Transcript Slide 1

Agribusiness Library
Lesson L060039: Displaying Products
1
Objectives
1. Identify types of displays.
2. Explain the elements of design used in
successful retail displays.
3. Explain the principles of design used in retail
displays.
4. Develop a plan for an
agricultural retail display.
2
Key Terms
•
•
•
•
•
•
•
•
balance
contrast
design
design elements
design principles
display
endcap
harmonies
• hue
• impulse buy
• point of purchase
displays
• saturation
• scale
• show cards
• value
3
What are the different types of displays
used in the retail environment?
A display is an exhibit of merchandise for the
purpose of attracting customers to a specific
product or a group of closely related products.
In-store displays are typically used to highlight
new or trendy items, sales items, seasonal items,
or products that require a customer to closely
examine product functionality and/or features.
The following are common types of displays found
in retail environments.
4
What are the different types of displays
used in the retail environment?
A. An endcap is the hub at the end of an aisle. It is
highly visible as customers move throughout a store
and often displays items with high profit margins.
In grocery stores, items like snacks, chips, cereals,
sodas, and seasonal food items often adorn the
endcaps.
5
What are the different types of displays
used in the retail environment?
A. An endcap (cont’d)
1. The items placed on this type of display are generally
found in the adjacent aisle and serve as a teaser for
customers to visit the main aisle for a larger selection
of like items.
2. Endcaps provide convenience for customers who are
only shopping for the essential items on the perimeter
of the store.
6
What are the different types of displays
used in the retail environment?
A. An endcap (cont’d)
3. If the customer does not venture down the aisle, he
or she can easily grab and go with the endcap item.
This type of unintended, quick purchase is
an
impulse buy.
7
What are the different types of displays
used in the retail environment?
B. Floor displays offer retailers a way to maximize
open floor space and turn it into sales space. Floor
displays are often used to introduce new items,
organize seasonal items, or provide a table or work
area for customers to “test drive” products of
interest.
8
What are the different types of displays
used in the retail environment?
B. Floor displays offer retailers (cont’d)
1. For example, electronics and sporting goods retailers
often use floor displays as a way for customers to
play with available options and choose the best
option for their wants and needs.
2. At home and lawncare centers, power tools and
lawnmowers are often set up as floor displays so
customers have a chance to interact with the items.
9
What are the different types of displays
used in the retail environment?
C. In-aisle displays work much like floor displays, but
they are incorporated into the permanent shelving
fixtures within the store. Common examples of inaisle displays are sample wood stains on different
wood types, available radio and mp3 player options,
and video gaming systems.
10
What are the different types of displays
used in the retail environment?
D. Point of purchase (POP) displays are items
placed near the checkouts. They are an important
focus for retailers because consumers tend to make
impulse decisions on very high margin products at
these locations.
1. Typically the merchandise placed on a point of
purchase display is a low cost item or items with deep
discounts.
2. Common examples include candy, magazines, pens,
bottled drinks, batteries, and gift certificates.
11
What are the different types of displays
used in the retail environment?
E. Window displays give customers something from
which to form a first impression. They set the tone
for the store and invite customers inside.
1. They typically showcase new, seasonal, or trendy
merchandise and help explain what kinds of items a
customer will be able to find in the store.
2. Customers quickly judge the quality of items a store
carries by the window displays.
12
What are the elements of design
used in successful retail displays?
Design is the process of organizing one or more
elements or principles for a particular purpose.
Design elements are the basic visual pieces that
make up design. In other words, they are the
parts that come together to create the display,
such as color, lines, shape, and texture.
13
What are the elements of design
used in successful retail displays?
A. Color is the most expressive element of art. It can
have a positive or negative impact on human
emotions. A retailer must consider several
components of color when creating a display.
1. A hue is a version of a basic color. For example, deep
red, blue-green, and khaki are all hues of a given
color.
2. A color’s value is the lightness or darkness of it. A
darker value means the color is closer to black; a
lighter value means the color is closer to white.
14
What are the elements of design
used in successful retail displays?
A. Color is the most expressive (cont’d)
3. A color’s saturation describes its intensity.
Saturation decreases as the amount of gray in a color
increases. Highly saturated colors are bold and rich
and draw peoples’ attention easily.
4. Harmonies describe the relationship between colors
and how the colors can be combined to create a
desirable combination.
15
What are the elements of design
used in successful retail displays?
A. Color is the most expressive (cont’d)
5. Common colors used in agricultural retail displays
include those found in nature.
a. Tans are neutral colors made of browns and white
that are found in soil, grass, feeds, etc.
b. Blues are cool colors that recede from the eye and
create the illusion of space; these colors are
associated with water and the sky.
c. Greens are made of blues and yellows; green is
associated with money, growth, health, and
freshness.
16
What are the elements of design
used in successful retail displays?
A. Color is the most expressive (cont’d)
5. Common colors used in agricultural retail (cont’d)
d. Reds are warm colors that rise toward the eye and
create the illusion of warmth and closeness. Red is
an attention-getter. It is also perceived as a color of
power. This can be a positive or negative factor,
depending on the audience.
e. Yellows are warm colors that grab the viewer’s
attention. It is associated with energy and sunshine.
Yellow makes a good accent color.
17
What are the elements of design
used in successful retail displays?
B. Lines create direction and boundaries within
displays. Lines help to direct the attention of
viewers through drawn elements or with product
that has been lined or stacked.
1. Vertical lines create height and dignity.
2. Horizontal lines generate illusions of formality or
steadiness.
18
What are the elements of design
used in successful retail displays?
