VISUAL MERCHANDISING AND
DISPLAY
Chapter 18
1) VISUAL MERCHANDISING DEFINITION
A) Coordinates all of the physical elements in a
place of business to project an image to
customers.
B) Visual Merchandising is sometimes used
interchangeably with Display; but they are
different
2) DISPLAY DEFINITION
A) Is much narrower concept and makes up only one
element of visual merchandising.
B) Display is the visual and artistic aspects of
presenting a product or service to a target group of
customers
C) By contrast visual merchandising is the visual and
artistic aspects of the entire business environment
SUCCESSFUL BUSINESSES HAVE A GOOD
IMAGE
A.
B.
C.
Create a distinct, clear and consistent images for
their customers.
A good image sets a business apart from its
competition.
This image is made up of a unique blend of store
characteristics, location, products, prices, advertising,
public relations, and personal selling
SUCCESSFUL BUSINESSES HAVE A GOOD
IMAGE
D.
E.
An image can include the design and layout of the
store, its logo and signage, the unique lines of
merchandise the store carries, the design of the
store’s Web site, distinct promotional or ad
campaign, and a targeted base of shoppers.
A store’s image should highlight what sets it apart
from the competition and attract positive attention
and loyal customers.
ROLE OF THE VISUAL MERCHANDISER
A) Total merchandise or service presentation to build
the overall business or brand image
B) They design, create and maintain the design
elements of the building and displays
C) Active members of the marketing team, they promote
a business’ image
and sales of its products
ELEMENTS OF VISUAL MERCHANDISING
A)
4 key elements
1.
2.
3.
4.
Storefront
Store layout
Store interior
Interior displays
EXTERIOR - STOREFRONT
1.
2.
3.
4.
Stores sign or logo
Marquee
Entrances
Window displays
STORE IMAGE
The store image is the idea of a
store in people’s minds.
 Store image is created by visual
merchandisers through the
design and décor of the store.

1. SIGNS
A.
B.
C.
Designed primarily to attract attention,
advertise a business and project brand identity
Design should be original and easily
recognizable
The name, letters, logo, materials and colors
create the desired store’s image
2. MARQUEE
A.
B.
C.
Architectural canopy that
extends over a store’s
entrance
Marquees can display the
store’s name and its key
products, hours of
operation, phone numbers,
URL.
Marquee is highly visible
space for advertising
3. ENTRANCES
A.
Designed with:
1.
2.
B.
C.
D.
customer convenience
store security in mind
Smaller stores normally have only one entrance
Larger ones have many entrances
Entrance from the:
1.
2.
street for pedestrians
one from parking lot
4. WINDOW DISPLAYS
A.
B.
C.
D.
Useful for visual
merchandising
Initiate the selling
process
create excitement
for products on
display
attract prospects
STORE LAYOUT
Use of floor space to facilitate
and promote sales and serve
customers. A typical store is
divided into 4 distinct spaces
1.
2.
3.
4.
Selling space
Storage space
Personnel space
Customer space
STORE LAYOUT
1.
Selling space is used for interior displays, wall
and floor merchandise, product demonstrations,
self-service and information kiosks, sales
transactions and customer traffic flow
2.
Storage space is for items that are kept in
inventory – stockroom.
STORE LAYOUT
3.
Personnel space is allocated to store
employees for office space, lockers, lunch break,
and restrooms. Marked with signs so that
customers do not enter.
4.
Customer space is designed for the comfort
and convenience of the customer – sandwiches,
soda and coffee shops, in-store restaurants,
seating, lounges, and recreation areas for
children
STORE INTERIOR
1.
2.
3.
4.
Careful selection of
material to create a
memorable shopping
experience
Graphics, Signage,
Color, and Sound
Lighting
Fixtures
GRAPHICS, SIGNAGE, COLOR AND
SOUND







