Chapter Three Core Design Strategies

1
Chapter ThreeCore Design Strategies
2
Gian Luigi, Longinotti-Buitoni,Selling Dreams
How to Make Any Product Irresistible

• Creating dreams means producing beauty of an
  artistic caliber. Yet, unlike the beauty of art,
  this beauty is not about extremes or a revolution
  in originality. The goal here is not to glorify
  the creator, but to elate the customer.

3
After completing this chapter you should be able
to

• ? Identify the elements and principles of
  design used to create a welcoming store
  environment
• ? Create harmonious color schemes for effective
  wall and fixture presentations
• ? Describe the atmospheric elements and design
  strategies that enhance store environment and
  strengthen store brand or image

4
The Visual Merchandiser is Design Strategist

• What creates a store environment that invites you
  to enter and encourages you to stay and
  browse?Store design that effectively utilizes
  the basic principles and elements drawn from the
  art worldcolor, balance, rhythm, emphasis and
  proportionto create a welcoming place.

5
Atmospherics as a Merchandising Strategy

• Brand image retailers identity in shoppers
  minds. Includes environment, reputation, service,
  merchandise brands and types.

6
Atmospherics as a Merchandising Strategy

• Appeal to 5 senses
• Can be layered into basic shell of store to
  enhance the shopping environment and build the
  brand image
• Borrow principles of design.
• http//www.bernidesign.com/index.html
• Read about the Mazda case study on
  http//biz.planetfeedback.com/bizsite/products_bra
  ndpulse.jsp

7
Purpose and Example

• Multiple sales transactions where two or more
  items are purchased. Example CD and a carrying
  case
• Etageres tall furniture units with open
  shelves. Were once used as furniture and adapt
  well as display fixtures.

8
Design Elements and Principles

• Design is the way we arrange products, signing,
  props, and so on to create a shopping environment
  pleasing to the eye. We work with various
  elements bring unity, a sense of wholeness and
  completeness to our design work. Unity is a
  principle of design. The principles are
  described later in the chapter.

9
Color as a Merchandising Strategy

• Primary Colors red, yellow, and blue.
• Secondary Colors orange, green, and violet.
• Tertiary Colors (third-level) are combinations
  such as yellow/green and blue/violet.

10
Chromatic and Achromatic

• Chromatic highly colored. Ex. red, yellow,
  green, and blue
• Achromatic opposite of highly colored. Ex.
  Black, white, gray.

11
Color Terminology

• Shades made by adding varying amounts of gray
  or black.
• Tints created by adding white to a basic color.

12
Color Terminology

• Value amount of lightness or darkness in a
  color.
• Hue another word for the name of a color red,
  brown,etc.

13
Color Schemes

• Complementary consist of two colors that are
  directly opposite each other on the color wheel.
  Ex. Yellow and Violet.

14
Color Schemes

• Split-Complementary consists of three colors
  one central color plus the two colors on either
  side of its complement. Ex. Yellow with
  red-violet and blue-violet.

15
Color Wheel
16
Color Schemes

• Double-Complementary consists of four colors
  two colors plus their complements. Ex. Yellow
  with violet and green with red.
• Triadic consists of three colors that are
  equidistant from one another on the color wheel
  (they form a triangle when you look at the
  wheel). Ex. Orange, green, and violet.

17
Color Schemes

• Analogous consists of two or more colors that
  are next to each other on the color wheel. Ex.
  Yellow with yellow-green.
• Monochromatic consists of a single color in
  different values and intensities (more white or
  gray blended into the basic color.) Ex. Navy blue
  with medium blue and light blue.

18
Complementary

• Red and Green

19
Neutral

• Taupe and brown

20
Monochromatic

• Red and Brown

21
Color

• Stores that build a color trend into their
  stores décor may look dated.
• Retailers promote different color schemes each
  season featuring a new palette (selection of
  colors).
• http//www.palettepicker.com/colorpicker/

22
Ways to Group Merchandise

• Functional Grouping grouping of different items
  that you would buy together. Ex. Candles and
  candle holders.

23
Functional and Branded Grouping

• Branded Grouping grouping of a particular brand
  of items in one area.

24
How-to of Color Coordination

• Divide colors of product into groups according to
  intensity.
• Intensity degree of saturation of a color.
• Seven groups are
• Brights the clearest, most vivid primary color
  intensities.

25
How-to of Color Coordination

• Pastels colors with added white to lighten and
  soften their effect.
• Midtones not bright and not pastel, just
  in-between values.
• Jewel tones royal colors

26
How-to of Color Coordination

• Muted/Dusty mid tones with added gray
• Earth tones the colors of the earth sand,
  rust, brown
• Neutrals colors that blend with every color
  group.

27
Balance as a Merchandising Strategy

• Composition balancing various elements in an
  artful format.
• Balance an equality of optical weight and
  importance that creates a unified presentation.

28
Balance as a Merchandising Strategy

• Formal balance (symmetrical) two items of equal
  size or weight balanced equidistant from a center
  point.

29
Balance as a Merchandising Strategy

• Informal balance or asymmetrical means away from
  symmetry.

30
Optical Weight

• Optical weight how important, large, or heavy
  an object appears to be versus how much it really
  weighs or how large it is in actual scale.

31
Example

• Face-out piece of hardware for hanging
  merchandise so that the full front of the item is
  visible. It can be a straight arm or a slanted
  arm for a waterfall effect.

32

• Garment Rod

• length of round or flat metal tubing (crossbar)
  that fits into wall-mounted brackets and is used
  to hold rows of garments on hangers. Garment rods
  are generally cut in 4-foot lengths to allow
  flexibility in wall design and to avoid
  overloading.

33
Rhythm as a Merchandising Strategy

• Repetition create sense of visual rhythm.
• Sequence the order in which you place items
  (largest to smallest) helps the store flow
  together.

34
Line Design

• Vertical lines dignity, strength, and height.
• Diagonal lines action
• Horizontal lines restful
• Curved lines graceful, relaxed, carefree

35
Proportion as a Merchandising Strategy

• Proportion relationship between the apparent
  size, mass, scale, or optical weight of two or
  more objects.

36
Texture as Merchandising Strategy

• Texture how something feels
• Open Sell fixturing that makes most merchandise
  accessible to shoppers without assistance of
  salespeople. Lancomes open sell fixture

37
Harmony, Emphasis as Merchandising Strategies

• Harmony an artful element, creating visible
  unity on many levels.
• Emphasis focus on specific items or focus
  attention on certain areas of your store.

38
Terminology

• Planogram drawings that show how merchandise
  and selling fixtures should be placed on selling
  floors, wall sections, or freestanding displays
  and window displays. They are planning tools.

39
Terminology

• Leaseline boundary line where store space
  begins and the malls common area ends.
• A crescent-shaped window at Lend Leases Overgate
  mall in historic Dundee, Scotland, brightens the
  mall and provides a curved lease line for
  storefronts