Visual merchandising seminar for imcea

VISUAL MERCHANDISING

Presenters:Brenda Hamm / John Becker

Hubert LLC

Agenda

I. PowerPoint Presentation on Visual Merchandising in the Food Industry

II. “Hands-on” Visual Merchandising in Teams (design, set, and present)

III. Questions & Answers

Goals

To define Visual Merchandising and its impact on Sales in the Food Industry

To identify and successfully incorporate the 5 Elements of Design into your everyday food displays

To identify new Foodservice Merchandising Trends

To practice “hands-on” Visual Merchandising in teams (design, set, and present)

What is Visual Merchandising?

$elling goods in small increments to customers through a visual medium

Projecting the image of the seller

Incorporating the 5 elements of design: color, texture, landscaping, décor and communication

Creating a Dining/Shopping Experience that places the customer in harmony or gives them a New experience

Why is Visual Merchandising Important?

It creates the optimum $ALE$ environment

The art of turning a “Passive Looker into an Active Buyer”

Generates Impulse Sales

The 5 Elements of Visual Merchandising

COLOR

TEXTURE

LANDSCAPING

DECOR

COMMUNICATION

COLOR

The “Soul” of Visual Merchandising

COLOR The “Soul” of Visual Merchandising

Color Basics 101Color The presence or absence of light as it is reflected or deflected on a given surface

Color HueThe particular wavelength of spectrum color to whichwe give a name (example: Red)

Color IntensityDegree of Saturation; purity, strength & brilliance

Color Valuereference to the lightness or darkness in a colorTint = color + white addedShade = color + black added

Orange

Yellow

Red Orange

Blue Green

Green

Blue

BlueViolet

Red Violet

Red

YellowOrange

Purple

YellowGreen

COLOR WHEEL

A color wheel will indicate the approximate color that will result from mixing adjacent hues in a given color scheme.

Primary

PrimaryPrimary

SecondarySecondary

Secondary

Primary & Secondary Hues

Orange

Yellow

RedOrange

Blue Green

Green

Blue

Blue Violet

Red Violet

Red

YellowOrange

Purple

Yellow Green

Monochromatic1 Hue- different shades and tint; soothing

COLOR WHEEL

COLOR SCHEME

Orange

Yellow

RedOrange

Blue Green

Green

Blue

Blue Violet

Red Violet

Red

YellowOrange

Purple

Yellow Green

Analogous3-4 Adjacent Hues, but may also contain all intensities and values of Hues between; soothing

COLOR WHEEL

COLOR SCHEME

Orange

Yellow

RedOrange

Blue Green

Green

Blue

Blue Violet

Red Violet

Red

YellowOrange

Purple

Yellow Green

Triadic3 Hues of equal distance on the color wheel; makes intense, dramatic presentations

COLOR WHEEL

COLOR SCHEME

Orange

Yellow

RedOrange

Blue Green

Green

Blue

Blue Violet

Red Violet

Red

YellowOrange

Purple

Yellow Green

ComplementaryTwo hues exactly opposite on the Color Wheel; dramatic

COLOR WHEEL

COLOR SCHEME

Orange

Yellow

RedOrange

Blue Green

Green

Blue

Blue Violet

Red Violet

Red

YellowOrange

Purple

Yellow Green

Split

Complementary1 opposite with 2 on either side of the opposite; dramatic

COLOR WHEEL

COLOR SCHEME

Orange

Yellow

RedOrange

Blue Green

Green

Blue

Blue Violet

Red Violet

Red

YellowOrange

Purple

Yellow Green

Tone-On-ToneTwo hues next to each other on the color wheel; soothing

COLOR WHEEL

COLOR SCHEME

How to Blend Color Into Displays

First determine the purpose of the display

Movement L to R, T to B as in reading

Use bright, strong, dramatic hues with or without repetition to attract and lead

the eye

COLOR The “Soul” of Visual Merchandising

Color Families

Cool Colors:blue, green, violet and blue-green

Warm Colors:red, yellow orange, rust and peach

Neutral Colors:white, black, brown and beige

Effects of Background Coloron Display Color

Display Color White Back Black Back Beige Back Gray Back1 yellow richer duller warmer brighter2 red brighter darker bright bright3 green paler deepens takes on yellow brightens4 orange brighter darker lighter brilliant5 purple loses strength darker brighter brighter6 blue more brilliant duller softer blue-gray

Social & Psychological Reactions to Color


1. Yellow happy, bright, cheerful, vital in food needs to be true yellow to be successful

2. Yellow-orange not well received in food areas

3. Orange Friendly, sociable, glowing, vibrant great color for food displays & merchandising

4. Red exciting, loving, warm stimulates appetite, red, rust and spice shades gets attention in displays and décor



5. Pink problem with foods, can only be sweet-candy, suggests undercooking, not well received

6. Green alive, cool, growing fresh cool greens, deep greens, and blue-greens 7. Blue favorite of most people cool, calm, comfortable, good for cold areas of merchandising

