4 Display is only one element of visual merchandising. Display refers to visual and artistic aspects.
5 Visual merchandising includes the entire business environment. Helps build the overall business or brand image.
6 INCLUDES A distinct, clear, and consistent image Setting a business apart from its competitionAttracting positive attention and loyal customers
7 IMAGE Design and layout of the store Logo and signage Unique lines of merchandiseStore’s Web siteDistinct promotional or ad campaignTargeted base of customers
8 ELEMENTS OF VISUAL MERCHANDISING STOREFRONTSTORE LAYOUTSTORE INTERIORINTERIOR DISPLAYS
9 ELEMENTS OF VISUAL MERCHANDISING STOREFRONTThe exterior of a businessIncludes sign or logo, marquee, outdoor lighting, banners, planters, awnings, windows, exterior design, ambiance, landscaping, and lighting.
10 ELEMENTS OF VISUAL MERCHANDISING STOREFRONTA. SignsB. MarqueeC. EntrancesD. Window displays
11 ELEMENTS OF VISUAL MERCHANDISING STORE LAYOUTA. Selling spaceB. Storage spaceC. Personnel spaceD. Customer space
12 ELEMENTS OF VISUAL MERCHANDISING STORE INTERIOR—Graphics, signage, color, and soundImportant to today’s self-service environmentLighting—draws attention to store areas and specific productsFixtures—strategically placed to maximize sales
13 ELEMENTS OF VISUAL MERCHANDISING INTERIOR DISPLAYSFIVE TYPES—architectural displays, closed displays, open displays, POPs, store decorations
14 FIVE TYPES OF INTERIOR DISPLAYS ARCHITECTURAL DISPLAYSModel roomsShows how merchandise can be arranged in homesKitchens, living rooms, bedroomsTakes up a great deal of space
15 FIVE TYPES OF INTERIOR DISPLAYS Closed displaysCustomers seeHandle merchandise with assistance from clerkValuable items
16 FIVE TYPES OF INTERIOR DISPLAYS Open DisplaysCustomers are able to handle merchandise.Shelves, counters, and tablesSelf-service selling environment
17 FIVE TYPES OF INTERIOR DISPLAYS Point-of-Purchase displays (POPs)Consumer sales promotion devicesBold graphics and signageHold, display, dispense productsProvide informationEncourage immediate purchase
18 FIVE TYPES OF INTERIOR DISPLAYS Point-of-Purchase (POPs)Temporary—Kiosks for ChristmasSemi-permanent—Themed promotionsPermanent—vending machines, ATMs
19 FIVE TYPES OF INTERIOR DISPLAYS Store decorationsCoincide with seasons or holidaysCreate atmosphere
20 Chapter 18 Section 18.2 Display Design and Preparation Help companies attract customers and sell productsLimited timeframeSensitive to individual perceptions, appeal to targeted customers, and support overall business imageSensitive to cultural and ethnic diversity
21 FIVE STEPS Step 1: Select Merchandise Appropriate for the season, target audience, store’s geographic location
22 FIVE STEPS Step 2: Select the type of display. One-item display Similar-product displayRelated-product displayCross-mix of products
23 FIVE STEPS Step 3: Choose a setting. Depends upon the image the business wants to project.Realistic, semi-realistic, and abstract
24 FIVE STEPS Step 4: Manipulate the artistic elements. Influence your perception without your knowing it.
25 FIVE STEPS Step 4: Manipulate the artistic elements. Line Color Shape DirectionTextureProportionBalanceMotionLighting
26 FIVE STEPS Step 5: Evaluate the completed display. Enhance the store’s image?Appeal to customers?Promote the product?Theme creatively applied?Color and signageappropriate?Pleasing result?
27 DISPLAY MAINTENANCE Duration—how long should display stay up? Check displays daily for damage or missing items.Clothes should be folded and restocked often.Organize, label, pack, or reshelve stock.Repair, replace, or discard damaged materials.