Visual Merchandising and Display Chapter 18

Visual Merchandising Encompasses all of the physical elements that merchandisers use to project an image to customers Promotes interest in merchandise or services, encourages purchasing, and reinforces customer satisfaction

Display Refers to the visual and artistic aspects of presenting a product to a target group of customers

Visual Merchandiser Responsible for the total merchandise or service presentation The overall business/brand image The building and placement of design elements Promoting the business and its products or services

Storefront The exterior of a business Encompasses the store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping Project brand identity and help the company distinguish itself from its competitors and surrounding stores

Store Layout Refers to the ways that stores use floor space to facilitate and promote sales and serve customers Selling Space Used for products and displays Storage Space Used for extra inventory Personnel Space Break rooms, offices and restrooms Customer Space Used for comfort and convenience

Store Interior Color, Lighting, Graphics, and Paint Fixtures Colors and lighting are chosen based on customer type Graphics can be used to promote a particular product, provide directions, or assist with a special sale Fixtures Principal Installations in a store Permanent or moveable store furnishings that hold and display merchandise

Interior Displays Architectural Displays Store Decorations Consist of model rooms Store Decorations Displays that coincide with seasons or holidays Open Displays Allow customers to handle and examine merchandise Closed Displays Allow customers to see but not touch merchandise Point-of-Purchase Displays Designed to promote impulse purchases

Display Design and Preparation Step 1: Selecting Merchandise for Display Step 2: Selecting the Display Step 3: Choosing a Setting Step 4: Manipulating Artistic Elements Elements include line, color, shape, direction, texture, proportion, balance, motion, and lighting Step 5: Evaluating Completed Displays

Design Elements Lines Color Straight lines suggest stiffness and control, while curving lines suggest freedom and movement Color Should contrast with those on the walls, floors and fixtures around them Color wheels should be used to identify complementary and adjacent colors

Shape Direction Texture Refers to the physical appearance or outline, of a display Direction A good display directs the viewer’s eye to the merchandise, moving a viewer’s attention from part of the display to another Should have a focal point or an area of the display that attracts attention first Texture The look of surfaces in a display

Proportion Refers to the relationship between and among objects in a display Merchandise should be the primary focus of the display Balance Placing large items with large items and small items with small items to create formal balance To create informal balance one large item would be on one side and several small items would be on the other side

Motion Animation can be achieved through the use of motorized fixtures, mannequins, and props Motion should be used sparingly to accentuate merchandise, not overpower it Lighting Proper lighting is critical to attractive displays Display lighting should be 2 to 5 times stronger than a store’s general lighting

Evaluating Displays Do displays enhance the store’s image, appeal to customers, and promote the product in the best possible way? Was a theme creatively applied? Were the color and signage appropriate? Was the result pleasing?

Display Maintenance Displays should be checked daily for damage, displacements, or missing items Items should be neatly stacked and organized Poor maintenance can create a negative image of the store

Assignment Chapter Review Evaluating A Store Page 395 1-17 Due at the end of the block! Evaluating A Store See assignment sheet and worksheet Due Tuesday 3/17