VISUAL MERCHANDISING Display Building

1. VISUAL MERCHANDISINGDisplay Building

2. OBJECTIVE *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 customer’s want or need & solve their problems. Be able to define “Visual Merchandising” & provide examples from 6 businesses

3. 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

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

5. Reinforce the store’s image Generate a promotional atmosphere Speeding up a sales transaction Protecting the store’s merchandise _________________ _________________ _________________ _________________ DISPLAY FUNCTIONS&Examples From Work

6. OBJECTIVE Be able to define each type of display

7. 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. Types of Displays

8. 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

9. INTERIOR DISPLAYS • Open • Display that can be touched, often on a counter, prop, or rack • Closed • You can’t touch, used for high value or fragile merchandise • Built-up • Placed on platforms or on props, used in high traffic areas or endcaps

10. 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)

12. EXAMPLE • Shadow Box • Small enclosures, Used for small items

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

16. OBJECTIVE Be able to define the terms associated with the “art” of visual merchandising (display building)

17. 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

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

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

21. ????????!!!

22. 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 display’s 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.).

23. EXAMPLE Optical Center - is located just above “dead-center” or the display’s mid-point & is usually the point of emphasis.

24. “Emphasis”Optical Center Optical Ctr. Dead Center

27. “Points of Emphasis”

28. “Points of Emphasis”

29. “Points of Emphasis”

30. “Points of Emphasis” Here Here

31. 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

32. BALANCE Formal Informal

34. ADDITIONAL “ART” TERMS • Harmony - The display’s 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

35. ADDITIONAL “ART” TERMS TEXTURE PROPORTION RHYTHM vs. vs. vs.

36. 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

37. LINES Flat or calm Dramatic/Arresting Abrupt or Startling Soft or Gentle

38. EXAMPLE(See Top of Picture) Vertical = Drama or arresting effect

40. EXAMPLE(See Top of Picture) Horizontal = Flat or calm effect

42. EXAMPLE • Curves = Soft or gentle effect

44. EXAMPLE • Diagonal = Startling or abrupt

46. ARRANGEMENTS RADIATION STEP PYRAMID REPITITION ZIG-ZAG

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

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