Visual Merchandising and Display
Chapter 18 - Unit 6
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WHAT DO YOU THINK?
Window Store fronts often _______________________________________________________.
Which elements in the storefront or window display help us identify the season?
_____________________________________________________________________________
18.1 DISPLAY FEATURES
Visual merchandising
 _______________________________________ that merchandisers use to project an image to customers.
 Promotes interest in merchandise or services, encourages purchasing, and reinforces customer
satisfaction.
DISPLAY
 The visual and artistic aspects of presenting a product ___________________________________.
Storefront
 Encompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design,
ambiance, and landscaping.
 Marquee – __________________________________________________
STORE LAYOUT
 Refers to ways that stores use floor space to facilitate and promote sales and serve customers.
 __________________________________________________________________
STORE LAYOUT CONT.
Selling space
 ___________________________________, wall and floor merchandise, product demonstrations, sales
transactions, and aisles for customer traffic flow.
Storage Space
 ___________________________________________________________
STORE LAYOUT CONT.
Personal Space
 Allocated to store employees for office space, lockers, lunch breaks, and restrooms
Customer Space
 Is designed for the comfort and convenience of the customer and may include sandwich, soda, and coffee
shops, in-store restaurants, seating, lounges, and recreation areas for children.
Can you think of a place that has all of these things? ___________________________
18.2 Artistic Design
Display Design and Preparation
 1. _________________________________
 2. Selecting the Display
 Feature 1 item, similar items, related products, cross-mix
 3. Choosing a setting
 Realistic, semi realistic (leaves details to imagination), abstract (not reality)
DISPLAY DESIGN CONT.
 4. _________________________________
 Elements of display include line, color, shape, direction, texture, proportion, motion, and lighting.
 5. Evaluation of Completed Displays
 Do displays enhance the stores image, and promote products?
Focal Point
 Effective displays/designs should have a _____________________________
 An area in the display that attracts attention first
Chapter 18: Visual Merchandising and Display - Questions
1. Case Study Online Action
Electronic Registries
When couples get engaged, one of the first–and most fun–things they get to do is register for gifts. At many
stores, this involves picking up an electronic bar code scanner from the customer service desk, then walking
around the store scanning the bar codes of everything they’d like to have.
Write a short report that answers the following question: Why is this a good design idea, from both the
customer’s and the store’s perspective?
ANSWER:
2. Figures Online Action
Store Displays
Think back to your last visit to a retail store.
Answer the following questions: Which interior displays stand out in your mind? Why?
ANSWER:
Advertising and Color
Think about some products that you purchase on a regular basis.
Write a short report that answers the following questions: What colors are featured prominently in their
packaging? How is that color scheme tied to the way they are merchandized within the store?
ANSWER:
3. Market Tech Online Action
Gift Cards
Many large retail chains are incorporating self-service kiosks to handle their gift card programs. In fact, these
cards have evolved beyond mere gift cards, and now act as a kind of prepaid debit card. Customers can use
the kiosks to check their balances, add funds, and see what they have purchased.
What are the benefits of such a system to both customer and business? How large do you think a store ought
to be before thinking about installing such a system?
ANSWER: