Chapter 18 Marketing essentials

Visual Merchandising
The coordination of all of the physical elements in a place of business that are used to project the right image to its customers
Display
The visual and artistic aspects of presenting a product to a target group of customers
Storefront
The total exterior of a business. Includes store sign, marquee, outdoor lighting, banners, planters, awnings, windows, and the building itself.
Marquee
an architectural canopy that extends over a store’s entrance. Gives greater prominence than other store signs.
Store Layout
Refers to the way store floor space is used to facilitate and promote sales and to best serve the customers.
Fixtures
Permanent or not easily moved store furnishings, such as display cases, counters, shelving, racks and benches.
What are the concepts of visual merchandising and display?
Give the customers the right image of the business, so that it is able to set it apart from it’s competitors.
Complementary colors
Colors that are opposite from each other on the color wheel. They have the greatest contrasts between each other.
Adjacent colors
Found next to each other on the color wheel. They contrast only slightly.
Proportion
Relationship between and among objects in a display. The merchandise should have the highest proportion of the display.
Formal Balance
Placing large items with large items and small items with small items, to make the display symmetrical.
Informal Balance
Balancing a large item with multiple smaller ones. Having it be a sort of center piece.
One item display
used to show a single item
Line of goods display
shows one kind of product, but features several brands, models, and sizes.
Related merchandise display
Features items that are meant to be used together.
Assortment display
A collection of unrelated items, to show variety.
Realistic setting
Depicts a room, area, or recognizable location.
Semi-realistic setting
A room that suggests an idea but leaves details to the viewer’s imagination.
Abstract setting
Does not, or even try to imitate reality. It is the most in expensive of the three.
Mass Display
Used to show large quantities of a product, and usually have little to no distinct shape.
Direction
guides the viewers eyes, needs to have a smooth flow.
What are the steps used in designing and preparing displays?
1. Selecting the merchandise for display.
2. Selecting the display.
3. Choosing a setting.
4. Manipulating artistic
5. Evaluating completed displays
What are the considerations involved in display preparation?
Line, Shape, Direction, Texture, Proportion, Balance, Motion, Lighting.
What are the maintenance considerations for displays?
The display needs to be cleaned and dusted.
Check for damage, displacements, or missing items.