1. Chapter 18 Visual Merchandising and Display Mrs. Alexander-Harrison

2. What do you think is most effective in a display?
In groups of 2 to 4:
Discuss your first impressions when going into a store
What catches your eye?
List the elements of the displays around the store (color, shape, location, etc.)
What do you think is most effective in a display?
Save as: Marketing-transition 18-1-filastname

3. 18-1: Display Features Students will be able to:
Explain the concept and purpose of visual merchandising
Identify the elements of visual merchandising
Describe types of display arrangements
Understand the role of visual merchandisers on the marketing team

4. Visual Merchandising
The coordination of all physical elements in a place of business so that it projects the right image to its customers

5. Display
The visual and artistic aspects of presenting a product to a target group of customers

6. Storefront Store layout Store interior Interior displays
Elements of Visual Merchandising
Storefront
Store layout
Store interior
Interior displays

7. Storefront: The total exterior of a business
Sign:
Designed to attract attention and advertise the business
Marquee
A sign that is used to display the store’s name

8. Entrances Window displays
Usually designed with customer convenience and security in mind
Window displays
Especially useful for visual merchandising

9. Store layout
The way store floor space is allocated to facilitate sales and serve the customer
Selling space
Merchandise space
Personnel space
Customer space

10. Store Interior Floor and wall coverings Lighting Colors Store fixtures
Fixtures—Store furnishings, such as display cases, counters, shelving, racks, and benches

11. Interior Displays
Interior, or in-store displays generate one out of every four sales; they enable customers to make a selection without personal assistance
Closed displays
Open displays
Architectural displays
Point-of-purchase displays
Store decorations
Interactive Kiosks

12. Types of Interior Displays
Architectural displays:
Consist of model rooms that allow customers to see how the merchandise might look in their homes

13. Types of Interior Displays
Store decorations:
Displays that often coincide with season or holidays.
Banners, signs, props and similar items are used to create the right atmosphere

14. Types of Interior Displays
Open displays:
Allow customers to handle and examine merchandise without help of a sales-person.

15. Types of Interior Displays
Closed displays
Allow customers to see but not handle merchandise. Typical for jewelry stores or high end sun-glasses, or wherever security might be an issue.

16. Types of Interior Displays
Point-of-purchase displays
Displays that are designed to promote impulse purchases.
Usually more effective at supporting new products than established ones

17. Types of Interior Displays
Interactive Kiosks:
Recently playing a growing role on P-O-S (Point of Sale) merchandising.
Usually higher-technology displays

18. Chapter 18, Section 2
Artistic Design

19. Marketing Transition 18-2
With a partner, list the related products you can display with the following:
Shampoos
Computers
Hiking Boots
Cell Phones
Save as: Marketing Transition 18-2.filastname

20. Marketing Transition 18-2
Shampoo:
Brushes and combs
Hair styling products
Other bath products
Computers
Printers
Software
Speakers and headphones
Hiking boots:
Socks
Walking sticks
Backpacks
Energy snacks
Cell phones
Covers
Car chargers
Headphones
Other accessories

21. Chapter 18-2
Student Objectives: List the five steps in creating a display Explain how artistic elements function in display design Describe the importance of display maintenance

22. Display design and preparation
What is the image of our business?
Who are our customers?
What kind of merchandise concept is being promoted?
Where will the display be built and located?
What merchandise will be displayed?
How will the selection of merchandise affect the display’s design? How will it affect our business’s image?

23. 5 steps to designing and building a display
Selecting the merchandise for display.
Selecting the type of display.
Choosing a setting type.
Manipulating the display’s artistic elements.
Evaluating the completed display.

