6.03
Visual
Merchandising
Visual merchandising**
• **The purpose is to
Attractive and
present merchandise
appealing physical
so the business will
display of
receive maximum
traffic exposure.
merchandise
• All visual
combined with
merchandising
effective store
activities are directed
layout and décor.
toward creating sales
for the business.
Merchandise presentation
The effective ways merchandise is
hung, placed on shelves or tables, or
otherwise
made
available to
customers in
retail stores.
Store image
***The
perception of
the store in
the minds of
its customers.
Display
Physical and
visual
presentation of
merchandise in
an attractive and
appealing way.
Goals of visual merchandising
•
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Capture the customer’s interest
Entice customers to enter the store
Visually create sales
Urge customers to make purchases
**Promote the store image
**Attract attention to merchandise
**Educate customers about merchandise
Encourage impulse buying
DISPLAYS
Promotional Displays:
Presentations that
emphasize
merchandise items,
lines, or a trend.
**things on sale,
**new products
Institutional displays
Presentations
that provide an
idea rather than
specific
merchandise.
**Red Cross
blood drive
Window display
Exterior presentation of merchandise to
generate in-store traffic.
• Customer’s first
encounter with the store
• Shows merchandise to
those passing to
encourage them to enter
the store
Window displays types
Open window display: A
store window that
provides a direct
view into the store
with no back wall to
block the view.
• The interior store area
is visible from the
exterior.
Closed window display: An
enclosed store window in
which customers can
view only the window
display and cannot see
inside the store through
the window.
Interior displays
Visual presentation of merchandise inside the
store designed to attract customers and
motivate them to purchase immediately.
• Island: A display, usually
raised, viewable from all
sides.
• Ledge: A display shelf
usually located about eye
level behind a selling
counter or above the top
surfaces of display units.
• Shadow box: A miniature
display, sometimes
recessed, that may be
locked and lighted and that
is often used for high-end
merchandise.
•Enclosed: A fully glassed
in platform display usually
at the entrance to the store
or a department within the
store.
•Point-of-purchase:
Displays near a check out
counter used to catch the
customer’s eye and ***
stimulate impulse buying.
• Flying: A display in which
merchandise is hung from
the ceiling or stretched
across an open space by
using fishing line to make
it look as though it is flying
in the air.
• Showcase: A display
case that has a glass
top and front used to
showcase
merchandise the store
wants protected.
Décor
The decorating
theme and the
style and
appearance of
interior
furnishings.
Layout
The interior
arrangement of
the retail
facility.
• Selling
area
•Area where merchandise is displayed and
customers interact with sales personnel
•Usually 75 to 80 percent of the total space
• Sales support areas
•Areas devoted to customer service,
merchandise receiving and distribution,
management offices, and staff activities
•Should be located for easy customer
access to restrooms, gift wrap stations,
etc.
Components of visual
presentation
(don’t write these down yet . . .)
• Fixtures
• Props
– Functional
– Decorative
• Lighting
• Signs
• Materials
1. Fixtures
***Shelves, tables, rods,
counters, stands, forms,
easels, and platforms used
to store merchandise or
display merchandise for
sale.
2. Props
Objects added
in a display to
dramatize, get
attention, and
help to create a
theme, an idea,
or ambience.
a. Functional props
Objects that
physically support or
hold merchandise.
•Mannequins
•Pedestals
•Screens
Mannequin
A three-dimensional
representation of the
human form, realistic
or abstract, used to
display merchandise.
• Form: a smaller version
or partial mannequin
used as an alternative to
a mannequin.
a. Decorative props
Objects that
establish a mood or
an attractive setting
for the merchandise
featured.
3. Lighting
Illumination
•Lighting can set the
mood for the
shopping experience
or can create
settings for
merchandise.
•Light creates visual
impact.
•Light can create
contrast and accent
displays.
•Light can place focus
on one particular item.
•Colored or black lights
may be options.
4. Signs
Individual letters
or complete
signs that
communicate
information in
a retail store.
•Posters
•Banners
•Flags
•Hanging signs
•Counter signs
•Cards
5. Materials
Tools or equipment
used in the
construction of
displays.
*** tape, wires,
foam board,
staplers, pins,
glue, wood,
Remember these:
Elements and principles of design
ELEMENTS OF
DESIGN
• Color
• Line
• Shape/silhouette
• Texture
PRINCIPLES OF
DESIGN
• Balance
• Proportion
• Emphasis
• Rhythm
Color**
• One of the most
influential elements of
design used in visual
merchandising
• It is the fastest way to
attract attention.
• Colors help to create an
impression.
Line
• Directs how you
want the customer
to view the
presentation
• Line predicts
movement.
Shape/Silhouette
• The outline of the
display
Texture
•In display, smooth, shiny
surfaces reflect light
where nubby surfaces
absorb light and appear
darker.
Balance
• The display may be
***symmetrical
(formal) imparting a
more calming mood
or asymmetrical
(informal) reflecting
a flamboyant mood.
Proportion
•All merchandise
and props used in a
display should be of
an appropriate size
in relationship to
other items in the
display.
Emphasis
• Focal point or
concentration of
interest should be
defined to the
customer.
**spotlight
Rhythm
•Brings continuity or
easy eye movement
to the display
•Moves the
customer’s eyes
from side to side,
back to front,
element to element