Title: VISUAL MERCHANDISING Display Building
1VISUAL MERCHANDISINGDisplay Building
2VISUAL MERCHANDISINGDisplay Building
Read Chapter 18, Pages 380 - 393
3OBJECTIVE
- Be able to define Visual Merchandising
provide examples from 6 businesses
Display
In this day age of self service stores,
displays are absolutely essential as they serve
as the salesperson. Your display MUST sell the
product or service.
4VISUAL MERCHANDISINGPutting Merchandise and/or
its supporting materials out at the Point of
Purchase (P.O.P.) to communicate a message
- PROVIDE EXAMPLES
- Apparel Accessories
- Restaurants
- Grocery Stores
- Sporting Good Stores
- Bike Shops
5OBJECTIVE
- Be able to identify the four different functions
(purposes) of displays and provide an example
that you have seen.
6DISPLAY FUNCTIONSExamples From Work
- Reinforce the stores image
- Generate a promotional atmosphere
- Speeding up a sales transaction
- Protecting the stores merchandise
- _________________
- _________________
- _________________
- _________________
7OBJECTIVE
- Be able to define each type of display
8Types of Displays
- Window
- Displays seen from the outside of the store
- Full Background
- Partial Background
- Open Background
- Interior
- Displays seen from inside the store
- Open
- Closed
- Built-up
- Shadow Box
- Ledge (Counter)
- P.O.P.
9WINDOW DISPLAYS
- Full Background
- Completely closed background, offers no
distractions - Partial Background
- partially blocked background, people inside can
be seen, encourages shoppers to join the crowd - Open Background
- No background, indicates spaciousness blends w/
the store
10INTERIOR DISPLAYS
- Open
- Display that can be touched, often on a counter,
prop, or rack - Closed
- You cant touch, used for high value or fragile
merchandise - Built-up
- Placed on platforms or on props, used in high
traffic areas or endcaps
11INTERIOR DISPLAYS
- Shadow Box
- Small enclosures, Used for small items
- Ledge (Counter)
- Includes counters, walls, or other partitions
- Point of Purchase (P.O.P.)
- Display built to hold and sell merchandise (ex.
cardboard setups)
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13EXAMPLE
- Shadow Box
- Small enclosures, Used for small items
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15EXAMPLE
- Ledge (Counter)
- Includes counters, walls, or other partitions
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17OBJECTIVE
- Be able to define the terms associated with the
art of visual merchandising (display building)
18THE ART OFVISUAL MERCHANDISING
- COMPOSITION - Think of your store as a blank
canvas. Your completed work is a composition.
Composition is the - overall effect
- UNITY - Refers to the main theme or idea being
conveyed by the displays. - ORDER - All the parts of the display(s) are
arranged in a easy to understand plan
19EXAMPLE
- UNITY - Refers to the main theme or idea being
conveyed by the displays.
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21EXAMPLE
- ORDER - All the parts of the display(s) are
arranged in a easy to understand plan
22????????!!!
23ADDITIONAL ART TERMS
- Emphasis - the point of the display that is
dominant (The first thing people notice) - Optical Center - is located just
- above dead-center or the displays mid-point
is usually the point of emphasis. - Points of emphasis can be created elsewhere in
the display using art techniques (movement, use
of color, contrast, relative size, etc.).
24EXAMPLE
- Optical Center - is located just above
dead-center or the displays mid-point is
usually the point of emphasis.
25EmphasisOptical Center
Optical Ctr.
Dead Center
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28Points of Emphasis
29Points of Emphasis
30Points of Emphasis
31Points of Emphasis
Here
Here
32ADDITIONAL ART TERMS
- Balance - Refers to the relative weight given
each side of a display - Formal Balance - One side is a duplicate of the
other - Informal Balance - One side has more weight than
the other or different sized items are used to
off-set the large item on the other side
33BALANCE
Formal
Informal
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35ADDITIONAL ART TERMS
- Harmony - The displays lines, shapes, sizes,
textures are arranged in a pleasing manner - Texture refers to the look or
- feel of the display
- Proportion refers to the relationship between
items w/ respect to their size - Rhythm refers to a sense of movement
- created by repitition, graduation, etc.
- Lines refer to the direction of the display
36ADDITIONAL ART TERMS
TEXTURE
PROPORTION
RHYTHM
vs.
vs.
vs.
37ADDITIONAL ART TERMS
- Lines refer to the direction of the display
- Vertical Drama or arresting effect
- Horizontal Flat or calm effect
- Curves Soft or gentle effect
- Diagonal Startling or abrupt
38LINES
Flat or calm
Dramatic/Arresting
Abrupt or Startling
Soft or Gentle
39EXAMPLE(See Top of Picture)
- Vertical Drama or arresting effect
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41EXAMPLE(See Top of Picture)
- Horizontal Flat or calm effect
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43EXAMPLE
- Curves Soft or gentle effect
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45EXAMPLE
- Diagonal Startling or abrupt
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47ARRANGEMENTS
RADIATION
STEP
PYRAMID
REPITITION
ZIG-ZAG
48ARRANGEMENTS
- RADIATION
- Like rays from a central point. Creates a
dominant center - Examples???
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50ARRANGEMENTS
- PYRAMID
- Arrangement looks like a triangle. Easy to build
- Examples???
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53ARRANGEMENTS
- STEP
- Merchandise arranged to look like steps in a
house. Gives the feeling of motion. Customer
eyes will follow steps - Examples???
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55ARRANGEMENTS
- REPITITION
- Using items of the same nature align them in
the same manner - Examples???
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57ARRANGEMENTS
- ZIG-ZAG
- Merchandise is not built directly to the top of
the display. Follows different directions - Examples???
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59OBJECTIVE
- Be able to describe the psychological effects
color has on people discuss how you can use
this in a display
60Use of Color
- Warm Colors
- Yellow, Orange, Red
- Called advancing colors meaning they make
things seem bigger closer
- Cool Colors
- Blue, Green, Purple
- Called receding colors meaning they make things
look smaller farther away
61 RED
- Highly visible
- suggests strong emotions
- used to accent (emphasis)
62 BLUE
- Suggests quiet calm
- Peaceful
- Dark blue is somber
63YELLOW
- Cheerful
- Stands out clearly
64ORANGE
- Warm
- Reminds us of Harvest
- Looks good w/ food
65GREEN
- Suggests calm
- Fresh new
- Relaxing
66PURPLE
- Suggests Royalty
- Mysterious
- Serious
67BROWN
68BLACK
WHITE
69OBJECTIVE
- Be able to use lights to create different effects
70DISPLAY LIGHTING
Primary - General Lighting. Illuminates the
store. Usually bright but not
always Secondary - Used to show merchandise.
Examples include floods, track, spot
lighting Atmosphere - Special lighting. Creates
a mood. Examples include strobs, bottom
lights, twinkling lights, etc.
71EXAMPLE
Primary - General Lighting. Illuminates the
store. Usually bright but not always
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73EXAMPLE
Secondary - Used to show merchandise. Examples
include floods, track, spot lighting
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75EXAMPLE
- Atmosphere - Special lighting. Creates a mood.
- Examples include strobs, bottom lights,
twinkling lights, etc.
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