17926288 Role of Visual Final

8/6/2019 17926288 Role of Visual Final

1/101

A Report on

ROLE OF VISUAL

MERCHANDISINGIN

MID FORMAT RETAIL STORES

Submitted to

Max Retail Division

Lucknow

Submitted By

Amar Kumar Gupta

MBA (Retail Management)Institute Of Management Sciences

Lucknow University

Lucknow

Under the guidance of

Mrs. Reeta Chatterjee

Asst. Store Manager

1


2/101

Max Retail DivisionLucknow

PREFACEPract ical t raining imbibes an integral part of

management studies. One cant merely depend upon

the theoret ical knowledge. I t is to be coupled with

practical for it to be fruitful classroom lectures make

the fundamental concept of management clear. They

also facilitate the learning of practical things.

However class lectures must be corre lated wi th practical training in the company has a significant

role to play in the subject in business management.

To develop managerial and administrat ive skill in

future, managers have to enhance their analytical

skills. It is necessary that they combine their

classroom learning with the knowledge of real

business environment. I consider myself lucky to getmy summer training in Max Retail Division. I

underwent 8 weeks of training in Max from 18 may to

13July. It helped me to get a practical insight into the

actual business environment and provided me an

opportunity to make my management concepts clearer.

I t is diff icult to elaborate everything, which I

learnt during the training; however, I have

endeavored too many comprehensive pic tures of

details about working, in the fol lowing pictures. I

have accumulated the desired information through

personal observat ions, s tudy of documents and

discussions.

2


3/101

ACKNOWLEDGEMENT

Throughout the development of this text, severaloutstanding individuals were integrally involved and

made substantial contributions. First and foremost, I

recognize the invaluable contributions of Mrs. Reeta

Chatterjee (Asst. Store Manager), Max Retail

Division, Lucknowfor giving me an opportunity to

work with the organization, for sparing their valuable

t ime, providing me all necessary information abouttheir organization.

I would like to acknowledge and extend my

heartfelt gratitude to the following persons who have

made the successful completion of the project

possible:

Most especially the whole staff of Max, who was

helping and supportive during this summer training. I

would, like to thank the following people who

provided discerning information and knowledge about

the retail industry and the operations of Max:

Mr. Pankaj Joshi, Mr. Mohan, Mr. Pradeep, Mr.

Rajesh, Miss Nida, Mr. Sandeep Tamang Mr. Shabez,

Mr. Sunit and all whose name is not mentioned here.

I would also like to acknowledge contribution of

various off icial websites and books named in the

references for helping me with the data collection and

analysis which have provided me with the relevant

information for me to successfully complete my Project

Report.

3


4/101

Table Of Contents

Preface 2

Acknowledgement 3

Table of Contents 4

Introduction of Max 7

Max Retail Division 7

Landmark Group 8

Lifestyle

10

Home Centre

11

Spar

11

Bossini

12

Citymax12

Splash

13

Max

13

Mission

15Corporate Values

15

Core Values

15

Organizational Hierarchy

16

Loyalty Program16

4


5/101

Seasons Of Sale At Max

19

Key Performance Indicators

19Stores

19

Departments Of Max

20

Price Range

22

Department Wise Contribution

23

Major Competitors Of Max

24

In Lucknow

Visual Merchandising

25

Exterior Presentation

28

Exterior Signs

29

Marquees

31

Banners

32Awnings

32

Walks and Entries

34

Landscaping

35

Window Displays37

5


6/101

Principles of Design

40

Interior Presentation

40Display Design

41

Principals of Design Used In Display

43

Balance

43

Emphasis

45

Proportion

48

Rhythm

50

Harmony

53

Color and Lighting

54

Color

54

Monochromatic Scheme

57

Analogous Scheme

58Triadic Scheme

58

Complementary Scheme

58

Split Complementary Scheme

58

Double Complementary Scheme59

6


7/101

Tone on Tone Scheme

59

Color Rules That Can Improve Displays

64Lighting66

Primary Lighting

66

Accent or Secondary Lighting

67

Atmosphere Lighting

67

Props, Fixtures and Signage

75

Props

75

Fixtures types

77

Merchandise display planning

80

Merchandise and Fixture Display

82

Recommendations

Basic Rules for Fixture Placement

84

Interior Signage

85Errors Commonly Occurring In Display

88

Too Much Merchandise

88

Too Little Merchandise

89

Lack Of Underlying Theme89

7


8/101

Too Many Props

90

Poorly Selected Props

90Display Changed Too Seldom

91

Length of Time Necessary To

91

Change A Display Is Too Long

Limited or No Display Budget

92

Lack of Attention to Detail

92

Mistakes in Applying The

93

Principles Of Display

The power of music

95

Scent

96

Findings

97

Recommendations

97

References

98

8


9/101

INTRODUCTION OF MAX

MAX RETAIL DIVISIONMax is a division of Lifestyle International Pvt

Ltd, a part of the US $ 2.5 bill ion Landmark Group.

Max is a shopping destination for the entire family

with a wide range of over 60000 options for men,

women and children besides footwear and

accessories. The brand offers contemporary fashion

apparel with great quali ty at af fordable prices.

Launched in the UAE in 2004, the brand Max today is

the largest value fashion chain in the Middle East.

It is a part of the Landmark Group which has its

existence across several countries. It was started by

Mr. Micky Jagtiani and Mrs. Renuka Jagtiani as a

kidswear retail ing venture in the Middle East. Thisinternationally successful chain was launched in

India in 2006 and is well posit ioned to become the

leading value fashion brand in the country.

To know more about Max, f irstly we should know

about the group to whom Max belongs, i .e.

LANDMARK GROUP.

9


10/101

Landmark group

The Landmark Group was started 36 years ago,

with the mission of becoming one of the foremost

retailers in the Middle East. This,by providing customers with a wide range of high quality products

at exceptional value. From a single childrens store

Baby shop set up in 1973, in Bahrain, the Group has

expanded exponentially and currently operates over

750 stores, several concepts & business interests.

The Group is basically a Dubai based company. The

Landmark Group today has a widespread presence of

over 10 million square feet and a footprint that spans

across the Middle East continent and India.

The highlights of the Landmark Group are i ts

product & concept innovat ion. The ent ire retai l

exper ience revolves around i ts Concept stores,

which have been designed and engineered to suit

evolving customer needs and Lifestyles. The six major

concepts of Landmark Group are Baby shop, Splash,

Shoe Mart, Home Centre, Lifestyle & Max. In addition

to its retail sector, the Group has also diversified into

leisure, food, hotels and electronics and has created a

comprehensive infrastructure including its own

logistics and distribution division, to support its retail

operations and other businesses The group also has

10


11/101

Ci tymax cater ing to hospi tal ity sector and Max

Hypermarket under its umbrella.

Landmark Group entered India in 1998 with the

opening of its first Lifestyle store in Chennai. Thegroup now has 50 stores across India, in the form of

Lifestyle , Home Centre , Fun City, Max, Bossini ,

Splash etc.

The diagram below represents the formats of

retailing under the Landmark Group

Till now the Group has 825 stores across 12

countries.

Key Facts

35 Years of retail experience.

Turnover in excess of US$ 2.5bn.

Total retail space over 10 million sq ft.

11

Lifestyle MAX LMG Brands Citymax

Lifestyle

storesHome

Centre

Max RetailMax

Hypermarket

SplashBossini

Gloria

Jeans

Coffees

Yellow

Chilli

Polynation

LANDMARK GROUP


12/101

Retail Presence across 10 countries: Bahrain, India, Jordan, Kingdom of SaudiArabia, Kuwait, Oman, Qatar, UAE, Pakistan & Egypt.

Operates over 750 stores.

Employs 20,000 personnel.

Dec, 2008

The following companies come under the

umbrella of Landmark Group:

Lifestyle:-Lifestyle International (P) Ltd. incorporated in

India in 1999 brings together five concepts under one

roof Apparel, Footwear, Kids wear,Health & Beauty, offering a convenient

one stop shop for customers. Posit ioned as a young

trendy, young colorful and vibrant store, Lifestyle

offers consumers not just the ease of shopping but

also provides for an enjoyable shopping experience.

