Visual Merchanding
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
4 Elements of Visual Merchandising
Storefront
Store layout
Store interior
Interior displays
Storefront
The total exterior of a business
Sign
Designed to attract attention and advertise the business
Marquee
A sign that is used to display the store's name
Entrance
Usually designed with customer convenience and security in mind
Window Displays
Especially useful for visual merchandising
Store layout definition and its 4 spaces
The way store floor space is allocated to facilitate sales and serve the customer
Selling space
Merchandise space
Personnel space
Customer space
Store Interior's 4 elements
Floor and wall coverings
Lighting
Colors
Store fixtures
Fixtures
Store furnishings, such as display cases, counters, shelving, racks, and benches
Interior Display definition and its 6 types
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
Architectural Displays
Consist of model rooms that allow customers to see how the merchandise might look in their homes
Store decorations
Displays that often coincide with season or holidays.
Banners, signs, props and similar items are used to create the right atmosphere
Open Display
Allow customers to handle and examine merchandise without help of a sales-person
Closed Display
Allow customers to see but not handle merchandise. Typical for jewelry stores or high end sun-glasses, or wherever security might be an issue.
Point-of-Purchase Display
Displays that are designed to promote impulse purchases.
Usually more effective at supporting new products than established ones
Interactive Kiosks
Recently playing a growing role on P-O-S (Point of Sale) merchandising.
Usually higher-technology displays
Display design's 6 questions
1.) 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 af
5 steps to designing a display
1.) 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.
4 basic types of display
One item display, showing a single item
Similar-product display, showing one kind of item from several different brands
Related-merchandise display, grouping items that can be used together
Cross-mix merchandise display, featuring mixed merchandise that c
Settings can be:
Realistic
Semi-realistic
Abstract
Artistic Elements of a display (9)
Texture
Proportion
Balance
Motion
Lighting
Line
Color
Shape
Direction
Various types of lines create:
Different impressions
Straight lines - stiffness/control
curving lines - freedom/movement
Complementary Colors
Opposite on color wheel
Creates high contrast
Adjacent Colors
A.K.A. analogous colors
Next to each other on color wheel
Share the same undertones
Triadic Colors
3 colors equally spaced on color wheel (red, yellow, blue)
Triadic color harmony creates vivid/contrasting color schemes
Effective display use color groupings to create visual calm or excitement
Examples of Shapes
Squares
Cubes
Circles
Triangles
Mass Display
displays that have little/no distinct shape
Focal Point
An area in a display that attracts attention first, above all else
Proportion
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.
Formal balance
when items of similar size are grouped together, or they are placed in opposite positions to balance one another out.
Informal balance
when small items are grouped with a large item.
Motion
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.
Evaluating Completed Display's 4 Questions
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 maintenance
Displays should be checked daily for damage or displacement caused by customer handling.
Missing merchandise should be replaced immediately.
Lights should be checked periodically and replaced as necessary.
Display units and props should be cleaned and mer