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as a merchandiser display visual merchandising as a merchandiser display visual merchan

Tools and Techniques of Window Display in

V i s u a lMerchandising

Acknowledgement

In the researching, writing and producing of this document. I have incurred to many debts to too many people ever to acquit myself of them all adequately but there are some to whom particularly thanks are due here. It is safe to say that Visual Merchandising as a window display document would not happen without the unflagging support of several website. I would like to thanks my ITP mentor Mrs. Dilnaz of NIFT Bangalore, for their guidance in selecting a right kind of topic and helping to know about their objective, area of study. I would also like to express my gratitude to all my people and source that helped me in completing this document.

Contents
Objective; Study Tools and techniques for window display. 2 Merchandise role 2 Merchandise display 2 Architectural window display 2 Window structure 3 Principle of design 7 Outcome of good display 11 Rules for display planning 11 Purpose of display 12 Function of display 12 Types of display 12 Display setting 15

Objective

Study Tools and techniques for window display

Merchandiser Role
1. 2. 3. 4. 5.

Come up with creative and artistic concepts for in-store displays. Take over of the visual look of the windows. Devise, implement and execute effective merchandising strategies. Create and maintain different visual displays. Constantly conceptualize new and fresh window design ideas.

Merchandiser Display
1.

Merchandise displays generally take one of several basic forms: Storefront Window DisplaysThese typically open on to a street or shopping mall walk or courtyard and are intended to attract passerby that might not otherwise enter the store. 2. Found-Space DisplaysThis term refers to product presentations that utilize small but nonetheless usable areas of the store, such as the tops of product carousels or available wall space. Storefront window displays and found space displays are particularly popular tools for publicizing and selling sale items.

Architectural Window Styles

Window styles are as varied as the architectural style of store building. 1. Straight front windows. 2. Arcade windows. 3. Corner windows. 4. Bump-out window.

WINDOW

ENTRANCE

WINDOW

STREET

In this floor-plan view you see straight front windows flanking a store entrance

WINDOW

ENTRANCE

WINDOW

STREET

This floor-plan view shows a storefront with arcade windows.

WINDOW ENTRANCE

WINDOW

STREET

This floor-plan view shows how angled storefront windows draw shoppers into the store

Window Structure
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Angle window Parallel to side walk window Corner window Enclosed windowww Open back window Half-open window Arcades Window less window Circular window Shadow box window Interactive or Thought glass window

The following are the basic window design that allow for many variations

Angled window
1. Window which are similar to the parallel to the sidewalk type but can feature more display in less space. 2. By angling the windows, the display space can be elongated to form a vestibule that lead the shopper into the store. 3.

Parallel to sidewalk window

1. The window run parallel to the side walk. 2. They basically separated from rest of the window.

Corner window
1. Window which can be viewed from two converging side.

Open back window

1. Store fixture become the display 2. Inside store you can see clearly.

Enclosed window

Solid back wall, two side wall, and a glass front that faces.

Half- open window

Windows use partitions or architectural dividers of some kind to separate the display space

V i s u a lMerchandising

Shadow box window

Store that feature small item.

Window less window

1. Store fixture become the display 2. Inside store you can see clearly.

Circular window
In order individualize their image, some companies develop window structures that are quiet different from the traditional ones. These do not provide space for retailing.

Interactive or Thought glass window

Its attract customer to come inside the store and see whatever wash going out side is interesting and valuable.

Window lightning rule

1. Shows merchandise in two color 2. Focus on merchandise

Principle of design
1. 2. 3. 4. Balance Emphasis Rhythm Unity / harmony

1. Balance

Balance may be defined artistically as the state of equipoise between the two side of an entity. The word balance describes equality of weight, something distributed evenly or on two side of an imaginary line. Balance refers to the display of merchandise in such a manner that a pleasing distribution of weight occurs, weight to determine balance, involves estimating and comparing the values and importance of the two sides of display. Balance is the sense of equilibrium that provides a feeling of stability when things are unbalanced, people have an un easy feeling. Balance has to do with the relationship of the element with the composition. Balance result when the parts of the design have visual weight. Balance is a state of equilibrium the equality of two things in weight force & quantity.

Points is consider for Balancing

1. If color are too light, they will overwhelm pastels. 2. If several small object are more exciting than the larger object, they will overpower the larger item. 3. A large expanse of empty space will call attention to a single object placed within it. 4. If an item is placed at an angle or to one side (off center), the space on either side of that piece become important. 5. If an object is centered, the empty space loses importance because its shape is predictable and therefore has less recognition as it own element. 6. A pleasing distribution of weight using merchandise of similar value will provide importance to both sides.

