1. Visual Merchandising and Display
Chapter 18
Visual Merchandising and Display

2. Standards 1.6.11 A-Listen to others.
C-Speak using skills appropriate to formal speech situations.
D-Contribute to discussions.
E-Use media for learning purposes.
A-Read and understand essential content of information texts and documents.

3. Display Features 18.1 After finishing this section you will know:
The concepts of visual merchandising and display
The important display features that contribute to a store’s image
The various types of displays

4. Display Features 18.1
Visual merchandising- the coordination of all the physical elements in a place of business that are 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

5. Elements of Visual Merchandising
Storefront- the total exterior of a business
Signs- first impression and should make a statement about the business

6. Marquee- an architectural canopy that extends over a store’s entrance where important dates and times are displayed

7. Elements of Visual Merchandising
Entrances- designed with customer convenience and store security in mind
Window displays- can begin the selling process even before the potential customer enters the store

8. Elements of Visual Merchandising
Promotional displays- promote the sale of a product by showing the product in special lighting, signs, and props
Institutional displays- promote store image rather than specific products

9. Store Layout
The way the floor space is used to facilitate and promote sales and to best serve the customer

10. Store Layout There are four different kinds of space:
Selling space- interior displays, product demonstrations, and sales transactions
Merchandising space- allocated to items that are kept in inventory for selling

11. Store Layout
Personnel space- assigned to store employees for lockers, lunch breaks, and restrooms
Customer space- for the comfort and convenience of the customer
Examples: food courts, dressing rooms, lounges, and recreation areas for children

12. Store Interior
The selection of: floor and wall coverings, lighting, and store fixtures affect the store image

13. Flooring
Supermarkets- tile or linoleum to project an inexpensive practical image
Specialty stores- thick carpeting to send the opposite message

14. Colors and Lighting Teens- bright colors and lighting
Adults- pastels and soft lighting

15. Fixtures
Permanent or moveable store furnishing such as display cases, counters, shelving, racks, and benches
Seeking an upscale image: enhance fixtures by painting or covering them with fabric
Catering to discount buyers: leave the fixtures plain

16. Walls
Can be covered to reinforce a store’s image and used to display merchandise
Example: clothing pinned to the surface which saves space and attracts the customers’ attention to higher-than-eye-level displays

17. Width of Aisles
Different aisle widths can create different images for a store

18. Size, Variety, and Quality of Merchandise
Affects clientele; brand name vs. generic

19. Interior Displays Part of the general store interior
There are five different types of interior displays: (Figure 18-1 page 323)
store decorations- displays that coincide with specific seasons or holidays
Closed display- allow customer to see but not handle merchandise

20. Interior Displays
Architectural displays- model rooms that allow the customer to see how the merchandise might look in their homes
Open displays- allow customers to handle merchandise without the help of a salesperson
Point-of-purchase displays- designed mainly to promote impulse purchases

21. Interior Displays
It is important to create a clean and organized display regardless of which type of display is used
Displays are chosen based on the product

22. Interior Displays Props can be classified in two different ways:
Decorative- background scenery used to indicate a season or to create an interesting setting
Functional- items for holding merchandise, such as mannequins

23. Assignment
Reviewing Key Terms
Page 324
# 1-6

24. Artistic Design 18.2 After finishing this section you will know:
The steps used in designing and preparing displays
The artistic considerations involved in display preparation
The maintenance considerations for displays

25. Display Design and Preparation
Display has about 3-8 seconds to attract a customer’s attention, create a desire, and sell a product
Failing to do so risks loosing sales and ruins a business’s image

26. 5 Steps to Display Design and Selection
Step 1: Selecting Merchandise for Display
Must have sales appeal; new, popular, and best selling products are often selected
Must be visually appealing and current to attract customers

27. 5 Steps to Display Design and Selection
Step 2: Selecting the Display
There are four kinds of displays:
One-item display- used to show a single item; one shoe
Line-of-goods- shows one kind of product but shows several brands, sizes, or models

28. 5 Steps to Display Design and Selection
Related-merchandise display- features items that are meant to be used together
Assortment display- features a collection of unrelated items

29. 5 Steps to Display Design and Selection
Step 3: Choosing a Setting
The setting of a business depends largely on the image it wants to project
Realistic setting- depicts a room, area, or recognizable locale
Example: restaurant, park, party

30. 5 Steps to Display Design and Selection
Semi-realistic setting- suggest a room or locale but leaves the details to the viewer’s imagination
Example: cardboard sun, beach towel, small amount of sand—depicts a beachfront
Abstract setting- doesn’t imitate reality; focuses on form and color

31. 5 Steps to Display Design and Selection
Step 4: Manipulating Artistic Elements
Line- created within displays to travel from left to right over featured products
Straight lines- stiffness and control
Curving lines- freedom and movement
Diagonal lines- action
Vertical lines- height and dignity
Horizontal lines- width and confidence

32. 5 Steps to Display Design and Selection
Color- figure 18-2 page 327- can make or break a display
Complimentary colors- found opposite each other in the color wheel and create the greatest contrasts
Adjacent colors- located next to each other on the color wheel and contrast only slightly

33. 5 Steps to Display Design and Selection
Shape- physical appearance or outline of the display
Mass displays- little or no shape
Used to display large quantities and convey a message of low price

34. 5 Steps to Display Design and Selection
Direction- guides the viewer’s eyes over the display, moving slowly from one part of the display to another
Displays should have a focal point which helps to keep the eyes moving up and center
Unfocused displays- lacking direction

35. 5 Steps to Display Design and Selection
Texture- the way surfaces look together in a display
Proportion- the relationship between and among objects in a display
The merchandise should always be the primary focus of a display

36. 5 Steps to Display Design and Selection
Balance
Formal balance- placing large items with large items and small items with small items in a display
Informal balance- balancing a large item with several smaller items

37. 5 Steps to Display Design and Selection
Motion- using motorized fixtures and props
Lighting- when used properly, makes merchandise appear more attractive in displays
2-5 times stronger than the store’s regular lighting
Colored lighting can be used to create dramatic effects

38. 5 Steps to Display Design and Selection
Step 5: Evaluating Completed Displays
Check to see if the display enhances:
The store’s image
Appeal to customers
Promote the product in the best way possible

39. 5 Steps to Display Design and Selection
Display maintenance
Once a display has been constructed, it needs to be maintained and eventually dismantled
Many businesses check for:
Daily damage
Displacements
Missing items caused by customer handling

40. 5 Steps to Display Design and Selection
Clothing items should be: restocked frequently
Proper display maintenance can keep the merchandise: fresh and attractive to customers

41. Assignment
Reviewing Key Terms
Page 330
# 1-6