1. Marketing, Chapter 18

2.  Retail Environment  A display has 4-6 seconds to ATTRACT attention!  Five steps in display & design selection…  Selecting Merchandise & Display  Selecting the Display  Choosing a Setting  Manipulating Artistic Elements  Evaluating Completed Displays

3.  Selecting Merchandise for Display  Merchandise selected determines THEME  Visually appealing & contemporary  Appropriate for the season and geographic location

4.  Selecting the Display  Four types of displays: One item only Similar products Related products Cross-mix of items

5.  Choosing a Setting  Realistic Room, area, or recognizable locale Props used to provide detail  Semi-realistic Suggests a locale, but leaves details to imagination Beach scene – cardboard sun, beach towel, sand  Abstract Does not imitate reality Focus on form & color

6.  Manipulating Artistic Elements  Line, color, shape, direction, texture, proportion, motion & lighting.  LINE  Created to direct viewers attention  Straight = stiffness & control  Curving = freedom & movement  Diagonal = action  Vertical = height & dignity  Horizontal = confidence

7.  COLOR  Color selected should contrast with walls, floors & fixtures  Color wheel = relationship between color Complementary colors – opposite one another Adjacent (Analogous) colors – next to one another Successive adjacent form families that blend well together (yellow-orange, yellow & yellow-green) Triadic colors – three colors equally spaced on the wheel (red, yellow, blue)

8.  COLOR continued…  Effective displays use color groupings to create visual calm or excitement Warm side of wheel (red, yellow) = festive mood (lower price) Cool side of wheel (blue, green) = calm, refinement (higher price)

9.  SHAPE  Refers to the physical appearance, or outline, of a display Determined by the props, fixtures and merchandise used in the display Squares, cubes, circles, and triangles  Displays that have little or no shape = mass displays Used by dollar stores, discounters, and supermarkets

10.  DIRECTION  A good display directs the viewer’s eye to the merchandise Smooth visual flow = direction Direction created by using color, repetition & lighting patterns  FOCAL POINT = an area in the display that attracts attention first. Triangular shape is best to create focal point Strongest shape at top – viewers eyes naturally go there

11.  TEXTURE  A smooth or rough surface in a display.  Contrast creates visual interest  PROPORTION  The relationship between and among objects in the display. Merchandise should always be the PRIMARY focus! Props, graphics and signs should NOT dominate the display

12.  BALANCE  Formal Balance Large items with large Small items with small  Informal Balance Small items with one large one  MOTION  Animated (motorized) fixtures, mannequins, and props  LIGHTING  Display lights 2-5 times stronger than store’s general lighting Colored lighting = dramatic effects Dressing room lighting also crucial!

13.  Evaluating Completed Displays  Does the display… Enhance the store’s image? Appeal to customers? Promote the product in the best way possible? Was a theme creatively applied? Were the color and signage appropriate? Was the result pleasing?

14.  Best Practices  All displays need to be maintained and eventually dismantled.  Most businesses check displays daily for damage, displacements, or missing items  Clothing items that are folded and stacked should be organized & restocked frequently  Display fixtures and props should be cleaned & dusted regularly  Poor maintenance can create a negative store image