Visual Merchandising Unit 4

Visual Merchandising the presentation of a store and its merchandise in ways that will best attract the attention of potential customers.

The visual merchandiser (window trimmer) presents the image of the store to the customer and invites the customer to come in and shop. displayers-and-window-trimmers/ displayers-and-window-trimmers

Silent Sellers Any tool of a visual merchandiser that gives unspoken messages to the customer about the merchandise Ex. Windows, mannequins, fixtures

Exterior Display - windows act as a bridge between the exterior and the interior of the store. The window tells a story to the customer.

A corner window is a focal point and should always display the most important merchandise.

Storefront Styles: Straight front or parallel to sidewalk Most common & most workable

Angled front – increases the total window area.

Arcade front – requires setting the store’s entrance back and extending the size of the display windows.

Window Styles Corner

Elevated Window – most common Brings merchandise to the customer’s eye level.

Open-back window – retailers want the entire store visible to the consumer. Disadvantage: Merchandise can be knocked over and damaged.

Island windows – used when stores have large vestibule areas. Shoppers can view merchandise from all angels

Shadow-box windows – small windows that exist alone or part of a large window. It is usually fitted with lights. Advantages: Invites close inspection of merchandise Displays small items more effectively

Interior Display Floor Cases – customer can view merchandise at close range. May be used also as a sales counter.

Wall Cases – enables customers to examine merchandise and serve themselves.

Interior island displays encourages self-service.

Show and sell fixturing includes self-service racks and stands that feature attractively arranged merchandise.

Fixtures includes stands millinery heads and forms (mannequins) Millinery heads Mannequins

Stand display fixture with multiple attachments. T-stand Draping Garment Lingerie

Color: Fundamental Concepts & Application Color adds excitement to a visual presentation at a low cost. Color attracts attention to a subject. Art, theatre, movies and television make color one of their most vital ingredients in capturing attention.

Hue – the name of a color, such as blue, red or green. Value – is the color’s lightness or darkness. A color becomes lighter, by adding white and darker by adding black. True Color

Intensity – the color’s brightness or dullness. To dull the color, gray is added.

A color wheel is a system of color location and the relationship of one to another. The color wheel shows at a glance which colors may be combined to achieve a desired visual effect.

The color wheel is based on three “primary” or basic colors: Yellow Red Blue

“Secondary colors” are Orange ( red & yellow) Violet (blue & red) Green (blue & yellow)

“Tertiary” are colors that fall between primary and secondary colors.

Color Harmonies Monochromatic one basic color- variations may be achieved by using black and white.

Analogous – colors that occupy adjacent places on the wheel. Ex. Yellow Yellow green

Complementary – two colors that are opposite each other on the wheel. Ex. Red-green Purple-yellow

Split complementary use of one basic color with two colors that are on either side of the opposite color on the wheel.

Double complementary- two sets of complementary colors (4 basic colors) Triad – using three colors on the wheel that are equidistant from each other.

Neutrals- black, white, gray and tan may be used with any color combination for emphasis or contrast.

Psychology of Color – Color has a significant effect on our emotions possibly motivating us to buy.

Psychological feeling of Warmth – orange, red and yellow Coolness – blue, green, purple

Advancing (near) receding (distant) colors. Warm colors such as red and orange appear to be nearer or advancing. (cozy feeling – brings the walls in)

Cool colors such as blue and green appear to be more distant or receding (more open and spacious)

Emotional Effects of Colors Red – associated with romance and love. Yellow- sunny & cheerful Orange – warm, sunny feeling Blue – the favorite color of most people provides coolness and serenity.

Green – refreshing & peaceful Purple – the symbol of royalty used for dramatic purposes

Display Formats- must be consistent with the merchandise and the area in which the display is being set up.

Types of Display Formats Step format Pyramid format Zigzag format

Step format- is a graduation in levels from lowest to highest with all the levels being parallel. The eye movement in this type of display is upward and to the back of the configuration of the steps.

Pyramid format – approximates the shape of a three-sided figure. The merchandise at the base of the pyramid will be larger and more spread out and the items will be smaller and more compact as they near the top. This format is especially effective when the merchandise is all the same shape, such as boxes in a supermarket.

Zigzag format – a combination of both the step format and the pyramid format. It moves the eye because of various heights in the display. This format is especially effective where there are a large number of items to be shown.

Elements of Visual Effect Line – the lines in a display come from the merchandise itself as well as from the positioning of the merchandise, and they impart specific meaning to the customer. A line may be either straight or curved with different direction to it.

Straight line produces a feeling of precision, rigidity, directness.

Curved line gives the feeling of flexibility, action and a flowing continuity.

Horizontal line represents calm, quiet, and restfulness. It may also give the impression of width. Vertical line- implies poise, balance, dignity and height.

Diagonal line – can create different reactions. Usually a diagonal from high left to low right gives a feeling of action. It is exciting and indicates something is happening. A diagonal line from right (high) to left (low) will often convey a feeling of instability. It leads the eye through an unnatural movement and may produce a feeling of lack of confidence.

Symmetrical or formal balance the display is divided in half by an imaginary line. Every object on the left- hand side of the line must be repeated on the right-hand side of the line

Asymmetrical or informal balance the items on each side of the imaginary line do not repeat each other.

Repetition – is the regular occurrence of an object or element throughout a display. It creates continuity in a display. It registers the merchandise or the theme with the customer through visual impact.

Proportion – refers to what is usually accepted as being a proper relationship between objects and spaces. Items can purposely be made out of proportion for their normal context to create a certain impact. It is used for visual impact and theme identification.