ARTISTIC DESIGN In the retail environment, a display has about three to eight seconds to attract a customer’s attention, create a desire, and sell a product.

Display design and selection has five steps Selecting the merchandise for display Selecting the display Choosing a Setting Manipulating Artistic Elements Evaluating Completed Displays

Selecting Merchandise Must have sales appeal New, popular or best-selling products Visually appealing to attract customers Appropriate for the season Appropriate for store’s geographic location Often address the latest fashion, fad or trend

Selecting the Display Assortment Display One-item Display Constructed for a single product promotion or special Line-of-goods Display Shows one kind of product but features several brands, styles or sizes Related Merchandise Display Items that are meant to be used together Assortment Display Collection of unrelated items Usually emphasizes price Typical in variety stores and supermarkets For a special appeal to bargain hunters

Related Item Displays Ten-Speed Bicycles Flower Seeds Computers

Related Item Displays Group 1-One-Item Display Group 2-Line-of Goods Display Group 3-Variety Display DO: Use whatever you can find in the room as artistic elements to create your display. Create a setting type. ANSWER: Who are the potential customers? Desired business image? Merchandising concept?

Choosing a Setting Realistic Setting Semi-Realistic Setting Depicts a room or area Semi-Realistic Setting Suggests a room or locate but leaves details to the viewer’s imagination Abstract Setting Focuses on form and color rather than reproducing actual objects

Manipulating Artistic Elements Texture Balance Motion Lighting Line Color Shape Direction Proportion

COLOR Can make or break a display Colors that match surroundings too closely will not catch a customer’s eye Colors too bright or contrasting may overwhelm the merchandise

Line Stiffness and Control Freedom and Movement Action Width and confidence Height and Dignity

Shape Determined by props, fixtures and merchandise used Squares, cubes and triangles OR Mass Displays with no distinct shape Large Quantities Low Prices

Direction Guide the eye through or to a display Created through color, repetition, lighting patterns By arranging in a pattern Focal point around an imaginary triangle More at the top than bottom of display

Texture Smooth or Rough Contrast creates visual interest Example: Smooth flatware against rough background

Proportion Props and signs should be in proportion to merchandise Don’t overpower

Balance Formal- Informal Large with large and/or small with small Balance one large and several small For example, an adult mannequin with small baskets at mannequin height

Lighting Use 2 to 5 times stronger light than store light Use colored for dramatic effect Consider mood Elegant houseware lighting vs. teen clothing department Dressing Room Lighting