VISUAL MERCHANDISING

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VISUALMERCHANDISING
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Where do retailers use visual merchandising?

• Four areas of display in a retail store
• Storefront
• Store Layout
• Store Interior
• Interior Displays

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STORE INTERIOR

• Fixtures Store furnishings
• Permanent and movable
• Display cases
• Counters
• Shelving
• Racks
• Benches
• Size, variety and quality affects clientele

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INTERIOR DISPLAYS

• Purpose
• Show merchandise
• Provide product information
• Reinforce print/other advertising

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INTERIOR DISPLAYS

• Purpose
• Promote stores image
• Usually promotional
• May serve as part of selling space

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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

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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

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• 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

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• 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)

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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

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Evaluating a Window Display

• Ralph Lauren

• Theme
• Balance
• Emphasis
• Proportion
• Rhythm
• Harmony

Seasonal Asymmetrical Contrast
Proportional Alternation Yes