VISUALMERCHANDISING

Where do retailers use visual merchandising?

Four areas of display in a retail store

Storefront

Store Layout

Store Interior

Interior Displays

STORE INTERIOR• Fixtures: Store furnishings

– Permanent and movable– Display cases– Counters– Shelving– Racks– Benches

• Size, variety and quality affects clientele

INTERIOR DISPLAYS

Purpose– Show merchandise

– Provide product information

– Reinforce print/other advertising

INTERIOR DISPLAYS

Purpose

• Promote store’s image

• Usually promotional

• May serve as part of selling space

Types of interior displays

• Closed: see, not touch – Jewelry

• Open: encourages handling– Clothes racks

• Architectural: shows use of product– Room vignettes– Kitchen set-ups

• Point-of-purchase: promote impulse buying– Tabloids, candy at

check-out

• Decorations: promote seasonal or holiday themes

Display Design

• Balance – equal distribution of objects– Formal: identical on both sides (symmetrical)– Informal: not visually identical

• Point of Emphasis – point of eye contact– Contrasting color– Contrasting shapes, size, textures– Highlighting with spotlight– Placement – something in foreground

Every display must have:

• Harmony – pleasing effect of combinations

• Proportion – (Scale) The relationship of the design elements to each other; pleasing effect on the eye– How do the elements relate?

– Consider the side of the space in the window

– Consider the size of objects to be used in the window

• Harmony – pleasing effect of combinations

• Rhythm – line direction, eye movement

– Pyramid/cylinder

– Step or progression: progression of sizes or color (light to dark)

– Zigzag: background, middle, foreground

– Repetition: (xxx) multiples of the same shape or color

– Alternation: (xoxo) when certain shapes or colors are used alternatively (light against dark colors, warm colors with cool)

– Radiation: emphasis in middle; all radiates from center (sun)

AREAS OF WINDOW DISPLAY

• Bow – most important part, seen the most; Used for main attraction, catch the eye

• Center panel – runs ceiling to floor

• Floor – used for tie-in items to help bring attention back to window

• Back/side walls – hanging, accessories

• Door wall – last chance for customer before entering store

Evaluating a Window Display

Ralph Lauren Theme:

Balance:

Emphasis:

Proportion:

Rhythm:

Harmony:

Seasonal

Asymmetrical

Contrast

Proportional

Alternation

Yes