B. Lines create direction and boundaries (cont’d)
3. Diagonal lines and curves help to direct peoples’
attention. A diagonal line running from left to right
helps a viewer scan from left to right. This is helpful
because our brains are trained to read and collect
information from left to right. A curved line is more
playful and typically has a more calming effect than a
hard diagonal line.
19
What are the elements of design
used in successful retail displays?
C. The shape of an object helps provide dimension
within the display. The most common shapes are
circles, squares, and triangles. There is no one
shape that is most effective in a display. The size of
the included shapes (which are often created with
the use of products or stacked products) must be
large enough to be seen easily.
20
What are the elements of design
used in successful retail displays?
D. Texture is the look or feel of the surface of an
object. Choices in textures for a display are
dependent on the image the display is working to
promote.
1. If the product is classy, sleek, and high end, using
display pieces that are shiny and smooth would lend
to that image.
2. If the product is for outdoor use in a rugged
environment, using display pieces with rough surfaces
and edges may be appropriate.
21
What are the principles of design
used in retail displays?
Design principles are the broad structural
aspects of design or the ways in which design
elements interact with each other. Some principles
of design include balance, contrast, emphasis,
scale, and unity.
22
What are the principles of design
used in retail displays?
A. Balance refers to the visual weight placed on each
side (e.g., left to right or top to bottom) of a
display. Displays can be effective when all sides are
balanced or when there is a clear focal point in one
part of the display while all other areas help support
the main focal area.
23
What are the principles of design
used in retail displays?
B. Contrast is the occurrence of contrasting elements
(e.g., color, size, and shapes). It creates interest
and pulls the attention toward the focal point.
Contrast helps to set elements apart from one
another.
24
What are the principles of design
used in retail displays?
C. Emphasis enunciates the areas of most interest in
the display. It guides the eye through the display
with various focal points. Emphasis can be
increased by making an object larger, more
sophisticated, or more ornate or by placing it in
the foreground.
25
What are the principles of design
used in retail displays?
D. The scale of shapes within the display must be
proportional and support the meaning of the
display’s message. Scale is the proportion between
two sets of dimensions or two sizes of objects.
E. Unity refers to the sense that everything within the
display belongs there and works together.
26
What steps should be taken to create a
successful agricultural retail display?
Steps in developing a plan for an agricultural
display include determining the product or service
to be featured, establishing a theme, incorporating
seasons or current events, selecting a display
arrangement, identifying and selecting materials,
and drawing the plan.
27
What steps should be taken to create a
successful agricultural retail display?
A. The first step in designing a plan for a display is to
determine what product or service will be featured.
In addition, the target buyer must be defined, and
how the product will be used must be explained.
B. The purpose of a display is to create a setting or
environment that allows customers to feel and see
themselves as the owner of the product or service.
A theme can then be developed to relate the
product or service to the needs of the customer.
28
What steps should be taken to create a
successful agricultural retail display?
C. Seasons and current events can be used to promote
seasonal or timely items Products commonly
needed at a specific time of year make great
displays during those times, but not at other times.
1. Holiday merchandise would not sell well in June, even
if the display was well done.
2. Current events are difficult to anticipate, but they can
create opportunities for buying.
3. If a cutworm problem is obvious at planting time, an
insecticide display may promote usage of those
products for sale.
29
What steps should be taken to create a
successful agricultural retail display?
D. A variety of display arrangements can be utilized to
promote products and services. Keeping design
elements and principles in mind when arranging will
help create a visually pleasing and effective display.
1. A wedge arrangement uses a center object at the
front with other related items on either side in the
background.
2. A pyramid arrangement is used primarily with one
item that is stacked in a pyramid shape. It causes the
consumer to view the display from the top down.
30
What steps should be taken to create a
successful agricultural retail display?
D. A variety of display arrangements (cont’d)
3. A radial arrangement has one focal point with related
or complementary items in rays or strands out from
the focal item.
4. A repetition arrangement uses multiple copies of a
particular item. This has a large impact because
consumers see the item many times, allowing them
to remember the product.
31
What steps should be taken to create a
successful agricultural retail display?
D. A variety of display arrangements (cont’d)
5. Some arrangements use stair steps to show progress,
differing levels of quality, stages of production, and
differing prices. These displays are easy to
understand.
6. A zigzag arrangement places products in uneven lines
that look informal and fun. This should be used with
casual, not formal products.
32
What steps should be taken to create a
successful agricultural retail display?
E. All materials used within a display must
complement the theme and the featured product.
The background colors and textures must
complement the overall display.
33
What steps should be taken to create a
successful agricultural retail display?
E. All materials used within a display (cont’d)
1. Props are the supports used to display the products
or services. Examples include tables, blocks, easels,
steps, stands, or mannequins. They should
complement the primary for-sale items or be cloaked
or covered in some way when their color or texture
does not lend well to the display’s purpose and
theme.
2. Accessories add interest and attract attention to a
display. However, accessories should not overpower
or take attention away from the focal point.
34
What steps should be taken to create a
successful agricultural retail display?
E. All materials used within a display (cont’d)
3. Signs should be attractive, accurate, and easy to read
to assist customers who want to learn quickly about
the products or services offered. Information cards
that identify the product name, price, features, and
other information are referred to as show cards.
Whenever possible, signs should be designed and
printed professionally to lend an image of high quality
to the display.
35
What steps should be taken to create a
successful agricultural retail display?
F. Before displays are set up, a drawing should be
made by the designer to show what the display will
look like and what materials are needed to
assemble it. Drawings enable everyone involved to
have an image of what the finished product should
look like. A list of supplies, materials, and any
special accessories should accompany the drawing.
It may be helpful to draw large displays from
multiple angles.
36
Review
• What types of products would be put on an
endcap at a retail location? And why?
• What impact does color have on a display?
• Name the principles of design and the impact
that they have on the consumer.
37