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ARTISTIC DESIGN. In the retail environment, a display has about three to eight seconds to attract a customer’s attention, create a desire, and sell a product. Display design and selection has five steps. Selecting the merchandise for display Selecting the display Choosing a Setting

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artistic design

ARTISTIC DESIGN

In the retail environment, a display has about three to eight seconds to attract a customer’s attention, create a desire, and sell a product.

display design and selection has five steps
Display design and selection has five steps
  • Selecting the merchandise for display
  • Selecting the display
  • Choosing a Setting
  • Manipulating Artistic Elements
  • Evaluating Completed Displays
selecting merchandise
Selecting Merchandise
  • Must have sales appeal
  • New, popular or best-selling products
  • Visually appealing to attract customers
  • Appropriate for the season
  • Appropriate for store’s geographic location
  • Often address the latest fashion, fad or trend
selecting the display
One-item Display

Constructed for a single product promotion or special

Line-of-goods Display

Shows one kind of product but features several brands, styles or sizes

Related Merchandise Display

Items that are meant to be used together

Assortment Display

Collection of unrelated items

Usually emphasizes price

Typical in variety stores and supermarkets

For a special appeal to bargain hunters

Selecting the Display
related item displays
Related Item Displays
  • Ten-Speed Bicycles
  • Flower Seeds
  • Computers
related item displays6
Related Item Displays
  • Group 1-One-Item Display
  • Group 2-Line-of Goods Display
  • Group 3-Variety Display

DO:

Use whatever you can find in the room as artistic elements to create your display.

Create a setting type.

ANSWER:

Who are the potential customers?

Desired business image?

Merchandising concept?

choosing a setting
Choosing a Setting
  • Realistic Setting
    • Depicts a room or area
  • Semi-Realistic Setting
    • Suggests a room or locate but leaves details to the viewer’s imagination
  • Abstract Setting
    • Focuses on form and color rather than reproducing actual objects
manipulating artistic elements
Line

Color

Shape

Direction

Proportion

Texture

Balance

Motion

Lighting

Manipulating Artistic Elements
color
COLOR
  • Can make or break a display
  • Colors that match surroundings too closely will not catch a customer’s eye
  • Colors too bright or contrasting may overwhelm the merchandise
slide10
Line
  • Stiffness and Control
  • Freedom and Movement
  • Action
  • Width and confidence
  • Height and Dignity
shape
Shape
  • Determined by props, fixtures and merchandise used
  • Squares, cubes and triangles OR
  • Mass Displays with no distinct shape
    • Large Quantities
    • Low Prices
direction
Direction
  • Guide the eye through or to a display
  • Created through color, repetition, lighting patterns
  • By arranging in a pattern
  • Focal point around an imaginary triangle

More at the top than bottom of display

texture
Texture
  • Smooth or Rough
  • Contrast creates visual interest
  • Example:
    • Smooth flatware against rough background
proportion
Proportion
  • Props and signs should be in proportion to merchandise
  • Don’t overpower
balance
Balance
  • Formal-
    • Large with large and/or small with small
  • Informal
    • Balance one large and several small
      • For example, an adult mannequin with small baskets at mannequin height
lighting
Lighting
  • Use 2 to 5 times stronger light than store light
  • Use colored for dramatic effect
  • Consider mood
    • Elegant houseware lighting vs. teen clothing department
    • Dressing Room Lighting