Ch. 18 Vocab.

Visual Merchandising

Promotes interest in merchandise or services, encourages purchasing, and reinforces customer satisfaction. It encompasses all of the physical elements that merchandisers use to project an image to customers.


Refers to the visual and artistic aspects of presenting a product to a target group of customers.


The exterior of a business. It encompasses a store's sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping.


Is an architectural canopy that extends over a store's entrance.

Store Layout

This refers to ways that stores use floor space to facilitate and promote sales and serve customers.


Permanent or movable store furnishing that hold and display merchandise.

Point-of-Purchase displays

(POPs) a consumer sales promotion device. Most POPs are manufactured units with bold graphics and signage that hold, display, or dispense products.


Four feet high, have a pedestal-mounted, high tech screens, and take up less than two square feet of store space.

Color Wheel

Illustrates the relationships among colors.

Complementary Colors

Colors found opposite of each other on the color wheel. Red and green, blue and orange, and yellow and purple.

Adjacent Colors

A.K.A. analogous colors are located next to each other in the color wheel and share the same undertones. Yellow-orange, and yellow-green.

Triadic Colors

Three colors equally spaced on the color wheel. Red, yellow, blue, or purple, orange, and green.

Focal Point

An area in the display that attracts attention first, above all else.


Refers to the relationship between and among objects in a display.

Formal Balance

When display designers place large items with large items and small items with small items.

Informal Balance

Where the display designer place several small itmes with one large one. (Mannequin is placed next to several shallow baskets of flowers that are elevated on a prop to the mannequin's height.)