CTE3835 Final Study Guide 50 questions A run of windows Aka a bank of windows 2 questions with pictures to show display setting Fantasy Abstract o MOST DIFFICULT Semi realistic o o The visual merchandiser presents the essence and leaves the rest to the imagination of the shopper This type of display is much simpler The merchandise and mannequins do not have to compete with the cleverness of the detailed setting Realistic Scale is most important in these displays Do not overuse props Depiction of a recognizable locale reinterpreted in the display area Best controlled and most effective in an enclosed window o o o o Must be proportionate o Mannequins will always have heads Environmental Shows an assortment of various related items in a setting depicting how and where they may eventually be used Typically used when promoting some type of cause i e breast cancer Not a promotional display o Window placement in the exterior of the building Fa ade o Face of the building Glass fa ade o o o Institutional Window placements Fenestration Display windows to one or either side of the glass doors that are usually open during business hours Open back or closed back Glass panels extend from floor to ceiling Mannequins often stand on the floor eye to eye with the shoppers or are elevated on platforms or risers Closed fa ade Windows are completely blocked off and only the entrance is visible Suggests something special or a sense of belonging Appeals to teens and tweens as well as to upscale boutique shoppers Open fa ade No visible barrier between the shopper on the mall aisle and the store unless there is a change of flooring material Security gates No display windows where to display Lease lines Operational signs Aka institutional signs Duratran images Lightboxes Display featuring Random info Lighting 3 types o o o o o spotlighting accent ambient task o workrooms cash wraps goal as close to what the merchandise would look like if you took it out of the store color rendition natural lighting Does lighting have an effect on brand image Yes Types of bulbs o o Fluorescent Provide best ambient lighting Least expensive Often referred to as cool lights Cannot effectively accent merchandise Non shadowing o Incandescent phasing out o Halogen o LED Best method of lighting for true to life accent and task lighting warm light offers excellent color rendition greater cost than fluorescents enhances reds oranges yellows but dulls blues Type of incandescent lighting that provides color rendition closest to daylight Commonly used for accent and task lighting Growing as an ambient lighting source Much cooler Much more energy efficient Where should lights be focused on o The merchandise not on glass though it will cause glare Windows Straight front o o o Run parallel to street Enhance location Close back open back or elevated Arcade o o Creates a walkway as you go back Increases size of display windows because of doors being set back Corner o o o Can see from either side 2 store fronts pretty much Double exposure Open or closed back Angled Can be similar to arcade o o Monotony is broken by angles away from the sidewalk Store exteriors Marquees o o o o Architectural canopies Porte cochere Permanent awning Start of a storewide display Banners o o Outdoor fabric banners are inexpensive and expendable Colorful eye catching eye filling devices o o Different uses The display should not only attract and excite it should also reinforce an idea and present dimensionally Planters o o o o o o o o o o o o o flower boxes and plants outside a store add to the general ambiance of the store Dramatize window presentation by adding depth to the setting Lighting can be used for multiple reasons Awnings Supply shelter during inclement weather o o Make viewing a window display more pleasant during the heat of the day o Cut down on the glare and reflection in windows Random info What s the greatest problem with display windows Glare reflection What type of window has glass on all 4 sides Island window glass on all 4 sides Island display can approach from all 4 sides Who typically decides what goes into a display window at a department store Buyer buys merchandise goes to advertising department trickles down to store department Supported by advertising The process answer Come from corporate store doesn t decide What is a frame used to accentuate the window Proscenium Masking means Covering up a window to make it smaller Signs that picture apparel or home fashions Lifestyle graphics o Words are the copy o Whitespace is what s leftover o Artwork are the pictures Important walls very visible walls o Priority walls Selling sign that says 25 off then additional side on top topper additional sign on side sider Words that you write to communicate on the sign are called What type of mannequin has hair that cannot be changed Waterfall straight arm fixtures Capacity Side hanging Semi realistic o o o o What mannequin is best for confined space Headless mannequin Steps for preparing a window display Plan in advance Select merchandise category Select a color story Select a theme Choose props Select mannequins Select accessories Sketch window Clean it