1. Visual Merchandising & Display Ch. 18 ME

2. Display Features Section 18.1

3.  Visual Merchandising – encompasses all of the physical elements that merchandisers use to project an image to customers.  Display – refers to the visual and artistic aspects of presenting a product to a target group of customers Visual Merchandising & Display

4.  Storefront – encompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping  Signs – designed primarily to attract attention, advertise a business, and project the brand identity  Marquee – is an architectural canopy that extends over a store’s entrance  Entrances – are designed with customer convenience and store security in mind  Window Displays – initiate the selling process, create excitement, and attract prospects Storefronts

5.  Store Layout – refers to the ways that stores use floor space to facilitate and promote sales and serve customers  Selling Space – is used for interior displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow  Storage Space – is for items that are kept in inventory or stockrooms  Personnel Space – is allocated to store employees for office space, lockers, lunch breaks, and restrooms  Customer Space – is designed for the comfort and convenience of the customer Store Layouts

6.  Color, Lighting, Graphics & Paint  Bright colors and light pastels appeal to different customers  Lighting is based upon the clientele  Interior graphics and signage can be used to promote a particular product, etc.  Walls are interior features that can be covered to reinforce store image  Fixtures - are permanent or movable store furnishings that hold and simplify merchandise Store Interior

7.  Enable customers to make a selection without the assistance of a sales clerk  Five types of interior displays: Closed, Open, Architectural, Point- of-Purchase, and Store Decorations  Point-of-Purchase Displays (POPs) – are a consumer sales promotion device  Kiosks – are interactive point-of-purchase devices  Props (properties) – are special element displays Interior Displays

8. Artistic Design 1.Section 18.2

9.  The merchandise selected will determine the theme and all other supporting elements of the display  Must be visually appealing and contemporary to attract customers  Must be appropriate for season and geographic location Step 1: Selecting the Merchandise for Display

10.  Four basic kinds of displays: 1.Feature just one item 2.Similar products 3.Related products 4.Cross-mix of items Step 2: Selecting the Display

11.  Setting will depend largely on the image to be projected  Realistic Setting – depicts a room, area, or recognizable locale  Semi-Realistic Setting – setting suggests a room or locale but leaves the details to the viewer’s imagination  Abstract Setting – does not imitate, or even try to imitate, reality Step 3: Choosing a Setting

12.  Lines – are created to direct the viewer’s attention  Various types of lines create different impressions  Color – those selected for a display should contrast with those used on walls, floors and fixtures  Color Wheel – illustrates the relationship among colors  Complementary Colors – are found opposite each other on the color wheel and are used to create high contrast  Adjacent Colors (analogous) – are located next to each other in the color wheel and share the same undertones  Triadic Colors – involve three colors equally spaced on the color wheel Step 4: Manipulating Artistic Elements

13.  Shape – refers to the physical appearance, or outline, of a display  Is determined by the props, fixtures, and merchandise used in the display  Mass Displays – have little or no distinct shape  Direction – the smooth visual flow of moving a viewer’s attention seamlessly from one part of the display to another  Focal Point – an area in the display that attracts attention first Step 4: Manipulating Artistic Elements

14.  Texture – is the look of the surfaces in the display  Proportion – refers to the relationship between and among objects in a display  Balance  Formal Balance – large items with large items and small items with small items  Informal Balance - place several small items with one large item  Motion – animations are used through motorized fixtures, mannequins and props  Lighting – help make merchandise appear more attractive Step 4: Manipulating Artistic Elements

15.  Consider all factors to form a complete display that will enhance not only the product but the business as well Step 5: Evaluating Completed Displays