8. Purple very strong color, regal use sparingly-only as accent



9. Brown earth, hearth, home, simple things, clay, wood, great for accents and various shades together

10. Gray depressing or cold can be sophisticated and elite (marble) needs to be clear color

11. White makes all other colors seem brighter, bigger, bolder, denotes cleanliness great for uses with foods

12. Black ultra-chic or ultra-depressing needs to be shiny to be clear

At Sutton Place Goumet in Alexandria, Va

Food is the Vehicle for Magnificent Color

Photo by Martin M. PeglerFood Presentation & Displayby Martin M. Pegler

Displays with Color

Displays with Color

At Comito’N in Santiago Chile the colors arewarm and homey Photo by MMR/RVC, Cafes & Coffee Shops by Martin M. Pegler Book

W all Coverings

Appliances UtilitarianHousehold G oods

Fabrics Furniture

Interior Design

Autom otive Industry

Fashion Industry

Color Influencing FactorsColor Influencing Factors

Color Trends for 2005

Sources: Pantone Fashion Color Report & The Color Marketing Organization Forecast

Worldwide Color Trend - The Complete Red Family is RED HOT!

Worldwide - Greens are also going to continue to be very important. They make us feel tranquil, safe and secure.

America - softening, warming, returning to “earth tones”. A warm palette of yellows, golds, mustards and all hues of reds and greens.

New Color Products

Soft Patina Wire Baskets Earth-Tone Solid Red w/Verdigris-like Displayware Ceramics Finish

TEXTURE

The “Touch and Feel” of Visual Merchandising

TEXTURE

Interesting Facts about Texture and Touch

Tactile experience is essential to humans, especially growing infants

The sense of touch develops before the sense of vision

Much later we learn to “feel” texture with our eyes Incorporating the feel of texture into displays is an important concept in Visual Merchandising

Texture The “Touch and Feel” of Visual Merchandising

Texture Basics 101Texture The tactile qualities of surfaces; actual or implied

SurfacesSmooth- reflect light and appear brighterRough- hold light and appear darker VehiclesFood, Food Vessels, Props, Fabric and Furniture EffectsComplementary Textures suggest familiarity Opposite Textures are attention grabbers; they bring humor,scale or shock to displays

Texture The “Touch and Feel” of Visual Merchandising

Meret Oppenheim’s Fur Covered Cup

1936 Photo

Opposite Texture implied * attention grabber * shocks the viewer

Social & Psychological Reactions to Texture

1. Metals sleek, durable, permanent & clean

2. Glass, Ceramic elegant, classic

3. Plastic disposable, casual

4. Paper fresh, disposable

Social & Psychological Reactions to Texture

5. Wood earthy, natural & wholesome shiny -sophisticated, elite rough- rugged, masculine 6. Marble elegant, sophisticated

7. Wicker friendly, informal, earthy and natural

Texture Trends

Metals - Fashion Forward looks

Techno-natural - Creating irregular shapes that appear futuristic but echo natural patterns

Material Mixing - Pairing different materials such as porcelain and glass

New Texture Products

Metal Grapevine Stainless Steel and Bamboo w/Random Baskets White Porcelain mixed Brushed Pattern w/ Glass Plates

Displays with Texture

Quadrant (Bakery)Chicago, IL

Mixed textures;natural woods,wicker baskets,glass shelves, & chrome signtags

Says: Warm, homeyand clean

Sadin PhotographersFood Presentation & Display by Martin M. Pegler


Cucina! Cucina! Seattle, WA

Mixed Textures:stainless steel, smooth yellow tiles,knotty pine wood glass shelves

Says: Friendly, casual,and fresh



La Ruche (Restaurant)Arnheim, Netherlands

Mixed Textures;marble countertops, dark maple wood, mozaic tile, glass &food products

Says: understatedelegance, timeless, fun

Photo by Ian McKinnellCafes & Coffee Shopsby Martin M. Pegler

LANDSCAPING

The “Ups and Downs” of Visual Merchandising

LANDSCAPING

LandscapingThe “Ups and Downs" of Visual Merchandising

Landscaping Basics 101

Landscaping The blending of 6 basic design principles into a display

1. Balance 2. Line 3. Emphasis 4. Proportion 5. Rhythm 6. Harmony

LandscapingThe “Ups and Downs” of Visual Merchandising

Symmetry - (perfect balance) equal weight to each half of the display

Asymmetry- (informal balance) each side achieves a sense of balance, though using different objects

Top to Bottom Light weight or light colors to the top Heavier weight or dark colors to the bottom

