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CHAPTER 5: TYPES OF DISPLAYS & DISPLAY SETTINGS
Transcript of CHAPTER 5: TYPES OF DISPLAYS & DISPLAY SETTINGS
MR. TONY HARRIS
Also known as a "vignette" setting
The visual merchandiser presents the essence, the tip of the iceberg, and leaves the rest to the active imagination of the shopper.
A merchandise presentation that shows an assortment of various realted items in a setting depicting how and where they may eventually be used.
Can be as detailed or as suggestive as the display person, budget, and time permit.
It is creative and requires great thought, energy, and lots of planning-but can be very rewarding.
Build Up Display Setting:
There is a vast difference between creating a one-item or line-iof-goods display and a mass display of a variety of items "related" only in use, material, color, or place of origin.
In doing a display like this, the display person is working with objects of the same general size or weight, he or she might use assorted sizes o f objects but the overall display mus be balanced and easy to look at.
Essentially the depiction of a room, area, or otherwise recognizable locale, reinterpreted in the allotted display area-either in the windows or in the store.
CHAPTER 5: TYPES OF DISPLAYS & DISPLAY SETTINGS
types of display settings
In presenting any display, there are some basic approaches the visual merchandiser can take to set the scene for the merchandise or the concept to be sold. The approaches include the following:
The showing and advancement of a single garment or any single item.
It may be a gown designed by a top designer, one-of-a-kind jewelry item, or new automobile.
The primary purpose of displays are to present and to promote. 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:
Related Merchandise Display:
Separates, accessories, or other items that "go together" because they are the same color, or share an idea or theme.
Shows only one type of merchandise (Ex. all blouses, all skirts, or all pots and pans).
Also could be a display showing three or four mannequins wearing daytime dresses of assorted colors, styles, and prints.
Ex: "Import Window", where all of the items are from the same country (from clothes to crafts, to kitchen utensils to furniture, and so on).
Ex: Color promotion, where all of the clothing in one window is red, and the next display setup may consist of all-red household supplies and hardgoods.
Ex: Display of lizard shoes, bags, and belts-all related because they are made of lizards skin.
The four major types of displays
Promotional and institutional displays
Five categories of display settings
The purpose of buildup presentations in display
Variety or Assortment Display:
Collection of unrelated items that happen to be sold in the same store.
It can be work shoes, silk stockings, tea kettles, Hawaiian print shirts, wicker chairs, red flannel night gowns, and cowboy boots.
It is a melange of odds and ends, a sampling of the merchandise contained within the store.
PromOtionAl vs. Institutional displays
can be one-item, a line-of-goods, a related merchandise, and even, for store wide sales, a variety type of display.
The display advances or emphasizes a particular concept, trend, or item.
Ex: Father's Day: a theme has been developed for an advertising event and the same theme will be carried out in newspapers, on radio, and TV, and the display windows and interiors of the store. They help to tie in and advance the theme.
, on the other hand, promotes an idea rather than an item or product.
The display presents the store as a worthwhile and interested member of the community.
Ex: If a national hero dies, a window maybe set aside for his/her memory, and no saleable merchandise will be included in that display.
An institutional display helps to further the stores image.
Its a sign of goodwill towards its neighborhood and the neighbors.
Often the most difficult to do where the least amount of display often makes the biggest statement.
The merchandise is the dominant feature and the setting supports and reinforces the message, often subliminally.
The purpose of a display is to present and promote.
A one-item display shows only a single item.
A line-of-goods display shows one type of merchandise, though the merchandise might vary in size or color.
A related merchandise display shows items that are meant to be used together.
A variety, or assortment, display is a combination of unrelated items.
A promotional display emphasizes a particular theme, for example, Father's Day.
An institutional display promotes an idea, rather than an item or product. For example, a national hero or a community drive might be promoted in a window display. This presents the store as being a part of the community.
Display settings can be realistic, environmental, semirealistic, fantasy, or abstract.
A realistic setting display is a recognizable display, such as a room.
An environmental display shows how and where various related or coordinated items can be used.
A semirealistic setting presents the essence of a setting and leaves the rest to the imagination.
A fantasy setting is usually suggestive, creative, and unusual.
An abstract setting is an arrangement of lines and shapes, with the merchandise as the dominant feature.
A buildup carries the viewer's eye from grouping to grouping by means of a combination of steps, such as a series of forms of different sizes arranged in a straight line, but all leading the eye to one point.
Build Up Display:
The display person uses a series of merchandise groups by means of a combination of steps, such as series forms of different sizes arranged in a straight line, but all leading the eye to one point.