2. Emphasis

Emphasis is the point of initial eye contact. From this spot all other eye movement flow. Emphasis is therefore the formulation of a focal point, with all else in the display subordinate. The focal point is the dominant or central point of display, with everything else playing a secondary or subordinate role. The merchandise must be the focal point in a majority of display.

Method of creating emphasis point

The display person must keep it mind that the must have the point of beginning and that this point have to planned and created. Emphasis can be achieved in number of ways. 1. Repetition 2. Contrast

Repetition

Contrast

3. Rhythm

When all the elements are properly located so that the eye travels smoothly from one part to another, then flow, movement, or rhythm have been achieved. Rhythm can be achieved through various means like:1. Repetition 2. Continuous line 3. Progression 4. Radiation 1. Rhythm may be broken up or continuous; clearly started or subtly suggested; repeated or vaguely similar. 2. Rhythm entails an arrangement of organized motion and does not necRhythm essarily need repetition. However it does gain impact from repetition. 3. A flow exist it the eye travel from one area of a display to another, covering the entire display. The eye should travel easily through the entire design. 4. A display can lead the eye with color, repetition shadow created by light placement, lettering or texture.

a). Repetition

1. It gives regularity to the movement of the eye, as if it knows what is coming next. 2. This produces an impression of constancy and stability. 3. These impressions are helpful in promoting classic style of clothing, especially for professional wear.

b). Continuous line

1. The simplest method for directing the eye is a continuous line, either straight or curved. 2. In an advertisement, the reader eye enter the ads in the upper left corner, it may proceed from left to light in straight line. 3. The eye start at the top left quarter of the arrangement and proceed downward to the lower right corner.

Repetition

d). Progression

1. Progression of size refers to using similar shapes and varying their size by consistently increasing or decreasing them along the visual path. 2. The eye is made to move rapidly over the display, and this shift eye movement is in keeping with the immediate quick viewing that is essential to the successful display of merchandise. 3. It is a more dynamic means of achieving eye movement than its repetition. 4. It employs the sequential evolution of an element using light, medium and dark color sequentially in design.

4. Unity / harmony

When all the elements in a design properly blend to form a unified picture, the principle of harmony has been achieved. Without harmony, the observe is comfortable and will not be enticed to purchase merchandise. Harmony may be achieved through use of the artistic devices of 1. Line Shape 2. Size 3. Texture and 4. Idea

a). Functional harmony

It deals how something work physically, with means it must be realistic and must work. An example of kitchen counter used in a display that is the appropriate height and depth of working.

b). Structural harmony

an outdoor or camping device.

It is correctly fitting together all the pieces; merchandise should not be out of place in the display. For example, an electrical appliance is not structurally consistent in

c). Decorative harmony

1. It includes the part of display that are included only for decorative purpose. 2. It is an atmosphere of spring is being developed; butterflies and flower may be used as props. These items are attractive and add to the theme.

Outcome of good display

It sells product and services Publicizes the business Lays a foundation for the future sales Builds prestige Educates the public Build up the goodwill of the public Offers the public useful, practical demonstrations Familiarize the public with the operations of the business Harmonizes business interests with ethics

Rules for display planning

Help the eye in finding the focal point of the display easily Limit the number of competing element in the display Gives the display one dominant theme Use contrast and rhythm to add life to the color and proportion Select display prop and material having some connection with the exhibited product. Do not allow the display props and material to take up most of the best space in the window Avoid anything that conflicts with sales message Use color appropriate to the season Do not mix the styles.

Purpose of display

The purpose of display in a store is to attract customers to the store, and ultimately convince them to buy the merchandise. The main purpose of display can be discussed as under: Sell by show Encourage the shopper to enter the store Establish, promote and enhance the stores visual image To enhance the customers shopping experience Introduce and explain new product Educate customers by answering to their queries regarding the use and accessorization of a product.

Function of display

The display in a store function in the following three ways: It presents the selection of merchandise in a manner that will maximize both space and visibility to customer. To allow store sales associates to interact with customer more effectively. To enhance the visual appeal of a product to encourage customers interest and subsequent purchase.

