VISUAL MERCHANDISING Display Building
Jan 05, 2016
VISUAL MERCHANDISINGDisplay Building
OBJECTIVEBe 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 customer’s want
or need & solve their problems.
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
OBJECTIVE
Be able to identify the four different functions (purposes) of displays and provide an example that you
have seen.
DISPLAY FUNCTIONS&
Examples From Work• Reinforce the store’s image• Generate a promotional
atmosphere• Speeding up a sales
transaction• Protecting the store’s
merchandise
• _________________
• _________________
• _________________
• _________________
OBJECTIVE
Be able to define each type of display
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.
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
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
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)
EXAMPLE
• Shadow Box
–Small enclosures, Used for small items
EXAMPLE
• Ledge (Counter)
–Includes counters, walls, or other partitions
OBJECTIVE
Be able to define the terms associated with the “art” of
visual merchandising (display building)
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
EXAMPLE
• UNITY - Refers to the main theme or idea being conveyed by the displays.
EXAMPLE
• ORDER - All the parts of the display(s) are arranged in a easy to understand plan
????????!!!
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.).
EXAMPLE
Optical Center - is located just above “dead-center” or the display’s mid-point & is usually the point of emphasis.
“Emphasis”Optical Center
Dead Center
Optical Ctr.
“Points of Emphasis”
“Points of Emphasis”
“Points of Emphasis”
“Points of Emphasis”
Here Here
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
BALANCE
Formal Informal
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
ADDITIONAL “ART” TERMS
vs.
TEXTURE PROPORTION RHYTHM
vs. vs.
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
LINESDramatic/Arresting Flat or calm
Soft or Gentle Abrupt or Startling
EXAMPLE(See Top of Picture)
Vertical = Drama or arresting effect
EXAMPLE(See Top of Picture)
Horizontal = Flat or calm effect
EXAMPLE
• Curves = Soft or gentle effect
EXAMPLE
• Diagonal = Startling or abrupt
ARRANGEMENTS
RADIATION
REPITITION
PYRAMID
STEP
ZIG-ZAG
ARRANGEMENTS
• RADIATION:
– Like rays from a central point. Creates a dominant center
– Examples???
ARRANGEMENTS
• PYRAMID:
– Arrangement looks like a triangle. Easy to build
– Examples???
ARRANGEMENTS
• STEP:– Merchandise arranged to
look like steps in a house. Gives the feeling of motion. Customer eyes will follow steps
– Examples???
ARRANGEMENTS
• REPITITION:
– Using items of the same nature & align them in the same manner
– Examples???
ARRANGEMENTS
• ZIG-ZAG:– Merchandise is not
built directly to the top of the display. Follows different directions
– Examples???
OBJECTIVE
Be able to describe the psychological effects color has on people & discuss how
you can use this in a display
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
RED • Highly visible
• suggests strong emotions
• used to accent (emphasis)
BLUE • Suggests quiet & calm
• Peaceful
• Dark blue is somber
YELLOW • Cheerful
• Stands out clearly
ORANGE • Warm
• Reminds us of Harvest
• Looks good w/ food
GREEN • Suggests calm
• Fresh & new
• Relaxing
PURPLE • Suggests Royalty
• Mysterious
• Serious
BROWN • Earthy
BLACKWHITE
• Neutral
OBJECTIVE
Be able to use lights to create different effects
DISPLAY LIGHTINGPrimary - 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.
EXAMPLE
Primary - General Lighting. Illuminates the store. Usually bright but not always
EXAMPLE
Secondary - Used to show merchandise. Examples include floods, track, & spot lighting
EXAMPLE• Atmosphere - Special lighting.
Creates a mood.
Examples include strobs, bottom lights, twinkling lights, etc.