Visual Merchandising & Display
Ch. 18 ME
Section 18.1
Display Features
Visual Merchandising & Display
 Visual Merchandising – encompasses all of the physical
elements that merchandisers use to project an image to
customers.
 Display – refers to the visual and artistic aspects of presenting a
product to a target group of customers
Storefronts
Storefront – encompasses a store’s sign or logo, marquee,
banners, awnings, windows, and the exterior design, ambiance,
and landscaping
Signs – designed primarily to attract attention, advertise a business,
and project the brand identity
Marquee – is an architectural canopy that extends over a store’s
entrance
Entrances – are designed with customer convenience and store
security in mind
Window Displays – initiate the selling process, create excitement,
and attract prospects
Store Layouts
Store Layout – refers to the ways that stores use floor space to
facilitate and promote sales and serve customers
Selling Space – is used for interior displays, wall and floor
merchandise, product demonstrations, sales transactions, and aisles
for customer traffic flow
Storage Space – is for items that are kept in inventory or
stockrooms
Personnel Space – is allocated to store employees for office space,
lockers, lunch breaks, and restrooms
Customer Space – is designed for the comfort and convenience of
the customer
Store Interior
Color, Lighting, Graphics & Paint
Bright colors and light pastels appeal to different customers
Lighting is based upon the clientele
Interior graphics and signage can be used to promote a particular
product, etc.
Walls are interior features that can be covered to reinforce store
image
Fixtures - are permanent or movable store furnishings that hold
and simplify merchandise
Interior Displays
Enable customers to make a selection without the assistance of
a sales clerk
Five types of interior displays: Closed, Open, Architectural, Pointof-Purchase, and Store Decorations
Point-of-Purchase Displays (POPs) – are a consumer sales
promotion device
Kiosks – are interactive point-of-purchase devices
Props (properties) – are special element displays
1. Section 18.2
Artistic Design
Step 1: Selecting the Merchandise for
Display
 The merchandise selected will determine the theme and all
other supporting elements of the display
 Must be visually appealing and contemporary to attract
customers
 Must be appropriate for season and geographic location
Step 2: Selecting the Display
 Four basic kinds of displays:
1.
2.
3.
4.
Feature just one item
Similar products
Related products
Cross-mix of items
Step 3: Choosing a Setting
 Setting will depend largely on the image to be projected
 Realistic Setting – depicts a room, area, or recognizable locale
 Semi-Realistic Setting – setting suggests a room or locale but
leaves the details to the viewer’s imagination
 Abstract Setting – does not imitate, or even try to imitate, reality
Step 4: Manipulating Artistic
Elements
 Lines – are created to direct the viewer’s attention
 Various types of lines create different impressions
 Color – those selected for a display should contrast with those
used on walls, floors and fixtures
 Color Wheel – illustrates the relationship among colors
 Complementary Colors – are found opposite each other on the
color wheel and are used to create high contrast
 Adjacent Colors (analogous) – are located next to each other in the
color wheel and share the same undertones
 Triadic Colors – involve three colors equally spaced on the color
wheel
Step 4: Manipulating Artistic
Elements
 Shape – refers to the physical appearance, or outline, of a
display
 Is determined by the props, fixtures, and merchandise used in the
display
 Mass Displays – have little or no distinct shape
 Direction – the smooth visual flow of moving a viewer’s
attention seamlessly from one part of the display to another
 Focal Point – an area in the display that attracts attention first
Step 4: Manipulating Artistic
Elements
 Texture – is the look of the surfaces in the display
 Proportion – refers to the relationship between and among
objects in a display
 Balance
 Formal Balance – large items with large items and small items with
small items
 Informal Balance - place several small items with one large item
 Motion – animations are used through motorized fixtures,
mannequins and props
 Lighting – help make merchandise appear more attractive
Step 5: Evaluating Completed
Displays
 Consider all factors to form a complete display that will
enhance not only the product but the business as well