Visual Merchandising & Display

advertisement

What is Visual Merchandising?
 Define key terms


What does Visual Merchandising do?
Visual Merchandisers are responsible for
what?
1

Elements of Visual Merchandising
◦ Storefront – Exterior of a business




Signs
Marquee
Entrances
Window displays
◦ Store Layout – Interior floor space is used (traffic
patterns)
 Four spaces: Selling space, Merchandising, Personnel,
Customer.
2

Elements of Visual Merchandising cont.
◦ Store Interior – floor, wall coverings, lighting,
colors, fixtures.
 Floor - Supermarkets – linoleum/tile
 Specialty Stores – Thick carpet
What image is projected in each? Why?
 Colors – Pastels & soft colors
- Bright colors
Relate this color knowledge to store interiors you’re
familiar with, example: Limited Too
3
◦ Interior displays – Generate 1 out of every 4
sales.
 May be considered “Self-service”
Have you ever purchased an item based on the display?
Types: Closed, open, architectural, point of purchase, store
decorations, Storefronts: Marquees, Signs, Window
Display, Entrances.
4

Props used with interior displays are
classified:
◦ Decorative – background scenery used to indicate a
season or create interesting setting
◦ Functional – items for holding merchandise such as
mannequins and shirt forms. Unusual props or
unusual ways to use common items. Example:
colored stone.
5
6
7
8
9


Displays have 3-8 seconds to attract a
customers' attention.
Display design & selection has five steps:
10





Step
Step
Step
Step
Step
1:
2:
3:
4:
5:
Select Merchandise for Display
Select Display
Choose the setting
Manipulate Artistic elements
Evaluate completed displays
11




Does it have sales appeal?
New, populare
Current
Appropriate for season
12




One item
Line of goods
Related Merchandise – variety
Assortment - unrelated
13



Realistic
Semi realistic
Abstract
14

Line – travel through the products. Gage eyes
over features
◦
◦
◦
◦
◦
Straight
Diagonal
Curving
Vertical
Horizontal
15

Color
◦
◦
◦
◦
Contrast with walls & floors & fixtures
Standard color Wheel
Complementary Colors
Adjacent Colors
16

Shape
◦ Physical appearance
◦ Props, fixtures, and merchandise
◦ Mass Displays
17

Direction
◦ Guides the viewers vision over all merchandise.
◦ Unfocused
18

Texture
◦ Surfaces smooth or rough
19

Proportion
◦ Relationship between and among objects
◦ Props should not overshadow.
20

Balance
◦ Placing large items with large items and small with
small.
 Formal Balance
 Informal Balance
21

Motion
◦ Use of motorized fixtures and props, animated
figures.
22

Lighting
◦ Makes displays more attractive.
◦ Reflections
◦ Atmosphere
23

How do you do this?
◦ What was your objective for the display?
◦ Generate Sales?
24
Download