VISUAL MERCHANDISING AND
DISPLAY
Chapter 18 Section 18.8
Display Features
• Visual Merchandising and Display
• Elements of Visual Merchandising
GOAL
• Attract customers and keep them coming back
• Display is only one element of visual
merchandising.
• Display refers to visual and artistic aspects.
• Visual merchandising includes the entire
business environment.
• Helps build the overall business or brand
image.
INCLUDES
• A distinct, clear, and consistent image
• Setting a business apart from its competition
• Attracting positive attention and loyal
customers
IMAGE
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Design and layout of the store
Logo and signage
Unique lines of merchandise
Store’s Web site
Distinct promotional or ad campaign
Targeted base of customers
ELEMENTS OF VISUAL
MERCHANDISING
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STOREFRONT
STORE LAYOUT
STORE INTERIOR
INTERIOR DISPLAYS
ELEMENTS OF VISUAL
MERCHANDISING
• STOREFRONT
• The exterior of a business
• Includes sign or logo, marquee, outdoor
lighting, banners, planters, awnings,
windows, exterior design, ambiance,
landscaping, and lighting.
ELEMENTS OF VISUAL
MERCHANDISING
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STOREFRONT
A. Signs
B. Marquee
C. Entrances
D. Window displays
ELEMENTS OF VISUAL
MERCHANDISING
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STORE LAYOUT
A. Selling space
B. Storage space
C. Personnel space
D. Customer space
ELEMENTS OF VISUAL
MERCHANDISING
• STORE INTERIOR—Graphics, signage, color,
and sound
• Important to today’s self-service environment
• Lighting—draws attention to store areas and
specific products
• Fixtures—strategically placed to maximize
sales
ELEMENTS OF VISUAL
MERCHANDISING
• INTERIOR DISPLAYS
• FIVE TYPES—architectural displays, closed
displays, open displays, POPs, store
decorations
FIVE TYPES OF INTERIOR DISPLAYS
• ARCHITECTURAL DISPLAYS
– Model rooms
– Shows how merchandise can be arranged in
homes
– Kitchens, living rooms, bedrooms
– Takes up a great deal of space
FIVE TYPES OF INTERIOR DISPLAYS
• Closed displays
– Customers see
– Handle merchandise with assistance from clerk
– Valuable items
FIVE TYPES OF INTERIOR DISPLAYS
• Open Displays
– Customers are able to handle merchandise.
– Shelves, counters, and tables
– Self-service selling environment
FIVE TYPES OF INTERIOR DISPLAYS
• Point-of-Purchase displays (POPs)
– Consumer sales promotion devices
– Bold graphics and signage
– Hold, display, dispense products
– Provide information
– Encourage immediate purchase
FIVE TYPES OF INTERIOR DISPLAYS
• Point-of-Purchase (POPs)
– Temporary—Kiosks for Christmas
– Semi-permanent—Themed promotions
– Permanent—vending machines, ATMs
FIVE TYPES OF INTERIOR DISPLAYS
• Store decorations
– Coincide with seasons or holidays
– Create atmosphere
Chapter 18 Section 18.2
Display Design and Preparation
• Help companies attract customers and sell
products
• Limited timeframe
• Sensitive to individual perceptions, appeal to
targeted customers, and support overall
business image
• Sensitive to cultural and ethnic diversity
FIVE STEPS
• Step 1: Select Merchandise
– Appropriate for the season, target audience,
store’s geographic location
FIVE STEPS
• Step 2: Select the type of display.
– One-item display
– Similar-product display
– Related-product display
– Cross-mix of products
FIVE STEPS
• Step 3: Choose a setting.
– Depends upon the image the business wants to
project.
– Realistic, semi-realistic, and abstract
FIVE STEPS
• Step 4: Manipulate the artistic elements.
– Influence your perception without your knowing
it.
FIVE STEPS
• Step 4: Manipulate the artistic elements.
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Line
Color
Shape
Direction
Texture
Proportion
Balance
Motion
Lighting
FIVE STEPS
• Step 5: Evaluate the completed display.
– Enhance the store’s image?
– Appeal to customers?
– Promote the product?
– Theme creatively applied?
– Color and signage
appropriate?
– Pleasing result?
DISPLAY MAINTENANCE
• Duration—how long should display stay up?
• Check displays daily for damage or missing
items.
• Clothes should be folded and restocked often.
• Organize, label, pack, or reshelve stock.
• Repair, replace, or discard damaged materials.
Assignment
• Quizlet
• Vocabulary
– Practice
– Pre-test—take a test without looking at your words
• Written, MC, T/F
Choose a display that you like.
Using slide number 22, describe the display.