1. Balance

LandscapingThe Ups and Downs of Visual Merchandising

Vertical - conveys strength, height, dignity line is elegant, forceful and direct

Horizontal - conveys easy going, restful, calmcan help smooth or cut vertical

Diagonal - directs the eye to pointusually left top to right bottom

Curves - guides the eye adds flowing movement

2. Line


3. Emphasis - attention grabbers

SizeLarge or unique shapes get noticed RepetitionThe eye focuses quickly on repetitive shapes

ContrastUse of contrasting shaped items leads the eye

Unique PlacementUse pedestals or stands to elevate and createvertical sales space


4. Proportion (AKA - Scale)

The comparative relationship of the designelements to each other must have a pleasing effect to the eye


5. RhythmThe flow or movement of the eye along the display

Movement methods:Repetition- Use of same shapes

Continuous Line- Identical rows of product

Progression- Same shapes in increasing ordecreasing order

Radiation- Arranging merchandise to radiate from central focal point

Alternation- alternating the shapes or patterns

Landscaping The “Ups and Downs” of Visual Merchandising

6. Harmony

When all the elements blend properly in adesign to form a unified picture


Benefits

Necessary for optimal food product presentations; the “high rise” effect

Leads a customer’s eye through a display Enables customer to quickly scan food selections Enhances self-service Allows food to be displayed at various heights or levels

Landscaping Trends

New and unconventional items available to create height in displays

European influence of irregular, non-traditional shapes and lines

Must always use appropriate, front-of-the-house items for landscaping

New Landscaping Products

Tiered FUNctionMulti Pedestal Z Riser Buffetware Stand Stands

Landscaped Grab & GoTable Displays

Asymmetrical Balance,Vertical and Horizontal Lines, Use of Tabletop & Floor Space

Photos by Jamie Padgett, Karant & Assoc.Food Presentation & Displayby Martin M. Pegler

Landscaped Countertop Displays

Landscape Vehicles: Tiered Stands,Pedestal Bowls, Pedestal Stands

Photos by Mark Ballogg , MMP/RVCCafes & Coffee Shops by Martin M. Pegler

Landscaped Case Display

Barefoot Contessa(Gourmet to Go)East Hampton,New York

Vehicles: Pedestal Stands & Platters inside the Case


COMMUNICATION

The “Storyteller” of Visual Merchandising

COMMUNICATION

COMMUNICATIONThe “Storyteller” of Visual Merchandising

Communication Basics 101

Communication The process by which knowledge or information isshared using a common system of symbols, signsor photos within a display

VehiclesSignage, photos, price tags, labels

BenefitsRecognition, Highlight New Items, Product Differentiation and Pricing

Foodlife at Water Tower Place Chicago, Illinois

Types of Signage•Destination •Menu Item & Price•Suggestive Sell

Photos by Mark BalloggCafes & Coffee Shopsby Martin M. Pegler

Displays with Signage

Foodlifeat Water Tower Place Chicago, Illinois

Types of Signage• Destination• Menu Item & Pricing• Informational

•Photos by Mark BalloggCafes & Coffee Shopsby Martin M. Pegler


West BroadwayCoffee Shop Vancouver, Canada

Types of Signage• Menu Item & Pricing• Coffee Bean Identifiers• Product Tags in Case

Melnychuk Photography Cafes & Coffee Shops by Martin M. Pegler k


Communication Trends

Non-traditional signage holders and unique shapes

New labels printed by the uniton the computer

New Communication Products

Benz Tag Holder Page’Up Originals Versatile Metal Counter Sign Holders

DECOR

The “Icing” of Visual Merchandising

DecorThe “Icing” of Visual Merchandising

Decor Basics 101

Decor The enrichment of displays by the addition of elements that contribute splendor and/or style

VehiclesProps, Fabric, Furniture, Food Vessels and/or Food EffectsCreate Ambiance/Excitement Provides Attention GrabberSupports Theme


Creates Ambiance or Excitement

Photo from Steven Spielberg’s “Dive” Restaurant featuring the “look” inside a Submarine

Photo by Martin M. Pegler


Grabs Attention

Ex. Jumbo Replica Vegetables willcomplete a look of freshness

Their large size draws the eye and capturesthe viewer’s sight


Supports a Theme

Countertop Props,Shoji Lamp and Chinese Dragon support an Asian Theme


Benefits

Changes the look for different dayparts Simplest way to get customers’ attention Encourages repeat purchasing Doesn’t detract from food Completes your merchandising plan

Décor Trends

Minimalist influence on décor, coupled with societal need for authenticity

Linens, silks and replicas have given way to ceramics, glass and metals. Replicas and silks can still be used as accents in small amounts

