Display Features

Visual Merchandising All of the physical elements that merchandisers use to project an image to customers Projects an image Promotes interest in merchandise or services Encourages purchasing Reinforces satisfaction

Elements of Visual Merchandising Storefront Store Layout Store Interior Interior Displays

Storefront Projects brand identity The exterior of a business. Signs Marquee Entrances Window Display Projects brand identity Helps the company distinguish itself

Storefront Examples:

Store Layout Selling Space Storage Space Personnel Space 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: Selling Space Storage Space Personnel Space Customer Space Store layout planners and visual merchandisers design specific traffic patterns to encourage browsing and impulse shopping.

Super Wal-Mart Layout

Typical Grocery Store Layout

Clothing Store Layout

Store Interior Color, lighting, graphics, and paint Fixtures Permanent or movable store furnishings that hold and display merchandise. Basic types include: display cases, tables, counters, floor and wall shelving units, racks, bins, and stands.

Interior Displays The five types: Architectural Displays Store Decorations Open Displays Closed Displays Point-of-Purchase Displays

Architectural Display Consist of model rooms Allows customers to see how merchandising might look in home Ex: IKEA, furniture stores, etc.

Store Decorations Displays that often coincide with seasons or holidays. Banners, signs, and props to create atmosphere.

Open Displays Allow customers to handle and examine merchandise Without help of salesperson Examples: Tables and shelves for groceries Countertop and shelf displays for cosmetics

Closed Displays Allows customers to see but not handle merchandise Typical in jewelry stores or where security or breakage is a concern.

Point-of-Purchase Displays Designed to promote impulse purchases. Usually more effective at supporting new products than established ones.

Can You Guess? Open Display

Display Design and Preparation In retail, a display has about 4-6 seconds to attract a customer’s attention, create a desire, and sell a product.

Steps in Designing a Display All display design and selection involves the following steps Selecting merchandise for display Selecting the display type Choosing a setting Manipulating artistic elements Evaluating completed displays

Manipulating Artistic Elements Things to consider: Line Color Shape Direction Focal point Texture Proportion Balance Motion Lighting

What would you change?