Marketing Essentials Chapter 18 Vocabulary

Visual Merchandising
coordinates all of the physical elements in a place of business to project an image to customers.
Display
refers to the visual and artistic aspects of presenting a product or service to a target group of customers to encourage a purchase.
Store front
The exterior of a business
Marquee
a canopy that extends over a store’s entrance. Marquees are built over theater entrances, where names of the latest plays or movies are displayed.
Store layout
refers to ways that stores use floor space to facilitate and promote sales and serve customers.
Fixtures
permanent or movable store furnishings that hold and display merchandise.
Point-of-purchase displays (POPs)
stand-alone structures that serve as consumer sales promotion devices.
Interactive kiosks
interactive point-of-purchase displays that are free-standing, full-service retail locations.
Props
objects that hold the merchandise on display or support the display setting.
Color wheel
illustrates the relationships among colors.
Complementary colors
are opposite each other on the color wheel and create high contrast.
Adjacent colors
are located next to each other on the color wheel and share the same undertones.
Triadic colors
involve three colors equally spaced on the color wheel, such as red, yellow, and blue.
Focal point
an area in the display that attracts attention first, above all else.
Proportion
refers to the relationship between and among objects in a display.
Formal balance
placing large items with large items and small items with small items
Informal balance
placing several small items with one large item within the display.