VISUAL MERCHANDISING

Where do retailers use visual merchandising? Four areas of display in a retail store Storefront Store Layout Store Interior Interior Displays So far we have talked about the storefront and store layout. Today we are going to discuss the store interior and the use of interior displays

STORE INTERIOR Fixtures: Store furnishings Permanent and movable Display cases Counters Shelving Racks Benches Size, variety and quality affects clientele The

INTERIOR DISPLAYS Purpose Show merchandise Provide product information Reinforce print/other advertising

INTERIOR DISPLAYS Purpose Promote store’s image Usually promotional May serve as part of selling space

Types of interior displays Closed: see, not touch Jewelry Open: encourages handling Clothes racks Architectural: shows use of product Room vignettes Kitchen set-ups Point-of-purchase: promote impulse buying Tabloids, candy at check-out Decorations: promote seasonal or holiday themes

Display Design Every display must have: Balance – equal distribution of objects Formal: identical on both sides (symmetrical) Informal: not visually identical Point of Emphasis – point of eye contact Contrasting color Contrasting shapes, size, textures Highlighting with spotlight Placement – something in foreground BALANCE – is the distribution of weight on both sides of a display EMPHASIS - when a visual presentation is built around something of particular interest (focal point)

Harmony – pleasing effect of combinations Proportion – (Scale) The relationship of the design elements to each other; pleasing effect on the eye How do the elements relate? Consider the side of the space in the window Consider the size of objects to be used in the window HARMONY - when all the elements in a design properly blend to form a unified picture PROPORTION (SCALE) - the relationship of the design elements to each other; pleasing effect to the eye How do they relate? Consider the side of the space in the window Consider the size of objects to be used in the window RHYTHM - makes the eye move in a specific pattern

Harmony – pleasing effect of combinations Rhythm – line direction, eye movement Pyramid/cylinder Step or progression: progression of sizes or color (light to dark) Zigzag: background, middle, foreground Repetition: (xxx) multiples of the same shape or color Alternation: (xoxo) when certain shapes or colors are used alternatively (light against dark colors, warm colors with cool) Radiation: emphasis in middle; all radiates from center (sun) HARMONY - when all the elements in a design properly blend to form a unified picture PROPORTION (SCALE) - the relationship of the design elements to each other; pleasing effect to the eye How do they relate? Consider the side of the space in the window Consider the size of objects to be used in the window RHYTHM - makes the eye move in a specific pattern

AREAS OF WINDOW DISPLAY Bow – most important part, seen the most; Used for main attraction, catch the eye Center panel – runs ceiling to floor Floor – used for tie-in items to help bring attention back to window Back/side walls – hanging, accessories Door wall – last chance for customer before entering store

Evaluating a Window Display Ralph Lauren Theme: Balance: Emphasis: Proportion: Rhythm: Harmony: Seasonal Asymmetrical Contrast Proportional Alternation Yes Discuss the Ralph Lauren Window display. Go through each of the areas of design with the students before having the students do the activity. Notice how the back wall is used to include pictures and hats to set a sort of theme. The vertical lines of the wallpaper along with the square shapes of the picture frames pick-up the patterns in the clothing. The chair and the basket along with the waved hats helps create the atmosphere of casualness