Present across major metros in India, Lifestyle is

rapidly expanding i ts footprint in India. Currentlythere are 15 Lifestyle stores in the country.

It is posit ioned as a t rendy, youthful and

vibrant brand that offers customers a wide variety of

merchandise

In less than a decade India has 14 Department

format Lifestyle stores and 7 Home Centre Stand

alone store in major metros Ahmedabad, Bangalore,

Chennai, Hyderabad, Jaipur, Mumbai, Pune, New

Delhi, Noida and Gurgaon.

12


13/101

Won the Most Admired Retailer- Department

Store at the Images Retail Awards, 2008

(b) Home Centre:-In the year 2005, Lifestyle launched

i ts f irst special ized, stand alone home

improvement store Home Centre by

Lifestyle. Home Centre is a one stop destination for

furniture, home dcor and soft furnishing that truly

represents style, comfort and individuality. The stores

use unique concept rooms as they display model, togive consumers a practical idea of how each piece of

furniture would look in a particular room. There are 7

stores in India.

(c) SPAR:-SPAR is the Worlds Largest Food Retail Chain

with more than 13600 stores across33 countries and serves over 10

million consumers worldwide everyday.

SPAR provides a truly international shopping

exper ience to the Indian consumer by del iver ing

exceptional service, wide range of products, superior

qual ity & amazing value, there by enabling the

consumer to have a better quality of l ife. SPAR is aone stop shopping destination as it meets all the daily

needs of a consumer by providing grocery, fruits &

vegetables, meat & fish, wine & spirits, kitchenware,

electronics, apparel, health & beauty, furniture &

much more, under one roof. SPAR was brought to

India by Max Hypermarket India Pvt. Ltd. in the year

2007.

13


14/101

This f irst 85,000 sq. ft hypermarket was

launched in Bangalore in 2007.

Currently there are 3 stores 2 in Bangalore

and 1 in Hyderabad.

(d) Bossini:-Bossini is a widely recognized casual wear

brand from Hong Kong. It is

renowned for its comfortable, easy

to mix-and-match, colorful and energetic style. Bossini

offers a full range of good value for money casualwear apparel products, including ladies' , men's &

kids' wear which are designed to fit customer needs.

Launched in India in the year 2006

With 18 exclusive outlets, Bossini is present in

Bangalore, Chennai, Calicut, Mumbai, Pune, NCR,

Lucknow, Ludhiana & Jamshedpur.

(e) Citymax:-With an interest in food and hospitality Citymax

Hospitality has a PAN India presence which spreads

to cities like Mumbai, Delhi,

Bangalore, Hyderabad, Pune etc.

Citymax operates three

verticals:Gloria Jeans Coffees

The Yellow Chilli

Polynation the food court

(f) Splash:-

14


15/101

Starting with just in

1993, the fashion house,

Splash is now a leading

retailer in the GCC with headquarters in Dubai and a

retail network of 80 Splash

stores and 66 brand

boutiques around the region.

Splash showcases popular

in-house collections for men

& women such as Ms, Nexus,

Maxim, Retro, ZYNC & Scarlet , with international

brands such as Maui and Sons and Yishion. Splash is

also the exclusive licensee for Lee Cooper and Kappa

in the Middle East , as well as the franchisee for

Bossini in Kuwait, Bahrain & Saudi Arabia

Houses popular in house fashion brands

like MS, Nexus, Retro, Zync & Scarlet

Two exclusive stores, Bangalore & Hyderabad

Max:-Max is a fashion and footwear retai ler in the

Value segment. It retails its own label

clothing for men, women and children,

as well as footwear and house ware.

Max is a division of Lifestyle

International Pvt Ltd., which is a part of US $ 2.5

bill ion Landmark Group, Dubai. I t caters the upper

middle class and middle class people, whose income

level l ies between Rs.15000-45000 per month. The

store is designed to provide an international look and

feel to a shopper's experience, though at an

15


16/101

affordable range of Rs 99 to Rs 599, making it a truly

international 'value-fashion retail ' brand . Its main

focus is to provide the branded and fashionable to its

customers at the best possible prices, thats why itfollow its tagline i.e. Fashion under 599/-.

It was launched in May 2004 in the UAE.

Max is the Pioneers in Value Retail; Max offers

apparel for the complete family - women, men and

chi ldren -besides footwear, accessor ies & home

furnishings for all occasions.

The merchandise is fashionable & competitively

priced in the range of Rs. 99 - 599, making it quite

affordable.

The store ambience of fers global shopping

experience wi th imported f ix tures and customer

friendly layouts.

With 78 stores across UAE, Saudi Arabia,

Jordan, Kuwait, Bahrain, Qatar, Oman and India, Max

plans to expand its network in more potential markets

within the Middle East, Turkey and India to build a

significant presence for the brand.

Company plans to open a few more stores in

India and by 2012, the number stores is likely to be

over 100.

Key Facts

16


17/101

Established in 2004 in UAE

78 stores spread across 8 countries

The largest Value Fashion Chain in the Middle

East

Retail Presence across Bahrain, India, Jordan,

Saudi Arabia Kuwait, Oman, Qatar, UAE.

With 17 stores Max Retail is operational in

Indore, Ahmedabad, Bangalore, Delhi , Agra,

Hyderabad, Lucknow, Calicut and Mumbai in India.

1. Mission Carefully listen

Constantly adapt

Always deliver

2. Corporate Values

Honesty, Integrity, Fairness Openness and Transparency

Discipline and Accountability

Respect for Individuals, Society and

Environment

3. Core values Passion for excellence

Integrity in everything we do Empowering people to strive and deliver

Adopting to changing market and customer

need

Organizational Hierarchy

Store Manager

17


18/101

Assistant Store Manager

Department Manager

Senior Customer Relationship Executive

Customer Relationship Executive (CRE)

Loyalty ProgramLandmark Group has started its Loyalty Program

by the name ofThe Inner Circle.

The Inner Circle is a coalition between Lifestyle,

Max, SPAR, LMG Brands & Citymax restaurants. A

coal it ion loyal ty program is a loyal ty program in

which a group of merchants f rom all business

categor ies and s izes come together to reward themember on a single membership. This was launched

in April, 2009 in Max, Lucknow.

A customer can be the member of TIC (The Inner

Circle) at purchase of Rs. 999 or cash payment of

Rs.150.

He/she will earn 2 points on every purchase of

100/- in Lifestyle, Max, Bossini, splash, Citymax,

Funcity and 1 point on every purchase of 100/- in

Spar.

For every 100 point, he/she get 70/- credited to

his/her account and on accumulation of 143 points

he/she wil l get a Gift Voucher of Rs. 100. TIC gift

voucher of Rs 100 is redeemable at any Lifestyle,

Home Centre, Bossini, Splash, Max, SPAR and

Citymax outlets store.

18


19/101

Membership is Valid for a lifetime

Additional rewards & benefits based on member

shopping. A t iering methodology wi ll be used to

determine member loyalty.

BenefitsMembers will receive regular Updates about the

events, promotions, launches etc through sms & e-

mails.

Exclusive t ie-ups where in members can get preferential deals, discounts, gifts etc.

Special off sale preview to TIC members the day

before the sale.

Apart from points of fered to members, the

following benef its/rewards are also of fered to

members

Special previews Special previews for the OFFsale

Regular updates on al l events, promotions and

launches

Out store offers are sourced special ly for TIC

members. These Tie-ups are done quarterly by the

regions.

19


20/101

The Membership

Card

20


21/101

Seasons of Sale at Maxa. Spr ing

b. Summer

c. Sale (End of Season Sale)d. Pre- Autumn

e. Festival

f . Winter

g. Sale (End of Season Sale)

KPI(Key Performance Indicators)

of MaxThese are the values or ratios which should be

achieved at least.

