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Chapter 18 Visual Merchandising and Display

This document discusses visual merchandising and display. It aims to attract customers and keep them coming back through effective displays. Displays are one element of visual merchandising, which also includes the entire business environment. Effective visual merchandising establishes a distinct brand image through elements like storefront, layout, interior, and displays. There are five types of interior displays - architectural, closed, open, point-of-purchase, and store decorations. The five steps to design an effective display are selecting merchandise, display type, setting, manipulating artistic elements, and evaluation. Displays must be maintained through checks, organization, and repairs.

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Bharti Pahuja
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386 views

Chapter 18 Visual Merchandising and Display

This document discusses visual merchandising and display. It aims to attract customers and keep them coming back through effective displays. Displays are one element of visual merchandising, which also includes the entire business environment. Effective visual merchandising establishes a distinct brand image through elements like storefront, layout, interior, and displays. There are five types of interior displays - architectural, closed, open, point-of-purchase, and store decorations. The five steps to design an effective display are selecting merchandise, display type, setting, manipulating artistic elements, and evaluation. Displays must be maintained through checks, organization, and repairs.

Uploaded by

Bharti Pahuja
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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VISUAL MERCHANDISING AND

DISPLAY
Chapter 18 Section 18.8
Display Features
• Visual Merchandising and Display
• Elements of Visual Merchandising
GOAL
• Attract customers and keep them coming back
• Display is only one element of visual
merchandising.
• Display refers to visual and artistic aspects.
• Visual merchandising includes the entire
business environment.
• Helps build the overall business or brand
image.
INCLUDES
• A distinct, clear, and consistent image
• Setting a business apart from its competition
• Attracting positive attention and loyal
customers
IMAGE
• Design and layout of the store
• Logo and signage
• Unique lines of merchandise
• Store’s Web site
• Distinct promotional or ad campaign
• Targeted base of customers
ELEMENTS OF VISUAL
MERCHANDISING
• STOREFRONT
• STORE LAYOUT
• STORE INTERIOR
• INTERIOR DISPLAYS
ELEMENTS OF VISUAL
MERCHANDISING
• STOREFRONT
• The exterior of a business
• Includes sign or logo, marquee, outdoor
lighting, banners, planters, awnings,
windows, exterior design, ambiance,
landscaping, and lighting.
ELEMENTS OF VISUAL
MERCHANDISING
• STOREFRONT
• A. Signs
• B. Marquee
• C. Entrances
• D. Window displays
ELEMENTS OF VISUAL
MERCHANDISING
• STORE LAYOUT
• A. Selling space
• B. Storage space
• C. Personnel space
• D. Customer space
ELEMENTS OF VISUAL
MERCHANDISING
• STORE INTERIOR—Graphics, signage, color,
and sound
• Important to today’s self-service environment
• Lighting—draws attention to store areas and
specific products
• Fixtures—strategically placed to maximize
sales
ELEMENTS OF VISUAL
MERCHANDISING
• INTERIOR DISPLAYS
• FIVE TYPES—architectural displays, closed
displays, open displays, POPs, store
decorations
FIVE TYPES OF INTERIOR DISPLAYS
• ARCHITECTURAL DISPLAYS
– Model rooms
– Shows how merchandise can be arranged in
homes
– Kitchens, living rooms, bedrooms
– Takes up a great deal of space
FIVE TYPES OF INTERIOR DISPLAYS
• Closed displays
– Customers see
– Handle merchandise with assistance from clerk
– Valuable items
FIVE TYPES OF INTERIOR DISPLAYS
• Open Displays
– Customers are able to handle merchandise.
– Shelves, counters, and tables
– Self-service selling environment
FIVE TYPES OF INTERIOR DISPLAYS
• Point-of-Purchase displays (POPs)
– Consumer sales promotion devices
– Bold graphics and signage
– Hold, display, dispense products
– Provide information
– Encourage immediate purchase
FIVE TYPES OF INTERIOR DISPLAYS
• Point-of-Purchase (POPs)
– Temporary—Kiosks for Christmas
– Semi-permanent—Themed promotions
– Permanent—vending machines, ATMs
FIVE TYPES OF INTERIOR DISPLAYS
• Store decorations
– Coincide with seasons or holidays
– Create atmosphere
Chapter 18 Section 18.2
Display Design and Preparation
• Help companies attract customers and sell
products
• Limited timeframe
• Sensitive to individual perceptions, appeal to
targeted customers, and support overall
business image
• Sensitive to cultural and ethnic diversity
FIVE STEPS
• Step 1: Select Merchandise
– Appropriate for the season, target audience,
store’s geographic location
FIVE STEPS
• Step 2: Select the type of display.
– One-item display
– Similar-product display
– Related-product display
– Cross-mix of products
FIVE STEPS
• Step 3: Choose a setting.
– Depends upon the image the business wants to
project.
– Realistic, semi-realistic, and abstract
FIVE STEPS
• Step 4: Manipulate the artistic elements.
– Influence your perception without your knowing
it.
FIVE STEPS
• Step 4: Manipulate the artistic elements.
– Line
– Color
– Shape
– Direction
– Texture
– Proportion
– Balance
– Motion
– Lighting
FIVE STEPS
• Step 5: Evaluate the completed display.
– Enhance the store’s image?
– Appeal to customers?
– Promote the product?
– Theme creatively applied?
– Color and signage
appropriate?
– Pleasing result?
DISPLAY MAINTENANCE
• Duration—how long should display stay up?
• Check displays daily for damage or missing
items.
• Clothes should be folded and restocked often.
• Organize, label, pack, or reshelve stock.
• Repair, replace, or discard damaged materials.
Assignment
• Quizlet
• Vocabulary
– Practice
– Pre-test—take a test without looking at your words
• Written, MC, T/F

Choose a display that you like.


Using slide number 22, describe the display.

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