New Decor Products

Organic Burlap Natural Decor Bags Filled Jar Sets Products

Displays with Decor

Foodlifeat Water Tower PlaceChicago, IL

Vehicles:cloth curtains, glass filled jars,large bulk canned goods,replica garlic & pasta,sunflower and shelf displaware

Photo by Martin M. PeglerCafes & Coffee Shopsby Martin M. Pegler

Displays with Decor

Foodlifeat Water Tower PlaceChicago, IL

Vehicles:Chicken Figurine,Leaf Garland,Sunflower in Tin Vase

Photo by Martin M. PeglerCafes & Coffee Shopsby Martin M. Pegler

Displays with Decor

Harley Davidson CaféNew York, NY

Vehicles:floating American Flag,motorcycle component light sconces, & HD motorcycles

Photo by Norman McGrathCafes & Coffee Shopsby Martin M. Pegler

Foodservice Trends

2005Bakers Dozen

11Health Wellness and Low

Carbs

64% of Americans are overweight or obese

32 million Americans are on low-carb diets

Two-thirds of people who are not on a diet want fewer sugars, carbs and fats in their food.

Customers want post nutrition information

22 Convenience

C-stores, express units, and grab-and-go outlets are enjoying renewed popularity

On college campuses, 60% of traditional foodservice transactions take place at these convenience operations

Ready-to-eat, no prep, handheld, no clean-up meals

Single serve, bite-sized, re-sealable, portion-control, snack foods that are portable

33 Healthful Drink Options

Water Beverages that

are low in carbs and caffeine free

Drinks with “all natural” claims

Antioxidant tea products

44 Global Comfort Foods

Steak and potatoes, chicken noodle soups, mashed potatoes and pot roast

Mexican and Asian dishes Beans,

tortillas and sticky rice have become staples

55 Food Customization

Diners impact the ingredients used to cook their food or add different flavorings

Mongolian grills stir-fry wok stations, made-to-order sandwich stations, omelet stations

People like to have their own healthful food options

66 Ethnic Diversity

Increased desire for authentic, cultural cuisine and restaurant-style quality

Southeast Asian Tunisian

and Moroccan

Strong, flavorful types of cuisine

77 The Small Plate

Smaller portions of foods Customers want to put

together a tasting plate of three or four items

Savor different flavors and styles of cuisine in one seating

Because the servings are smaller and cheaper, people are spending and eating less

88 Hot Sandwiches

Transforming cold-wrap sandwiches into heated sandwich programs

More upscale breads like focaccia More zesty

toppings such as pesto spread

Filling lettuce with hot meat fillings

99Breakfast: Most Important

Meal

The popularity of high-protein diets like Atkins and South Beach, customers are demanding more protein in their meals

The average American ate more than 254 eggs this year

Omelets that include ham, cheese and sausage

1100 Food Safety

Hepatitis, E.Coli, and Mad Cow Disease have kept food safety in the forefront of consumers’ minds

Easy-to-clean and sanitize equipment and utensils, automated cleaning systems, cleaning agents, HACCP programs, tractability, country of origin labeling (COOL) and well-trained, food safety-certified

1111Clean Food Independence

Consumers are becoming educated through new Web sites and are demanding alternative clean foods

Requires food that is different Raw food enthusiasts believe that heating food above 118 degrees

kills enzymes that are key to life Nearly six million adults in the United States

currently pursue a vegetarian or vegan lifestyle. Pesticide free,

responsibly grown, locally grown, and environmentally friendly food products

1122 Entreé Salads

More healthful selections Quick-service restaurants saw orders for entrée

salads rise 12% More restaurants like Chick-fil-A, Church’s Chicken

and Blimpies are adding entrée salads

1133 Healthier Kids

Resize product packages, formulations and serving sizes to suit children’s needs

McDonald’s stopped super-sizing its foods Canteen Vending Service

introduction of Balanced Choices

A mix of healthful snacks, sugar-free and caffeine-free beverages, low-carb foods, salads and fresh and dried fruit

Questions and

Answers

Suggested Resources

Books:1. Visual Merchandising & Display - Fourth Edition by Martin M Pegler; His latest with

great Info and photos

2. Contemporary Visual Merchandising & Environmental Design by Jay and EllenDiamond; written like a College Text Book with chapter reviews, Internet excercises andother projects to support learning.

3. Cafes & Coffee Shops by Martin M. Pegler

4. Food Presentation & Display by Martin M Pegler

5. Retail Design & Display 2 by Martin M. Pegler

Internet Sites:1. www.colormarketing.org Premier international association for color and design professionals

2. www.visualstore.com Retail design and visual merchandising resource

3. www.stmediagroup.com Monthly magazine on Visual Merchandising and Store Design

VISUAL MERCHANDISING

Presenters:Brenda Hamm / John Becker

Hubert LLC

Visual merchandising seminar for imcea

Education

Transcript of Visual merchandising seminar for imcea