Average Bill Value = 850/-

Per Piece Value (PPV) = 290/-

Conversion = 31%

Cash Memo Number = 285

Return per Square ft = 16/-

Stores17 stores of Max in India are:

Indore 1

Ahmedabad 2

Delhi 2Bangalore 3

Agra 1

Hyderabad 2

Lucknow 1 (opened on 16 March, 2007 in

Fun Republic Mall, Gomti Nagar)

Mumbai 3

Noida 1

Calicut - 1

21


22/101

Upcoming Stores of Max in

India are:Thane, Mumbai

Nanded

Indore, MP

Rajkot

Indira Nagar, Banglore

Surat, Gujrat

Mysore

Departments of MaxMax is si tuated in Fun Republic Mal l, Gomti

Nagar in Lucknow. It has following departments:

Menswear

Fashion Formal

Casual Denim

Casual Non Denim

Formal

Innerwear

Semi Formal

Sleepwear

Sportswear

Opportunity Buying (OB)

Kidswear

Infant wear

2-8 years Girls

2-8 years Boys

8-14 years Girls 8-14 years Boys

22


23/101

Ladies Westernwear

Sporty

Core/Comfort (for all age group)

Denim

Young/Slim (for teenage and young)

Basic

Nightwear

Opportunity Buying (lowest price

merchandises in the department)

Ethnicwear

Fusion

Traditional

Footwear

Hosiery

Kids Ladies

Mens

Accessories

Apparel Accessories

Eyewear

Fashion Jewellery Leather Accessories

Neckwear

Lingerie

Innerwear

Nightwear

23


24/101

Home Dcor

Concessionaire: Max is a kind of Multi Brand Outlet. It contains 80% in- house brands and

20% National brands (80:20). Concessionaires are the

Nat ional Brands which Max carries for the wider

choice. These are following:

Mens= Peter England, John Players, Levis,

Upper Class, Newport, Excalibur

Ethnic =Biba, W

Ladies Westernwear = Miss Player, New Port,

Upper Class, Levis

Kidswear =Little Kangaroo, Disney

Lingerie =Jockey, Lovable, Blue Nixy, Amante

Accessories = Mo Life (Mobile accessories),

Pretty Women (Jewellary), Firenzi (Belts, Ties,

Handbags), Geniss (Belt), Velvette eyecare

Price Range: Western wear =Rs. 169-799

Ethnic =Rs. 299-629 & 149-469

Kidswear =Rs. 159-389 & 169-599

Footwear =Rs. 129-1499

Menswear =Rs. 179-899

Lingerie =Rs. 99-229 & 229-699

24


25/101

Colours allocated to different

departments are

Menswear - Tag Color is Black

Westernwear - Tag Color is Lavender

Ethnicwear - Tag Color is White

Kidswear- Tag Color is Blue for boys & Pink for

girls

Department wise Contribution:The Table below monitored can help to analyse

the performance of a department on the basis of

potentials to be explored and efforts to be designed. It

wi ll present a clear picture of the performance

potential.

Department Area Avg.

contribution

(%)

(Area wise)

Avg.

Contribution

(%)

(Value wise)Menswear 2315 21 24 Western wear 2029 18 19 Ethnic 2010 18 14 Lingerie/Nightwear 208 2 2 Kids wear 2350 21 23

Footwear 1512 13 8 Home 144 1 1Accessories 400 3.5 3 Concessionaires 300 2.5 6 Total 11268 100 100

Total Retail Area = 11268 sft

25


26/101

Total Area = 12500 sft (includes trial

rooms, back office, pantry)

Super Build up Area= 18000 sft (also include

gallery, escalator, front area)

Major Competitors of Max in Lucknow

Max has its own identity. Originally its a value

store because of i ts affordable price range, but i t

gives the experience of a lifestyle store because of its

ambience, display, quality etc. Thats why it comesautomatically in the competit ion with the players of

value and lifestyle sores both. The main product of

Max isapparel. Thats why I chose the big players of

apparel as its competitors. I chose organized apparel

retai lers who are present in Lucknow. I wi ll also

discuss about the other products of Max and that of

i ts competitors, but my focus wil l be on apparel

segment. I leftShoppers Stop, because according to

me it is not with competence of Max due to its high

price products, large area, vast product range etc. SS

is completely a lifestyle store.

The competitors of Max:

Westside

Globus

Pantaloons

Westside and Globus are situated in East End

Mall, Gomti Nagar, whereas Pantaloons is in

Saharagunj Mall, Hazaratgunj.

Westside is the anchor store of East End Mall.

26


27/101

VISUALMERCHANDISING

27


28/101

Visual Merchandising

A successful retail ing business requires that ad ist inc t and consistent image be created in the

customers mind that permeates al l product and

service offering. Visual merchandising can help create

that positive customer image that leads to successful

sales. It not only communicates the stores image, but

also reinforces the stores advertising efforts and

encourages impulse buying by the customers.

Visual merchandis ing is a major factor often

overlooked in the success or failure of a retail store. It

is second only to effective customer relations.

Visual merchandising can be defined as

everything the customer sees, both exter ior and

interior, that creates a posit ive image of a business

and result in attention, interest, desire and action on

the part of the customer. A story can be told that

communicates to prospective customer what the store

is all about. It includes the dramatic presentation of

merchandise as well as o ther important , subt le

features that create the stores overall atmosphere.

Eighty percent of our impressions are created by

sight; that is why one picture is worth a thousand

words. Each customer has a mental image of a store

and its merchandise. A store should have an inviting

appearance that makes the customer feel comfortable

and yet eager to buy.

Some businesses maintain a minimum staff toreduce costs, which means it is even more important

28


29/101

for the merchandise to sell itself. Greater effort must

be spent on merchandise displays that make it easier

for the customer to find and purchase the items they

want or need.

The basic objective for visual merchandising is a

desire to attract customers to a place of business in

order to sell the merchandise. Visual merchandising

is offered to the customer through exterior and interior

presentation. Each should be coordinated with the

other using the stores overall theme. Creating and

maintaining a stores visual merchandising plan,

however, is not a simple task. I t is necessary to

continually determine what the customer sees. This

evaluation from the customers perspective should

start on the exterior and work completely through the

interior of the store.

Exterior Presentation

29


30/101

The quality of a store front is a major

determinant for a customer, part icu larly a new

customer, and should not be underestimated. Theexterior appearance of one store, a block of

businesses or a cluster, s ilently announces what

customers can expect inside. Good exterior visual

merchandising attracts attention, creates interest and

inv ites the customer into business. The exterior

presentation can offer a conservative, progressive,

lavish or discount image to the customer.

How a store visually welcomes customers has a

lot to do with whether or not they enter the store.

Although good prices and posit ive word-of-mouth

advertising is important, it is hard to overcome the

negative image of a poor store exterior. When examining a stores exterior, consider the following

questions:

How do customers locate the business?

Are the sidewalks clean, safe and accessible?

Are the exterior signs clean, fresh and readable?

Does the store f ront need cleaning, painting or

touch-up?

30


31/101

Are the outside entrances clean and accessible?

Are the windows clean, bright and inviting?

Are the windows display preperation materials

such as tape, pins, and packaging materialsremoved?

Are the window displays frequently changed?

Do the window displays carry a theme?

Exterior Signs

A sign is a si lent salesperson, and part of a shoppers first impression of a store. In less than 10

seconds the sign must attract attention, tell who the

business is and what it has to sell. An effective sign

will communicate what type of business is being

conducted.

Off-premise signs provide informat ion and

direction, especially for travelers and new residents.

31


32/101

Signs can also help effectively communicate a poor

location. The lettering should be large enough to read

from 200 feet, which is the distance required to stop a

car traveling 40 miles per hour. Signs with 8-inchesletters can be read from a distance up to 250 feet. A

car traveling 55 miles per hour needs about 400 feet

to stop. A sign requires 12-inch lettering to be read at

that distance.

A signs design conveys a great deal about the

business inside. A stark design and limited materials

may suggest discount prices and no fril ls. Elegant

and expensive sign materials may suggest luxury

goods and services. Signs may also be used to target

a specific market segment such as youth, women,

senior citizens, singles, etc.