Interior graphics can be used to promote a particular
product brand and specific line of products.
Provide directions to various departments or assist with
a special promotional campaign, such as demonstration,
special sale, or a holiday promotion
Interior graphics and signage are important in today’s
self-service environment. Box stores, such as Costco
develop giant signs to assist customers.
Overhead digital signage, in-house networks,
communicates product promotions
Point-of Purchase graphics that can decorate walls,
windows, shelves, ceilings, and floors to reinforce product
and store image.
Colors appeal to different types of customers, bright
colors for teens, more subdue colors for adults
Background music can set a mood, reinforce store image,
encourage customers to shop and announce special
offerings.
LIGHTING
Draws attention to store areas and specific
products.
 Large warehouse stores often use fluorescent or
high-intensity discharge lighting.
 High-end prestige retailers might install
expensive chandeliers
 Some specialty stores use newer lighting
technologies such as light-emitting diodes (LED)
and compact fluorescent lighting (CFL)
 Some choice lightning for environmental reasong:
Starbucks stores use LED lighting, which lowers
operating costs and reduces energy consumption

FIXTURES



Permanent or movable store furnishings that hold
and display merchandise
Basic types – display cases, tables, counters, floor and
wall shelving units, racks, bins, stands and seating
areas
Fixtures are strategically placed to maximize sales
Brightly colored front counters attract impulse purchases
 Upscale stores may enhance fixtures by painting them or
covering them with textured materials
 Discount stores use basic and unadorned shelf fixtures.



The width of a store’s aisles is related to its fixtures
and enhance traffic patterns and buying behavior
Seating area near dressing rooms give the store more
of an upscale atmosphere
INTERIOR DISPLAYS
Show merchandise, provide customers with
information, encourage customers to shop,
reinforce advertisements, and promote a store’s
image.
 One in every four sales is generated by an
interior display.
 There are five types of interior displays






Architectural displays
Closed displays
Open displays
Point-of-purchase displays
Store Decorations
Architectural Displays
Model rooms that show
customers how merchandise
can be arranged in their
homes.
 This display takes up a
considerable amount of
room so not all stores are
able to use these kinds of
displays

CLOSED DISPLAYS
Allow customers to see but not
handle merchandise without
assistance from a salesperson
 Used for valuable items, such
as jewelry, electronic devices,
and other high-value items
where theft, security, or
breakage is a concern

OPEN DISPLAYS
Allow customers to
handle and examine the
merchandise without the
help of a salesperson
 Shelves, counters and
tables
 Efficient way to sell
products, important in
today’s self-service
selling environment

POINT-OF-PURCHASE DISPLAYS POS




Stand alone structures that serve as
consumer sales promotion devices.
Manufactured units with bold graphics and
signage that hold, display, or dispense
products
Can be temporary (not restocked), semipermanent (themed promotions and
restocked), and permanent such as vending
machines and ATM’s.
Provide services, directions to products and
offer tips on usage. Can include computer
touch screens
INTERACTIVE KIOSKS
Interactive point-of-purchase that are free
standing, full service retail kiosks are playing a
growing role in POS
 They are actually computer terminals that
provide information access
 Place in a variety of locations, stores,
businesses, shopping malls and airports
 Growing role in point-of-sale and self-serve
merchandising .
 Interactive Web-based kiosks have high-tech
screens, immediate product availability, online
ordering and more reliable technology

STORE DECORATIONS
 Store
decorations are displays that may
coincide with seasons or holidays,
 Bold and colorful banners, signs, and props
create the atmosphere to encourage holiday
purchases
FIVE STEPS
1.
2.
3.
4.
5.
Select merchandise for
display
Selecting the type of
display
Choosing a setting
Manipulate the artistic
elements
Evaluating completed
displays
DISPLAY DESIGN AND PREPARATION
A display has about four to six seconds to attract
a customer’s attention
 Create desire
 Sell a product
 Business must target its displays carefully to
appeal to its customers
 Must carefully consider differences in cultural
and ethnic perceptions