Types of display
One item display Line at good display Related merchandise display Variety or assortment display Promotional display Institutional display Seasonal display Holidays display Creative display.

a). One item display

A one-item display is just the showing and advancement of a single garment or any single item. It feature only one piece of merchandise.

b). Line-at-goods display

It is a kind of display in which only one type of merchandise is shown, (via; all blouses, all skirts,etc.) although they may be in a variety of One-item display designs and colors. They could be designed by the same designer, or created with the same fabric or print, or they could all feature a common theme. However for more effective presentation, and for better comprehension and acceptance by he shopper, there should be some connection or relevance indicated as to why these three or four articles are being shown together.

c). Related merchandise display

When the store wants to deliver the message that says, I am a complete outfit, buy me, it often chooses to feature the outfit or Line-at-goods display ensemble in a setting by itself The intension is to entice the customer to buy a total package rather than one or two items The main merchandise of purchase is set along with all other complimenting merchandise tempting the shopper to buy all of them altogether.

d). Variety or assortment display

It is a potpourri of anything and everything It is a collection of unrelated items that happen to b sold in the same store It can be work shoes, silk stocking, teakettles, Hawaiian print shirts, height gown, etc. It is a mlange of odds and ends, a sampling of the merchandise contained within.

e). Promotional display

This kind of display and Vance concept, trend and an item, the basis of this kind of display is often the sales. It has a very low margin of profit and thus need a large sales volume to exist. These display stores generally advertise prices.

f). Institutional display

This display promotes an idea and not an item. It promotes the institutional services This display presents the store as member of the community which helps further in building the image of the store. In this kind of display only incidental mention is made of merchandise, service- special feature, or facilities of the store are featured. These display create customer loyalty and good will. They do not produce direct sales of merchandise. The concept of institutional display is more subtle than other concepts, concentrating on building on image for the store in the mind of customers.

Promotional display

g). Seasonal display

Each season brings with it particular merchandise to features, and nature suggests general setting in which to show it. The cold of winter, the building and blooming of flowers in the spring, the warmth of summer, and the chill of fall, each provides a unique opportunity to encourage customer to start thinking about what they need for the next season, and try to buy it now.

h). Holidays display

While Christmas or diwali is unquestionably the major holidays of the year for the majority of the retailing world, other holidays play a major role in achievement of the year total value. The selling period for the each holiday varies, as does the number of department served by holidays promotions.

i) Creative display

While four season and major holidays provide a framework for planning merchandise presentation, much of the work visual merchandiser produce does not fall under these categories. These are the visual presentation that result from the ingenuity of the display person and their inherent creativity. There are no real guidelines except that they must not overpower the merchandise.

Display setting

Creative setting

In the presentation of any display, there are some basic approaches that any visual merchandiser to set the scene for the merchandise or concept to be sold. These approaches can be summed up as under: 1. Realistic setting 2. Environmental setting 3. Semi-realistic setting 4. Fantasy setting 5. Abstract setting

1. Realistic setting

A realistic setting is essentially the depiction of a room, area, or otherwise recognizable locale, reinterpreted in the allotted display area, either in the window or inside the store. A realistic setting requires the careful blending of color, texture, shape and the proper lightning to keep the background at a proper distance.

Realistic setting

2. Environmental setting

This is a merchandiser presentation that shows an assortment of various related item in a setting depicting how and where they may eventuality be used. In this form of realistic setting, the background is actually the foreground because the detail that makes up the realistic set are actually the merchandise being promoted in the display.

3. Semi-realistic setting

When space and budget do not allow the time or a effort for a fully realistic presentation the display person may be opt for the very popular semi realistic setting. The visual merchandiser presents the essence, and leaves the rest to the active imagination of the shopper. This is a more effective but simpler approach to merchandise setting.

Semi-realistic display

4. Fantasy setting.

A fantasy setting can be as detailed or as suggestive as the display person, budget and time permit. It is creative, requires thought, energy and lots of planning, but it can be very rewarding. It can be surrealistic or just completely off the wall.

5. Abstract setting.

An abstract setting might seem as if it would be the easiest to do, but it is often the most difficult. The least amount of display often makes the biggest statement. In an abstract setting, the merchandise is the dominant feature and the setting supports and reinforces the message. The abstract setting is predominantly an arrangement of lines and shapes panels, cubes, cylinders, triangles, curves, arcs, and circles. The design does not really represent or look like anything in particular, but it does evoke certain responses from the viewer. Abstract display

Bibliography
Book: - Silent Selling by;Judith A. Bell & Kate Ternus Store window design by; Loft Website: - www.visualmerchandiser_planner www.mannequins-online.com www.diesel+window+display&hl.com