Visual merchandising encompasses the physical elements used to project an image to customers, with goals of improving service, educating customers, increasing productivity, and reinforcing a store's image. Visual merchandisers are responsible for the total merchandise presentation, overall business image, and design elements. They are members of the marketing team. Elements of visual merchandising include the storefront, layout, interior, displays, lighting, colors, and graphics used to attract customers and promote sales.

1. Visual
Merchandising
Chapter 18

2. Visual Merchandising
Encompasses all of the physical elements that
merchandisers use to project an image to
customers
Goals:
 Improve service
 Educate the customer
 Increase productivity levels
 Reinforce store image

3. Are responsible for:
◦ the total merchandise or service
presentation
◦ the overall business/brand image
◦ and the building and placement of
design elements
Are active members of the
marketing team
Visual Merchandisers

4. Elements of Visual Merchandising
1. Storefront
2. Store Layout
3. Store Interior
4. Interior Displays

5.  Sign
 Logo
 Marquee
 Exterior design
 Ambiance
 Landscaping
Storefront

6.  Selling space
 Storage space
 Personnel space
 Customer space
Store Layout

7.  Color
 Lighting
 Graphics
 Paint
 Fixtures
Origins Cosmetics
Store Interior

8. More store interiors

16. Types of Interior Displays

17. Architectural Display

18. Open Display

19. Closed Display

20. Point of Purchase Displays

21. Store Decorations

22. • Provide a brief introduction
Window Displays about the merchandise
• Strengthen traffic and sales
• Attract interest

23. Design & Display Tips
 Use complementary colors to create
contrast
 Lines within displays direct viewer’s attention
 Effective displays have a
 Motion should accentuate merchandise not
overpower it

24. Lighting can help merchandise look more attractive
◦ Display lighting should be 2 to 5 times stronger than
store’s general lighting
◦ Colored lighting can create dramatic effects

25. Recap:
 Visual merchandising is promoting the sale
of goods, especially by their presentation in
retail outlets
 Adds information utility
 Increases store traffic and sales volume

26. Useful Tips
 Display products in a CREATIVE way
 Use accent lighting to feature products
 Change displays daily/weekly
 Color matters very much, so use it
 Merchandising themes enhance
experience

27. Provide utility:
It’s all about the
customer
experience!