VISUAL MERCHANDISING
AND DISPLAY
Chapter 18
Visual Merchandising
 Refers to the organization of all physical
elements in a place of business so that it
projects the right image to its customers.
Display
 Refers to the visual and artistic aspects of
presenting a product to a target group of
customers.
 Whereas, visual merchandising involves the
visual and artistic aspects of the entire
business environment.
Elements of Visual
Merchandising
 Visual merchandising is used to make a store
and its merchandise SO attractive that the
customer will enjoy the shopping experience
and want to return.
 This is done through the use of these
elements:




storefront
store layout
store interior
interior displays
Storefront
 The total exterior of a business. This includes
the entranceways, display windows, and the
building itself, etc.
 A well designed storefront can project an
appropriate image, for example…discount or
expensive, conservative or trendy.
 Marquee:
 Is the sign that is used to
display the store’s name.
This is one of the first
things customers see, so
it is very important in
attracting customers.
Signs
Entrances : enter/exit
doors
Window Displays
Storefront
Store Layout
 Refers to the way store
floor space is distributed
to facilitate sales and serve the customer.
 There are 4 different kinds of space….
Store Layout
 1. Selling space: assigned for interior
displays, sales demonstrations, and
sales transactions.
 2. Merchandise/Storage space:
assigned to items that are kept in
inventory.
Store Layout
 3. Personnel space: assigned to store
employees for lockers, lunch breaks, and
restrooms.
 4. Customer space: assigned for the
comfort and convenience of the customer.
Ex. Dressing rooms, lounges, etc.
Store Interior
 Store interior: involves the selection of such
diverse elements as floor and wall coverings,
lighting, colors, and store fixtures can powerfully
affect the store image.
 Color
 Lighting
 Graphics
 Paint
 Fixtures
Interior Displays
 Can be
 point of purchase
 interactive kiosks
 props
Interior Displays
 There are 5 types of interior displays…
 1. Closed displays: allow customers to see
merchandise, but not handle it. Ex. Jewelry store.
 2. Open displays: allow customers to handle and
examine merchandise without the help of a
salesperson. Ex. Clothing stores.
 3. Point-of-Purchase displays: are displays
designed mainly to promote impulse purchases. Ex.
Magazines and gum at the grocery store.
Interior Displays
 4. Architectural displays: consist of model
rooms that allow customers to see how
merchandise might look in their homes. Ex.
Furniture store.
 5. Store decorations: are displays that
coincide with specific seasons or holidays.
Key steps of creating a display
STEP ONE:
Select
merchandise
STEP FOUR:
Manipulate
Artistic
elements
STEP TWO:
Select display
STEP FIVE:
Evaluate
Completed
display
STEP THREE:
Choose
a setting
Color Wheel
•Complimentary colors
•Adjacent colors
•Triadic colors