Business and MarketingUnit 6: Promotion
Chapter 18Visual Merchandising and Display
Mr. Schurig2nd Semester
Transition 18-1In groups of 2 to 4:• Discuss your first impressions when going
into a store1. What catches your eye?2. List the elements of the displays around
the store (color, shape, location, etc.)3. What do you think is most effective in a
display?– Save as:
Marketing-transition 18-1-filastnameMarketing-transition 18-1-filastname
755
18-1: Display Features
Students will be able to:
•Explain the concept and purpose of visual merchandising
•Identify the elements of visual merchandising
•Describe types of display arrangements
•Understand the role of visual merchandisers on the marketing team
Visual Merchandising
The coordination of all physical
elements in a place of business so that it projects the right
image to its customers
Display
The visual and artistic aspects of presenting a product to a target group of customers
Elements of Visual Merchandising
•Storefront
•Store layout
•Store interior
•Interior displays
Storefront: The total exterior of a business
A sign that is used to display the store’s name
•Marquee
Sign:Designed to attract attention and advertise the business
•Entrances
•Window displays
Usually designed with customer convenience and security in mind
Especially useful for visual merchandising
Store layout•The way store floor space is allocated to facilitate sales and serve the customer•Selling space
•Merchandise space
•Personnel space
•Customer space
Store Interior•Floor and wall coverings
•Lighting
•Colors
•Store fixtures
Fixtures—Store furnishings, such as display cases, counters, shelving, racks, and benches
Interior Displays•Interior, or in-store displays generate one out of every four sales; they enable customers to make a selection without personal assistance•Closed displays
•Open displays
•Architectural displays
•Point-of-purchase displays
•Store decorations
•Interactive Kiosks
Types of Interior Displays• Architectural
displays:– Consist of model
rooms that allow customers to see how the merchandise might look in their homes
Types of Interior Displays
• Store decorations:– Displays that often
coincide with season or holidays.
– Banners, signs, props and similar items are used to create the right atmosphere
Types of Interior Displays
• Open displays:– Allow customers to handle and examine
merchandise without help of a sales-person.
Types of Interior Displays• Closed displays
– Allow customers to see but not handle merchandise. Typical for jewelry stores or high end sun-glasses, or wherever security might be an issue.
Types of Interior Displays
• Point-of-purchase displays– Displays that are
designed to promote impulse purchases.
– Usually more effective at supporting new products than established ones
Types of Interior Displays
• Interactive Kiosks:– Recently playing a
growing role on P-O-S (Point of Sale) merchandising.
– Usually higher-technology displays
Class Work 18-1• Textbook:
– Page 387, 1 – 4– Page 395, 9 – 13
• Save as: Marketing-CW 18-1-filastname
• Homework:1.Visit at least 3 stores in town2.Evaluate the different window and/or interior
displays3.List the differences and your rating of each of them
• Save as: Marketing-HW-18-1-filastname
Chapter 18, Section 2
Artistic Design
Marketing Transition 18-2
With a partner, list the related products you can display with the following:
1. Shampoos
2. Computers
3. Hiking Boots
4. Cell Phones
Save as: Marketing Transition 18-2.filastname
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.
Chapter 18-2 Class WorkTextbook:
• Page 393, 1 – 4
• Page 395, 14 – 17Save as:
Marketing-CW 18-2-filastnameWorkbook:
• Complete (pg. 153) on your own paper
• Use the rubric on pg. 154 to guide you
• Work with a partner (both names on paper)
Home Work Reminder• Homework:
– Visit at least 3 stores in town1. Observe and evaluate the Storefronts2. Evaluate the different window and
interior displays3. Review and evaluate the store layout4. List the differences and your rating of
each of them• Save as:
Marketing-HW-18-1-filastname• Due: Tuesday April 12, 2011
April 18, 2023 Marketing Chapter 18
Chapter 18-2 Class WorkTextbook: (Individual Work)
• Page 393, 1 – 4
• Page 395, 14 – 17Save as:
Marketing-CW 18-2-filastnameWorkbook:
• Complete (pg. 153) on your own paper
• Use the rubric on pg. 154 to guide you
• Work with a partner (both names on paper) Test – Chapters 17 – 18 on Thu. April 14