CTE 3835 Study Guide I Design Strategy A a plan of action to achieve a particular retail goal B What the merchandiser adds to the basic design is a concept known as atmospherics II Atmospherics A a strategic tool that gives the retail operation personal ity and brand image that help reach its financial goals B It creates a store environment that invites shoppers to enter the selling space and encourage them to stay and browse and buy III Core Design Tools Strategies A Elements of Design Tools that you can use to create a selling display 1 Color 2 Texture 3 Proportion 4 Direction 5 Line a How a surface feels to the touch or how it appears that it might feel if touched b can affect the color of merchandise a Relationship of the size scale or weight of elements abd between each element and the entire composition a Major part of composition 2nd only to color in creating a response to the merchandise in a display a a standard or universally recognized spatial form that helps the viwer identify objects b Presentations shaped are about Visual Impact 6 Shape 7 Size 8 Sequence 9 Tension a The particular order in which items are presented a an arrangement of elements that causes the viewer to wonder if opposing forces will disturb balance or equi librium in a display b makes the image memorable B Principles of Design Stragtegic Rules that govern the way the design elements are used in the overall pre sentation 1 Unity 2 Harmony 3 Balance a Formal occurs when two items of equal size or optical weight are equidistant from a center point Symmetry b Informal when objects are positioned in an asymmetri cal arrangement where a single larger object is counter balanced by two or more smaller onjects on the other side of the center point 4 Repetition a A sense of visual movement from item to item in a sin gle display or presentation of an entire department 5 Rhythm 6 Emphasis 7 Contrast 8 Surprise IV Color Most Critical design element A Color refers to the combination of hue value and in tensity It is the biggest motivation for shopping peo ple buy color before they buy size fit or price B Primary Colors 1 Red Yellow Blue C Secondary Colors formed by combining the primaries 1 Orange Green Violet D Tertiary combine the primaries secondaries 1 Yellow Green Blue Violet etc E Chromatic Highly Colored 1 Red Yellow Green Blue etc F Achromatic 1 Black White Gray G Shades darken it H Tints 1 Made by adding various amounts of black or gray to 1 Created by adding white to a basic color to make it lighter 1 the amount of lightness or darkness in a color 1 the name of a color family i e red yellow brown etc I Value J Hue K Intensity 1 Brightness or purity of the color Saturation V Color Schemes A Ways to Coordinate Colors in eye pleasing arrange ments B 6 Basic Color Schemes 1 Monochromatic a a single color in different values and intensitites more white or gray blended into the basic color b Ex Navy Blue Medium Blue and Light Blue 2 Analogous a two or more colors that are next to eachother on the color wheel adjacent b Ex Yellow with Yellow Green 3 Complementary color wheel b Ex Yellow and Violet 4 Split Complimentary Schemes a two colors that are directly opposite each other on the a Three Colors one central color plus the two colors on either side of its compliment b Ex Yellow with Red Violet and Blue Violet 5 Double Complementary Schemes a Four Colors two colors plus their complements b Ex Yellow with Violet plus Green with Red 6 Triadic Schemes a Three colors that are equidistant from one another on the color wheel they form a triangle when you look at the wheel b Ex Orange Green Violet VI Color Psychology A Very Important to Visual Merchandising B Each person may have a distinct reaction to the same color due to regional and cultural differences in color preference VII Neutrals A They make up good backgrounds for stores because they allow the merchandise itself to have full impact B They do not compete with the merchandise on display VIII Warm colors vs Cool colors A Warm aggressive 1 Pop out and make strong statements 2 Red Yellow Orange B Cool recessive 1 Recede and create the illusion of depth 2 Blues and Greens IX How To Group Merchandise A Functional Groupings 1 merchandise is segmented according to end use B Branded Groupings 1 merchandise from a single designer or manufactureer that is displayed together in an area set off on the selling floor C Color Story 1 a color coordinated or color keyed product grouping that shows how to use a season s trend colors X Direction vs Line A Direction design element that leads shoppers eyes from one place to another in the store B Line guides eye to a feature or linear element that sets a mood 1 Line is a Direction XI Types of Lines A Vertical Lines 1 Strength Height Pride Majesty and Dignity 2 Thin vertical lines also evoke elegance and refinement B Horizontal Lines 1 Stretch out objects and them appear wider and shorter 2 Calm Peaceful Easygoing Restful C Curved Line shown D Diagonal Line 1 Grace Femininity can ease Tension 2 can also be used for a spotlight against an object which is 3 Can also be a spiral that leads the eye from object to object 1 A line of Action 2 Forceful Strong and Dynamic 3 Suggests movement and excitement XII Creating Retail Atmosphere A Strategic Design of Store involves 1 Exterior and Interior Aspect 2 Arrangement of Merchandise 3 Fixtures 4 Displays on Selling Floor B The total effect of these elements creates Retail Atmos phere XIII Grid Layout A Linear design with fixtures arranged on parallel aisles B Fixtures are positioned in a checkerboard pattern C Efficient in terms of space use D Allows orderly stocking E Helps shoppers see a great deal of merchandise easily because it is simple easy predictable to navigate F Creates natural sight lines leading to focal points at the end of the aisles where customers and merchandisers focus their attention XIV Free Flow A informal aisles with fixtures arranged in loosely grouped nonlinear formations B Encourages Browsing C Must provide enough room between fixtures to allow traffic to flow smoothly XV Racetrack A loops around perimeter of store B Exposes shoppers to a great deal of merchandise as they follow the traffic aisle with departments on the right and left C Usually found in discount or department stores D Overhead directional signing is important to help cus tomers XVI Soft Aisle A creates a 5ft aisle along merchandised wall sections B Fixtures are arranged into groups C