VISUAL MERCHANDISING Display Building

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VISUAL MERCHANDISINGDisplay Building
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OBJECTIVE

• Be able to define Visual Merchandising
  provide examples from 6 businesses

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. How do you sell - satisfy
the customers want or need solve their
problems.
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VISUAL MERCHANDISINGPutting Merchandise and/or
its supporting materials out at the Point of
Purchase (P.O.P.) to communicate a message

• FOR EXAMPLE
• Apparel Accessories
• Restaurants
• Grocery Stores
• CD Stores

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OBJECTIVE

• Be able to identify the four different functions
  (purposes) of displays and provide an example
  that you have seen.

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DISPLAY FUNCTIONSExamples From Work

• Reinforce the stores image
• Generate a promotional atmosphere
• Speeding up a sales transaction
• Protecting the stores merchandise

• _________________
• _________________
• _________________
• _________________

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OBJECTIVE

• Be able to define each type of display

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Types 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.

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WINDOW 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

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INTERIOR 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

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INTERIOR 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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EXAMPLE

• Shadow Box
• Small enclosures, Used for small items

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EXAMPLE

• Ledge (Counter)
• Includes counters, walls, or other partitions

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OBJECTIVE

• Be able to define the terms associated with the
  art of visual merchandising (display building)

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THE 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

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EXAMPLE

• UNITY - Refers to the main theme or idea being
  conveyed by the displays.

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EXAMPLE

• ORDER - All the parts of the display(s) are
  arranged in a easy to understand plan

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ADDITIONAL 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.).

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EXAMPLE

• Optical Center - is located just above
  dead-center or the displays mid-point is
  usually the point of emphasis.

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EmphasisOptical Center
Optical Ctr.
Dead Center
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Points of Emphasis
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Points of Emphasis
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Points of Emphasis
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Points of Emphasis
Here
Here
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ADDITIONAL 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

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BALANCE
Formal
Informal
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ADDITIONAL 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

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ADDITIONAL ART TERMS
TEXTURE
PROPORTION
RHYTHM
vs.
vs.
vs.
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ADDITIONAL 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

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LINES
Flat or calm
Dramatic/Arresting
Abrupt or Startling
Soft or Gentle
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EXAMPLE(See Top of Picture)

• Vertical Drama or arresting effect

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EXAMPLE(See Top of Picture)

• Horizontal Flat or calm effect

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EXAMPLE

• Curves Soft or gentle effect

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EXAMPLE

• Diagonal Startling or abrupt

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ARRANGEMENTS
RADIATION
STEP
PYRAMID
REPITITION
ZIG-ZAG
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ARRANGEMENTS

• RADIATION
• Like rays from a central point. Creates a
  dominant center
• Examples???

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ARRANGEMENTS

• PYRAMID
• Arrangement looks like a triangle. Easy to build
• Examples???

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ARRANGEMENTS

• 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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ARRANGEMENTS

• REPITITION
• Using items of the same nature align them in
  the same manner
• Examples???

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ARRANGEMENTS

• ZIG-ZAG
• Merchandise is not built directly to the top of
  the display. Follows different directions
• Examples???

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OBJECTIVE

• Be able to describe the psychological effects
  color has on people discuss how you can use
  this in a display

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Use 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

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RED

• Highly visible
• suggests strong emotions
• used to accent (emphasis)

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BLUE

• Suggests quiet calm
• Peaceful
• Dark blue is somber

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YELLOW

• Cheerful
• Stands out clearly

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ORANGE

• Warm
• Reminds us of Harvest
• Looks good w/ food

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GREEN

• Suggests calm
• Fresh new
• Relaxing

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PURPLE

• Suggests Royalty
• Mysterious
• Serious

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BROWN

• Earthy

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BLACK

• Neutral

WHITE
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OBJECTIVE

• Be able to use lights to create different effects

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DISPLAY 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.
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EXAMPLE
Primary - General Lighting. Illuminates the
store. Usually bright but not always
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EXAMPLE
Secondary - Used to show merchandise. Examples
include floods, track, spot lighting
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EXAMPLE

• Atmosphere - Special lighting. Creates a mood.
• Examples include strobs, bottom lights,
  twinkling lights, etc.

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