1. An Advertising Medium Chapter 11: Visual Merchandising

2. Topics that we will cover 1.The purpose of a display 2.Types of Displays a)Exterior b)Interior 3.Creating Displays a)Best Practices b)Steps in Planning a Display c)Evaluating Displays 4.Colour a)The Colour Wheel b)Basic Colour Schemes c)Colour use in displays

3. Topics for Today The Purposes of Displays Types of Exterior Displays

4. Visual Merchandising Displays are a form of advertising that has been used ever since retailing existed. – ie. Farmer putting ripest apples on top Today, an effective display does not only show goods, but also increases sales by appealing to customers sense of sight.

5. Visual Merchandising Exterior displays are used to: – Catch attention – Create interest – Encourage people to enter store Displays have the same goal as advertising: AIDA – Attention – Interest – Desire – Action

6. Purposes of Displays To grab customers’ attention To get customers into the store To encourage browsing and self service To support salesperson’s presentation To reinforce store image and advertising To allow employees quick visual control of merchandise To streamline stock keeping and housekeeping

7. Types of Exterior Displays Store front: – Signage – Marquee – Outdoor lighting – Banners – Planters – Awnings – Building itself (its design and setting). – Window Displays* Outside walls Sidewalk displays

8. Types of Exterior Display Windows Closed background displays Semi-closed background displays Open window displays

9. Closed Exterior Window Displays Customers are focused on the display window, cannot see inside store Traditionally used by large department stores http://www.briancroft.com/large-single-view/%20Vancouver%20and%20Victoria/16207-5-3973/Painting/Acrylic/Cityscape.html

10. Semi-closed Background Displays Used by cafes, jewellery and smaller clothing stores Visually blocks part of the store, possibly using partially boxed windows

11. Open Window Displays Best window display is no window display! Customers can see the entire interior of the store http://www.delawareonline.com/blogs/2008/07/marsh-road-starbucks-to-close.html

12. Your Task Today Worksheet due by the end of class Next class – Interior Displays