business and marketing visual merchandising and display

Business and Marketing

Visual Merchandising and Display

In groups of 2 to 4:• Discuss your first impressions when going

into a store1. What catches your eye?2. List the elements of the displays around

the store (color, shape, location, etc.)3. What do you think is most effective in a

display?

18-1: Display Features

Students will be able to:

•Explain the concept and purpose of visual merchandising

•Identify the elements of visual merchandising

•Describe types of display arrangements

•Understand the role of visual merchandisers on the marketing team

Visual Merchandising

The coordination of all physical

elements in a place of business so that it projects the right

image to its customers

Display

The visual and artistic aspects of presenting a product to a target group of customers

Elements of Visual Merchandising

•Storefront

•Store layout

•Store interior

•Interior displays

Storefront: The total exterior of a business

A sign that is used to display the store’s name

•Marquee

Sign:Designed to attract attention and advertise the business

•Entrances

•Window displays

Usually designed with customer convenience and security in mind

Especially useful for visual merchandising

Store layout•The way store floor space is allocated to facilitate sales and serve the customer•Selling space

•Merchandise space

•Personnel space

•Customer space

Store Interior•Floor and wall coverings

•Lighting

•Colors

•Store fixtures

Fixtures—Store furnishings, such as display cases, counters, shelving, racks, and benches

Interior Displays•Interior, or in-store displays generate one out of every four sales; they enable customers to make a selection without personal assistance•Closed displays

•Open displays

•Architectural displays

•Point-of-purchase displays

•Store decorations

•Interactive Kiosks

Types of Interior Displays• Architectural

displays:– Consist of model

rooms that allow customers to see how the merchandise might look in their homes

Types of Interior Displays

• Store decorations:– Displays that often

coincide with season or holidays.

– Banners, signs, props and similar items are used to create the right atmosphere

Types of Interior Displays

• Open displays:– Allow customers to handle and examine

merchandise without help of a sales-person.

Types of Interior Displays• Closed displays

– Allow customers to see but not handle merchandise. Typical for jewelry stores or high end sun-glasses, or wherever security might be an issue.

Types of Interior Displays

• Point-of-purchase displays– Displays that are

designed to promote impulse purchases.

– Usually more effective at supporting new products than established ones

Types of Interior Displays

• Interactive Kiosks:– Recently playing a

growing role on P-O-S (Point of Sale) merchandising.

– Usually higher-technology displays

Visual Merchandising

Artistic Design

With a partner, list the related products you can display with the following:

1. Shampoos

2. Computers

3. Hiking Boots

4. Cell Phones

Shampoo:• Brushes and combs

• Hair styling products

• Other bath products Computers

• Printers

• Software

• Speakers and headphones

Hiking boots:• Socks

• Walking sticks

• Backpacks

• Energy snacks Cell phones

• Covers

• Car chargers

• Headphones

• Other accessories

Display design and preparation1. What is the image of our business?

2. Who are our customers?

3. What kind of merchandise concept is being promoted?

4. Where will the display be built and located?

5. What merchandise will be displayed?

6. How will the selection of merchandise affect the display’s design? How will it affect our business’s image?

5 steps to designing and building a display1. Selecting the merchandise for

display.

2. Selecting the type of display.

3. Choosing a setting type.

4. Manipulating the display’s artistic elements.

5. Evaluating the completed display.

5 steps to designing and building a display

1. Selecting the merchandise for display.

Display merchandise must be visually appealing and appropriate for the season.

5 steps to designing and building a display

2. Selecting the display. There are four basic types of display:

1. One item display, showing a single item

2. Similar-product display, showing one kind of item from several different brands

3. Related-merchandise display, grouping items that can be used together

4. Cross-mix merchandise display, featuring mixed merchandise that creates a scene

5 steps to designing and building a display

3. Choosing a setting. The setting a business selects will depend largely on the image it wants to project.

Settings can be:

• Realistic

• Semi-realistic

• Abstract

5 steps to designing and building a display4. Manipulating artistic elements.

The artistic elements of a display include:

• Line

• Color

• Shape

• Direction

• Texture

• Proportion

• Balance

• Motion

• Lighting

Manipulating Artistic Elements

Various types of lines create different impressions.

For example, straight lines suggest stiffness and control while curving lines suggest freedom and movement.

Manipulating Artistic Elements

Display colors should contrast with the surrounding colors to make the display stand out.

The standard color wheel illustrates the relationships among colors.

Manipulating Artistic Elements

Complementary colors are found opposite each other on the color wheel and are used to create high contrast.

Manipulating Artistic Elements

Adjacent colors, also called analogous colors, are located next to each other on the color wheel and share the same undertones.

Manipulating Artistic ElementsTriadic colors involve three colors equally spaced on the color wheel, such as red, yellow, and blue.

Triadic color harmony creates vivid and contrasting color schemes.

Effective displays use color groupings to create visual calm or excitement.

Manipulating Artistic ElementsShape refers to the physical appearance, or outline, of a display. Some of the shapes that display units may resemble include:

•Squares

•Cubes

•Circles

•Triangles

Displays that have little or no distinct shape are called mass displays.

Manipulating Artistic Elements

Effective displays have direction, which is a smooth visual flow from one part of the display to another.

They should also have a focal point, an area in the display that attracts attention first, above all else.

Manipulating Artistic Elements

Texture is the look of the surfaces in a display. The contrast between the textures used in a display creates visual interest.

Proportion refers to the relationship between and among objects in a display. Props, graphics, and signs should be in proportion to the merchandise; they should not dominate the display.

Manipulating Artistic Elements

Formal balance in a display happens when items of similar size are grouped together, or they are placed in opposite positions to balance one another out.

Informal balance occurs when small items are grouped with a large item.

Formal Balance

Informal Balance

Manipulating Artistic Elements

Motion is playing an increasingly important role in display design. Animation can be achieved through the use of motorized fixtures, props, and mannequins.

Proper lighting is critical to attractive displays. It is recommended that display lighting be two to five times stronger than a store’s general lighting.

Proper Lighting

Creating Motion

Display Design and Preparation5. Evaluating Completed Displays

Be sure to ask questions about your displays, such as:

1.Do they enhance the store’s image, appeal to customers, and promote the product in the best possible way?

2.Was a theme creatively applied?

3.Were the color and signage appropriate?

4.Was the result pleasing?

Display maintenance1. Displays should be checked daily for

damage or displacement caused by customer handling.

2. Missing merchandise should be replaced immediately.

3. Lights should be checked periodically and replaced as necessary.

4. Display units and props should be cleaned and merchandise dusted on a regular basis.