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What is Visual Merchandising?
 Define key terms
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What does Visual Merchandising do?
Visual Merchandisers are responsible for
what?
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Elements of Visual Merchandising
◦ Storefront – Exterior of a business
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Signs
Marquee
Entrances
Window displays
◦ Store Layout – Interior floor space is used (traffic
patterns)
 Four spaces: Selling space, Merchandising, Personnel,
Customer.
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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
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◦ 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.
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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.
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Displays have 3-8 seconds to attract a
customers' attention.
Display design & selection has five steps:
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Step
Step
Step
Step
Step
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2:
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5:
Select Merchandise for Display
Select Display
Choose the setting
Manipulate Artistic elements
Evaluate completed displays
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Does it have sales appeal?
New, populare
Current
Appropriate for season
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One item
Line of goods
Related Merchandise – variety
Assortment - unrelated
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Realistic
Semi realistic
Abstract
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Line – travel through the products. Gage eyes
over features
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Straight
Diagonal
Curving
Vertical
Horizontal
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Color
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Contrast with walls & floors & fixtures
Standard color Wheel
Complementary Colors
Adjacent Colors
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Shape
◦ Physical appearance
◦ Props, fixtures, and merchandise
◦ Mass Displays
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Direction
◦ Guides the viewers vision over all merchandise.
◦ Unfocused
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Texture
◦ Surfaces smooth or rough
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Proportion
◦ Relationship between and among objects
◦ Props should not overshadow.
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Balance
◦ Placing large items with large items and small with
small.
 Formal Balance
 Informal Balance
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Motion
◦ Use of motorized fixtures and props, animated
figures.
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Lighting
◦ Makes displays more attractive.
◦ Reflections
◦ Atmosphere
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How do you do this?
◦ What was your objective for the display?
◦ Generate Sales?
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