1. Visual Merchandising and Display MarketingC.18 pp. 318-333 Visual Merchandising – coordination of all of the physical elements in a place of business used to project the right image to its customers Display – the visual and artistic aspects of presenting a product to a target group of customers Elements of Visual Merchandising: 1. Storefront - Signs - Marquees - Entrances - Window displays 2. Store Layout -Selling space (interior displays) -Merchandising space (inventory to be sold) -Personal space (employees lockers, etc) -Customer space (dressing rooms, etc.)

2. Chapter 18 continued 3. Store Interior -Fixtures 4. Interior Displays (see examples) -Architectural Displays -Store decoration -Open displays -Closed displays -Point-or-purchase displays The 5 steps of: Display Design and Preparation 1. Select merchandise for display 2. Select the display -One item display (single item) -Line-of- goods (several of one kind) -Related merchandise (used together) -Assortment display (unrelated items)

3. Chapter 18 continued 3. Choosing a setting - Realistic (recognizable) -Semi-realistic (details imagined) -Abstract (not real) 4. Manipulating artistic elements: -Line (from left to right) -Color (contrast) -Complimentary (opposite each other) -Adjacent (next to each other) -Shape (physical appearance) -Direction (smooth flow) -Texture (surface is smooth/rough) -Proportion -Balance -Formal -informal -Motion (motorized props) -Lighting (brighter than store) 5. Evaluating completed displays