Artistic Design

Displays must appeal to the targeted market and support the overall business image All display design and selection have five steps: 1.Select merchandise for display 2.Select the type of display 3.Choose a setting 4.Manipulate the artistic elements 5.Evaluate the completed design

The merchandise selected will determine the theme New, popular and best-selling items are often selected for display Merchandise on display must be appropriate for the season, target audience, and the store’s geographic location

The merchandise selected will determine the type of display There are four basic types of displays: One-item display – best for single –item product promotion of advertised specials or newly developed products Similar product display – shows one kind of product but features several brands, sizes or models Related product display – features products that are meant to be used together; designed to entice customers to buy more than one product Assortment or cross-mix display – a collection of unrelated items placed on counters or main aisles and are typically used by grocery stores, discount stores, and mass merchandisers Props or properties are objects designed to hold the merchandise on display. They can be decorative such as floor coverings or functional such as hangars or shelves

The setting depends on the image the business wants to project The three types of settings include: realistic, semi-realistic, and abstract Realistic Depicts a room, area or recognizable locale Functional props such as tables, chairs, plants, books, dishes and mannequins provide the details Semi-realistic Suggests a room or locale but leaves the details to the viewer’s imagination Decorative props such as a cardboard sun, beach towel, and sprinkling of sand would be enough to create the scene Abstract Do not require extensive props Often created use simple, everyday objects such as cardboard, paper, string, yarn, or ribbon to create the setting

Line Line within a display can direct the viewer’s attention Different types of lines create different impressions. For example: Straight lines suggest stiffness and control Curving lines suggests freedom and movement Diagonal lines give the impression of action Vertical lines project height and dignity Horizontal lines convey confidence

Color Color selection is important because they can emotionally engage the customer Colors selected for the display should contrast those on the walls, floors, and fixtures around them Customers have come to expect certain color schemes at certain times of the year There are different methods for combining colorscombining colors

On a sheet of notebook paper, record your emotional response to the following colors:colors  Red  Orange  Yellow  Green  Blue  Purple  White  Black

Shape Refers to the physical appearance, or outline, of a display Shape is determined by the props, fixtures, and merchandise used in the display Displays might resemble squares, circles and triangles Displays with no distinct shape are known as mass displays

Direction A good display directs the viewer’s eye to the merchandise, moving a viewer’s attention seamlessly from one part of the display to another Create direction using color, repetition, lighting, and arranging merchandise in a pattern that guides the customer’s eyes Effective displays should have a focal point One method of creating an effective focal point is to build the display elements in a triangular shape with the focal point at the apex

Texture Refers to the look of the surfaces in the display Contrast in textures creates visual interest Placing products on surfaces with an opposite texture allows the products to “pop”

Proportion Refers to the relationship between and among objects in the display Props, graphics and signs should not dominate the display

Balance Formal balance is created when similar sized items are placed together Informal balance is created when for example several smaller items are placed with one large item

Motion Motion can be created using motorized elements Common in holiday displays Should be used to accentuate not overpower the merchandise

Lighting Display lighting should be two to five times stronger than the store’s general lighting Colored lighting can create dramatic effects

Ask yourself: Do the displays enhance the store image, appeal to the customer, and promote the product? Was a theme creatively applied? Are color and signage appropriate? Is the overall effect pleasing?

Proper display maintenance keeps the merchandise fresh and attractive Displays should be checked on a regular basis for damage or missing items Displays with product available for purchase should be restocked