Where many signs complete for customers

attention, design and logo become even more

important. They should be unique, not iceable and

readable. When preparing a sign to draw the

customers attention, consider size, shape materials,

let tering, he ight, placement and st ructure. For

example, among several rectangular signs in close

proximity to one another, construct an oval or circular

s ign that wi ll stand out . Also consider a signs

relationship with its surroundings. A sign may look

good on an individual store front, but very unattractive when viewed in conjunction with other

buildings on the street.

Simple, brief, well designed, well-lettered, and

easy-to-read signs will convey a feeling of welcome.

Design graphics appropriate for the nature of the

business, and create a message that is clear and

simple. Focus on one or two key words to describe the

32


33/101

business. A clean, clear message will have more

impact.

Signs with unlit or missing light bulbs, flaking or

faded paint, or cracked and peeling backgrounds canhurt the overall store image. A shabby or dilapidated

s ign implies a lack of concern with the business

image, and a sloppy, poorly managed business. Signs

should be well maintained, and painted every three

years or sooner if they weather or fade.

A stores s ign is i ts signature. I t is personal ,

original and continuously recognizable to the public. It

should create an image that is consistently carried

throughout the remainder of the store and its

business actions.

MarqueesThis special type of sign is used to display the

name of a store. An effective marquee must stand out from the other businesses to attract at tent ion. A

marquee on some older bui ld ing is a permanent

canopy project ing over an entrance that provides

protec tion f rom the elements. It can be used to

announce a change in seasons, a special event or a

promotion. The top of the permanent canopy (marquee)

prov ides an opportunity to showcase seasonal displays or special promotional banners.

Banners

33


34/101

Banners are used increasingly as an inexpensive

but colorful, eye-catching means of promotion. A new

and interesting appearance can be offered by

changing the banners frequently. Consumers wil l think exciting changes are taking place, and be drawn

into the store.

Banners can be hung from flagpoles, projected

from the building or hung flat against the exterior. To

provide continuity, the same banner design, reduced

in size and scale, can be hung from the marquee and

displayed inside the store. However, do not overuse

banners because shoppers will stop noticing them.

With each new banner, select a different size, shape

and color from those previously used.

Consistency is an important aspect of retail ing

used to maintain a businesses image and

identif ication. The design concept used on the

banners will be more effective if an attempt is made to

carry the colors and graphics throughout the store,

and on promotional materials and newspaper ads.

AwningsColor and appeal can be added to a store s

exterior with the use of awnings. They provide the

customer with protect ion from weather and makes

v iewing the window display more pleasant as i t

34


35/101

reduces heat, cuts down on glare and reflection, and

prevents fading of the merchandise from exposure to

the sun. However, an awning in poor condition may

do harm by distracting from the total store image.

Many businesses are updating their storefronts

with new back-lit awning system. Other names for

these may include electric awnings, interior lit canopy

signs, and back- lit conventional awnings. The

modern-looking awnings are used on new as well as

older buildings and are usually bright and attractive,

especially at night.

A variety of styles exists such as concave ,

convex, long dome, square and coop style. Most are

interior lit with an egg crate type bottom that allows

light to shine through and yet will not allow birds, etc

to enter into i t . The i l luminated awning fabric is a

t ranslucent v inyl that comes in a wide var iety of

colors. The store name is incorporated into it with a

translucent (vinyl) film. Sign and awning companies

35


36/101

can assist you in selecting and install ing the right

style, color and design of awning that would be

appropriate for your building.

Walks and EntriesApproximately 75 percent of first time customers

remember a stores entrance, which provides the first

and last view of the stores interior. Picture walking

up to an expanse of wall whose flat surface is pierced

only by a plain glass door, as opposed to the

protective feeling offered by walking under a porch orcanopy.

A properly designed canopy or porch not only

protects the customer in bad weather, but can add to

the aesthet ics of the building. When adding an

entryway, be sure i t is designed to blend or be

consistent with the architecture of the building.

Cluttered entryway causes shoppers to

indef initely postpone entering a store, while an

attractive, well-designed entrance is invit ing to the

customer. Entrances that allow shoppers to come into

a store without being aware of their entering, is also

becoming more popular. An example is a v-shaped

36


37/101

window display that funnels window shopping traffic

into the store.

LandscapingLandscaping should lead the customers eye to

the focal point using color and texture to provide

contrast and harmony. The focal point is the business

sign and/or the building itself. Landscaping can also

screen undesirable sights such as garbage

receptacles, power transformers and refrigeration

equipment.The essence of good landscaping is simplicity;

simple landscape designs that are easy to maintain.

For example, uninterrupted expanses of grass are

easier to maintain than areas cut up by several small

beds of flowers or shrubs.

Planters, flower boxes and plants used in front of

a store add to the general appearance, regardless ofwhat type of merchandise is be ing sold. P lants

(especial ly f lowering bedding plants) enhance the

overall look of the store, and also add to the stores

positive reputation in terms of beautifying the

community.

Planters placed below and in front of a display

window actually strengthen the display by adding

greater depth to the setting. Real flowers and plants

are recommended over artificial ones; high quality silk

f lowers may be used in some cases. During the

winter, art if icial f lowers should be removed from

stores located in parts of the country where flowers

do not grow in the winter.

Because of locat ion and other factors, many

businesses may be limited in the amount of

37


38/101

landscaping that can be done. The following

guidelines are suggested for stores that have

flexibility:

Concentrate hardly native tree species in groups atends of buildings. This breaks long building lines

and gives shade to the building and customers who

have time to linger. Plant low-branched trees along

back lot l ines to reduce noise and give privacy to

buildings.

Most shrubs should be planted as indiv idual

specimens or in small groups. Do not plant too closeto buildings, and allow ample space along walks to

permit normal growth without crowding.

Landscape fabric (black plastic, etc) covered with

rock, bark or other mulches under shrubs and

smal l t rees e liminate the tedium of mowing or

weeding these areas.

Hedges may be used as strategic points, such as

st reet corners, where they must be kept low.

Preference should be given to species that have an

acceptable appearance and height without

continuous trimming or pruning.

Vines and other ground covers may be useful in

shady spots and to protect banks against erosion.

Well chosen plants, properly placed and

maintained, wil l go a long way toward welcoming

customers. A landscape architect or horticulturist can

assist in the layout and design of a landscaping

program.

Well designed and sturdy benches for resting

and relaxing can be a part of the landscape and may

encourage customer to s tay longer. Aesthetical ly

38


39/101

designed and strategically located garbage

receptacles for customer use wi ll help keep the

grounds free from litter.

Window DisplaysSpecial emphasis should be placed on a stores

window displays because they are the information

link to the potential customer. Window display can be

as important, if not more important, than advertising.

As many as one in every four sales could be the

result of a good window display.Window display should attract attention, create

interest and invite people into the store to purchase

goods. There is less than 11 seconds to accomplish

this, as that is the average amount of time an

individual will spend looking at a window display. Be

careful not to crowd too much merchandise into a

window, as customers find it difficult to determine themessage and what items are being promoted.

Shoppers also lose interest when the same

window display is left up too long. I t is especial ly

important to frequently change window displays in

small towns where customers pass by several times a

week. New displays indicate that new, up-to-date

merchandise is available. In malls and larger towns,

customers pass by less frequently.

Properly l ighted window display can help sell

specific products or ideas that promote a stores

image. Window l ights should be strong enough to

overcome the reflections from outside objects, such as

parked cars and buildings. At night, additional lights

on overhead marquees and projecting cornices can

make the window area look larger.

39


40/101

Closed-back windows require a high level of

general i llumination. Massed window displays are

often lighted with overhead fluorescents which are

supplemented by closely spaced clear incandescent

lamps. Use miniature portable spotlights to accent

small display areas, price cards and specific items in

a massed display. Compact foot lights help rel ieve

shadows near the bottom of vertical displays.

