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Visual Merchandising

Chapter 40

Visual Merchandising

When you are in the mall, what elements that you can see make you want to enter a particular store?

What is Visual Merchandising?

Visual merchandising is the physical presentation of merchandise and the design of a place of business for the purpose of increasing sales.

What is Visual Merchandising?
Visual merchandising is often referred to as the silent salesperson.  The purpose of visual merchandising is to attract customers to the merchandise for closer examination.

 Store image is created by visual merchandisers through the design and décor of the store.  .Store Image The store image is the idea of a store in people’s minds.

Store Image  How do these people know what image to develop for a store? Who are our customers?  What kinds of new customers do we want to attract?  What kind of merchandise do we sell?  What is the image of our location?  What image does our main competitor have?  What image do we want to project?  .

outdoor lighting.  The location often influences a store’s image.  . display windows. and the building itself.Store Image: Store Exterior The store exterior is often called the storefront. and it includes the store sign.  The design of a business’s exterior is often part of the place decision. landscaping. entrances.

Many businesses develop a unique way of writing the company name. often with design elements.Store Exterior The store sign is a major element of a store exterior.  .  The display windows show a selection of merchandise available in the store.

racks holding merchandise. . etc. displays.Store Interior A store interior is usually divided into two sections: the selling area and the sales support area.   Area includes shelves. cash registers.  The selling area is where the merchandise is presented to the customer.

 Also includes staff areas and space for merchandise receiving and storage. . such as restrooms. and cafes. lounges.Store Interior  The sales support area contains amenities for customers.

racks. and other furnishings. .Store Interior: Store Layout   A store layout is a plan that shows how the space in the store will be used. light fixtures. such as shelving.  The placement of these items will have a major effect on store image. counters. as well as the permanent fixtures. The selling and sales support areas are indicated.

such as floor and wall coverings. .Store Interior: Store Decor  Store décor refers to the way the store is decorated. props)  The term fixture refers to an item designed to hold merchandise for display and sale. lighting and store fixtures. signs.  More permanent items. and seasonal items (banners.

Merchandise Presentation  Merchandise presentation is the way merchandise is displayed for sales in a store. .

 Customers can find the merchandise on their own.  . all of the merchandise is on the selling floor. and then bring them to the cashier.Merchandise Presentation In self-service presentation. select the items they want.

but you must ask a sales associate to get the item you wish to purchase. . Select items may be on display.Merchandise Presentation  In full-service presentation. none of the items for sale are on the floor.

Merchandise Presentation  Large retail stores often have a combination of self-service and fullservice. The sales associate asks what you are interested in and bring it to you.  Some upscale stores offer luxury fullservice. .

Merchandise Presentation What are the advantages and disadvantages of self-service? What are the advantages and disadvantages of full-service? .

.  Displays can also provide information about the products. and add to the store image.Displays  A display is an arrangement of merchandise designed to get attention and thus promote sales. show customers how to use or accessorize products.  The major purpose of displays is to excite customer interest in the merchandise.

Displays: Types of Displays .

 Window displays are usually designed to capture customer interest and draw customers to the store.Displays: Types of Displays  A window display appears in store windows that face the street or the walkways of a mall. .  Window displays often have dramatic colors and lighting.

such as how to wear new styles or coordinate accessories.Displays: Types of Displays An interior display is located inside a store.  .  Interior displays often provide information. They are strategically placed to catch a customer’s eye and to generate traffic flow within the store.

Displays: Types of Displays There are three types of interior displays: open. and pointof-purchase. closed.  In a closed display.  In an open display. the merchandise is arranged so that the shopper can handle it.  . the merchandise is enclosed in a display case so that the shopper cannot touch it.

Displays: Types of Displays A point-of-purchase display is designed to provoke impulse purchases as the customer is waiting to pay for his or her purchases.  They are designed by the manufacturer and usually found near a cash register.  .

 . or subject of current promotional campaign.   Ex.  2. Choose the merchandise. Determine the goal of the display.Display Development The following steps will help you plan a display:  1. – promote new merchandise? Show how to wear new style? Should be eye-catching or notable.

