Marketing Review: Chapter 18

Visual Merchandising
encompasses all of the physical elements that merchandisers use to project an image to customers.
promotes interest in merchandise or services, encourages purchasing, and reinforces customer satisfaction
Display
refers to the visual and artistic aspects of presenting a product to a target group of customers
Storefront
encompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance and landscaping
Signs
are designed primarily to attract attention, advertise a business, and project brand identify
Marquee
is an architectural canopy that extends over a store’s entrance
Entrances
designed with customer convenience and store security
Window Displays
especially useful for visual merchandising. Initiate the selling process, create excitement, and attract prospects
Store Layout
refers to ways that stores use floor space to facilitate and promote sales and serve customers.
Selling Space
is used for interior displays, wall and floor merchandise, product, demonstrations, sales transactions and aisles for customer traffic flow
Storage Space
is for items that are kept inventory or stocrooms
Personnel Space
is allocated to store employees for office space, lockers, lunch breaks, and restrooms
Customer Space
is designed for the comfort and convenience of the customer and may include sandwich, soda, and coffee shops, in-store restaurants, seating, lounges and recreation areas for children
Fixtures
Principal installations in a store; are permanent or movable furnishings that hold and display merchandise
Architectural Displays
consists of model rooms that allow customers to see how merchandising might look in their home
Store Decorations
are displays that often coincide with seasons or holidays. Banners, signs and props and similar items are used to create the appropriate atmosphere
Open Displays
allow customers to handle and examine merchandise without the help of a salesperson. Tables and shelves for groceries or countertop and shelf displays for cosmetics are examples
Closed Displays
allow customers to see but not handle merchandise. They are typical displays in places like jewelry stores, where security or breakage is a concern
Point-of-Purchase Displays
are designed to promote impulse purchases. They are usually more effective at supporting new products. Are a consumer sales promotion device
Kiosks
interactive Point-of-Purchase display; usually four feet high, have pedestal-mounted, high-tech screens and take up less than two square feet of store space
Select Merchandise
Step 1
Select Display
Step 2; one-item display, related-product display, similar product display or cross mix display
Choose Setting
Step 3; abstract setting, semi-realistic setting or realistic setting
Elements
Step 4; line, color, shape, direction, texture, proportion, balance, motion, lighting
One-item Display
feature just one item in the display
Similar Product Display
All tennis shoes in the display of different brands
Related Product Display
example: Camping equipment
Cross Mix Display
such as a display of a picnic scene with tables, barbecue grills, grilling tools and a apron
Line
are created to direct the viewer’s attention. Straight-stiffness and control; curving-freedom and movement; diagonal- impression of action; Vertical- Height and dignity; horizontal- convey confidence
Color
is critical step in developing displays. Should contrast with those used on the walls, floors, fixtures around them
Color Wheel
illustrate the relationship among colors
Complementary Colors
are found opposite each other on the color wheel and are used to create contrast
Adjacent Colors
also called analogous colors; are located next to each other on the color wheel and share the same under tones
Triadic Colors
involve three colors equally spaced on the color wheel such as red, yellow and blue.
Shape
refers to the physical appearance, or outline of a display
Direction
the smooth visual flow that directs the readers attention from one part of the display to another part
Focal Point
an area in the display that attracts attention first
Texture
smooth or rough look of the surfaces in the display
Proportion
refers to the relationship between and among objects in a display.
Formal Balance
place large items with large items and small items with other small items
Informal Balance
they will place several small items with one large item
Motion
animation. should be used sparingly to accentuate merchandise not overpower it
Lighting
is critical in displays; can help make merchandise appear more attractive