Windows displays are more successful when a

dominate theme is carried throughout the display,

regardless of whether the featured products are fashion-oriented, inst itut ional or promotional in

40


41/101

nature. Suggested window treatments that have

proven successful include:

A single object against seamless paper.

Merchandise displayed as it would be utilized ina realistic setting.

A theatrical setting using fantasy and drama.

Straight merchandise glamorized with props.

Animat ion, such as in hol iday windows that

draws crowds of shoppers.

The use of sculpture, painting or art objects for a

touch of glass. Media tie-ins, with current area activities, films,

stars or best selling books.

Window displays should be in harmony with the

entire surroundings; a whole is being created rather

than a fragment. When planning a window display

consider the building faade, street, people and their perceptions, color harmony, l ight ing and viewing

angle.

41


42/101

Principles of Design

INTERIOR PRESENTATIONSel ling space is the most important part of a

store and therefore, efforts to utilize each square foot

wil l help to maximize sales. One proven way to do

this is through interior displays that effectively show

merchandise to the customer. When planning interior

displays, remember that the theme and image

presented on the exterior must be carried throughout

the interior of the store to provide consistency for the

customer.

The purpose of inter ior display is to develop

desire for the merchandise, show what is available,

and encourage both impulse and planned buying.

Three major goals of a store should be to motivate the

customer to spend money, project the image of thestore and keep expenses to a minimum.

Promotion and advert ising dollars are less

effective or even wasted when efforts are not made

wi thin the store to ef fectively merchandise the

products. Well-designed displays and in -store

promotions are essentials for a consistent theme and

to help the customer find advertised items.Although the percentage of in-store purchase

decisions may vary by type of store and product, this

is a critical selling point. Information provided by the

Point Of Purchase Advert ising Inst itute (POPAI)

indicates that nothing inf luences the consumers

purchase decisions more than advertising used where

the sale is actually made---the point of purchase.

42


43/101

As an il lustration, researchers found that 64.8

percent of all purchases decisions were made inside a

supermarket. This included impulse purchase along

with substitutions and generally planned buys wherethe shopper had an item in mind, but no brand. Most

people indicated they purchased the item because

they saw it displayed. A National Retail Hardware

Association survey indicated that 48 percent of all

hardware customers purchased one or more items on

impulse. Sixty-seven percent of items purchased in

liquor stores are impulse items. Displays or

advertising alone may not increase product sales

substantially; however, combining advertising and

display into an integrated promotional campaign will

usually be more effective.

Some effective displays are created by suppliers

or brand-name manufacturers, whi le others are

developed from scratch. The main principles of design

used in display are balance, emphasis, proportion,

rhythm, color, lighting and harmony . These

principles apply to al l d isplays - -- -window and

interior.

Display DesignAn effect ive way of attract ing customers to a

store is by having good displays, both exterior and

inter ior. A customer wil l be attracted to a display

wi thin three to e ight seconds; that is the t ime a

customer spends to determine interest in a product.

This is why it is critical to have a properly designed

display. Every display should be planned and have a

theme. Good design makes a visual presentation come

together. This means the design attracts attention in

43


44/101

away that strengthens the store image, as well as

introducing merchandise to the customer.

Before designing good displays, answer the following question:

1. What is the stores image? Select an image to

present to the public. The customer will identify a

certain look with a store and expect that look to

be carried throughout the business, be it trendy,

elegant, off-price or discount. Do not mix images

within one store; it will only confuse the

customers.

2. What type of customer is being attracted? Use a

display that reflects the targeted consumer. A

display that works well in one community may be

ineffective in another community.

3. What is the concept of merchandise to be

presented in the display? Display and highlights

the merchandise, do not merchandise an

attractive display. Items should be displayed as

they are meant to be used or worn. If formal

wear is combined with day wear and kitchen

accessories, the consumer is confused and sales

are lost.

4. Where is the display going to be set up and how

will the location determine the design? There aremany types of locat ions for display in every

store: windows, walls, cases, gondolas or

islands. The principle of display should help

make the location work for the display.

5. Why is the merchandise being put on display as

opposed to other merchandise? This reason will

determine the visual presentation and design.For example, if the merchandise is on sale, it will

44


45/101

be d isplayed dif ferently than regular price

merchandise. Keep in mind there should be

enough backup stock to warrant a display. If not,

do not display it.

Place sale or promotional goods in front of the store

for short periods of time only. If the sale or

promotions lasts for several weeks, move the

merchandise to the rear of the store. Interested

customers will search out a bargain. Introduce the

customer to new, exciting and creative merchandise

with a display at the front of the store.

PRINCIPLES OF DESIGN

USED IN DISPLAYTo execute a display that will sell merchandise, it

is necessary to have a working knowledge of the

principles of design. The primary principles of designused in display include balance, proportion, rhythm,

emphasis, color, lighting and harmony. When applied

appropr iately, a ll par ts of the display are pul led

together to create a purposeful, effective and

aesthetically pleasing presentation. An understanding

of these principles wil l make i t easier to design a

display for all types of merchandise.The principles are d iscussed separately to

provide a clearer understanding of how each works.

BalanceBalance involves the equilibrium and weight of

elements between two sides of a display. Balance is

45


46/101

based on a theory of equals. Two types balance

include:

1. Traditional or symmetrical balance is large

on one side and large on the other (figure 1). Thiscan be effective where expensive and quali ty

merchandise is being presented.

FIGURE 1. TRADITIONAL BALANCE

2. Informal or asymmetrical balance creates

flow or rhythm and a feeling of excitement. The

two sides of the display appear to be of equal

weight, but they are not replicas of each other.

Something large can be balanced by several

small i tems (f igure 2) or an expanse of empty

space, a bright color or a shot of lights. Several

soft colors in a large space can be balanced by

one bright color because the intensi ty of the

bright color will compensate for its small size.

46


47/101

When planning a display, consider the following

points concerning balance:

If colors are too bright, they will overwhelm

pastels. I f several small objects are more excit ing than

the large object, they will overpower the large

item.

A large expanse of empty space will call

attention to a single object placed within it.

I f an i tem is placed at an angle or to one side

(off-center), the space on either side of that piecebecomes important.

If an object is centered, empty space loses

importance because its shape is predictable and

therefore has less recognition as its own element.

A pleasing distribution of weight using

merchandise of similar value will provide

importance to both sides.

EmphasisEmphasis is the point of initial eye contact. From

this spot all other eye movements flow. Emphasis is

therefore the formulation of a focal point, with all else

in the display subordinate. There should be emphasisin a l l displays. This can be by vir tue of the focal

points size, color or position. The merchandise is the

focal point in a mejority of displays.

Figure 3. Intensity

47


48/101

Eye movement is from left to right

When planning a display, consider the following

points concerning emphasis: A display needs to emphasize a theme or mood,

such as the use of sports equipment, work

equipment or le isure equipment set up in a

lifelike situation. Themes may also depict

seasons, anniversaries, celebrations, holidays

and other special store events. All elements in a

display must then re inforce one other andemphasize the mood created.

Figure 4. Optical Center

The focal point is the small square. The eye

movement is from the square to the spaced below the

dashed line.

Figure 5.Left to right movement

48


49/101

The focal point is in the upper left and eye movement

is to the lower right

An isolated item can be emphasized when

surrounded by blank space.

Shiny surfaces emphasize and enlarge objects.

Dull surfaces absorb light and help to de-

emphasize an area.

Color is a powerful medium for creating

emphasis small amounts of advancing color ,bright intensities, extreme tints or shades

contrasts in the right places will provide striking

accents.

Unusual textures highlight an area.

Emphasis is diminished with receding variations

such as thin, fuzzy lines; nondescript shapes;

regular spacing; even light absorption; cool hues,dull intensit ies, medium tints or shades; dull,

opaque textures; and small, all-over or no

pattern.

Repetition usually means something is important;

so repeated shapes, colors or motifs grouped

together reinforces their importance, creat ing

emphasis. Make sure if goods are used in repetit ion that these goods are emphasized for

49


50/101

sale. For example, i f a ttempt ing to sel l lawn

mowers, do not use a grouping or repetit ion of

gas cans, because gas cans will be emphasized

rather than lawn mowers.

