Visual Merchandising

Who uses it? Display Categories Display Components Design Elements

Visual Merchandising
• Defined:
– The physical presentation of products

• It is not just about window displays
– Store design, planning, store and department identification, traffic control, store layout, space-sales analysis, fixturing, window display, interior display, and display research.

• “Visual presentation has an advantage over broadcast and print advertisements…over 60% of all women get their clothing ideas from store displays.”

historical societies. brands • Manufacturers: – – – – Showrooms Marts Trade shows – rooms or booths Develop display aids for retailers • Museums. fashion leadership.Who uses VM • Retailers: – – – – – – Make merchandise desirable Make merchandise easy to locate in the store Introduce and explain new products Promote store image Entice customers into the store Show merchandise assortment. fashion details and trend information. Display Categories • • • • Window Exterior Interior Remote . scholarship information. educational institutions – Enhance costume knowledge. trade associations.

etc. curtains. Intimidating • Open Back – Advantage: • Customer can see into the store – Disadvantage • Distraction form store merchandise • Use screens.Window • • • • Eyes to the interior of the store Image Introduction Strengthen traffic and sales • Closed Back: – Advantage: • Less background distractions – Disadvantage • Could appear as a barrier. Types of Windows • • • • • Straight front Angled front Corner Shadow Box Windowless . plants. banners.

hanging. counter top. fixture toppers.Aspen • Public transportation terminals • Displays create attention • Customer must travel or phone . Easels. directional. posters • Floor plans and traffic flow • CD Remote Display • Physical presentation of merchandise in another location • Hotel lobbies • Airports .Exterior • • • • • • Outside appearance of the store front Used to strengthen store image Signs Decorative elements Lights Awnings Interior Display • • • • • Fixtures Flooring Lighting Mirrors Interior signs – Banners.

furniture – Decorative • Used to establish mood or theme • Endless options!! • Backgrounds: – The foundation.Display Components • Merchandise: – – – – Most important Primary purpose for creating the display Will determine other elements of the display Selection of merchandise and timing is critical • Props: – Functional structures • Physical supports • Mannequins. where the display is built – Illusion of a wall – Easier to create an impact if there is some type of background . real or perceived.

display light should be 2-5 time stronger – Create a mood – Color – Project patterns Lighting Suggestions • Avoid bright light directly on mannequin face. shoes • Watch color lighting • Light across a display rather than down – Shadows • Check lighting at night • Hide electrical wiring • Expensive – use a timer • Signage: – Convey information about merchandise – Emphasize a theme – Details • Designer name • Manufacturer • Price . Elbows.• Lighting: – Draws attention to the merchandise – Direct customers through he store – Customer attracted toward well light areas.

black. advancing – Cool Colors: • Blues. force. feminine – Diagonal • Action. pride. charm. spirited.Design Elements • Color – Can immediately create a mood – Warm Colors: • Red. height. yellow. dignity – Horizontal • Easy going and restful – Curved • Grace. greens. brown • Can be warm or cool • Texture – – – – Surface treatment or feel Smooth surfaces appear lighter Textured surfaces appear darker Can be suggestive • Feminine verses masculine • Line – Vertical • Strength. strong . purples • Receding colors – Neutrals • White. orange • Aggressive.

scale. size or position – Attracts the eye first – Usually the merchandise • Contrast – Show a sharp difference between objects – Can use color or texture • Proportion – – – – Relationship of size. or weight Baby shoes next to a huge teddy bear Attracts attention Promote an idea or look • Fragile and weak .• Balance – Symmetrical • formal – Asymmetrical • Informal • Often more interesting • Dominance – By color.

line. lighting Circular Triangle • Repetition – Color. color. shape – Creates importance and dominance .• Rhythm – – – – – Movement from element to element From dominant object to subordinate object Use of line.

Sign up to vote on this title
UsefulNot useful