immediately captivates shoppers and quickly motivates them to buy.  Creates and "enviroment" as oppose to a store

ex. Early Banana Republic and Rainforest Cafe

1-creativity

2- sense of order

3- dedication to design principles

4- discipline to follow direction

5- stays within budget

6- complete paper work

Dept. Store

Specialty Chains

Freelancers

generally operate from a flagship store, creates design philosophy for the whole company

operate from a central quarters, one visual team comes up with ideas and gives "mock up windows" to managers in charge of individual stores

or plans are carried out by traveling trimmers

have been replaced with wire, soft sculpted and motorized over the years.

also unisex mannequins

this is more cost efficient

usually second hand or "found" objects, antiques. (less expensive)

for Christmas, use glittery props

-murals (backgrounds)

-backlit transparencies: light walls, digitally produced, prismatic displays

- television screens throughout store: inspired by Norma Kamali, Bloomingdales

enhances visual presentation, shoppers cannot escape sound

ex: main st Disney

business

trade organizations

associates

product offering

innovations in design

directions for every visual component

Display Fixturing

Materials and Props

Labor Costs

staff who create construct presentations

-freelancers

-seasonless props can reduce labor costs

1. hung signs are out of shoppers reach
2. cielings grids and grills are used for support
3. all parts of mannequin is secured
4. heavy duty nails and screws
5. 3D letters are secure
6. lighting fixtures are out of customer reach
7. electrical wiring should be examined
8. strong suspending wire

1. graphics
2. opulence in store design
3. resurgence by mannequins
4. innovative lighting
5. directional signage

what youre selling

target market

image your trying to display

Balance

Emphasis

Proportion

Rythym

Harmony

each side is a mirror image of the other

-does not have to feature identical items

Total weight on each side of the imaginary centerline is about equal

-two smaller pieces balancing a larger object

color, shape, pattern, texture

-underscores importance to the customer

color, texture or concept that is opposite from the rest of the display

ex: lights and darks, textures (wristwatches), directional, shapes, size

involves comparative relationship of the design elements to each other

-props in proportion to eachother

-display in proportion to window

when all of the element of a design are properly located so that the eye travels smoothly from one part to another

repetition

continuous lines

progression

radiation

alteration

when color selection builds on two colors that are opposite each other on the color wheel

-when these are side by side intensity is heightened

ex- pale greens and pale pinks for spring

using one basic color with two colors that are on either side of that colors complement 

-more colors to work with

Two colors at directly opposite positions on the wheel

-4 basic colors

-may cause visual confusion

primary colors

secondary colors

neutrals

1- fashion and home magazines

2- color forecasting

3- color libraries

-promostyl

-cotton incorporated

use creative ability

can begin w/ fabric as a starting point

seek interesting color combinations

attract attention-distinguish

generate interest-motivate customer

create a comfortable ambiance- put buyer in shopping mood

provide combatabiliy with its identity-strategy

offer flexibility- retail trends change

discount store lighting: general lighting

boutiques & upscale: quiet, dark ambiance

supermarkets/mass merchandisers: light to properly illuminate merchandise

-daylight entering the sore

-lighting from nearby elements

-amount of general lighting

distance- how far away light is

beams- directs where illumination goes

cost efficient, cool, general

used for wall-washing, energy savings, high light output, long lamp life, come in cool/warm variations, white tubes, ceiling and wall cases

low voltage lamps

burn longer, cooler

composed of a remote light source incorporation glass optical fibers

-used for directional spotlight

-reduced power consumption

-simple maitenance

- used on heat sensitive areas

small yet produce more light then flourescents

energy savers

unusual lighting fixtures

used in stores to build excitement

-easily shaped

-maitenance free

-cost-efficient

-special effects

dramatic/intense lighting

-whiter and brighter

-long lamp life

-accents form and texture

-heat/cost reduction

can or container that holds light

-swivels to pinpoint areas

can be applied to the fixtures that house the bulbs

-easily cracks

-for short period of time only

-more cost efficient

will occupy the window and the specific merchandise to be featured.

calculated by management to maximize sales

introduced as early as after Easter and no later then May 1st

features swimwear

start prepertation in August

prices in fall are usually higher

-back to school

-darker colors and prints

some stores do not differentiate btw fall and winter

coat displays!!!

sell off fall merch

invest little money to save for christmas

cruise and vacation wear is emphasized

1- evaluate customer reaction to fashions embarked for the summer season

2- fresh merch

3- serve the market of customers who vacation in the winter

After presidents day

transition to summer

live plants, greens

-patriotic themes

-1960s

-little money is spent on presidents day because its right after christmas

spring lines

floral

children's wear/ easter dresses

focuses mainly on children and women

Fragrance, clothing, houseware

one week windows usually

Hearts

Jewelry and accessories

purchasing usually peaks 2/3 days before

focuses on looking forward to spring

Special Sales

focuses on coats and outerwear

fabric, plastic, paper

*used to spell out a theme, deliver a message, define a dept and/or provide color

-production and installation are inexpensive

-usually hung from the ceiling but could be stood up

combining a permanent sign with a merchandise vendor

-manufactured by point-of-purchase suppliers

adhesive letters, easily removed

displays: designer name, catchy phrases or timely themes

adorn merchandise or used by themselves

-inexpensively created

-paper, felt or vinyl

uses a carrier beam attached to the ceiling into which strips for signs are fitted, tells the customer where merch can be found 

(ex- supermarkets)

making a great impact on VM.

availabe in variety of shapes, colors, brighten and highlights areas

bolder appearance, lighter weight, less cost, easy installation

-flourescent lamps backed by highly effective concave pannels

relatively inexpensive, longer life than paper, in house with printing machines

used for insertion, short term usage, freestanding fixtures

long lasting, many colors, draped, 

used for banners mainly

duarble, available in transparent or transclucent forms, retains shape, easily cut

for permenant signage on walls and columns

very durable, may be stained, painted or cut into any shape

permenant, long lasting display "natural" feeling

excellent painting surface; thinness may cause warping or buckling, inexpensive

in frames. semipermenant situations

expensive, luxurious, difficult to cut

permanent installations

lightweight/inexpensive

velcro

pressure sensitive tape

silk screening

computer design process

1- informational -> price and size

2- brand name/ logo

important for customer impression and brand recognition

should be creative and represent the brand

logos only help enhance a brand, they do not create a brand

new logos are also produced for different lines of the same brands

in the past were reserved for the inside of the garment

in the 1970s, logos began appearing on the outside of clothing

Pierre Cardin and Calvin Klein

very crucial to visual presentation

appealing, unique and functional

-enhance merch and motivate shoppers

marketing campagins

publicity vehicles

visual presentation

point of purchase

newspapers (retailers main communication outlet)

magazines, TV, radio, direct-mail

distinguish one merchant from another

ex- macys flower show

fashion shows, trunk shows, celebrity personal appearances

*must advertise event

no-fee promotional device that helps spread the retailer's message

-press release

-retailers make informational sheets and send to media groups

window displays designed to attract the attention of a passerby

-magazine covers

-christmas time

combine visual and utilitarian components

*silent sellers

color

line

texture

shape

verticle

horizantle

curved

diagonal

absorbs light, appears darker

ex-fur

1-marketing dept/manager

2- buyer

3-financial dept

inform

persuade

remind

present a consistent brand image through all communications with customers

store design

advertising

web site

determines frequency and timing

develop message

select media

awareness

knowledge

attitude

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