Figure 6. Size

Another example of size difference and eye movement

from small to large and left right.

PROPORTIONProportion is the ratio of the parts to the whole

display. It is comparative relationship of distances,

sizes, amounts, degrees or parts. Each item may look

normal when isolated, but if it is inconsistent in area

or dimension with neighboring items, it seems out of

proport ion. Each p iece of merchandise must be

considered in relationship to all the other

merchandise.

When planning a display, consider the followingpoints concerning proportion:

Do not use all large objects, because there is

nothing to break the monotony and sameness of

that large feeling.

Adding an odd number of smaller, related items

to large pieces creates more interest and balance.

Figure 8. Pyramid

50


51/101

The blocks in the pyramid are all in proportion to each

other. If not in proportion then people have trouble

looking at it.

Figure 9. Step

The size of these steps are also in proportion.

Proportions take on more meaning when items

define one another. For example the size of a

dinosaur is defined when it is standing next to a

two story house.

Proportion and balance can best be accomplished

when articles within the display play off each

other through their size, shape and color.

Ratio of merchandise to space is critical:

Each piece of merchandise must be

considered in relation to others.

The ratio of props and show cards to

merchandise must be in proportion to avoid

51


52/101

the appearance of stressing or selling your

props rather than your merchandise.

Each object should not be too large or too

small, nor too heavy or too light inproportion to other items in display areas.

Proportion and contrast are important elements of

good display. Drastically changing the

proportions and the color and texture can work

wonders in attracting attention to a display. For

example, a pair of baby shoes will appear

smaller and more delicate when placed next to an

enormous teddy bear.

RhythmRhythm or f low involves the measurement of

organized movement; a self-contained movement from

object to object, background to foreground, and/or

side. The rhythm in a display should lead the

viewers eye from the dominant object to the

subordinated object(s) or from the primary

presentation of the grouping down to the arrangement

of accessories or alternate parts of the display.

Rhythm may be broken-up or continuous; clearly

stated or subtly suggested; repeated or vaguelysimilar. The initial pattern or design when repeatedmakes more of an impression on the viewer because it

provides a continuous beat and completion, which issatisfying to the viewer. Rhythm entails anarrangement of organized motion and does notnecessarily need repetition. However, it does gainimpact from repetition.

A flow exists if eye travels from one area of a

display to another, covering the entire display. The

52


53/101

eye should travel easily through the entire design. For

example, if a very tall object, such as a mannequin, is

placed next to several short baskets, there may be

proport ion but no flow. I f dr ied or silk f lowers orreeds are placed in the baskets (one and one-half

t imes the height of the baskets), the height of the

smaller objects is raised so the eye flows easily from

the head and neckline of the mannequin to the

baskets. A d isp lay can lead the eye wi th color,

repeti tion, shadows created by l ight placement,

lettering or texture.

When planning a display consider the following

points concerning rhythm:

English reading people read from left to right. A

lef t to r ight reading should be created in the

display.

Use elements that mean something together and

relate to the merchandise.

Create a pattern through the use of l ight and

dark, either with color or light.

Overlapping of objects placed together in the

display area can prevent the blank space that

could exist with a number of items in a display.

Overlapping is one of the most effective tools for

creating good flow.

It is usually recommended to use an odd number

of items when displaying multiples.

Use a fabric or color that unifies the theme.

Use props that are repetit ious either in form or

theme.

FIGURE 11. FLOW

53


54/101

FLOW IS ACCOMPLISHED BY REPETITION OF ITEMS

(SHAPES) WHICH CAN BE PLACED IN A VARIETY OF

POSITIONS IN A DISPLAY.

FIGURE 12. Progression of sizes

Flow is created by a progression of sizes. For

example, small to large

Figure 13. continuous Line Movement, Rhythm

Flow is created by a continuous by the placement of

the items in the display

54


55/101

Use the technique of flying merchandise to create

flow.

Use lettering with repetit ion of similar items or

with dominance by using oversized i tems tocreate flow.

It is important that the eye is led throughout the

display and does not leave until all parts have

been seen.

HarmonyHarmony is a coordinating umbrella principle that

can cover and incorporate every other principle.

Harmony is agreement in feeling and consistency in

mood; i.e., the feeling that all parts of display relate

to each other and to the whole d isplay. Wi thout

harmony, the observer is uncomfortable and will not

be enticed to purchase merchandise.Three forms of harmony (functional, structural

and decorative) must be in agreement in a display.

Functional harmony deals with how something

works physically, which means it must be realistic

and must work. An example is a kitchen counter used

in a display that is the appropriate height and depth

for work ing.

Structural harmony 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 an outdoor or camping

display. A good window display may have pot and

pans, fishing gear and outdoor furniture all mixed

together because these items truly would be used on

a camping trip; hence a camping theme is carried out.

55


56/101

All the merchandise is brought together as part of the

trip and harmony would be created or a mood would

be set.

Decorative harmony inc ludes the parts of a display that are included only for decorative

purposes. If an atmosphere of spring is being

developed, butterflies and/or flowers may be used as

props. These i tems are at tractive and add to the

theme.

Color and Lighting

ColorColor contributes signif icantly to peoples

impression of a display, as well as a stores overall

appearance. Color in a display can catch the eye andmake people pause and look. The color combinations

of the cei ling, walls f loor covering and the overall

dcor can affect the atmosphere of a store. Changing

the color scheme can change peoples attitudes and

perceptions of a store, and can increase (or decrease)

business.

Color can change the shape and add interest to a

dull room, and can direct attention toward a specific

object or away from problem areas. People tend to

respond a certain way to d if ferent co lors; these

responses are outlined in the chart on the following

page.

Warm colors (red, yellow, orange and colors with

red or yel low hues such as yellow-green, beige,

peach, brown and orange-red) are stimulating and

56


57/101

cheery. They make a room feel warm and intimate.

Warm colors make a room seem smaller while making

objects in the room appear larger. A warm color on the

end wal ls of a long narrow room wi ll appear to shorten the room.

Blue, green, violet and colors containing blue,

such as blue-green and violet-blue, are cool colors.

These help create a relaxing atmosphere. Rooms

decorated primarily in cool colors tend to appear

larger and more spacious. Cool colors are especially

pleasing in smaller rooms.

A color wheel is a handy tool to use in

developing a color scheme for a store. The color wheel

consists of 12 colors, as shown on the following page.

Several color schemes are possib le by choosing

different combination. Some common color schemes

that can be used to plan a display are listed below.

57


58/101

Figure 15. Emotional Response to color

Color Emotional responseBlue A cool color (makes room seem cooler).

Calms and relaxes excited people.

Makes time seem to pass quickly. Tends

to stimulate thought processes and

encourage conversation.Green Easy on the eyes. A cool color. Restful

and tranquil. Stimulates conversations.

Makes time seem to pass quickly.

Red Excites and stimulates. Inducesaggression. Makes time seem to pass

more slowly.Yellow A cheerful color. Creates a feeling of

warmth and happiness. Draws attention.

Boosts morale.Orange Friendly, warm and vibrant.

Exhilarating.

Violet andpurple

A cool color. Tends to lend elegance andsophistication. Royal.

Brown Relaxing and warm.Gray Depressing. Cool.

Figure 16. Color Wheel

58


59/101

There are no absolute rule for choosing and

combining colors, only flexible guidelines. Imagination

and experimentation will find color schemes that lend

to the atmosphere and attract customer. The type of

merchandise featured, such as hardware, jewelry,

clothing, etc; will have an effect on the type of color

schemes that can be used and the extent to which

they can be used.

Monochromatic SchemeA single color on the color wheel is used with

three to five tints and shades of that single true color

in this scheme. Several pieces of blue merchandise

each consisting of a different value ranging from baby

blue to navy blue, is an example of a monochromatic

color scheme.

