Marketing Essentials

Chapter 18: Visual Merchandising and Display

Chapter Summaries

Section 18.1

• Visual merchandising includes all the physical elements that merchandisers use to project an image to customers. It can promote interest in a product or service, encourage purchasing, and reinforce customer satisfaction.
• Visual merchandising has four elements: storefront, store layout, store interior, and interior displays.
• Display arrangements can be architectural displays, store decorations, open displays, closed displays, and point-of-purchase displays.
• Visual merchandisers must coordinate their work with advertising, direct marketing, personal selling, and sales promotion efforts by other members of the marketing team.

Section 18.2

• The five steps in creating a display are selecting the merchandise for display, selecting the display, choosing a setting, manipulating artistic elements, and evaluating the completed display.
• The artistic elements of a display include line, color, shape, direction, texture, proportion, motion, and lighting. They work together to affect perception of a display.
• Display maintenance is important because poor maintenance may create a negative image of the merchandise and the store.