Contemporary visual merchandising and environmental design

Examines every aspect of visual merchandising--from point-of-purchase display to signage--and has become the trusted resource for professionals. Rich with photographs and illustrations, the book discusses the fundamentals of good design, how to take a project from concept to completion, and unique strategies for transforming mundane stores into shops full of charm, distinction and visual excitement. This edition features two new chapters, the latest trends in visual merchandising, examples from retailers of every size and a DVD in every copy. Introduces a practical approach to designing display windows that is authored by an industry professional; Amy Meadows, Manager of Visual Marketing, Marshall Fields. Examines the role of advertising, special events and publicity in the success of various retail operations. A new DVD explores the field of visual merchandising and provides readers with illustrations of the industry. Gives readers a comprehensive look at all areas of visual merchandising, including: point-of purchase display; graphics in the retail environment; signa≥ and more!Visual merchandising professionals.

Excerpts

As the new millennium began, retailers found themselves in a competitive environment that was more challenging than they ever had to face in the past. Not only were the bricks and mortar operations facing greater competition from other similar companies, but the ever-increasing presence of off-site merchants made the art of conducting business even more difficult. Catalogs and E-tailers were achieving record sales, and while many of these retailers were divisions of some of these brick and mortar companies, others were primarily positioned as off-site businesses, giving extra competition to the merchants who subscribed tomultichannel retailing.The bricks and mortar companies were faced with yet additional competition from the steady increase of sales coming from the home shopping channels. Enter the visual merchandisers. If properly trained, they have the necessary insights and abilities to help retail operations distinguish and differentiate themselves from the competition, giving them an individuality so important to success in this challenging business arena. If given the opportunity to apply their artistic talents to the needs of the contemporary retail environments, they often deliver the concepts and designs that make their companies visually unique. Unlike yesteryear when they were generally referred to as display persons, today's practitioners are expected not only to design and install window and interior displays, but also to take a major role in the development of the brick and mortar facilities design. They are involved in merchandise fixture selection, lighting systems, and a host of other duties and responsibilities that bring their retail environments into the twenty-first century. The third edition of this text, now titledContemporary Visual Merchandising and Environmental Design,explores all of the aspects of visual presentation and addresses the ways in which each of these are used to translate the store's interiors and windows from the mundane to arenas of visual excitement. As in the previous editions, the principles and practices performed by the company's visual team are updated to reflect the trends of this new millennium. In addition, there are numerous additions to this edition that address what is currently taking center stage in the visual environments all across the country. New to this edition are the following chapters: Chapter 10, "Energizing the Specialty Boutique," examines the ways in which small retailers with very limited funds can improve their premises and make them more eye-appealing to the shoppers who frequent them. Chapter 12, "Graphics in the Retail Environment," discusses the numerous ways retailers are using the different types of graphic presentations to add pizzazz to their windows and interiors without taxing their visual