Analogous Scheme

59


60/101


61/101

Double Complementary SchemeFour colors, consisting of any two sets of

complementary colors create a double complementaryscheme. Be careful not to create a display that is too

busy when using this color scheme. An example of

this color scheme would be yellow and purple, as well

as red-orange and blue-green.

Tone on Tone SchemeTwo colors that are next to one another on the

color wheel with very little space between them make

up a tone on tone scheme. Generally no change in

either intensity, such as degree of brightness, or in

t ints or shades is used in atone on tone scheme. A

display of blue and blue-violet s ilk f lowers is an

example of this scheme.

A dominant color must be selected in developinga color scheme. A single color can be monotonous.

However, a pleasing effect can be obtained by adding

the r ight colors using an uneven balance between

warm and cool colors.

Knowing about color and its effect on the viewer

can be helpful in designing displays. Certain colors

create intense vibrations when used together. Brightred and yellow create a hot, festive atmosphere that

suggests a celebration or circus. Too much of any

vibrating color scheme will detract from the

merchandise and irritate the customer after prolonged

exposure. Using different tints or shades of the color

(such as a lighter yellow with a pinked red) will set

up a warm, fr iendly color scheme and wil l be lessintense and offensive over the long run. Bright colors

61


62/101

can also be broken up by an eye-rel ieving area of

solid neutral or light tone.

Some of the most effective displays utilize

monochromatic schemes because a large area of anyone color can be seen from a great distance and will

create an impression of strength in that color. The

color may also be popular in fashion, clothing, house

wares, makeup or other merchandise that shows

merchandise in the store is current.

Combining color choice with traffic patterns can

sell more items. The color a retailer wants featuredshould be posit ioned on the wall where i t can be

easily seen, drawing customers into a department or

store. Other colors can fan out on either side and

complement the feature color . Background colors

should be selected which will show off the

merchandise at i ts best. Generally, neutral colors

selected are white, blue, gray, beige and black.

62


63/101

Colors must be considered in view of their

surroundings, as color can change dramatically when

viewed under different circumstances. A red chair will

appear yellower when put next to a blue wall. Next togreen wall a red chair will appear purer and brighter.

Near a white wall it will appear lighter and brighter,

and beside gray it will appear brighter. A dark color

placed near a lighter color will appear deeper while

the light color will appear lighter yet. Colors are also

radically altered by difference in pattern and texture

(figure 17).

Figure 17. Influence of Bsckground Color On Merchandise

Color of

merchandis

e

Black

background

White

background

Beige

background

Dar k gr ay

background

Yellow Enhanced

in richness

Lightly

duller

Warmer Brighter

Red Far more

brilliant

Darker,

purer

Bright, but

less

intense

Brighter,

but loses

saturationBlue More

luminous

Richer and

darker

A litt le

more

luminous

Brighter

Green Paler,

sharpened

Deepens

in value

Lighter

and

yellowish

Increase

brilliancy

Orange More

luminous

Darker

and

redder

Lighter

and

yellowish

Increase

brilliancy

Purple Loses

strength

and

brilliancy

Darker Brighter,

gray

becomes

greenish

Grey

become

green

A major concern is choosing a background color

used in display areas and store inter iors that wil l

work for a reasonable period of time. There arecompanies that do color forecasts and track expected

63


64/101

color preferences for five years. Color forecasts can

also be received as they pertain to a season. Use

these to fol low color trends to give store design

longevity.Some background colors that have been used

successfully follow. A comfortable background color

choice for leather goods is the mid-value range, such

as a beige or gray. This selection also works for

int imate apparel and ready- to -wear. A painted

background color wil l not reflect as much l ight as

fabric, so even if the merchandise is the same color

as the background it will still stand out.

Do not use background colors that will

af fect/change the co lor of merchandise and the

customers skin tone. Green, with the exception of

deep hunter and earthly greens, is an example of a

color that should be avoided for this reason.

Light colors such as pinks, yellows, blues and

whites should not be used as background colors in

infant and toddler areas, since they are the colors

used in much of the merchandise sold. The small size

of the garments and the generally l ight tones make

the merchandise invisible. Brighter, sharper colors

help these pastels stand out. Background colors in

girls departments should be kept neutral because of

the extensive range of colors sold there, and boysdepartment s go with bright because the clothes tend

to be in bright or deep tones.

Junior departments utilize various color

backgrounds depending on current fashion vogue.

When neon colors are popular, white is a very

suitable background. However, when more subtle

colors are fashion, the whites are too cold andoverpowering.

64


65/101

Dark green or dark blue colors, with neutrals

used for accent, have been effective ly used in

menswear areas. Primary, secondary, peach, l ight

blue and green colors should be avoided.Stores that carry china and glass can effectively

use grays, browns and blues as background colors.

Browns work especia lly well with bon china and

blues are at tractive with porcela in; grays can be

utilized with either type of china. Silver should not be

shown on a brown background because the reflection

will make the s ilver appear tarnished. However,

browns and burgundies are great for displaying brass

goods. Gift areas can use black and white with bright

accents.

Bright orange, bright red and blue are

appropriate colors to select for hardware stores, as

they provide the best contrast with the wood handles

and metals of hardware items. Sky blue and tennis

court green enhance sporting goods and equipment

because of their outdoor associations.

White is a widely used color in packaging and on

printed surfaces because it is a basic paper color and

less expensive than solid printed colors. About 50

percent of book and record jackets are predominately

white. White can be used as an alternating color the

way grocers use red, orange and yellow vegetables toseparate green vegetables.

COLOR RULES THAT CAN

IMPROVE DISPLAYS

65


66/101

1. Consider intensi ty, value and contrast when

developing color schemes.

a. Be careful when using strong contrast and

loud colors.b. The more intense the color, the smaller the

area it should cover.

c . The more intense the color , the softer the

second color should be. Do not combine two

or more strong colors without changing the

value or intensity.

d. Do not paint large areas in strong colors.

2. Match the color scheme to the merchandise on

display.

a. Use of neutral color, or none of the main colors

of the merchandise for the floor, walls and

background.

b. Use soft tints rather than saturated hues.

3. Associate the value of the merchandise displayed

to the selection of colors in the display.

a. Lower priced merchandise is generally

displayed in a color scheme of vivid hue.

b. Use a more refined color scheme with the more

exclusive merchandise. Color schemes seen in

current fashion are acceptable.c. Do not mix high-priced and low-priced

merchandise in a display. I tems should be

grouped by price and design.

4. Lights tints are pleasing to the eye.

a. Light tints seem to deepen the window space,

increasing the window size.

66


67/101

5. Dark shades appear to bring the background to the

fore, shortening the perceived window space.

6. Colors are labeled as either warm or cool.a. Warm colors are yellow, orange, red and their

combination with black and white. All these hues

please the eye, enhance the appearance of the

merchandise, and optically push it to the front of

the display.

b. Cool colors are blue and green. These colors are

calming, soothing and balanced. They create the

illusion of enlarging the window.

7. Color contrasts are welcome, but dangerous.

a. Watch the color clashes.

b. Be careful about confining strong contrast to

small accessories.

c. Bold combinations can be very effective if done

in good taste.

8. More than two principal colors can be grouped

proportionately in one display. Greater effort must be

made, however, to achieve harmony. Pastels go well

together.

Certain color combinations work because they

have been traditionally accepted. New color

combinations have to be carefully thought out to avoid

shock or offence through an inappropriate use of a

famil iar color. One way to learn about color is toobserve some of the newer stores and see what color

67


68/101

combinations have been used in the different

departments.

LightingLighting is essent ial in cal ling attent ion to

merchandise in a display. A shoppers eye is drawn

automatically to the brightest item or area. Lighting

treatment may be used to drawn attention to part of

the display area, a specific item in the display, or to

coordinate parts of the total display area. Lighting canalso be used to direct shoppers through the store,

attracting them to various displays along the way.

Because of this tendency to fol low a l ighted path,

display l ights should be two to f ive t imes stronger

than lighting in other parts of the store.