24. 5 steps to designing and building a display
Selecting the merchandise for display.
Display merchandise must be visually appealing and appropriate for the season.
Marketing Essentials Chapter 18, Section 18.2

26. 5 steps to designing and building a display
Selecting the display. There are four basic types of display:
One item display, showing a single item
Similar-product display, showing one kind of item from several different brands
Related-merchandise display, grouping items that can be used together
Cross-mix merchandise display, featuring mixed merchandise that creates a scene
Marketing Essentials Chapter 18, Section 18.2

28. 5 steps to designing and building a display
Choosing a setting. The setting a business selects will depend largely on the image it wants to project.
Settings can be:
Realistic
Semi-realistic
Abstract
Marketing Essentials Chapter 18, Section 18.2

29. 5 steps to designing and building a display
Manipulating artistic elements.
The artistic elements of a display include:
Line
Color
Shape
Direction
Texture
Proportion
Balance
Motion
Lighting
Marketing Essentials Chapter 18, Section 18.2

33. Manipulating Artistic Elements
Various types of lines create different impressions.
For example, straight lines suggest stiffness and control while curving lines suggest freedom and movement.
Marketing Essentials Chapter 18, Section 18.2

34. Manipulating Artistic Elements
Display colors should contrast with the surrounding colors to make the display stand out. The standard color wheel illustrates the relationships among colors.

35. Manipulating Artistic Elements
Complementary colors are found opposite each other on the color wheel and are used to create high contrast.

36. Manipulating Artistic Elements
Adjacent colors, also called analogous colors, are located next to each other on the color wheel and share the same undertones.
Marketing Essentials Chapter 18, Section 18.2

37. Manipulating Artistic Elements
Triadic colors involve three colors equally spaced on the color wheel, such as red, yellow, and blue.
Triadic color harmony creates vivid and contrasting color schemes.
Effective displays use color groupings to create visual calm or excitement.
Marketing Essentials Chapter 18, Section 18.2

38. Manipulating Artistic Elements
Shape refers to the physical appearance, or outline, of a display. Some of the shapes that display units may resemble include:
Squares
Cubes
Circles
Triangles
Displays that have little or no distinct shape are called mass displays.
Marketing Essentials Chapter 18, Section 18.2

39. Manipulating Artistic Elements
Effective displays have direction, which is a smooth visual flow from one part of the display to another.
They should also have a focal point, an area in the display that attracts attention first, above all else.
Marketing Essentials Chapter 18, Section 18.2

41. Manipulating Artistic Elements
Texture is the look of the surfaces in a display. The contrast between the textures used in a display creates visual interest.
Proportion refers to the relationship between and among objects in a display. Props, graphics, and signs should be in proportion to the merchandise; they should not dominate the display.
Marketing Essentials Chapter 18, Section 18.2

43. Manipulating Artistic Elements
Formal balance in a display happens when items of similar size are grouped together, or they are placed in opposite positions to balance one another out.
Informal balance occurs when small items are grouped with a large item.
Marketing Essentials Chapter 18, Section 18.2

44. Formal Balance

45. Informal Balance

46. Manipulating Artistic Elements
Motion is playing an increasingly important role in display design. Animation can be achieved through the use of motorized fixtures, props, and mannequins.
Proper lighting is critical to attractive displays. It is recommended that display lighting be two to five times stronger than a store’s general lighting.
Marketing Essentials Chapter 18, Section 18.2

47. Proper Lighting

48. Creating Motion

49. Display Design and Preparation
Evaluating Completed Displays
Be sure to ask questions about your displays, such as:
Do they 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?
Marketing Essentials Chapter 18, Section 18.2

50. Display maintenance
Displays should be checked daily for damage or displacement caused by customer handling.
Missing merchandise should be replaced immediately.
Lights should be checked periodically and replaced as necessary.
Display units and props should be cleaned and merchandise dusted on a regular basis.

51. Activity Overview / Details Visual Merchandising Window Display
You will create a promotional display using various artistic considerations involved with display preparation. 
Your display will be a window display with dimensions of 3 feet by 2 feet.
You are to create a seasonal product/service store display.
On your own paper, draw the display and layout.
List the props and fixtures you will need for this display.