1. Flower shop displays Mrs. Hendrix Principles and Elements of Floral Design

2. Terms to know • Artistic Display • Buying Up • Display • Display Elements • Impulse Buying • Product-Oriented Displays • Theme Displays • Visual Merchandising

3. Introduction • The goal of a florist is to sell products/services • To do so, customers must be attracted to store • Known as “Visual Merchandising” • Building design • Store layout • Lights • Signs • Fixtures • Displays • General store decorations • Focus here will be displays

4. Displays • Visual and artistic aspect of presenting a product to customers • Make store seem unique • Use advertisement to get them there, use displays to keep them there • Customers make judgments based on the way a store looks • Attractive, well maintained with easy to read signs • Adequate parking with easy access to store entrance

5. Primary purpose • Motivate customers to make purchases • To work, florist must understand visual merchandising • Attract attention • Arouse interest • Create desire • Initiate buying

6. Attract attention • Causes people to look • Color • Contrast • Light • Motion • Turntables • Fountains • Fans • Flashers • Fabric (if used properly)

7. Arouse interest • Must hold viewer’s attention long enough to develop interest in merchandise • Must have a focal point • Movement through the display should be encouraged

8. Create desire • Viewer should become enthusiastic about buying the merchandise • Show products in everyday settings • Helps customer envision how to use it at home • Show products in glamorous/fantastic settings • Helps customer become part of the “fantasy”

9. Initiate buying • If first three steps are accomplished the result should be a sale • Information like price and/or availability should be accessible to customer

10. Secondary purpose • Impulse buying • Buying up • Multiple sales • Create store image • Showcasing products • Reinforce advertising • Educate customers • Encourage future sales

11. Artistic displays • Designed to stop traffic and focus attention • Doesn’t sale directly • Used to • Pull customers through store • Draw people to “dead” area • Stop shoppers at important section • Create an image

12. Theme Displays • Based on specific subject or topic • Holidays • Christmas, Valentine’s Day, Easter • Seasons • Spring, Summer, Autumn, Winter • Life events • Weddings, Graduations, Proms • Commemorations • Veterans Day, Secretaries’ Day • Community Celebrations • Local fairs, civic projects, political and cultural events

13. Suggested display planner • January • Winter Seasonal, Valentine’s Day • February • Valentine’s Day, Mardi Gras, National FFA Week • March • Spring Seasonal, St. Patrick’s Day, Easter • April • Spring, Easter, Secretaries’ Week

14. Suggested display calendar • May • Mother’s Day, Summer Seasonal, Memorial Day, Commencement • June • Summer Seasonal, Father’s Day • July • Summer Seasonal, Independence Day • August • Summer Seasonal, Back to School

15. Suggested display calendar • September • Labor Day, Grandparent’s Day • October • Autumn Seasonal, Halloween, Sweetest Day, Bosses’ Day • November • Autumn Seasonal, Veterans’ Day, Thanksgiving • December • Winter Seasonal, Christmas

16. Product-oriented display • Focus on direct promotion of merchandise • Single Item Display • Line-of-goods Display • Single type • Related Merchandise Display • Collection of items used together or similar • Variety Displays • Unrelated merchandise, common color or price

17. Designing display • Display elements • Components used in assembling display • Can be mixed in many combinations • Includes merchandise, fixtures, props • Repetition • Step • Zigzag • Pyramid • Radiation

18. Repetition • Simple in form • Achieves effect through repeated use of similar items • All same: • Height • Spacing • Direction

19. Step • Varied size merchandise in progression from smallest to largest • Easy for eye to follow • All same • Height • Face same direction

20. ZigZag • Leads eye back and forth and up and down • Interesting and continuous line for eye to follow • Columns and pedestals can be used to achieve height desired

21. Pyramid • Triangular arrangement of products with broad base rising to center peak • Formal arrangement • Effective with most merchandise • Potted plants and flowers

22. radiation • Merchandise appears to radiate from central point • Columns and pedestals display at appropriate heights to create fanlike arrangement or complete circle

23. review • Identify as theme-oriented or product-oriented • Valentine’s Day • Wedding • New Line of Vases • Cultural Event • Display of cut flowers • Secretaries’ Day • Display of potted plants, pots, growing medium • Display of balloons

24. Review • Illustrate following display arrangements • Zigzag • Step • Radiation • Repetition • Pyramid