Visual Merchandising Midterm Review Why Do We Display cid 222 What is visual merchandising It is showing merchandise and concepts at their very best with the end purpose of visual merchandising is making a sale multiple sales We try to convince the viewer of the value of the object cid 222 What are the functions of displays Establish promote and enhance the store s visual image TO show and educate promote cid 222 What does visual merchandising impact Store design store signage departmental merchandise placement and display atmospherics and store brand image cid 222 What is a target market Who is our customer Examples include they brand loyal or price conscience Identified segments that are good fits for the retailers product or service offerings Retailer aims all their stores promotional communication cid 222 What elements are parts of promotional mix A combination of communication tools that that tells targeted customers about a store and its merchandise It includes advertising in store marketing loyalty program special events personal selling and visual merchandising cid 222 What is retail brand image A combination of the tangible and intangible factors that describe what a shopper thinks about his or her relationship with the store It s the retailer s identity in a shoppers mind cid 222 What things in the store should fit brand image Environment every fixture sign and display cid 222 How are stores expanding their store offerings Add fun to the assortment by offering new items and categories Stretch brand to appeal to a broader customer base cid 222 How do retailers stretch their brand image Most chain stores look the same from location to location but today retailers are introducing new products that are exclusive to different store locations and offering services that are unique to the location cid 222 How does visual merchandising support selling Visual merchandising can transform a shopper into a customer who makes a purchase They study how their target customers live their lives They try to understand what shoppers want in new products and how shoppers use the products they buy They must interpret the trends within the store s physical setting so that people know what s important today Core Design Strategies cid 222 What are the core design elements Color Texture Proportion Direction Line Shape Size Sequence Tension fit or price cid 222 What is the biggest motivation for buying something Color is the biggest motivation for shopping Color goes before size cid 222 Why is color a powerful visual element It can set mood emphasize features and highlight a product cid 222 Why is understanding the effect of color on color important Enables selection of the proper settings and accessories for the merchandise and the store s fashion image cid 222 Are color trends limited to clothing only Not limited to clothing only cid 222 What is a color story to use a season s trend colors cid 222 Are textures suggestive Color coordinated or color keyed product grouping that shows how Yes they can suggest familiar symbols or memories cid 222 Can texture affect the color of merchandise Yes different textures can make a color appear differently cid 222 Should all the texture work well together and be balanced in an arrangement Yes in an ensemble there should be a relationship of textures that work together and must be balanced in a display How a surface feel to the touch or how it appears that it might feel if cid 222 What is texture touched cid 222 Why is texture important to store designers and planners How a store uses textual contrasts in store d cor determines overall mood and can influence the appearance of merchandise as well Textures can absorb or reflect light provide contrasts that enhance the feature of merchandise help set mood and actually invite a shopper to touch the merchandise cid 222 What should the visual merchandiser consider in regards to proportion They have to consider the size of merchandise and props AND the size of the display area as well cid 222 What is the difference between direction and line Direction refers to the design element that leads the shopper s eye from one place to another Line guides the eye to a feature of linear element that sets a mood Line is a type of direction cid 222 What are the types of lines majesty and dynasty Vertical joins the floor and ceiling Represent strength height pride Horizontal Easygoing restful All is calm and peaceful Stretch out objects make them appear wider as well as shorter Curved grace charm femininity and can ease tension Used for a spotlight or target Diagonal Line of action forceful string and dynamic suggest movement and excitement cid 222 What is sequence Particular order in which items are presented for viewing Items could go from small to big light to dark etc cid 222 What is tension An arrangement of elements that causes the viewer to wonder if opposing forces will disturb balance or equilibrium in a display Example trunks stacked on top of each other will the top one stumble Design Principles The Rules cid 222 What are the design principles Unity Harmony Balance Repetition Rhythm Emphasis Contrast Surprise cid 222 What is the difference between informal and formal balance Formal Balance two items of equal size or weight balanced equal distance from a center point symmetry More organized disciplined traditional Informal Balance objects positioned in an asymmetrical arrangement where a single larger object is counterbalanced by two or more smaller objects on the other side of the center point Less restrained cid 222 How does one eye move when using rhythm in a display Rhythm is self contained movement from element to element from background to foreground from side to side The viewers eye should move from the dominant object to the subordinate object cid 222 What is usually the dominant object in a display The merchandise we are displaying cid 222 What is the difference between contrast and emphasis Contrast is the composition of elements used to show a sharp difference A juxtaposition of different lines colors forms in a composition that intensifies each element s properties Emphasis is a special focus places on an item to highlight it in a presentation Can be achieved by using lighting color placement contrast etc cid 222 Why is surprise hard to use in a display Because it may not be understood by everyone and the main focus may get lost and the merchandise not be the main focus cid 222 What is a design strategy