   What is Visual Merchandising?

 Define key terms What does Visual Merchandising do? Visual Merchandisers are responsible for what?

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Elements of Visual Merchandising

◦ Storefront – Exterior of a business ◦    Signs Marquee Entrances  Window displays Store Layout – Interior floor space is used (traffic patterns)  Four spaces: Selling space, Merchandising, Personnel, Customer.

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Elements of Visual Merchandising cont.

◦ Store Interior – floor, wall coverings, lighting, colors, fixtures.

  Floor - Supermarkets – linoleum/tile  Specialty Stores – Thick carpet What image is projected in each? Why?

Colors – Pastels & soft colors - Bright colors Relate this color knowledge to store interiors you’re familiar with, example: Limited Too 3

◦  Interior displays – Generate 1 out of every 4 sales.

May be considered “Self-service” Have you ever purchased an item based on the display?

Types: Closed, open, architectural, point of purchase, store decorations, Storefronts: Marquees, Signs, Window Display, Entrances.

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 ◦ ◦ Props used with interior displays are classified: Decorative – background scenery used to indicate a season or create interesting setting Functional – items for holding merchandise such as mannequins and shirt forms. Unusual props or unusual ways to use common items. Example: colored stone.

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  Displays have 3-8 seconds to attract a customers' attention.

Display design & selection has five steps: 10

     Step 1: Select Merchandise for Display Step 2: Select Display Step 3: Choose the setting Step 4: Manipulate Artistic elements Step 5: Evaluate completed displays 11

    Does it have sales appeal?

New, populare Current Appropriate for season 12

    One item Line of goods Related Merchandise – variety Assortment - unrelated 13

   Realistic Semi realistic Abstract 14

 ◦ ◦ ◦ ◦ ◦ Line – travel through the products. Gage eyes over features Straight Diagonal Curving Vertical Horizontal 15

 ◦ ◦ ◦ ◦ Color Contrast with walls & floors & fixtures Standard color Wheel Complementary Colors Adjacent Colors 16

 ◦ ◦ ◦ Shape Physical appearance Props, fixtures, and merchandise Mass Displays 17

 ◦ ◦ Direction Guides the viewers vision over all merchandise.

Unfocused 18

 ◦ Texture Surfaces smooth or rough 19

 ◦ ◦ Proportion Relationship between and among objects Props should not overshadow.

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 ◦ Balance Placing large items with large items and small with small.

  Formal Balance Informal Balance 21

 ◦ Motion Use of motorized fixtures and props, animated figures.

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 ◦ ◦ ◦ Lighting Makes displays more attractive.

Reflections Atmosphere 23

 ◦ ◦ How do you do this?

What was your objective for the display?

Generate Sales?

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