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Chapter 18 Visual Merchandising and Display1 Visual Merchandising and Display Artistic Design Marketing Essentials.

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Presentation on theme: "Chapter 18 Visual Merchandising and Display1 Visual Merchandising and Display Artistic Design Marketing Essentials."— Presentation transcript:

1 Chapter 18 Visual Merchandising and Display1 Visual Merchandising and Display Artistic Design Marketing Essentials

2 Chapter 18 Visual Merchandising and Display2 Artistic Design A display has about three to eight seconds to: 1.Attract a customer's attention 2.Create a desire 3.Sell a product A business must target its displays carefully to appeal to its customers. Display, design, and selection involves five steps: Display and Design Preparation

3 Chapter 18 Visual Merchandising and Display3 Artistic Design Step 1: Selecting Merchandise for Display Merchandise selected for display must have sales appeal be visually appealing and current to attract customer be appropriate for the season and the store's location new, popular, and best-selling products are often selected Address the latest fashion, fad, or trend

4 Chapter 18 Visual Merchandising and Display4 Artistic Design Step 2: Selecting the Display The merchandise selected largely determines the type of display that is used. There are four kinds of displays:  A one-item display shows a single item.  A line-of-goods display shows one kind of product but features several brands, sizes, or models.  A related-merchandise display features items that are meant to be used together. Such as camping equipment.  A cross-mix of items such as a display of a picnic scene, with tables, grills, grilling tools and aprons

5 Chapter 18 Visual Merchandising and Display5 Artistic Design Step 3: Choosing a Setting Displays can be presented in a number of different types of settings. (Image)  A realistic setting depicts a room, area or recognizable locale. Could be a restaurant, park or party. Props, ie, mannequins, plants can be used  A semirealistic setting suggests a room or locale but leaves the details to the viewer's imagination. Slide 1 of 2  Example: A cardboard sun, beach towel, and surfing poster makes a beach.

6 Chapter 18 Visual Merchandising and Display6 Artistic Design An abstract setting does not imitate (or even try to imitate) reality. It focuses on form and color rather than on reproducing actual objects.  Example: Wide bands of torn colored paper used as an accent behind or around merchandise. Step 3: Choosing a Setting Slide 2 of 2

7 Chapter 18 Visual Merchandising and Display7 The artistic elements of a display include: LineTexture ColorProportion ShapeMotion DirectionLighting These elements subtly influence your perception of a display Step 4: Manipulating Artistic Elements Slide 2 of 2

8 Chapter 18 Visual Merchandising and Display8 Artistic Design Color can make or break a display. Display colors should contrast with those used on the walls, floors, and fixtures around them. Complementary colors (opposite each other on the color wheel) provide the greatest contrast. Adjacent colors (next to each other on the color wheel) blend well with each other. –Red and yellow are warm colors and convey a festive, party mood –Blue and green are cool colors and represent calm and refinement Hint: Be aware of seasons, people expect earth tones in the fall and bright colors in the spring. Color

9 Chapter 18 Visual Merchandising and Display9 Artistic Design The color wheel is structured to show both similarities and differences in colors. Which colors are most like each other? Which show the greatest contrast? The Color Wheel

10 Chapter 18 Visual Merchandising and Display10 Artistic Design Shape refers to the physical appearance, or outline, of a display. Shape is determined by the props, fixtures, and merchandise used in the display. Shape

11 Chapter 18 Visual Merchandising and Display11 Artistic Design A good display has direction; it smoothly guides the viewer's eye over all the merchandise. Displays should have a focal point, which can be created by building the display around an imaginary triangle to keep the eyes moving up and center. Direction

12 Chapter 18 Visual Merchandising and Display12 Artistic Design Motion can be added to a display through the use of motorized fixtures and props. Motion should be used sparingly or it can become distracting. Often used in holiday displays Motion

13 Chapter 18 Visual Merchandising and Display13 Artistic Design Proper lighting makes merchandise appear more attractive in displays. It is recommended that display lighting be two to five times stronger than a store's general lighting. Colored lighting can be used to create dramatic effects Lighting to show off crystal will be different than lighting used in a teen clothing store Need to consider lighting in dressing rooms Lighting

14 Chapter 18 Visual Merchandising and Display14 Artistic Design Visual merchandisers should evaluate completed displays by asking these questions: Do displays Enhance the store's image? Appeal to customers? Promote the product in the best possible way? Was a theme creatively applied? Were the color and signage appropriate? Was the result pleasing? Step 5: Evaluating Completed Displays

15 Chapter 18 Visual Merchandising and Display15 Artistic Design Once a display has been constructed, it needs to be maintained and eventually dismantled. Proper display maintenance can keep the merchandise fresh and attractive to customers. Poor maintenance can create a negative image of the merchandise and the store. Display Maintenance


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