Career Exploration Module – DAY TWO
Lesson Title
It’s all about the
look…
Cluster
Pathways
Marketing
Merchandising
Essential
Question
What careers
are within the
merchandising
clusters?
TEKS
Career Portals:
1.A, 2.A, 2.B,
4.F
Prior Student
Learning
Students should
have already
been presented
the Career
Module
Introduction
Estimated time
At least 50
minutes; actual
length is
dependent upon
prior student
preparation
Objectives
- Identify and explore career opportunities within the Marketing Cluster
(merchandise buyer, customer service representative, stock clerk,
visual merchandise manager)
Materials/Equipment/Handouts Needed
- Merchandising Slideshow file
- Computer, projector, screen, etc.
- Vocabulary List
- Plan-O’-gram: Retail Store Design Challenge
- Colored pencils
- Rulers
- Plan-O’-gram Grading Rubric
- Handout: Plan-O’-gram template
- Handout: Creating a Display Handout 1
- Handout: Creating a Display Handout 2
Introduction/Engage
- Instruct students to retrieve Vocabulary Lists
- Introduce the lesson by reviewing Merchandising Pathway slideshow
Activities
- Review vocabulary terms and definitions relevant to today’s lesson
- Distribute and review corresponding handouts and rubric
- Activity: Retail store design challenge
Lesson Closure
- Review details of the marketing pathways using questioning
techniques
- Instruct students to complete the vocabulary list for homework
- Discuss upcoming career module experiences and expectations
Assessment
- Verbal responses to questions
- Plan-O’-gram Grading Rubric scores
Extension
- Allow students to evaluate windows and store displays at a mall
- Invite a buyer for a retail store to speak with students
Accommodations for Learning Differences
- Accommodations Manual
- Guidelines and Procedures for Adapting Instructional Materials
- Sample Curriculum Customizations for Learning Differences
- Lesson Plan/Curriculum Modification Checklist
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Day 2 of 10
Page 1
-
Instructor Format for Curriculum Customization for Learning
Differences
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Day 2 of 10
Page 2
IT’S ALL ABOUT THE LOOK
RETAIL STORE DESIGN CHALLENGE
TASK: Plan an effective display using the elements and principles of design to feature a new
upcoming children’s line called American Sunshine and tie it into a holiday to encourage sales.
ROLE: You work for a large department store as a buyer for children’s wear. You discovered
this new line of clothing called American Sunshine that you just know your customers will love.
Your plan is to roll out this new line children’s clothing line during the summer months.
To help your visual merchandiser display this new line in their department, you need to develop
a planogram and include any props and signage. Use the planogram template to draw your
ideas so the visual merchandising department can design it. Refer to the two handouts: How to
Create a Display and Elements and Principles of Design to help you create your display.
A planogram is a tool and blueprint used by visual merchandisers to plan out exactly where
merchandise, signage and props will be placed and what the display will look like in the store.
There are many planogram software programs available to retailers and can be specialized for
the store and product type. This provides consistency for stores with multiple locations so they
all look similar and alike. Here is an example of a planogram.
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Day 2 of 10
Page 3
PLANOGRAM TEMPLATE
Use this space to design your store display. You can include any fixtures appropriate
for your design, such as tables, walls, moveable fixtures. Be creative and WOW your
customers. Remember to incorporate the elements and Principles of design.
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Day 2 of 10
Page 4
STEPS ON CREATING A STORE DISPLAY
The main goal of a display is to grab the attention of the customer and show them how the
merchandise looks once it is put together in an actual setting. Here are some tips on creating an
effective display.
1. Determine the goal of the display
2. Choose the merchandise
3. Choose a theme
4. Select props
5. Arrange merchandise and props
a. Use the elements and principles of design and color
6. Develop signs
7. Design the lighting
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Day 2 of 10
Page 5
PRINCIPLES AND ELEMENTS OF DESIGN
In order to create an effective store display, a visual merchandiser must be able to use the
principles of design and color in a manner that promotes the stores image and will sell products.
Design is the purposeful arrangement of materials to produce a certain effect: in this case to
prompt sales of merchandise.
ELEMENTS OF DESIGN
Color: creates mood, grabs attention and evokes emotion
Line : one-dimensional mark that looks like it were drawn by a pen
Shape: shapes used in the design; can be two-dimensional, and/or the overall
shape outline of the display
Texture: surface quality of materials such as smooth, rough, fuzzy, etc.
Light: can refer to overhead lights, spotlights, lamps so merchandise can be
seen
PRINCIPLES OF DESIGN
The principles of design are guidelines on how to use the elements effectively:
Emphasis: draw attention to the most important part of the display
Movement: the way the design guides the eye over an item or display
Balance: the way the items are placed around an imaginary centerline
Proportion: the size and space relationship of all items on display
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Page 6
USE OF COLOR IN YOUR DISPLAY
Color is one of the most noticeable design elements. As you plan your display,
take into consideration how these colors can attract customer attention.
Black elegant, sophisticated, strong serious
White: youthful, innocent, clean
Purple royal, rich, dramatic
Blue peaceful, calm, cool
Green
fresh, nature, friendly
Yellow bright, sunny, cheerful
Orange
lively, energetic, warm
Red exciting, hot, dangerous
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Page 7
RETAIL STORE DESIGN CHALLENGE RUBRIC
Total Points: __________
Category
4
3
2
Required
Information
All information
clearly shown
on planogram or
in detail -merchandise,
props, signage,
name of
designer,
theme, holiday
focused
Left out 2
required
elements
Left out 3
required
elements
Left out 4 or
more required
element.
Left out 5
or more
required
elements
Planogram
Drawing
Drawing
provided,
display includes
merchandise
and props to
create theme
Missing details
in the display,
props
Sketch not
provided or
missing props
or missing
merchandise for
display
No drawing
provided or
missing props or
merchandise for
display
No
planogram
provided or
turned in
Selling
Appeal
Display clearly
focuses
attention on
merchandise,
attracts
customer’s
attention, fits
with the
department and
new line; signs
are visible
Leaves out 2
selling appeals.
Leaves out 3
selling appeals
Little selling
appeal; leaves
out 4 or more
selling appeals
No selling
appeal
Elements
and
Principles
of Design
Excellent use of
all elements and
principles of
design: color,
line, shape,
texture, light
and motion,
emphasis,
movement,
balance and
proportion
Missing 1-2
elements or
principles of
design
Missing 3-4
elements or
principles of
design
Missing 5-6
elements or
principles of
design
Leaves out
6 or more
required
principles
or elements
Planogram
clearly shows
excellent
understanding
of design,
selling appeal,
fashion sense,
neat and
professional
Planogram
shows
somewhat of an
under-standing
of design,
selling appeal,
fashion sense;
neat and
professional
Planogram is
lacking an
understanding
of design,
selling appeal or
fashion sense;
may or may not
be neat and
professional
Planogram
shows little
understanding of
design, selling
appeal, fashion
sense, not neat
and professional
Planogram
is not
appealing
at all, lacks
neatness in
appearance
and
professionalism
Overall
appearance
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1
0
Day 2 of 10
Points
Page 8