Display Design and Preparation

Visual Merchandising Encompasses all of the physical elements that merchandisers use to project an image to customers. • Promotes interest in merchandise • Encourages purchasing• Reinforces customer satisfaction

DisplayThe visual and artistic aspects of presenting a product to a target group of customers.

Visual merchandising, by contrast, encompasses the visual and artistic aspects of the entire business environment.

Display Design StepsDisplay design involves five steps:1. selecting the merchandise for display 2. selecting the display3. choosing a setting4. manipulating artistic elements 5. evaluating completed displays

1. Selecting the merchandise for displayDisplay merchandise must be visually appealing and appropriate for the season. It includes:• studying other stores in the area• obtaining suggestions from salespeople• listening and speaking to customers

2. Selecting the display

There are four basic types of display: • One item display, showing a single item • Similar-product display, showing one kind of item

from several different brands • Related-merchandise display, grouping items that

can be used together • Cross-mix merchandise display, featuring mixed

merchandise that creates a scene

3. Choosing a settingThe setting a business selects will depend largely on the image it wants to project. Settings can be: • Realistic (pictures with mannequins) • Semi realistic• Abstract (various shapes)• Environmental

4. Manipulating artistic elements

The artistic elements of a display include: • Line• Color• Shape• Direction• Texture• Proportion• Balance• Motion• Lighting

5. Evaluating completed displays

Be sure to ask questions about your displays, such as: • Do they enhance the store’s image, appeal to

customers, and promote the product in the best possible way?

• Was a theme creatively applied?• Were the color and signage appropriate?• Was the result pleasing?

Display MaintenanceOnce a display has been constructed, it needs to be maintained and eventually dismantled. Most businesses check displays daily for damage, displacements, or missing items caused by customers handling the merchandise. Poor maintenance can create a negative image of both the merchandise and the store.