/europe/italy/ponte-vecchio.php http://www.destination360.com/europe/italy/ponte-vecchio.php

What types of displays are there? Interior Displays Open Closed Architectural Built up http://www.telluride-rentals.com/shopping/sh_home_clip_image027.jpg

Display Principles Displays are creative works of art BUT… KISS: Keep it simple, stupid! Some issues with creating elaborate displays: Expensive Distracting/Confusing Detracts from merchandise What’s the point? Customers should see the merchandise not the fixtures.

Discuss in partners What is something cheap and easy that was used in a display that you have seen recently? Eg. Reusing styrofoam from packaging in a display to fill space and as a prop (snow) Eg. Tourism display board http://www.canadianliving.com/img/photos/biz/Article/zsnowm9095.jpg

Example

What is empathy? Putting yourself in another person’s shoes Think of someone you recently had a disagreement with, perhaps parents, friend, etc. (no names please!) Play the devil’s advocate, try to understand why they held the view they did Share your scenario with a partner, tell them what the basic issue was, how you handled it and how the other person handled it. What could you have done differently now that you can understand why the other person felt the way they did?

What is empathy? Use empathy when planning displays. Keep in mind that you are creating displays for customers, in their POV, so you must try to see things their way.

Effective Displays Guidelines Prioritize brands, price, style, fit, size or materials Save time, logical Save $$$ Accessible Anticipate customer needs http://www.sitesuche.de/images/money.jpg

Effective Displays Guidelines Clear and neat pricing Stress important product features Positioned near complimentary products or scrambled Placed from good (middle) to better (front) to best (back) Clearance items placed at the very back corner

Effective Displays Guidelines - Gondola Matrixed displays are used - placed in relation to a starting point, usually top left corner Can be either vertical or horizontal Grocery stores Best location eye level Bulky items are placed in the third best location http://www.beaubergeron.com/blog/wp-content/uploads/2007/05/cereal_aisle.jpg

Effective Display Guidelines Clothing stores: Best location top left for small sizes, and lightest fabric Heavy fabric and large sizes are located at bottom right Racks are used to hang items, organized horizontally Ribbon effect – hang XS, S, M, L, XL items from L to R, can be used for colours. http://www.bombsquadindustries.com/wp-content/uploads/2007/08/1139529622.jpg

7 Steps in Planning a Display Purpose? Theme? Location? What merch? Market Research Sketch it, use for blueprint or model List what materials you’ll need Assemble materials CONSTRUCT DISPLAY Evaluate and adjustments http://www.allaboutyou.com/?module=images&func=display&fileId=61659

Display Evaluation Sheet Evaluating Displays Display Evaluation Sheet Display Location: Theme: Factor Possible score Score Comments 1. Power to attract attention 20 2. Selling Power 3. Merchandise Management 4. Technical Excellence 10 5. Cleanliness 6. Timeliness 7. Lighting Total Score 100

Summary Effective displays should save customers time and money. Empathy must be used in planning displays. Merchandise can be matrixed either vertically or horizontally. There are 7 steps in planning displays. Displays must be evaluated after construction.