Why Do We Display What is visual merchandising Midterm Review Showing merchandise and concepts at their very best with the end purpose of making a sale What are the functions of displays May not actually sell the object displayed or the idea promoted but we do attempt to convince the viewer of the value of the object Presents more than merchandise Image of who or what the shopper can be when using the merchandise displayed The store s image and fashion trendiness They can also be used to supply pertinent information such as the price fabric content or brand name Displays can be used to educate the consumer what the new hot item is how it can be worn or used and how it can be accessorized May create a display that stimulates tantalizes or arouses the shopper s curiosity to such a degree that he or she is challenged to enter the store and wander through it whether they are interested in the product in the display or not What does visual merchandising impact Impacts store design store signing departmental merchandise placement and display atmospherics and store brand image What is a target market Identified segments of the population that research indicates are good fits for retailers products or service offerings These are groups at which retailers aim all of their stores promotional communication efforts What elements are part of promotional mix A combination of communication tools that tells targeted customers about a store and its merchandise Advertising Visual merchandising In store marketing Special events Personal selling What is retail brand image A combination of tangible and intangible factors that describe what a shopper thinks about his or her relationship with a store It is the retailer s identity in a shoppers mind What things in the store should fit brand image It encompasses not only merchandise brands and types but also store environment reputation and service It describes not only how the store looks but also how it acts toward its customers 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 How do retailers stretch their brand image Creating a new design for every store Introducing new products that are exclusive to different store locations How does visual merchandising support selling Can transform a shopper into a customer who makes a purchase It can suggest add ons or an entire outfit A fully accessorized visual merchandising treatment educates customers about when and how to wear fashion and trend items Core Design Strategies What are the core design elements Tools Color texture proportion direction line shape size sequence What is the biggest motivation for buying something tension Color Why is color a powerful visual element It can set mood emphasize features and highlight a product Why is understanding the effect of color on color important Background color can either add to or detract from the color of the merchandise presented Are color trends limited to clothing only Retailers infuse energy into their selling environments with a variety of finishes and textures on walls floors and fixtures Neutrals they make up good backgrounds for stores because they allow the merchandise itself to have full impact They do not compete with the merchandise on display Color coordinated or color keyed product grouping that shows how to use What is a color story a season s trend colors Are textures suggestive Textures are suggestive they can suggest familiar symbols or memories Can texture affect the color of merchandise 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 Should all the texture work well together and be balanced in an arrangement In an ensemble there should be a relationship of textures that all work well together Must be balanced in a display arrangement How a surface actually feels to the touch or how it appears that it might What is texture feel if touched Why is texture important to store designers and planners How store designers and planners use textual contrasts in store d cor determines overall mood and can influence the appearance of merchandise as well What should the visual merchandiser consider in regards to proportion Not only the size of the merchandise and props but the size of the display area as well What is the difference between direction and line Direction refers to the design element or tool that leads the shopper s eye from one place to another Line guides the eye to a feature or linear element that sets a mood Line is a direction What are the types of lines Vertical Lines filled with straight elements that seem to join floor and ceiling the viewer will get the message strength height pride majesty and dignity Horizontal Line Long low wide spreading lines the bands that run across a window or around perimeter walls suggest an easygoing restful quality All is calm and peaceful Stretch out objects and make them appear wider as well as shorter Curved Line Personify grace charm femininity and can ease tension Can also be used for a spotlight or target against which an object is shown or a spiral that leads the eye from object to object Diagonal Line A line of action forceful strong and dynamic Suggest movement and excitement in a static and predominantly vertical presentation What is sequence Is the particular order in which items are presented for viewing What is tension An arrangement of elements that causes the viewer to wonder if opposing forces will disturb balance or equilibrium in a display Design Principles The Rules What are the design principles Rules Unity Harmony balance repetition rhythm emphasis contrast surprise 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 Also called symmetry Some say formal balance is rigid or at least static suggesting little movement It is more disciplined It is easy to learn and use consistently It is a way to keep way displays organized and to maintain uniformity More traditional and used to focus on quality of merchandise Informal balance occurs when objects are 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 Achieved by grouping a variety of objects that have the