CTE 3835 Midterm Study Guide Visual merchandising showing merchandise and concepts at their very best with the end purpose of making a sale silent selling The functions of displays include To sell products Promote store image Educate customer in the store longer Elements of design tools that you can use to create a selling display Principals of design rules that govern the way the design elements are used in the overall presentation The first and most critical of the design element is color If using a neutral background you can make emphasis on the display Neutral colors can be combined with any color group Colors are grouped into three families neutrals warm and cool Color Texture Proportion Direction Line Shape Size Sequence Tension Unity Harmony Balance Repetition Rhythm Emphasis Contrast Surprise Primary colors Red Yellow Blue Orange Secondary colors Green Violet If you mix primary colors with secondary colors you ll form tertiary third level colors combination Example yellow green blue violet Shades of a color are made by adding varying amounts of black or gray to darken it Tints are created by adding white to a basic color to make it lighter Value is the amount of lightness or darkness in a color Hue is another word for the name of a color family red blue brown and so on Intensity is the brightness or purity of the color Monochromatic schemes Consist of a single color in different values and intensities more white or gray blended into the basic color Example navy blue with medium blue and light blue Consist of two or more colors that are next to each other on the color wheel Example yellow with yellow green Consist of two colors that are directly opposite of each other on the color wheel Example yellow and violet Consist of three colors one central color plus the two colors on either side of its complement Example yellow with red violet and blue violet Consist of four colors two colors plus their complements Example yellow with violet plus green with red Analogous schemes Complementary schemes Split complimentary schemes Double complementary schemes Triadic schemes Consist of three colors that are equidistant from one another on the color wheel they forma a triangle when you look at the wheel example orange green and violet Texture is how a surface actually feels to the touch or how it appears that it might feel if touched For example roughness and smoothness may be readily visible but softness and hardness may require actual physical contact Textures are often compared or contrasted in a display of merchandise Proportion is the relationship between the apparent size mass scale or optical weight of two or more objects Direction in retail terms refers to the design element or tool that leads the shopper s eye from one place to another A directional arrow that points to a particular destination and leads the shopper from one space to another is one example Lines guide the eye to a feature or linear element that sets a mood Long horizontal lines can suggest calm and stability for example jagged diagonal lines can convey a sense of excitement and movement Promotional mix is a combination of communication tools advertising in store marketing special events and personal selling in addition to visual merchandising that tells targeted customers about a store and its merchandise What do visual merchandisers do Installing promotional signing for in store selling Designing and executing window and interior displays that support advertising goals Producing workable departmental layouts and interior d cor Devising merchandise fixture layouts for day to day operations Placing and presenting merchandise on walls and fixtures Working as a team members with the stores promotional staff Formal balance is symmetrical Informal balance is asymmetrical Store layouts has selling fixtures arranged in loosely grouped informal nonlinear formations Grid layout a linear design for a selling floor where fixtures are arranged to form vertical and horizontal aisles throughout the store It is efficient in terms of space allows orderly stocking helps shoppers see and reach a great number of items easily is simple and predictable to navigate efficient to maintain Free flow layout to encourage browsing Racetrack layout exposes shoppers to a great deal of merchandise as they follow a perimeter traffic aisle with departments on the right and left of the circular square rectangular or oval racetrack Soft aisle layout the floor covering to designate a separate aisle space Combination floor layout plan that suits a retailer s specific strategy fixtures are arranged in groups creating natural aisles without any change in employs the best features of several selling floor layouts in an overall The five areas of a department within department store Trend Test Key items Basics A shop The back should be used for clearance on floor fixtures only present clearance goods on large fixtures Feature Fixtures typically hold smaller merchandise assortments allowing presentation of a single style on a two way or a coordinate grouping on a four way They are intended to spotlight items rather than show full category assortments Test merchandise is usually presented on these Position them in the isle to the front of the store How to sort merchandise End use Fabrication Style Color Capacity fixture holds large quantities of merchandise usually showing a single style in several colors and in a complete range of sizes They are the largest floor fixtures in the store they should be positioned primarily in the rear of department or store layout Garment rods and crossbars are used in walls Sales per square ft determine where you place merchandise The single most important fixtures are tables The second most important fixture T stands Do not put pants on top of tops on the wall and never let pants touch the floor Drawers must be at eye level A Gondola is a versatile four sided capacity fixture that may shelved for folding or stackable products and is occasionally set with garment rods to show apparel on hangers They are used for house ware or glassware not used in the juniors department Bins and Cubes are interchangeable terms although many retailers define cubes as containers that are open on their sides and define bins as containers that are open from their tops Example tilted bins used for bulk items like candy or filled with nuts and bolts in a hardware store While cubes are reserved for use in fashion stores as wall treatments or