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

1. Selecting the merchandise for display

2. Selecting the display

3. Choosing a Setting

4. Manipulating Artistic Elements

5. Evaluating Completed Displays

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

Related Item Displays

Ten-Speed Bicycles Flower Seeds Computers

Related Item Displays

Group 1-One-Item Display Group 2-Line-of Goods Display Group 3-Variety Display

ANSWER:

Who are the potential customers?

Desired business image?

Merchandising concept?

DO:

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

Create a setting type.

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

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

Line

Stiffness and Control

Freedom and Movement

Action

Width and confidence

Height and Dignity

Shape

Determined by props, fixtures and merchandise used

Squares, cubes and triangles OR Mass Displays with no distinct shape

Large Quantities Low Prices

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

Smooth or Rough

Contrast creates visual interest

Example:

Smooth flatware against rough background

Proportion

Props and signs should be in proportion to merchandise

Don’t overpower

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

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