1. ARTISTIC DESIGN
In the retail environment, a display has about three to eight seconds to attract a customer’s attention, create a desire, and sell a product.

2. Display design and selection has five steps
Selecting the merchandise for display
Selecting the display
Choosing a Setting
Manipulating Artistic Elements
Evaluating Completed Displays

3. Selecting Merchandise
Must have sales appeal
New, popular or best-selling products
Visually appealing to attract customers
Appropriate for the season
Appropriate for store’s geographic location
Often address the latest fashion, fad or trend

4. Selecting the Display Assortment Display One-item Display
Constructed for a single product promotion or special
Line-of-goods Display
Shows one kind of product but features several brands, styles or sizes
Related Merchandise Display
Items that are meant to be used together
Assortment Display
Collection of unrelated items
Usually emphasizes price
Typical in variety stores and supermarkets
For a special appeal to bargain hunters

5. Related Item Displays
Ten-Speed Bicycles
Flower Seeds
Computers

6. Related Item Displays Group 1-One-Item Display
Group 2-Line-of Goods Display
Group 3-Variety Display
DO:
Use whatever you can find in the room as artistic elements to create your display.
Create a setting type.
ANSWER:
Who are the potential customers?
Desired business image?
Merchandising concept?

7. Choosing a Setting Realistic Setting Semi-Realistic Setting
Depicts a room or area
Semi-Realistic Setting
Suggests a room or locate but leaves details to the viewer’s imagination
Abstract Setting
Focuses on form and color rather than reproducing actual objects

8. Manipulating Artistic Elements
Texture
Balance
Motion
Lighting
Line
Color
Shape
Direction
Proportion

9. COLOR Can make or break a display
Colors that match surroundings too closely will not catch a customer’s eye
Colors too bright or contrasting may overwhelm the merchandise

10. Line Stiffness and Control Freedom and Movement Action
Width and confidence
Height and Dignity

11. Shape Determined by props, fixtures and merchandise used
Squares, cubes and triangles OR
Mass Displays with no distinct shape
Large Quantities
Low Prices

12. Direction Guide the eye through or to a display
Created through color, repetition, lighting patterns
By arranging in a pattern
Focal point around an imaginary triangle
More at the top than bottom of display

13. Texture Smooth or Rough Contrast creates visual interest Example:
Smooth flatware against rough background

14. Proportion Props and signs should be in proportion to merchandise
Don’t overpower

15. Balance Formal- Informal Large with large and/or small with small
Balance one large and several small
For example, an adult mannequin with small baskets at mannequin height

16. Lighting Use 2 to 5 times stronger light than store light
Use colored for dramatic effect
Consider mood
Elegant houseware lighting vs. teen clothing department
Dressing Room Lighting