1. VISUAL MERCHANDISING

2. Where do retailers use visual merchandising?
Four areas of display in a retail store
Storefront
Store Layout
Store Interior
Interior Displays
So far we have talked about the storefront and store layout.
Today we are going to discuss the store interior and the use of interior displays

3. STORE INTERIOR Fixtures: Store furnishings
Permanent and movable
Display cases
Counters
Shelving
Racks
Benches
Size, variety and quality affects clientele
The

4. INTERIOR DISPLAYS Purpose Show merchandise Provide product information
Reinforce print/other advertising

5. INTERIOR DISPLAYS Purpose Promote store’s image Usually promotional
May serve as part of selling space

6. Types of interior displays
Closed: see, not touch
Jewelry
Open: encourages handling
Clothes racks
Architectural: shows use of product
Room vignettes
Kitchen set-ups
Point-of-purchase: promote impulse buying
Tabloids, candy at check-out
Decorations: promote seasonal or holiday themes

7. Display Design Every display must have:
Balance – equal distribution of objects
Formal: identical on both sides (symmetrical)
Informal: not visually identical
Point of Emphasis – point of eye contact
Contrasting color
Contrasting shapes, size, textures
Highlighting with spotlight
Placement – something in foreground
BALANCE – is the distribution of weight on both sides of a display
EMPHASIS - when a visual presentation is built around something of particular interest (focal point)

8. Harmony – pleasing effect of combinations
Proportion – (Scale) The relationship of the design elements to each other; pleasing effect on the eye
How do the elements relate?
Consider the side of the space in the window
Consider the size of objects to be used in the window
HARMONY - when all the elements in a design properly blend to form a unified picture
PROPORTION (SCALE) - the relationship of the design elements to each other; pleasing effect to the eye How do they relate? Consider the side of the space in the window Consider the size of objects to be used in the window
RHYTHM - makes the eye move in a specific pattern

9. Harmony – pleasing effect of combinations
Rhythm – line direction, eye movement
Pyramid/cylinder
Step or progression: progression of sizes or color (light to dark)
Zigzag: background, middle, foreground
Repetition: (xxx) multiples of the same shape or color
Alternation: (xoxo) when certain shapes or colors are used alternatively (light against dark colors, warm colors with cool)
Radiation: emphasis in middle; all radiates from center (sun)
HARMONY - when all the elements in a design properly blend to form a unified picture
PROPORTION (SCALE) - the relationship of the design elements to each other; pleasing effect to the eye How do they relate? Consider the side of the space in the window Consider the size of objects to be used in the window
RHYTHM - makes the eye move in a specific pattern

10. AREAS OF WINDOW DISPLAY
Bow – most important part, seen the most; Used for main attraction, catch the eye
Center panel – runs ceiling to floor
Floor – used for tie-in items to help bring attention back to window
Back/side walls – hanging, accessories
Door wall – last chance for customer before entering store

11. Evaluating a Window Display
Ralph Lauren
Theme:
Balance:
Emphasis:
Proportion:
Rhythm:
Harmony:
Seasonal
Asymmetrical
Contrast
Proportional
Alternation
Yes
Discuss the Ralph Lauren Window display. Go through each of the areas of design with the students before having the students do the activity.
Notice how the back wall is used to include pictures and hats to set a sort of theme.
The vertical lines of the wallpaper along with the square shapes of the picture frames pick-up the patterns in the clothing.
The chair and the basket along with the waved hats helps create the atmosphere of casualness