VISUAL MERCHANDISING Lesson 3 – Creating Dramatic Visual Presentations

Introduction  Visual merchandising – visual advertising medium  Should reflect the store’s character and inform

Techniques  Sight is the main sense that displays employ since visual merchandising is a visual advertising medium  Whenever possible, appeal to the other senses  Taste - Cinnabon taste test  Touch - Pet Habitat pet animals  Sound - Night Market toys  Motion, colour, music, lighting, props and backdrops

Interface pattern  One focal point at eye level  Overlapping items, 3D

Stair Steps pattern  3D effect  Arranged smallest to largest or vice versa

Gradation pattern  3D effect  Arranged smallest to largest or vice versa

Pyramid pattern

Zig-zag pattern

Repetition pattern

Radiation pattern

So…why use patterns?  Gives displays order

Formal Balance  Symmetrical  Eyes drawn to centre of display, main item  Example: Pyramid pattern

Informal balance  One side, top or bottom dominate  Why do you think they use informal balance?  Present contrast in colour, height, or size

Lines  Vertical – tall, thin, majestic  Horizontal – flat, fat, wide  Diagonal – upset harmony, balance  Informal balance  Gets customer’s attention because it is different  Theme – Make sure you only use 1!

Good Housekeeping  All displays should be checked once a day  Good practice to re-merchandise once a day  Facing  Change displays frequently

Location, location, location!  Display placement is important  Key locations – inside front door, entrance to sales department, elevator entrances (?), bottom of escalators, opposite service counters, near registers, aisle ends, and showcase countertops.  Wall, pillars, ceiling can also be used to highlight  Gondola displays control traffic flow

Summary  Visual advertising medium – try to appeal to other senses  Patterns – Interface, Stairstep, Gradation, Pyramid, Zig-zag, Repetition, Radiation  Lines – Vertical, horizontal, diagonal  Good housekeeping is essential for a good display  Placement can be effectively used to reinforce the theme.