Visual Merchandising

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Visual Merchandising Contents

Objectives & Performance Outcomes 3

Introduction 4

Building Merchandise Atmospherics 5

Design Principles—Balance 6-7

Total Customer Offering 8

Design Principles—Emphasis 9

Design Principles—Proportion 10

Design Principles –Rhythm 11

Colour 12-13

Constructing Free Standing Displays 14

Planning for Special Events 15

Point of Sales—Principles & Construction 16-23 © Copyright 2003, Training Concepts Pte Ltd

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Visual Merchandising Objectives & Performance Outcomes

At the end of this module you will be able to:

Understand the importance of visual merchandising in the selling process

Understand the basic principles relating to visual merchandising presentations.

Apply the concept of Total Customer Offering and visual merchandising principles to the sales process.

Learn to construct free standing displays and layout the store aesthetically.

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Visual Merchandising Introduction

Visual merchandising is the presentation of a store and its merchandise in ways that will attract the attention of potential customers and motivate them to make purchases .

It begins with Creativity! 1. Understanding of retail design principles It is important that you understand basic design principles and apply these principles to the design, development and presentation of your visual merchandising displays. 2. Understanding of the company’s presentation standards It is important that you familiarize yourself with Nokia’s presentation standards to ensure consistency of application. 3. Use a creative approach to merchandise presentation You need to display “out of the box” thinking and find creative solutions to the problems you will encounter.

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Visual Merchadising Building Merchandise Atmospherics

Building the brand image of the store Using atmospherics, décor, layout strategies that appeal to our five senses can be layered into the basic shell of the store to enhance the shopping environment Layering including multiple sensory elements to achieve a particular atmosphere for the store environment Creating store atmospherics incorporating colors, shapes, lines, textures

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Visual Merchandising Design Principles—Balance

The word balance describes an equality of weight, something distributed evenly on both sides. In order to give equal importance to objects in the display, they should be placed with care on ether side of an imaginary line.

Symmetrical Balance

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Visual Merchandising Design Principles—Balance

Perfect balance may be fine for some displays but the majority of presentations would be monotonous is there were no other design possibilities. Asymmetrical or informal balance is more relaxed and allows better use of creativity. In this arrangement the total weight on each side of the imaginary line is about equal. The shapes used to balance each other could be different.

Asymmetrical Balance

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Visual Merchandising Total Customer Offering—Activity

1st Step : Demonstrate Offer to show them a demonstration of the key benefits of the solution: - give a live demonstration of photo taking and sending MMS - show case the Music Stand - demonstrate the Red & Blue Java™ game 2nd Step: Design the offer If the customers show interest, take the opportunity to show them an extra Coloured Cover, Carrying Cases and extra wallpapers to offer a complete solution. 3rd Step: Deliver a “plug and play” solution Once the customers decide to purchase the Nokia 7250, please assist in obtaining the MMS service settings from the Operator and set up the phone for immediate MMS usage.

Using the Total Customer Offering Approach & using the principles that you have learned in displaying products carry out the following demonstration:

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Visual Merchandising Design Principles—Emphasis

Size : In the design of a visual presentation, dominance can be achieved with something large.

Every visual presentation should be built around something of particular interest. This is referred to as the focal point. The focal point is the dominant or central point of a display, with everything else playing a secondary role. Emphasis can be achieved through a variety of techniques:

Repetition: Repeating a colour, shape, pattern or texture allows dominance to emerge. The eye quickly focuses on the repetitive element and the abundance of similar elements underscore its importance.

Contrast : Dominance or emphasis can also be portrayed with a colour, texture or concept that is in complete contrast to the other elements of the display.

Lights & Dark: By including a single light object in a generally subdued display, an immediate visual force is created.

Shape / Textural Contrast : By introducing various shapes displays can be made more artistic and interesting. Introducing unusual or unexpected texture can also help capture interest.

Directional Contrast / Unique Placement: A display in which one element is placed in a different direction or in a unique position.

