Chapter 18, Section 2

Artistic Design

Marketing 18-2

List the related products you can display with the following:

1. Shampoos

2. Computers

3. Hiking Boots

4. Cell Phones

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Marketing Transition 18-2 Shampoo:

• Brushes and combs

• Hair styling products

• Other bath products Computers

• Printers

• Software

• Speakers and headphones

Hiking boots:• Socks

• Walking sticks

• Backpacks

• Energy snacks Cell phones

• Covers

• Car chargers

• Headphones

• Other accessories

Chapter 18-2

Student Objectives:List the five steps in creating a

displayExplain how artistic elements

function in display designDescribe the importance of display

maintenance

Display design and preparation1. What is the image of our business?

2. Who are our customers?

3. What kind of merchandise concept is being promoted?

4. Where will the display be built and located?

5. What merchandise will be displayed?

6. How will the selection of merchandise affect the display’s design? How will it affect our business’s image?

5 steps to designing and building a display1. Selecting the merchandise for

display.

2. Selecting the type of display.

3. Choosing a setting type.

4. Manipulating the display’s artistic elements.

5. Evaluating the completed display.

5 steps to designing and building a display

1. Selecting the merchandise for display.

Display merchandise must be visually appealing and appropriate for the season.

Marketing Essentials Chapter 18, Section 18.2

5 steps to designing and building a display

2. Selecting the display. There are four basic types of display:

1. One item display, showing a single item

2. Similar-product display, showing one kind of item from several different brands

3. Related-merchandise display, grouping items that can be used together

4. Cross-mix merchandise display, featuring mixed merchandise that creates a scene

Marketing Essentials Chapter 18, Section 18.2

5 steps to designing and building a display

3. Choosing a setting. The setting a business selects will depend largely on the image it wants to project.

Settings can be:

• Realistic

• Semi-realistic

• Abstract Marketing Essentials Chapter 18, Section 18.2

5 steps to designing and building a display4. Manipulating artistic elements.

The artistic elements of a display include:

• Line

• Color

• Shape

• Direction

Marketing Essentials Chapter 18, Section 18.2

• Texture

• Proportion

• Balance

• Motion

• Lighting

Manipulating Artistic Elements

Various types of lines create different impressions.

For example, straight lines suggest stiffness and control while curving lines suggest freedom and movement.

Marketing Essentials Chapter 18, Section 18.2

Manipulating Artistic Elements

Display colors should contrast with the surrounding colors to make the display stand out.

The standard color wheel illustrates the relationships among colors.

Manipulating Artistic Elements

Complementary colors are found opposite each other on the color wheel and are used to create high contrast.

Manipulating Artistic Elements

Adjacent colors, also called analogous colors, are located next to each other on the color wheel and share the same undertones.

Marketing Essentials Chapter 18, Section 18.2

Manipulating Artistic ElementsTriadic colors involve three colors equally spaced on the color wheel, such as red, yellow, and blue.

Triadic color harmony creates vivid and contrasting color schemes.

Effective displays use color groupings to create visual calm or excitement.

Marketing Essentials Chapter 18, Section 18.2

Manipulating Artistic ElementsShape refers to the physical appearance, or outline, of a display. Some of the shapes that display units may resemble include:

•Squares

•Cubes

•Circles

•Triangles

Displays that have little or no distinct shape are called mass displays.

Marketing Essentials Chapter 18, Section 18.2

Manipulating Artistic Elements

Effective displays have direction, which is a smooth visual flow from one part of the display to another.

They should also have a focal point, an area in the display that attracts attention first, above all else.

Marketing Essentials Chapter 18, Section 18.2

Manipulating Artistic Elements

Texture is the look of the surfaces in a display. The contrast between the textures used in a display creates visual interest.

Proportion refers to the relationship between and among objects in a display. Props, graphics, and signs should be in proportion to the merchandise; they should not dominate the display.

Marketing Essentials Chapter 18, Section 18.2

Manipulating Artistic Elements

Formal balance in a display happens when items of similar size are grouped together, or they are placed in opposite positions to balance one another out.

Informal balance occurs when small items are grouped with a large item.

Marketing Essentials Chapter 18, Section 18.2

Formal Balance

Informal Balance

Manipulating Artistic Elements

Motion is playing an increasingly important role in display design. Animation can be achieved through the use of motorized fixtures, props, and mannequins.

Proper lighting is critical to attractive displays. It is recommended that display lighting be two to five times stronger than a store’s general lighting.

Marketing Essentials Chapter 18, Section 18.2

Proper Lighting

Creating Motion

Display Design and Preparation5. Evaluating Completed Displays

Be sure to ask questions about your displays, such as:

1.Do they enhance the store’s image, appeal to customers, and promote the product in the best possible way?

2.Was a theme creatively applied?

3.Were the color and signage appropriate?

4.Was the result pleasing?

Marketing Essentials Chapter 18, Section 18.2

Display maintenance1. Displays should be checked daily for

damage or displacement caused by customer handling.

2. Missing merchandise should be replaced immediately.

3. Lights should be checked periodically and replaced as necessary.

4. Display units and props should be cleaned and merchandise dusted on a regular basis.