Visual Merchandising and Display

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Visual Merchandising and Display

• Chapter 18
• Unit 6

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WHAT DO YOU THINK?

• Window Store fronts often celebrate a certain
  season.
• Which elements in the storefront or window
  display help us identify the season?
• Colors, lighting, graphics, props, etc

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18.1 DISPLAY FEATURES

• Visual merchandising
• Encompasses all the physical elements that
  merchandisers use to project an image to
  customers.
• Promotes interest in merchandise or services,
  encourages purchasing, and reinforces customer
  satisfaction.

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DISPLAY

• Display
• The visual and artistic aspects of presenting a
  product to a target group of customers.
• Storefront
• Encompasses a stores sign or logo, marquee,
  banners, awnings, windows, and the exterior
  design, ambiance, and landscaping.
• Marquee canopy that extends over the entrance

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STORE LAYOUT

• Store Layout
• Refers to ways that stores use floor space to
  facilitate and promote sales and serve customers.
• A typical store layout divides a store into four
  distinct spaces

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STORE LAYOUT CONT.

• Selling space
• Used for interior displays, wall and floor
  merchandise, product demonstrations, sales
  transactions, and aisles for customer traffic
  flow.
• Storage Space
• Inventory or store rooms

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STORE LAYOUT CONT.

• Personal Space
• Allocated to store employees for office space,
  lockers, lunch breaks, and restrooms
• Customer Space
• Is designed for the comfort and convenience of
  the customer and may include sandwich, soda, and
  coffee shops, in-store restaurants, seating,
  lounges, and recreation areas for children.
• Can you think of a place that has all of these
  things?

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18.2 Artistic Design

• Display Design and Preparation
• 1. Select Merchandise for Display
• 2. Selecting the Display
• Feature 1 item, similar items, related products,
  cross-mix
• 3. Choosing a setting
• Realistic, semi realistic (leaves details to
  imagination), abstract (not reality)

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DISPLAY DESIGN CONT.

• 4. Manipulating Artistic Elements
• Elements of display include line, color, shape,
  direction, texture, proportion, motion, and
  lighting.
• 5. Evaluation of Completed Displays
• Do displays enhance the stores image, and promote
  products?
• Focal Point
• Effective displays/designs should have a focal
  point
• An area in the display that attracts attention
  first