budgets. Chapter 15, "Creating the Overall Design Concept: From Conception to Installation," explores the various components that today's retail and other businesses are using to energize their premises and private brands. Additionally, the following has been added to bring the reader to the latest and greatest in visual merchandising and facilities design: A totally new complement of photographs that reflects the work of today's visual merchandisers. The expansion of eight full-color pages to sixteen, which excitingly portrays the state of visual merchandising today. Internet exercises that require the students to use their computers for research related to visual merchandising. A Profile in each chapter that presents businesses in various segments of retailing who have distinguished themselves through creative visual presentation. An In the News segment at the conclusion of each chapter that features reprints of articles that have made news in professional journals. An electronic test bank that will offer a variety of questio Excerpted from Contemporary Visual Merchandising and Environmental Design by Jay Diamond, Ellen Diamond All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Preface	p. xxi
Acknowledgments	p. xxiii
Chapter 1 The Visual Merchandising Concept in a Contemporary Environment	p. 2
Learning Objectives	p. 3
Introduction	p. 3
The Visual Merchandiser's World	p. 5
Department Stores	p. 6
Specialty Chains	p. 6
Freelancers	p. 7
Creating Effective Visual Presentations	p. 7
The Components of Visual Merchandising and Facilities Design	p. 8
Store Design	p. 8
Mannequins	p. 8
Props and Materials	p. 8
Lighting	p. 8
Graphics and Signage	p. 10
Point of Purchase	p. 10
Sound Usage	p. 10
Visual Merchandising and Store Design Websites	p. 12
Other Factors in Visual Merchandising	p. 13
Budgeting	p. 13
The Safety Factor	p. 15
Careers in Visual Merchandising	p. 15
Trends in Visual Merchandising	p. 16
Terms of the Trade	p. 16
Chapter Review	p. 17
Key Points in the Chapter	p. 17
Discussion Questions	p. 17
Case Problems	p. 18
Case 1	p. 18
Case 2	p. 18
In the News	p. 18
The Know-It-All	p. 18
Internet Exercises	p. 19
Exercises and Projects	p. 20
Chapter 2 Planning and Developing Visual Presentations	p. 22
Learning Objectives	p. 23
Introduction	p. 23
Department Store In-House Visual Departments	p. 24
The Lord & Taylor Approach	p. 25
Ongoing Visual Tasks	p. 26
Centralized Visual Merchandising	p. 27
The Total Centralized Visual Plan	p. 30
Alternate Central Visual Merchandising Plans	p. 32
Freelance Arrangements	p. 33
Terms of the Trade	p. 34
Chapter Review	p. 34
Key Points in the Chapter	p. 34
Discussion Questions	p. 35
Case Problems	p. 35
Case 1 p. 35
Case 2 p. 36
In the News	p. 36
Internet Exercise	p. 37
Exercises and Projects	p. 38
Chapter 3 Facilities Design: Exteriors, Interiors, and Fixturing	p. 40
Learning Objectives	p. 41
Introduction	p. 41
Exteriors	p. 42
Traditional Storefronts and Window Structures	p. 44
Parallel-to-Sidewalk Windows	p. 45
Corner Windows	p. 45
Open-Back Windows	p. 46
Angled Windows	p. 46
Arcades	p. 46
Islands	p. 46
Windowless Windows	p. 47
Circular Windows	p. 47
Shadow Box Windows	p. 47
Architecturally Unique Entranceways	p. 48
Interiors	p. 48
Fixturing	p. 50
Floor Cases	p. 50
Wall Cases	p. 50
Multipurpose Merchandise Systems	p. 51
Island Display Cases and Tables	p. 52
Shadow Boxes	p. 52
Vitrines	p. 52
Show-and-Sell Fixtures	p. 52
The Complete Layout	p. 54
Terms of the Trade	p. 54
Chapter Review	p. 55
Key Points in the Chapter	p. 55
Discussion Questions	p. 55
Case Problems	p. 56
Case 1 p. 56
Case 2 p. 56
In the News	p. 57
Doing the Math	p. 57
Internet Exercises	p. 58
Exercises and Projects	p. 58
Chapter 4 Mannequins and Other Human Forms	p. 62
Learning Objectives	p. 63
Introduction	p. 63
Types of Mannequins	p. 65
Traditional Human Forms	p. 65
Ethnic Mannequins	p. 66
Stylized Human Forms	p. 66
Futuristic Human Forms	p. 67
Representational Forms	p. 67
Trimmer-Constructed Mannequins	p. 67
Component Parts of Mannequins	p. 69
Dressing the Mannequin	p. 71
