NAME______________ CHAPTER 18-STUDY GUIDE DATE_____ CHAPTER 18—VISUAL MERCHANDISING AND DISPLAY TRUE/FALSE 1. The visual element that projects an appropriate store image, distinguishes a store from its competitors, and attracts potential customers is the storefront. 2. Visual merchandising is a form of personal selling because its artistic aspects focus on the customer’s emotional buying motives. 3. Display lighting should be only slightly stronger than store lighting to avoid creating a glare on the merchandise. 4. In department stores mannequins are examples of functional props. 5. Hot Stuff will be a new retail clothing store whose target market is girls, ages 14-21. The store owners should use strong colors and bright lighting to attract their target customers. MULTIPLE CHOICE 1. According to the textbook, what is the one visual merchandising element that influences customer behavior more directly than any other? a. the style of the store’s merchandise c. the strength of the store’s lighting b. the width of the store’s aisles d. the shape of the store’s displays 2. Score Sporting Goods store always has a display with mannequins engaged in season-appropriate sports. The store uses many props to make customers feel as if they could almost join the fun going on in the displays. How would you describe the settings for such displays? a. abstract c. institutional b. semirealistic d. realistic 3. A visual merchandising specialist is creating a display for a new walking shoe. The shoe store owner wants to emphasize the comfort and freedom of movement the shoes give the wearer. To create this effect, the visual merchandising specialist should create what type of lines? a. curved c. horizontal b. diagonal d. straight 4. Something’s Cooking sells a variety of cooking and serving utensils. Each November the promotion staff creates an elaborate display of all the utensils and cooking pans a cook could possibly need to cook a big Thanksgiving meal. What type of display would this be considered? a. related merchandise display c. variety display b. line-of-goods display d. one-item display 5. A music store’s display of compact discs by a popular country-western singer was unsuccessful. Huge posters of the singer completely overshadowed the CDs. Once the display was removed, sales of the CDs improved. What is the artistic element that most likely caused the display’s failure? a. balance c. shape b. direction d. proportion COMPLETION 1. ____________________ is an artistic display element that is very popular for holiday and children’s merchandise displays, but which can become distracting if overdone. 2. The primary purpose of visual merchandising is to coordinate all of a business’s physical elements in order to project a particular ____________________ of the business to its customers. 3. Dusting and cleaning are an essential part of display ____________________ because those activities keep displays looking attractive to potential customers. 4. For a floral display, Ellen put two pots of daffodils on each side of a table. In the middle of the table, she put a tall vase of sunflowers. Then she scattered rose petals over the remaining table space. The type of balance achieved in Ellen’s display is called ____________________ balance. 5. A(n) ____________________ is a good geometric shape for a display because it creates a focal point and keeps the customer’s eye moving up and center. 6. Colors that are next to each other in the color wheel such as green, yellow-green, and yellow are known as ____________________ colors. 7. The two most important characteristics of entrances are their abilities to promote customer convenience and to assist in store ____________________. 8. A(n) ____________________ setting does not imitate reality. 9. ____________________ space is store space that is devoted to restrooms, dressing rooms, phone booths, and drinking fountains. MATCHING Match each item with the most appropriate statement. a. interior display g. display b. proportion h. storefront c. adjacent colors i. focal point d. setting j. fixture e. shape k. texture f. complimentary colors l. marquee 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. the physical outline of a display a spot to which the eye is drawn a display case, counter, or bench the relationship between and among objects in an arrangement an artistic arrangement that uses fixtures and props to showcase merchandise a background arrangement found on opposite sides of a color wheel, they create contrast the combination of entranceways, window awnings, and other exterior building characteristics the visual and artistic aspects of presenting a product the sign stating a business’ name SHORT ANSWER 1. Imagine you were designing a display for a new product of your choice. Name three of the artistic elements of a display you would emphasize. Briefly explain how each element positively influences a customer’s decision to purchase the product and how you would use each element to best effect. 2. Name three types of interior displays described in Marketing Essentials Chapter 18. Describe the type of merchandise that should be shown in each display. Finally, explain how each display type attracts the customer and promotes the store’s image.