CTE 3835 FINAL STUDY GUIDE Store Interiors Chapter Topics o The term focal point and its uses o Unique characteristics of island displays o Use of counters and display cases for merchandise presentation o Differences and similarities between museum cases and demonstration cubes o Displays appropriate for ledges within the store o How structural columns can be used for interior display o The term fascia and its uses o Use of T Walls in the store interior o 100 traffic areas within the store Focal Points o A generic term that refers to any place in the retail setting where emphasis has been placed to attract the shopper as directional force o Accented area on the floor where special merchandise is featured o Reinforce the stores image o To attract shoppers to store or department o A featured display space viewable from all sides Island Displays Can it be both o Focal Point o Island Display Risers and Platforms The Runway The catwalk catwalks Interior Displays o A riser platform or the display figure set off the aisle or in a department and spotlighted from above will also serve to identify an area and promote a particular piece of merchandise o A long runway platform becomes the focal display element inside the store when window display space is unable to accommodate a real presentation o It store has extra high ceilings the designer may add overhead o Walkways that cross over the sales floor o Used to show off mannequins in featured garments o Demonstration Cubes rug upholstrerd laminated or wood finished blocks found on selling floor and grouped or clustered Popular in mid traffic areas to attract into department or special products o Museum Cases serve as a counter or demo are or display case Column pedestal with 5 sided glass case on top and taller than the counter Merchandise is raised to the eye view Counters and Display Cases the point of purchase Ledges o A counter is a major area for merchandise presentation and is truly o Usually the top surface of a backup storage unit behind a selling o The traditional ledge raises 5 feet off the floor and island on the counter selling floor o Customers should NOT be able to touch the merchandise o Usually it is lit from overhead Enclosed Displays o A fully glassed in platform o Larger than a shadow box and can hold a mannequin o Purpose is same as a closed back window and show merchandise in a o Located at the entrance to a department line an isle part of a o Miniature display windows or elevated display cases often worked into the floor design o At eye level shallow limited lighting and show small fashion protected area perimeter wall Shadow Boxes accessories Fascia o Horizontal boars or panel often found 61 2 to 7 feet off the ground used to conceal lights and as a background o Should tell what is being sold below suggest the variety and specify the time of year or look that s in that season o Become a popular place to pin up merchandise o Used both as merchandising and decorating technique to identify merchandise in department and attract customer to that area 100 Percent Traffic Areas o Locations throughout the store that get very heavy traffic areas around elevators escalators and major staircases o Quick impulse shopping low priced easy to sell merchandise is promoted o Should be changed frequently and attract customers to merchandise display Attention Getting Devices Devices to Attract Shopper Attention Color the big attraction What we see first and what attracts us to an object Lighting the big attraction What we see first and what attracts us to an object Line and composition Valuable attention directors after color and lighting have done their part Use of vertical horizontal curved and diagonal lines can help determine the effectiveness of a merchandise presentation Composition is the arrangement of different visual elements in order to achieve a unity and wholeness Scale An attention getter As the relationship between a known object and a known figure changes the look or size of the object to the figure and vice versa appears to change as well Contrast Contrast accomplishes with light and color what a change of scale or proportion accomplishes with line and form Repetition Repetition will make an impact and the message will sink in If something is worth repeating repeat it several times over Humor If a show me attitude can be replaced with a that s funny or isn t that cute outlook a sale may not be far off Show the human and humorous side of life in display Mirrors can add depth width and height Reveal new angles and attitudes show hidden backs and sides and turn a setting into a full round presentation Be careful not to have the mirror angle showing any unfinished elements of the display What are disadvantages of using mirrors You have to make sure that the whole view is perfect because the mirror may pick up something unfinished etc Nostalgia sells because many people dream of the good old days The very old can be used to sell the very new Motion Motion or movement within a display area will get attention Just as it can be attractive motion can also be distracting Surprise and shock Know difference A surprise can be fun something pleasant amusing or unexpected Shock goes beyond and must be used sparingly If not handled properly a display aimed to shock can be upsetting or distasteful Props An entire industry is devoted to producing props devices and gimmicks to enhance merchandise presentations Can be found in the most unexpected places Possibilities are endless What do you see What do you see What do you see Store Exteriors Chapter Topics o Key exterior items that impact store image o How banners can be tied in with seasons and store promotional o Advantages and disadvantages of the four major windows used in o Variations in storefront design often found in malls and shopping events centers storefront design Signs Marquees Banners o Whole chapter on signs o Architectural canopies Planters Awnings of the store o Outdoor fabric banners are inexpensive and expendable o Colorful eye catching eye filling devices o The display should not only attract and excite it should also reinforce an idea and present dimensionally o Flower boxes and plants outside a store add to the general ambience o Dramatize window presentation by adding depth to the setting o Supply shelter during inclement weather o Make viewing a window display more pleasant during heat of the day o Cut down on the glare and reflection in windows o Used more and