Tuesday, January 31, 2012
Chapter 19 : Sales Ideas
A store image fashion and business should be maintained at the time of a saes promotion. The message for sale should be well lettered, well suited sign or depending on the store , location and clientele in a humorous manner. Regardless
Of what style or image of merchandise being offered, a sale event should not be dullard repetitious. With mannequins realistic or abstract adding signs " Everything Must Go ", " Down to Bare Essentials ", " Stripping for Action" are
words that can be themes for sale display.
Chapter 17: Familiar Symbols
This chapter emphasizes the color / color combination and how it is used to recognize holiday and events.
Example : Red & Green for Christmas. Red & Pink for Valentines Day. Red/ White and Blue for presidential sales or 4th.
Of July. Anniversaries can be symbolized by anything old or antique.
Back to school symbols include owls, foxes and squirrels.
Easter may be decorated in rainbow colors that include yellow, pink and lavender. Focusing on rebirth & renewal, display may include fluffy yellow chicks, ducklings and other baby denizen of the farm and forest.
Monday, January 30, 2012
Wednesday, January 25, 2012
Chapter 7: Display Window Construction
This chapter discussed closed-back window is known to be the typical display. It has a full back wall, sides, and a large plateglass window facing pedestrians on the street. It is also called an enclosed window. It discussed some of the problems associated the store windows that visual merchandiser has with the glare in the glass that blinds the shopper and cuts down on the visibility of the merchandise presented. Often, shoppers get a better view of what's going on out in the street and in the shop across the road than in the window into which they are looking. Some solutions visual merchandisers used were decorative awnings to shield windows, cutting down on the glare. Reflection is another problem, but some visual merchandisers have found that the use of lighter-colored backgrounds in the window creates better balance with the light coming from outside which was helpful in minimizing the reflection .
Once past the plate glass and into the window proper, the floor must be considered. Most display window floors are raised anywhere from 8 or 9 inches to 24 inches from street level. Rarely is the floor of a standard 8- or 9-foot-high window raised more than 2 feet—that would place the mannequin too high above eye level. Three floor settings are :A raised floor makes it possible to dramatize an object by forcing the viewer to look up to it. Other options are the raked floor, in which the back of the floor is several inches higher than the front, creating a ramp effect. Another style is the elevator- type windows. This floor is actually an elevator platform that can be lowered to the basement level, where the “window” is prepared and set and then raised to the desired level.
Once past the plate glass and into the window proper, the floor must be considered. Most display window floors are raised anywhere from 8 or 9 inches to 24 inches from street level. Rarely is the floor of a standard 8- or 9-foot-high window raised more than 2 feet—that would place the mannequin too high above eye level. Three floor settings are :A raised floor makes it possible to dramatize an object by forcing the viewer to look up to it. Other options are the raked floor, in which the back of the floor is several inches higher than the front, creating a ramp effect. Another style is the elevator- type windows. This floor is actually an elevator platform that can be lowered to the basement level, where the “window” is prepared and set and then raised to the desired level.
Chapter 6 : The Exterior of the Store
This chapter reviewed how and where display is depends largely on the architecture and window placement of the structure, the physical layout of space, and the fixtures inside the building. It explained the importance of store's sign and how it makes the first impression on the shopper. It discussed different signage options and exterior designs. This chapter also discussed Windows in Storefront Design and the differences. Straight front windows are windows that run parallel to the street. Angled front, which is store entrance that recess from the street and the display windows lead back from the street to the entrance, creating an aisle for the shopper. Third arcade front consisting of a series of windows with backs and three sides of glass, coming forward from the entrance wall, which is set back from the street. Last the corner window which faces two streets that are perpendicular to each other. It is a window with a double exposure and double traffic. Also open façade, glass façade, and closed façade are other variations in storefront design that may be found in malls and shopping centers.
Chapter 5: Types of Display & Display Settings
The reasoning for display is to present and display. From the 1950- 1960's, window displays came when events were happening like Christmas. By the 1970's early 80's, displays were street treater displays that was meant to disturb or agitate viewers. In the 1980s and 1990s, displays became a matter of “hang 'em,” “drape 'em,” or “lay 'em on the ground.” Today, “humor” is more and more frequently being used to deliver the store's fashion image statement. It has become a significant element in visual language. Even though windows has lost some of the creative elements, it has been revived by in door displays. A display is at its best when it simply shows a color, an item, a collection, or just an idea. Types of displays include the following one item display, a line of goods display, a related merchandise. institutional display and promotional.
Display settings can be realistic, environmental, semirealistic, fantasy, or abstract.
Display settings can be realistic, environmental, semirealistic, fantasy, or abstract.
Chapter 3: Line and Composition
Line patterns are a major factor in visual display. It explained the four basics : Vertical, Horizontal , Curved and Diagonal and how these lines can give off a soft - hard affect, It is taught importance of composition. The arrangements of it in a visual display would be lines, forms, shapes and colors to create a whole. In a well designed display, it should be balance unless imbalance is the direction it going for. Line and Direction with a mix of color with form is the ingredients in every composition. Some elements should always bring out the strength and urge a glance to view entire visual.
Chapter 2 : Color and Texture
In this chapter , it emphasized that color is the biggest motivation for shopping. It expressed how some time a color of a sign could give off a distinction on how it identify with a store/ brand. Color can affect our mood while shopping and at times help promote sales. With color people can be put in particular categories. Children and non sophisticates respond to bright colors. Casual out going people are drawn to warm colors, sophisticated people like off color/ neutrals. Beside understanding and adding color to visual display, texture is also a major factor. At times this is used to describe or explain merchandise being presented and what it may be recognized for. With this thought , one must understand that what is used could be used from nature all the way to soda/ water bottles. It strong emphasized to stay way from toxic fumes in paints and sprays.
Chapter 1 Summary :
This chapter was an introduction to visual merchandising. It explained the concept behind it and how the main objective is to make sales/ profit. It expressed the sense of feelings behind the message of doing it, giving consumer a sense of fantasy for their selves . Each company may sell the same merchandise but what the company represents will identify their customer. Visual display is a way to heighten their appetite to buy. Also it emphasized going green, recycling and ways to save on cost by preserving props prior. Having these elements will give displays a more authentic feel to it.
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