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 1.Selecting the merchandise for display 2.Selecting the display 3.Choosing a Setting 4.Manipulating Artistic Elements 5.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  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

Choosing a Setting  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  Line  Color  Shape  Direction  Proportion  Texture  Balance  Motion  Lighting

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- Large with large and/or small with small  Informal 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