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Visual Merchandising Design Principles—Proportion

The principle of proportion involves the comparative relationship of the design element to each other. When each element of the design is properly proportioned to each other, the whole will have a pleasing effect to the eye.

In planning a presentation, you must consider the size of the space in the window, showcase, floor case or interior display case. The merchandise, forms and props must be properly proportioned for the presentation. In achieving designs of pleasing proportion, you should visualize how the various elements interrelate to form the total image.

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Visual Merchandising Design Principles—Rhythm

When all of the elements of a design are properly located so that the eye travels smoothly from one part to another, then flow, movement or rhythm has been achieved. It is the task of the presentation designer to make the eye move in a specific pattern.

Repetition : In a display using the principles of repetition of shapes, the eye is led in one direction by multiples of the same shape. Continuous Line: One element provides a continuous visual guide which takes the customer from one point to another. Progression : Rhythm can be accomplished by employing gradation of line, shape, size or colour. Eg. Moving from one shade of colour to another or using increasing or decreasing sizes etc. Radiation : Rhythmic movements may radiate from a central point as in the rays of a sun or the spokes of the wheel. The merchandise itself can be arranged to radiate from a focal point without a special prop. Alternation : When certain shapes or colours are used alternately, they give a design rhythm.

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Visual Merchandising The Emotional Effects of Colours

The right colour choice can immediately create a mood. In choosing colours there are no safe colours that will have the same effect on all people.

Orange : Warm colour. Gives an earthly feeling. Blue: Suggests coolness and serenity. Invokes a calming emotional experience. Green: An excellent choice for a restful setting Purple : Used for dramatic purposes. In its pure or shaded forms it emits a feeling of drama or mystery. Yellow: Warm colour that produces a cheerful effect. Neutrals : White, black, grey. Black can portray depression, but when set in an elegant setting it implies richness & sophistication. White generates a cold feeling but can add a striking balance to a colour scheme.

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Visual Merchandising Colour

Complementary schemes two colors that are directly opposite each other on the color wheel. Example yellow and violet

Split-complementary schemes three colors -- one central color plus the two colors on either side of its complement. Example yellow with red-violet and blue-violet

Double-complementary schemes four colors—two colors plus their complements Example yellow with violet plus green with red

Triadic schemes three colors that are equidistant from one another on the color wheel (they form a triangle when you look at the wheel) Example orange, green, and violet

Analogous schemes (color families) two or more colors that are next to each other (adjacent) on the color wheel Example yellow with yellow-green

Monochromatic schemes a single color in different values and intensities (more white or gray blended into the basic color) Example: navy blue with medium blue and light blue

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Visual Merchandising Construct Your Own Free-Standing Displays

Construct your own Free standing display using the materials and clips provided. You are only allowed to use the materials given to construct your point-of-sales. This will include 100 pieces of photo clips. Pay attention to aesthetics and functionality. Your visuals must help to position your products effectively.

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Visual Merchandising Special Events Calendar

1. Prepare a special events calendar for your store for the coming month indicating the dates, names and events and the visual merchandising participation for each promotion.

Special Events Calendar

Date Promotional Event Visual Merchandising Participation

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Visual Merchandising Point-of-Sales

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Visual Merchandising Point-of-Sales

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Visual Merchandising Construct Your Own Point-of-Sales Displays

Construct your own point-of-sales displays using the materials provided. Create your own visual images on the displays and use these images to decorate your store. The theme for the décor will be provided by your trainer. You are allowed to use a combination of materials given to construct your point-of-sales including using the photo clips. provided. Pay attention to aesthetics and functionality. Your visuals must help to position your products effectively.

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Construct your own point-of-sales displays using the materials provided. Create your own visual images on the displays and use these images to decorate your store. The theme for the décor will be provided by your trainer. You are allowed to use a combination of materials given to construct your point-of-sales including using the photo clips provided. Pay attention to aesthetics and functionality. Your visuals must help to position your products effectively.

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Visual Merchandising

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