STEP 1 – SELECT MERCHANDISE FOR
DISPLAY
 Merchandise
selected will
determine the theme and
other supporting elements
 Merchandise must be visually
appealing to attract customers
 Appropriate for the season, its
target audience, and for the
store’s geographic location
STEP 2 – SELECTING THE DISPLAY
 Merchandise
determines the type of display and
equip
 Four basic kinds of display
1. Feature one item: newly developed product
2. Similar products: one kind but several brands
3. Related products: meant to be used together
4. Assortment or Cross-Mix of items:
unrelated product lines, has special
appeal to bargain hunters.
PROPS
 Props
or properties are objects that hold
merchandise on display or support the display
setting
 Classified as decorative or functional
Decorative props include floor coverings and wall
treatments
 Functional props include items that hold the
merchandise, such as shelves or hangers

STEP 3 – CHOOSING A SETTING
The setting a business selects will depend largely on
the image it want to project. 3 types of settings
 A realistic setting: depicts a room, area, or
recognizable locale. Functional props, tables, chairs,
books….provide the details.
 A semi-realistic setting: suggests a room or locale but
leaves the details to the viewer’s imagination.
Decorative props such as beach towel, surfing
poster…create a beach scene in customer’s mind
 An abstract setting: does not imitate reality It focuses
on form and color rather than reproducing objects.
Gaining popularity, does not require a lot of space.

STEP 4 – MANIPULATING ARTISTIC
ELEMENTS
 Line
 Color
 Shape
 Direction
 Texture
 Proportion
 Motion
 Lighting
LINE
 Lines
are created to
direct viewer’s
attention
 Straight = stiffness
 Curving = freedom
 Diagonal = action
 Vertical = height &
dignity
 Horizontal =
confidence
COLOR
 Critical
step in display
 Contrast with walls
 Complementary colors:
opposite each other
 Adjacent colors: located next to each other
 Triadic colors: 3 colors equally spaced from each
other on the color wheel
 Create specific moods and feelings, such as calm or
excitement.
 Colors warm side (red/yellow) create a festive mood
works well with lower-priced merchandise
 Colors from the cool side (blue/green) represent
calm and refinement. Often associated with
higher-priced merchandise
SHAPE
 Refers
to the physical
appearance or outline of
display
 Determined by the props,
fixtures and merchandise
used
 Mass displays have no
distinct shape
DIRECTION
 Moves
the viewers eye
smoothly through the
display
 Focal point is the part
that attracts attention
 Build in a triangle
shape with focal point
at the top
 Keep display focused
TEXTURE
 Look
of the surfaces
in a display
 Smooth
 Rough
 Contrast in texture
creates visual
interests
PROPORTION
 The
relationship
between and among
objects in a display
 Merchandise should be
the primary focus of the
display
 Props, graphics and
signs should not
dominate
BALANCE
 Formal
balance: place large items with large
items and small items with small items. Equal
balance on both sides of the display
 Informal
balance: place several small items with
one large item within the display.
MOTION
 Animation
can be achieved
through the use of motorized
fixtures, mannequins and
props
 Used
sparingly to
accentuate merchandise, not
overpower it
LIGHTING
 Spotlights,
floodlights, and
rotating, colored or flashing
lights can highlight
individual items.
 Can make merchandise
appear more attractive
 2 – 5 times stronger than a
store’s general lighting
 Colored lighting creates
dramatic effects
STEP 5 – EVALUATING COMPLETED
DISPLAYS
Do displays enhance the store’s image, appeal to
customers and promote the product in the best
possible way?
 Was a theme creatively applied?
 Were the color and signage appropriate?
 Was the result pleasing?

DISPLAY MAINTENANCE
 It
needs to be maintained and eventually
dismantled
 Check displays daily for damage,
displacements, or missing items
 Clothing items must be folded and stacked
and restocked frequently
 Poor maintenance creates a negative image
 Displays should be dusted and cleaned on a
regular basis