Section 5
Visual Merchandising and Display
In groups of 2 to 4:
• Discuss your first impressions when going
into a store
1. What catches your eye?
2. List the elements of the displays around
the store (color, shape, location, etc.)
3. What do you think is most effective in a
display?
Visual Merchandising
The coordination of all
physical elements in a place
of business so that it
projects the right image to
its customers
Display
The visual and artistic
aspects of presenting a
product to a target group of
customers
Elements of Visual Merchandising
•Storefront
•Store layout
•Store interior
•Interior displays
Storefront: The total
exterior of a business
Sign:
Designed to attract attention
and advertise the business
•Marquee
A sign that is used to display the
store’s name
•Entrances
Usually designed with customer
convenience and security in mind
•Window displays
Especially useful for
visual merchandising
Store layout
•The way store floor space is
allocated to facilitate sales and serve
the customer
•Selling space
•Merchandise space
•Personnel space
•Customer space
Store Interior
•Floor and wall
coverings
•Lighting
•Colors
•Store fixtures
Fixtures—Store furnishings, such as
display cases, counters, shelving, racks,
and benches
Interior Displays
•Interior, or in-store displays generate one
out of every four sales; they enable
customers to make a selection without
personal assistance
•Closed displays
•Open displays
•Architectural
displays
•Point-of-purchase
displays
•Store decorations
•Interactive Kiosks
Types of Interior Displays
• Architectural
displays:
– Consist of model
rooms that allow
customers to see
how the
merchandise might
look in their homes
Types of Interior Displays
• Store decorations:
– Displays that often
coincide with season
or holidays.
– Banners, signs,
props and similar
items are used to
create the right
atmosphere
Types of Interior Displays
• Open displays:
– Allow customers to handle and examine
merchandise without help of a sales-person.
Types of Interior Displays
• Closed displays
– Allow customers to
see but not handle
merchandise.
Typical for jewelry
stores or high end
sun-glasses, or
wherever security
might be an issue.
Types of Interior Displays
• Point-of-purchase
displays
– Displays that are
designed to promote
impulse purchases.
– Usually more effective
at supporting new
products than
established ones
Types of Interior Displays
• Interactive Kiosks:
– Recently playing a
growing role on P-O-S
(Point of Sale)
merchandising.
– Usually highertechnology displays
Chapter 18, Section 2
Artistic Design
Marketing Question???
With a partner, list the related products you
can display with the following:
1. Shampoos
2. Computers
3. Hiking Boots
4. Cell Phones

Marketing Answers…..

Shampoo:

Computers
• Brushes and combs
• Hair styling products
• Other bath products
• Printers
• Software
• Speakers and
headphones

Hiking boots:

Cell phones
• Socks
• Walking sticks
• Backpacks
• Energy snacks
• Covers
• Car chargers
• Headphones
• Other accessories
Display design and preparation
1. What is the image of our business?
2. Who are our customers?
3. What kind of merchandise concept is being
promoted?
4. Where will the display be built and located?
5. What merchandise will be displayed?
6. How will the selection of merchandise affect the
display’s design? How will it affect our business’s
image?
5 steps to designing and building a display
1. Selecting the merchandise for display.
2. Selecting the type of display.
3. Choosing a setting type.
4. Manipulating the display’s artistic elements.
5. Evaluating the completed display.
5 steps to designing and
building a display
1.
Selecting the merchandise for
display.
Display merchandise must be
visually appealing and
appropriate for the season.
Marketing Essentials Chapter 18, Section 18.2
5 steps to designing and
building a display
2. Selecting the display.
There are four basic types of display:
1. One item display, showing a single item
2. Similar-product display, showing one kind
of item from several different brands
3. Related-merchandise display, grouping
items that can be used together
4. Cross-mix merchandise display, featuring
mixed merchandise that creates a scene
Marketing Essentials Chapter 18, Section 18.2
5 steps to designing and
building a display
3.
Choosing a setting.
The setting a business selects will
depend largely on the image it wants
to project.
Settings can be:
•
•
•
Realistic
Semi-realistic
Abstract
Marketing Essentials Chapter 18, Section 18.2
5 steps to designing and building a
display
4.
Manipulating artistic elements.

The artistic elements of a display
include:
• Texture
•
•
•
•
Line
Color
Shape
Direction
• Proportion
• Balance
• Motion
• Lighting
Marketing Essentials Chapter 18, Section 18.2
Manipulating Artistic Elements
Various types of lines create different
impressions.
For example, straight lines suggest
stiffness and control while curving lines
suggest freedom and movement.
Marketing Essentials Chapter 18, Section 18.2
Manipulating Artistic Elements
Display colors should contrast
with the surrounding colors to
make the display stand out.
 The standard color wheel
illustrates the relationships
among colors.

Manipulating Artistic Elements

Complementary
colors are found
opposite each
other on the color
wheel and are
used to create
high contrast.
Manipulating Artistic Elements

Adjacent colors,
also called
analogous colors,
are located next
to each other on
the color wheel
and share the
same undertones.
Marketing Essentials Chapter 18, Section 18.2
Manipulating Artistic Elements
Triadic colors involve three
colors equally spaced on the
color wheel, such as red, yellow,
and blue.
Triadic color harmony creates
vivid and contrasting color
schemes.
Effective displays use color
groupings to create visual calm
or excitement.
Marketing Essentials Chapter 18, Section 18.2
Manipulating Artistic Elements
Shape refers to the physical appearance, or
outline, of a display. Some of the shapes that
display units may resemble include:
• Squares
• Cubes
• Circles
• Triangles
Displays that have little or no distinct shape are
called mass displays.
Marketing Essentials Chapter 18, Section 18.2
Manipulating Artistic Elements
Effective displays have direction, which is
a smooth visual flow from one part of the
display to another.
They should also have a focal point, an
area in the display that attracts attention
first, above all else.
Marketing Essentials Chapter 18, Section 18.2
Manipulating Artistic Elements
Texture is the look of the surfaces in a
display. The contrast between the textures
used in a display creates visual interest.
Proportion refers to the relationship
between and among objects in a display.
Props, graphics, and signs should be in
proportion to the merchandise; they should
not dominate the display.
Marketing Essentials Chapter 18, Section 18.2
Manipulating Artistic Elements
Formal balance in a display happens
when items of similar size are grouped
together, or they are placed in opposite
positions to balance one another out.
Informal balance occurs when small
items are grouped with a large item.
Marketing Essentials Chapter 18, Section 18.2
Formal Balance
Informal Balance
Manipulating Artistic Elements
Motion is playing an increasingly
important role in display design.
Animation can be achieved through
the use of motorized fixtures, props,
and mannequins.
Proper lighting is critical to
attractive displays. It is recommended
that display lighting be two to five
times stronger than a store’s general
lighting.
Marketing Essentials Chapter 18, Section 18.2
Proper Lighting
Creating Motion
Display Design and Preparation
5.
Evaluating Completed Displays
Be sure to ask questions about your
displays, such as:
1. Do they enhance the store’s image, appeal to
customers, and promote the product in the best
possible way?
2. Was a theme creatively applied?
3. Were the color and signage appropriate?
4. Was the result pleasing?
Marketing Essentials Chapter 18, Section 18.2
Display maintenance
1. Displays should be checked daily for damage or
displacement caused by customer handling.
2. Missing merchandise should be replaced
immediately.
3. Lights should be checked periodically and
replaced as necessary.
4. Display units and props should be cleaned and
merchandise dusted on a regular basis.