Wigs and Makeup	p. 72
Wigs	p. 72
Makeup	p. 74
Other Human Forms	p. 75
Purchasing Mannequins and Other Human Forms	p. 75
Creating a Mannequin	p. 76
Children's Mannequin	p. 76
Men's Mannequin	p. 77
Women's Mannequin	p. 77
Terms of the Trade	p. 80
Chapter Review	p. 81
Key Points in the Chapter	p. 81
Discussion Questions	p. 81
Case Problems	p. 82
Case 1 p. 82
Case 2 p. 82
In the News	p. 83
Who Was That Lady?	p. 83
Internet Exercises	p. 84
Exercises and Projects	p. 85
Chapter 5 Materials, Props, and Tools of the Trade	p. 88
Learning Objectives	p. 89
Introduction	p. 89
Materials	p. 90
Construction Boards	p. 90
Fabric	p. 91
Paper	p. 92
Paint	p. 92
Carpet	p. 92
Wood	p. 92
Other Materials	p. 92
Props	p. 92
Found Objects	p. 93
Furniture	p. 93
Merchandise Used as Props	p. 93
Display House Props	p. 95
In-House Construction	p. 99
Tools and Accessories	p. 99
Terms of the Trade	p. 101
Chapter Review	p. 101
Key Points in the Chapter	p. 101
Discussion Questions	p. 102
Case Problems	p. 102
Case 1 p. 102
Case 2 p. 103
In the News	p. 103
More than Meets the Eye	p. 103
Internet Exercises	p. 104
Exercises and Projects	p. 105
Chapter 6 Principles of Design	p. 112
Learning Objectives	p. 113
Introduction	p. 113
Balance	p. 114
Symmetrical Balance	p. 115
Asymmetrical Balance	p. 115
Emphasis	p. 116
Size	p. 117
Repetition	p. 117
Contrast	p. 117
Unique Placement	p. 120
Proportion	p. 120
Rhythm	p. 122
Repetition	p. 122
Continuous Line	p. 122
Progression	p. 122
Radiation	p. 123
Alternation	p. 124
Harmony	p. 124
Terms of the Trade	p. 126
Chapter Review	p. 126
Key Points in the Chapter	p. 126
Discussion Questions	p. 126
Case Problems	p. 127
Case 1 p. 127
Case 2 p. 127
In the News	p. 128
A Giant on the Cutting Edge: The Freshening of the Mall of America	p. 128
Internet Exercises	p. 128
Exercises and Projects	p. 129
Chapter 7 Color: Fundamental Concepts and Applications	p. 134
Learning Objectives	p. 135
Introduction	p. 135
Dimensions of Color	p. 136
Hue	p. 136
Value	p. 136
Intensity	p. 136
The Color Wheel	p. 136
Color Harmonies	p. 136
Monochromatic	p. 137
Analogous	p. 137
Complementary	p. 137
Split Complementary	p. 138
Double Complementary	p. 138
Triad	p. 138
The Neutral Ingredients	p. 141
Choosing a Color Scheme	p. 141
Psychology of Color	p. 141
Warm and Cool Colors	p. 142
Advancing and Receding Colors	p. 142
The Emotional Effects of Color	p. 142
Terms of the Trade	p. 143
Chapter Review	p. 143
Key Points in the Chapter	p. 143
Discussion Questions	p. 144
Case Problems	p. 144
Case 1 p. 144
Case 2 p. 145
In the News	p. 145
The Color of Retail: A Tint of Technology	p. 145
Internet Exercises	p. 146
Exercises and Projects	p. 147
Chapter 8 Lighting: Dramatizing the Selling Floor and Display Areas	p. 158
Learning Objectives	p. 159
Introduction	p. 159
Retailing's Principal Lighting Requirements	p. 161
Assessment of Lighting Needs	p. 161
Lighting Plans	p. 162
General Lighting	p. 162
Accent Lighting	p. 162
Light Sources	p. 164
Fluorescents	p. 164
Incandescents	p. 165
Fiber-Optic Lighting	p. 165
High-Intensity Discharge Bulbs	p. 166
Neon	p. 166
Halogen	p. 166
Low-Voltage Lighting	p. 167
Lighting Fixtures and Systems	p. 167
Recessed Lighting	p. 167
Track Lighting	p. 169
Decorative Lighting	p. 169
Lighting with Color	p. 170
Lighting Accessories	p. 171
Light System Acquisition	p. 172
Terms of the Trade	p. 172
Chapter Review	p. 173
Key Points in the Chapter	p. 173
Discussion Questions	p. 173
Case Problems	p. 174
Case 1 p. 174
Case 2 p. 174
In the News	p. 175
Be Very Careful About Your Lighting Specs	p. 175
Internet Exercises	p. 176
Exercises and Projects	p. 176
Chapter 9 Themes and Settings for Windows and Interiors	p. 180
Learning Objectives	p. 181
Introduction	p. 181
The Total Environment Philosophy	p. 182
Types of Themes	p. 182
Seasonal	p. 183
Summer	p. 183
Fall	p. 184
Winter	p. 184
Spring	p. 186
Holidays	p. 187
Creative Themes	p. 189
Institutional Themes	p. 192
Other Themes and Settings	p. 192
Ensemble Displays	p. 193
Unit Displays	p. 193
Special Events and Promotions	p. 193
