Visual Merchandizing: A Guide for Small Retailers

Contents

Preface

Visual Merchandising: A Guide for Small Retailers

Exterior Presentation

• Exterior Signs
  • Marquees
  • Banners
• Awnings
• Walks and Entries
• Landscaping
• Window Displays

• Interior Presentation
• Display Design
• Principles of Design Used in Display
  • Balance
  • Emphasis
  • Proportion
  • Rhythm
  • Harmony

• Color
  • Monochromatic Scheme
  • Analogous Scheme
  • Triadic Scheme
  • Complementary Scheme
  • Split Complementary Scheme
  • Double Complementary Scheme
  • Tone on Tone Scheme
• Color Rules That Can Improve Displays
• Lighting
  • Primary Lighting
  • Accent or Secondary Lighting
  • Atmosphere Lighting

• Props
• Merchandise and Fixture Display Recommendations
• Basic Rules for Fixture Placement
• Interior Signage

• Too Much Merchandise
• Too Little Merchandise
• Lack of Underlying Theme
• Too Many Props
• Poorly Selected Props
• Displays Changed Too Seldom
• Length of Time Necessary to Change a Display is Too Long
• Limited or No Display Budget
• Lack of Attention to Detail
• Mistakes in Applying the Principles of Display

References

List of Figures

1. Traditional Balance
2. Informal Balance
3. Intensity
4. Optical Center
5. Left to Right Movement
6. Size
7. Texture
8. Pyramid
9. Step
10. Repetition
11. Flow
12. Progression of Sizes
13. Continuous Line Movement, Rhythm
14. Radiation
15. Emotional Response to Color
16. Color Wheel
17. Influence of Background Color on Merchandise
18. Reflective Factor of Colors and Relationship to Types of Lighting Used