An Advertising Medium

Chapter 11: Visual Merchandising

Topics that we will cover1. The purpose of a display2. Types of Displays

a) Exteriorb) Interior

3. Creating Displaysa) Best Practicesb) Steps in Planning a Displayc) Evaluating Displays

4. Coloura) The Colour Wheelb) Basic Colour Schemesc) Colour use in displays

Topics for Today

• The Purposes of Displays• Types of Exterior Displays

Visual Merchandising

• Displays are a form of advertising that has been used ever since retailing existed.– ie. Farmer putting ripest apples on top

• Today, an effective display does not only show goods, but also increases sales by appealing to customers sense of sight.

Visual Merchandising

• Exterior displays are used to:– Catch attention– Create interest– Encourage people to enter store

• Displays have the same goal as advertising: AIDA– Attention– Interest– Desire– Action

Purposes of Displays• To grab customers’ attention• To get customers into the store• To encourage browsing and self service• To support salesperson’s presentation• To reinforce store image and advertising• To allow employees quick visual control of

merchandise• To streamline stock keeping and

housekeeping

Types of Exterior Displays• Store front:

– Signage– Marquee– Outdoor lighting– Banners– Planters– Awnings– Building itself (its design and setting).– Window Displays*

• Outside walls• Sidewalk displays

Types of Exterior Display Windows

• Closed background displays• Semi-closed background displays• Open window displays

Closed Exterior Window Displays

•Customers are focused on the display window, cannot see inside store•Traditionally used by large department stores

http://www.briancroft.com/large-single-view/%20Vancouver%20and%20Victoria/16207-5-3973/Painting/Acrylic/Cityscape.html

Semi-closed Background Displays

•Used by cafes, jewellery and smaller clothing stores•Visually blocks part of the store, possibly using partially boxed windows

Open Window Displays

• Best window display is no window display!• Customers can see the entire interior of the store

http://www.delawareonline.com/blogs/2008/07/marsh-road-starbucks-to-close.html

Your Task Today

• Worksheet due by the end of class• Next class

– Interior Displays