1. Visual Merchandising and Display
Chapter 18

2. Visual Merchandising
Encompasses all of the physical elements that merchandisers use to project an image to customers
Promotes interest in merchandise or services, encourages purchasing, and reinforces customer satisfaction

3. Display
Refers to the visual and artistic aspects of presenting a product to a target group of customers

4. Visual Merchandiser Responsible for
the total merchandise or service presentation
The overall business/brand image
The building and placement of design elements
Promoting the business and its products or services

5. Storefront The exterior of a business
Encompasses the store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping
Project brand identity and help the company distinguish itself from its competitors and surrounding stores

6. Store Layout
Refers to the ways that stores use floor space to facilitate and promote sales and serve customers
Selling Space
Used for products and displays
Storage Space
Used for extra inventory
Personnel Space
Break rooms, offices and restrooms
Customer Space
Used for comfort and convenience

7. Store Interior Color, Lighting, Graphics, and Paint Fixtures
Colors and lighting are chosen based on customer type
Graphics can be used to promote a particular product, provide directions, or assist with a special sale
Fixtures
Principal Installations in a store
Permanent or moveable store furnishings that hold and display merchandise

8. Interior Displays Architectural Displays Store Decorations
Consist of model rooms
Store Decorations
Displays that coincide with seasons or holidays
Open Displays
Allow customers to handle and examine merchandise
Closed Displays
Allow customers to see but not touch merchandise
Point-of-Purchase Displays
Designed to promote impulse purchases

9. Display Design and Preparation
Step 1: Selecting Merchandise for Display
Step 2: Selecting the Display
Step 3: Choosing a Setting
Step 4: Manipulating Artistic Elements
Elements include line, color, shape, direction, texture, proportion, balance, motion, and lighting
Step 5: Evaluating Completed Displays

10. Design Elements Lines Color
Straight lines suggest stiffness and control, while curving lines suggest freedom and movement
Color
Should contrast with those on the walls, floors and fixtures around them
Color wheels should be used to identify complementary and adjacent colors

11. Shape Direction Texture
Refers to the physical appearance or outline, of a display
Direction
A good display directs the viewer’s eye to the merchandise, moving a viewer’s attention from part of the display to another
Should have a focal point or an area of the display that attracts attention first
Texture
The look of surfaces in a display

12. Proportion
Refers to the relationship between and among objects in a display
Merchandise should be the primary focus of the display
Balance
Placing large items with large items and small items with small items to create formal balance
To create informal balance one large item would be on one side and several small items would be on the other side

13. Motion
Animation can be achieved through the use of motorized fixtures, mannequins, and props
Motion should be used sparingly to accentuate merchandise, not overpower it
Lighting
Proper lighting is critical to attractive displays
Display lighting should be 2 to 5 times stronger than a store’s general lighting

14. Evaluating Displays
Do displays 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?

15. Display Maintenance
Displays should be checked daily for damage, displacements, or missing items
Items should be neatly stacked and organized
Poor maintenance can create a negative image of the store

16. Assignment Chapter Review Evaluating A Store Page 395 1-17
Due at the end of the block!
Evaluating A Store
See assignment sheet and worksheet
Due Tuesday 3/17