Artistic Design Ms. Smith
Display Design & Preparation In a retail environment, a display has about 4-6 seconds to attract a customer’s attention. Therefore all display design and selection involves the following 5 steps:
Steps 1-3: Selecting merchandise for display: Selecting the display: Must be appropriate for season and location. Selecting the display: One-item, similar products, related-merchandise, & cross-mix merchandise displays. Choosing a setting: Realistic, semirealistic, & abstract setting.
Step 4: Manipulating Artistic Elements Line Color Created to direct the viewer’s attention. Straight lines suggest stiffness & control. Curvy lines suggest freedom & movement. Diagonal lines give impression of action. Vertical lines offer height & dignity. Horizontal lines convey confidence. Critical step in developing display; contrasting. Complementary colors are found opposite each other on the color wheel. Adjacent colors are located next to each other in the color wheel. Triadic colors involve 3 colors equally spaced on the color wheel.
Color Wheel
Artistic Elements: (cont.) Shape Direction Determined by props, fixtures, and merchandise used in display. Squares Cubes Circles Triangles Mass displays have little or no distinct shape. A good display directs the viewer’s eye to the merchandise, moving a viewer’s attention from 1 part of the display to another. Created using color, repetition, and lighting patterns. Focal point is an area in the display that attracts attention first; triangle.
Artistic Elements: (cont.) Texture is the look of the surfaces in a display, creating visual interest. Proportion refers to the relationship between and among objects in a display. Balance: Formal balance- placing large items with large items & small items with small items. Informal balance- placing several small items with one large one. Motion can be achieved using motorized fixtures, mannequins, and props. Lighting should be 2-5x stronger than store’s lighting.
Step 5: Evaluating Completed Displays Do the displays enhance the store’s image? Was a theme creatively applied? Was the color appropriate? Was the result pleasing?