Presentation on theme: "Business and Marketing Unit 6: Promotion"— Presentation transcript:
1Business and Marketing Unit 6: Promotion Chapter 18Visual Merchandising and DisplayMr. Schurig2nd Semester
2Transition 18-1 In groups of 2 to 4: 755In groups of 2 to 4:Discuss your first impressions when going into a storeWhat 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
318-1: Display Features Students will be able to: Explain the concept and purpose of visual merchandisingIdentify the elements of visual merchandisingDescribe types of display arrangementsUnderstand the role of visual merchandisers on the marketing team
4Visual MerchandisingThe coordination of all physical elements in a place of business so that it projects the right image to its customers
5DisplayThe visual and artistic aspects of presenting a product to a target group of customers
6Storefront Store layout Store interior Interior displays Elements of Visual MerchandisingStorefrontStore layoutStore interiorInterior displays
7Storefront: The total exterior of a business Sign:Designed to attract attention and advertise the businessMarqueeA sign that is used to display the store’s name
8Entrances Window displays Usually designed with customer convenience and security in mindWindow displaysEspecially useful for visual merchandising
9Store layoutThe way store floor space is allocated to facilitate sales and serve the customerSelling spaceMerchandise spacePersonnel spaceCustomer space
10Store Interior Floor and wall coverings Lighting Colors Store fixtures Fixtures—Store furnishings, such as display cases, counters, shelving, racks, and benches
11Interior DisplaysInterior, or in-store displays generate one out of every four sales; they enable customers to make a selection without personal assistanceClosed displaysOpen displaysArchitectural displaysPoint-of-purchase displaysStore decorationsInteractive Kiosks
12Types of Interior Displays Architectural displays:Consist of model rooms that allow customers to see how the merchandise might look in their homes
13Types 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
14Types of Interior Displays Open displays:Allow customers to handle and examine merchandise without help of a sales-person.
15Types of Interior Displays Closed displaysAllow customers to see but not handle merchandise. Typical for jewelry stores or high end sun-glasses, or wherever security might be an issue.
16Types of Interior Displays Point-of-purchase displaysDisplays that are designed to promote impulse purchases.Usually more effective at supporting new products than established ones
17Types of Interior Displays Interactive Kiosks:Recently playing a growing role on P-O-S (Point of Sale) merchandising.Usually higher-technology displays
18Class Work 18-1 Textbook: Save as: Marketing-CW 18-1-filastname Page 387, 1 – 4Page 395, 9 – 13Save as: Marketing-CW 18-1-filastnameHomework:Visit at least 3 stores in townEvaluate the different window and/or interior displaysList the differences and your rating of each of themSave as: Marketing-HW-18-1-filastname
20Marketing Transition 18-2 With a partner, list the related products you can display with the following:ShampoosComputersHiking BootsCell PhonesSave as: Marketing Transition 18-2.filastname
21Marketing Transition 18-2 Shampoo:Brushes and combsHair styling productsOther bath productsComputersPrintersSoftwareSpeakers and headphonesHiking boots:SocksWalking sticksBackpacksEnergy snacksCell phonesCoversCar chargersHeadphonesOther accessories
22List the five steps in creating a display Chapter 18-2Student Objectives:List the five steps in creating a displayExplain how artistic elements function in display designDescribe the importance of display maintenance
23Display 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?
245 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.
255 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
275 steps to designing and building a display Selecting the display. There are four basic types of display:One item display, showing a single itemSimilar-product display, showing one kind of item from several different brandsRelated-merchandise display, grouping items that can be used togetherCross-mix merchandise display, featuring mixed merchandise that creates a sceneMarketing Essentials Chapter 18, Section 18.2
295 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:RealisticSemi-realisticAbstractMarketing Essentials Chapter 18, Section 18.2
315 steps to designing and building a display Manipulating artistic elements.The artistic elements of a display include:LineColorShapeDirectionTextureProportionBalanceMotionLightingMarketing Essentials Chapter 18, Section 18.2
35Manipulating 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
36Manipulating 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.
37Manipulating Artistic Elements Complementary colors are found opposite each other on the color wheel and are used to create high contrast.
38Manipulating 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
39Manipulating 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
40Manipulating Artistic Elements Shape refers to the physical appearance, or outline, of a display. Some of the shapes that display units may resemble include:SquaresCubesCirclesTrianglesDisplays that have little or no distinct shape are called mass displays.Marketing Essentials Chapter 18, Section 18.2
41Manipulating 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
43Manipulating 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
45Manipulating 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
48Manipulating 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
51Display Design and Preparation Evaluating Completed DisplaysBe 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
52Display maintenanceDisplays 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.
53Chapter 18-2 Class Work Textbook: Page 393, 1 – 4Page 395, 14 – 17Save as: Marketing-CW 18-2-filastnameWorkbook:Complete (pg. 153) on your own paperUse the rubric on pg. 154 to guide youWork with a partner (both names on paper)
54Home Work Reminder Homework: Save as: Marketing-HW-18-1-filastname Visit at least 3 stores in townObserve and evaluate the StorefrontsEvaluate the different window and interior displaysReview and evaluate the store layoutList the differences and your rating of each of themSave as: Marketing-HW-18-1-filastnameDue: Tuesday April 12, 2011April 14, 2017Marketing Chapter 18
55Chapter 18-2 Class Work Textbook: (Individual Work) Page 393, 1 – 4Page 395, 14 – 17Save as: Marketing-CW 18-2-filastnameWorkbook:Complete (pg. 153) on your own paperUse the rubric on pg. 154 to guide youWork with a partner (both names on paper)Test – Chapters 17 – 18 on Thu. April 14