VISUAL MERCHANDISING
Putting Merchandise and/or its supporting materials out at the “Point of Purchase” (P.O.P.) to communicate a
message
Be able to identify the four different functions (purposes) of displays and provide an example that you have
seen.
Reinforce the store’s image
Generate a promotional atmosphere
Speeding up a sales transaction
Protecting the store’s merchandise
TYPES OF DISPLAYS
WINDOW DISPLAYS
Full Background: Completely closed background, offers no distractions
Partial Background: partially blocked background, people inside can be seen, encourages shoppers to join
the crowd
Open Background: No background, indicates spaciousness & blends w/ the store
INTERIOR DISPLAYS
Open: Display that can be touched, often on a counter, prop, or rack
Closed: You can’t touch, used for high value or fragile merchandise
Built-up: Placed on platforms or on props, used in high traffic areas or endcaps
Shadow Box: Small enclosures, Used for small items
Ledge (Counter): Includes counters, walls, or other partitions
“Point of Purchase” (P.O.P.) ; Display built to hold and sell merchandise (ex. cardboard setups)
THE “ART” OFVISUAL MERCHANDISING
COMPOSITION - Think of your store as a blank canvas. Your completed work is a composition. Composition
is the overall effect
UNITY
- Refers to the main theme or idea being conveyed by the displays.
ORDER
- All the parts of the display(s) are arranged in a easy to understand plan
UNITY
- Refers to the main theme or idea being conveyed by the displays.
ORDER
- All the parts of the display(s) are arranged in a easy to understand plan
Emphasis
- the point of the display that is dominant (The first thing people notice)
Optical Center - is located just above “dead-center” or the display’s mid-point & is usually the point of
emphasis.
“Points of emphasis” - can be created elsewhere in the display using “art” techniques (movement, use of
color, contrast, relative size, etc.).
Balance - Refers to the relative “weight” given each side of a display
Formal Balance - One side is a duplicate of the other
Informal Balance - One side has more weight than the other or different sized items are used to off-set the
large item on the other side
Harmony - The display’s lines, shapes, sizes, & textures are arranged in a pleasing manner:
Texture refers to the look or “feel” of the display
Proportion refers to the relationship between items w/ respect to their size
Rhythm refers to a sense of movement created by repetition, graduation, etc.
Lines refer to the direction of the display
Lines refer to the direction of the display:
Vertical
Horizontal
Curves
Diagonal
= Drama or arresting effect
= Flat or calm effect
= Soft or gentle effect
= Startling or abrupt
ARRANGEMENTS
RADIATION:
Like rays from a central point. Creates a dominant center
PYRAMID:
Arrangement looks like a triangle. Easy to build
STEP:
Merchandise arranged to look like steps in a house. Gives the feeling of motion. Customer eyes will follow
steps
REPITITION:
Using items of the same nature & align them in the same manner
ZIG-ZAG:
Merchandise is not built directly to the top of the display. Follows different directions
THE EFFECTS OF COLOR
Be able to describe the psychological effects color has on people & discuss how you can use this in a display
Warm Colors: Yellow, Orange, & Red
Called “advancing colors” meaning they make things seem bigger & closer
Cool Colors: Blue, Green, & Purple
Called “receding colors” meaning they make things look smaller & farther away
RED
BLUE
YELLOW
ORANGE
GREEN
PURPLE
BROWN
BLACK
DISPLAY LIGHTING
Primary
Secondary
Atmosphere