. holiday. back-to-school Props are objects used in a display to support the theme or to physically support the merchandise.Choose a theme.Display Development  3. Arrange the merchandise and props.  4.   5.  Artistic: color. Theme: beach. Select props.

Design the lighting.  Signs should be brief and easy to read.  Spotlights can be used to focus on specific items. Lighting should provide enough light to see merchandise and read signs.Display Development  6. Signs should give info.  . Develop signs.  Lighting should minimize glare and shadows.   7. like price.

replaces damaged goods. clean regularly.  To maintain a good image. a display must be kept clean and orderly. and replace lights as necessary.  Some guidelines for good display maintenance are to check display at least once a day.  .Display Maintenance Dirty. replace moved items. messy displays can ruin a store’s image.

Display Evaluation  The purpose of displays is to promote store image and sell products.       Does the display fit our store image? Does it grab customers’ attention? Is focus on merchandise? Are signs clear and easy to read? Is there enough light? Is the display neat and clean? .  Visual merchandisers usually evaluate each display to determine whether it is meeting these goals.

Design and Visual Merchandising Success in visual merchandising involves the use of design.  Design is the purposeful arrangement of materials so that a certain effect is produced.  Design is involved in many areas. including advertising.  . product development. and visual merchandising.

Design and Visual Merchandising  The elements of design include: 1.  . Line 5. Color 4. Shape 6. Light  3. Motion  The elements of design are building blocks that can be manipulated to create an effect. Texture  2.

Balance  4.  The principles of design are:  1.Design and Visual Merchandising The principles of design are guidelines that can help you use the elements effectively. Emphasis  2. Movement  3. Proportion  .

 Colors grab attention. or affect how someone feels.Color Color is often the most dramatic and noticeable design element.  . create a mood.

 However. people tend to agree on which color combinations are pleasing.  The color wheel is a standard arrangement of 12 colors in a wheel that shows the relationships among the colors.Color: Color Wheel The perception of color is individual.  .

red-violet. and orange.Color: Color Wheel The primary colors are red. and gray are neutral colors. blueviolet. blue-green. and yellow. white. violet.  .  Black. blue.  The intermediate colors are yelloworange.  The secondary colors are green. and red-orange. yellow-green.

pink) Hues mixed with black are called shades. – burgundy) Intensity refers to the brightness or dullness of a color. that is. such as red. Value refers to the lightness and darkness of the color. how much white or black is mixed with the hue.Color: Color Wheel      Hue is the pure color itself. (ex. Hues mixed with whites are called tints. (ex. .

.Color: Color Schemes  A color scheme is a description of color combinations.

Can be an actual line drawn by a pen  Can be a boundary. curved. Shape. such as where 2 walls meet or a seems joins 2 pieces of fabric  Can be straight.Line. and Light  Line refers to a one-dimensional mark that looks as if it were drawn by a pen. or jagged  A line also has direction (horizontal. vertical. or diagonal)  . Texture.

Shapes can be twodimensional or threedimensional. and Light  Shape refers to the shapes used in design.Line. which is often called the silhouette. Shape.  Shape also refers to the overall outline of an item or display.  . Texture.

smooth. and Light  Texture refers to the surface quality of materials.  rough. hard. Shape. .Line. shaggy. etc. soft.  Light is necessary in a window or display so that the viewer can see what is being shown. fuzzy. Texture.

 Mechanical devices are often used to move products in the display.  The most common is a rotating platform.  .Motion Motion can be an additional element of design.

Principles of Design Emphasis is drawing the attention of the viewer to the most important part of a display.  .  Movement refers to the way the design guides the viewers’ eyes over an item or display.

 Formal balance means that you have an object on one side of the line. and another object of equal size the same distance from the line on the other side.Principles of Design Balance refers to the way items are placed around an imaginary centerline.  .

 . and a smaller but very bright object on the other side. but the other side you have two smaller objects that are about the same size as the larger object.  Informal balance also occurs when you have a large pale object on one side.Principles of Design Informal design means that you have a large object on one side of the line.

 . for which you consider the size and space relationships of all the parts of the item to the whole item.  Proportion can also be applied to a single item.Principles of Design Proportion refers to the size and space relationship of all items in a display.