VISUAL MERCHANDISING
AND DISPLAY
Chapter 18
Unit 6
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
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.
DISPLAY

Display
 The
visual and artistic aspects of presenting a product
to a target group of customers.

Storefront
 Encompasses
a store’s sign or logo, marquee, banners,
awnings, windows, and the exterior design, ambiance,
and landscaping.
 Marquee
– canopy that extends over the entrance
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
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
STORE LAYOUT CONT.

Personal Space


Customer Space


Allocated to store employees for office space, lockers, lunch
breaks, and restrooms
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?
18.2 Artistic Design

Display Design and Preparation
 1.
Select Merchandise for Display
 2. Selecting the Display
 Feature
 3.
1 item, similar items, related products, cross-mix
Choosing a setting
 Realistic,
semi realistic (leaves details to imagination),
abstract (not reality)
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