There are three types of l ighting used in store

illumination: primary, accent and atmosphere lighting.

Primary LightingPrimary lighting is the overall level of

i lluminat ion of the store using f luorescent l ight

sources. Outside, it includes 150-watt bulbs used as

basic window lighting, marquee lights illuminating the

sidewalks, and lighting for the general lobby area.Inside the store, primary lighting is that which fil ls

the selling floor from overhead lighting fixtures and

provides the bare essentials of the store illumination.

Accent or Secondary LightingAccent or secondary lighting provides

i lluminat ion for designated display areas. Flat,

68


69/101


70/101

Be careful when using fluorescent l ighting, as

the overall store atmosphere may appear dull and

boring. Avoid this using a combination of l ight ing

effects.Incandescent lamps have sharply defined beams

that are easily directed to highlight the merchandise

on display. These are available in numerous sizes,

shapes, wattage and colors. They do throw off a great

deal of heat, however, which can be fire hazard as

well as increase the cost of air conditioning.

Spotlights are great for merchandise displays. An

incandescent f loor l ight can be used to i lluminate

lettering that identifies a store a department within a

store. A l ight and dark pat tern can be created by

highlighting the important parts of the display and

letting the shadows create depth and pattern.

Spotl ights can be used on a larger scale to add

excitement to merchandise racks. Turning off the

l ights in the aisles on ei ther s ide wi ll al low the

spotlighted areas to stand out even more.

Spot lights used in a display are either installed

in the ceiling or on a track. These lights are

surrounded by a cylinder which affects the way light

is emitted. When the spotlight is placed toward the

back of the cylinder, the light is restricted to smaller

circle and therefore more concentrated. When thespotlight is placed towards the opening of the

cyl inder, there is less restrict ion and therefore a

larger circle of light is emitted.

70


71/101

The angle at which a spotlight is directed is very

important . Readjust the l ights every t ime a new

display is done, point ing spotl ights at preselected

items in the display and adjusting so passersby donot catch the spotlight in the eye. Any angle sharper

than 45 degree is l ike ly to momentarily bl ind a

shopper.

Colored filters that change the color of light are

available for spotlights. Filters most often used are

pink for mannequin faces, amber for dramatic effects,

straw to intensify warm colors, and daylight blue for

icy feelings. Make sure the filters do not change the

color of the merchandise. Filters should be used to

highlight backgrounds, props, faces and walls.

Gels are colored acetate that can be placed over

l ight bulbs. They are similar to fi l ters, but are less

expensive. Gels are available in rolls and can be cut

by hand to fit a spotlight or to cover fluorescent tubes.

Gels need to be replaced weekly.

71


72/101

High-intensity discharge (hid) lamps are the most

efficient bulbs available because they provide more

light per watt than either fluorescents or

incandescent. The hides are relatively small in sizeand can also provide shadows and highlights as do

the incandescent. All the major l ighting companies

have produced hid bulbs that emit a light that

enhances the merchandise and is f lattering to the

customer. The reduction in energy costs overrides the

expenses of the light bulb itself.

The reflective factor of colors varies

considerably, and is also effected by the lighting used

possibly altering the color of merchandise. Figure 18

indicates the reflective factor of 11 colors and their

relationship to types of lighting.

Suggestions for using light effectively include:

1. Increase display l ight when visual details are

important.

2. Create a buying mood by using various amounts

of light or manipulating light and shadow.

3. Save the brightest lights for the merchandise and

avoid anything that detracts from the

merchandise. For example, avoid bright, white

lights directly on a mannequins face, elbows or

shoes.

4. Bring out the tempting colors of meats, fruits andvegetables by using fluorescent lamps rich in red

energy, including the deluxe cool white type.

Cool reflector incandescent lamps may also be

used for direct-type lighting.

72


73/101

5. On sunny days, provide contrast to the natural

l ight by using more l ight in window displays.

Check lighting at night, however. Imperfections

such as wrinkles and dust in clothing are more

apparent under the art if ic ia l l ight, when the

softening influence of daylight does not enter the

window. Colored l ights also have a different effect when there is no other source of l ight.

What seemed perfect during the daylight hours

may appear harsh or loud at night. Make sure

l ights are not flooding over into the street; into

the eyes of passerby and the road traffic.

6. Highlights womenswear, especial ly bright,

cheerful colors and patterns, by using natural

fluorescents blended with tungsten-halogen.

7. Heighten the appeal of menswear by using a cool

blend of fluorescent and incandescent lighting,

with fluorescent predominating.

8. Avoid heavy shadows when displaying major

appliances and furniture by using large area

lighting fixtures plus incandescent down lighting.

73


74/101

Figure 18. Reflective factor of colors and relationship to

types of lighting used.

Paint

color

Approximate

reflectance

factor

Incandescent

filament

Warm

white

florescent

White

fluorescent

Cherry

red

.13 Brilliant

orange-red

Pale

orange-

red

Pale

orange-red

Orchid .44 Light pink Pale

purplish

pink

Gray-pink

Plum .04 Deep orange-

red

Dull

reddish

brown

Dark

brown

Chestnut

brown

.19 Medium

yellowish

brown

Light

yellowish

brown

Gray-

brown

Peach .58 Pinkish

yellow

Light

yellowish

pink

Light

yellowish

pinkOrange .44 Bright

orange

Light

orange-

yellow

Pale

yellow

Canary

yellow

.44 Orange

yellow

Fair

match

(sharper)

Greenish

yellow

Light

yellow

.58 Vivid orange-

yellow

Medium

yellow

Medium

yellowLight

blue

.46 Light

yellowish

green

Pale

grayish

blue

Weak

greenish

blueMedium

blue

.23 Blue-green Light

gray-blue

Purplish

blueSilver

gray

.97 Light yellow

gray

Light

brownish

gray

Light

brownish

gray

9. Direct lighting across a display to avoid creating

unpleasant and unattractive shadows. Aim the

upper lef t l ight on the lower r ight s ide of the

display; aim the upper right l ight on the lower

74


75/101

left side of the display. This creates a cross-over

of light; a more even, diffused light.

10.Add brilliant highlights to jewelry, gold, silver

and cut glass by using concentrated beams ofhigh-brightness, incandescent sources.

11.Hide or disguise electrical wires.

12. Bring out the sparkle and luster of hardware,

toys, highly polished silver and other metal ware

by using a blend of general light and spotlights.

13.Create the r ight sett ing for merchandise by

using colored light on props and backgrounds. If

colored light is used on a garment to intensify the

color, stay with the pastel filters; pale pinks for

the reds and red-v io lets, pale st raw for the

yellows and oranges, daylight blue for the cool

colors and nile green for the greens.

14.Set a t imer device to automatically turn off all

lights during the night, after the street traffic has

d imin ished. Interior l ights may be used for

security purposes at night.

15.Emphasize the beauty of china, glass, home

accessories and gif tware by using general

diffuse or overall l ighting, accented with point-

type spotlights.

16.Highlight the color, pattern and texture of rugs,

carpets, upholstery, heavy drapes and bedspreads by using oblique directional lighting

plus general low-intensity overhead lighting.

Standard

cool white

fluorescent

Daylight

fluorescent

Warm white

deluxe

fluorescent

Cool white

deluxe

fluorescentYellowish red Light red Orange red Good match

L ight p ink Good match(grayer)

Pale pink Light pink

75


76/101

Light reddish

brown

Deep blui sh

purple

Reddish

purple

Darker brown

Light

brownish

gray

Light gray Dark brown Good match

Very light

pink

Fair match

(lighter)

Light orange Good match

(yellower)Light yellow Gray-yellow Yellowish

orange

Good match

Light yellow Fair match Good match Good match

(brighter)Light bright

yellow

Light greenish

yellow

Deep yellow Bright yellow

Blue-gray Fair match (lighter) Grayi sh blue Grayish blue

Light gray-

blue

Fair match

(lighter)

Purple-blue Reddish blue

Very light

gray

Bluish gray Yellowish

Documents

17926288 Role of Visual Final