Terms of the Trade	p. 196
Chapter Review	p. 196
Key Points in the Chapter	p. 196
Discussion Questions	p. 196
Case Problems	p. 197
Case 1 p. 197
Case 2 p. 197
In the News	p. 198
Manhattan Mickey	p. 198
Internet Exercises	p. 199
Exercises and Projects	p. 199
Chapter 10 Energizing the Specialty Boutique	p. 202
Learning Objectives	p. 203
Introduction	p. 203
Color: The "Free" Visual Element	p. 204
Low-Cost Lighting	p. 205
Display Props	p. 206
Merchandise as Props	p. 206
Borrowed Props	p. 206
Discarded Props	p. 207
Alternatives to Traditional Mannequins	p. 208
In-House Creations	p. 208
Basic Forms	p. 209
No-Cost Point-of-Purchase Props	p. 209
In-House Signage Production	p. 210
Planning the Purchase for Visual Effectiveness	p. 210
Terms of the Trade	p. 211
Chapter Review	p. 211
Key Points in the Chapter	p. 211
Discussion Questions	p. 212
Case Problems	p. 212
Case 1 p. 212
Case 2 p. 213
In the News	p. 214
Light and Lively: How Benetton Turned Up the Voltage in California	p. 214
Internet Exercises	p. 215
Exercises and Projects	p. 215
Chapter 11 Signage: The Tool That Tells a Story	p. 220
Learning Objectives	p. 221
Introduction	p. 221
Types of Signs	p. 222
Banners	p. 222
Wall Signs	p. 222
Fixture-Contained Signage	p. 223
Valance Signs	p. 223
Signs on Glass	p. 224
Pennants	p. 224
Moving Message Signs	p. 224
Track Signage	p. 225
Neon Signage	p. 226
Simulated Neon Signs	p. 226
Sign Materials	p. 227
Letter Materials	p. 228
In-House Sign Production	p. 229
Sign Layout	p. 229
Key Points in Creating Signs	p. 230
Commercial Sign Sources	p. 230
Terms of the Trade	p. 230
Chapter Review	p. 231
Key Points in the Chapter	p. 231
Discussion Questions	p. 231
Case Problems	p. 231
Case 1 p. 231
Case 2 p. 232
In the News	p. 232
Give Me a Sign	p. 232
Internet Exercises	p. 233
Exercises and Projects	p. 234
Chapter 12 Graphics in the Retail Environment	p. 238
Learning Objectives	p. 239
Introduction	p. 239
Graphics Development and Procurement	p. 240
Graphic Images	p. 241
Original Photography	p. 241
Stock Photography	p. 241
Stock Agencies	p. 242
Classifications of Graphics	p. 242
Backlit Transparencies	p. 242
Digital Images	p. 243
Prismatic Displays	p. 244
Motion Displays	p. 244
Simulated Neon Graphics	p. 245
Light Walls	p. 246
Banners	p. 246
First-Hand Evaluation of Graphic Technology and Products	p. 246
Vendor Headquarters	p. 247
Trade Shows	p. 247
In-Store Visits	p. 247
Maximizing the Effectiveness of Graphic Displays	p. 247
Terms of the Trade	p. 248
Chapter Review	p. 248
Key Points in the Chapter	p. 248
Discussion Questions	p. 249
Case Problems	p. 249
Case 1 p. 249
Case 2 p. 250
In the News	p. 251
Printing Outside the Box	p. 251
Internet Exercises	p. 252
Exercises and Projects	p. 253
Chapter 13 Point-of-Purchase Display	p. 258
Learning Objectives	p. 259
Introduction	p. 259
Retail Point-of-Purchase Users	p. 260
Mass Merchandisers	p. 260
Supermarkets	p. 260
Warehouse Clubs	p. 261
Pharmacies	p. 261
Greeting Card Stores	p. 262
Specialty Organizations	p. 262
Department Stores	p. 263
Major Reasons for Point-of-Purchase Use	p. 263
Point-of-Purchase Fixtures	p. 264
Interactive Video	p. 264
Gondolas	p. 265
Closed-Circuit Video	p. 266
Motion Creations	p. 266
In-Store Shops	p. 266
Countertop Cases	p. 266
Cardboard Fixtures	p. 266
Computer Stations	p. 267
Terms of the Trade	p. 267
Chapter Review	p. 267
Key Points in the Chapter	p. 267
Discussion Questions	p. 268
Case Problems	p. 268
Case 1 p. 268
Case 2 p. 269
In the News	p. 269
The War in a Rack	p. 269
Internet Exercises	p. 270
Exercises and Projects	p. 270
Chapter 14 Display Windows as Settings for "Consumer Theater"	p. 274
Learning Objectives	p. 275
Introduction	p. 275
Housekeeping Basics of Visual Merchandising	p. 277
Window Display Dilemmas	p. 277
Space Considerations	p. 277
Merchandise Insufficiency	p. 279
Considerations for Effectively Showing the Merchandise	p. 279
Creating Effective Displays with Budgetary Restraints	p. 281
Considerations for Effective Visual Presentation	p. 282
The "Planes" of Visual Presentation	p. 282
Terms of the Trade	p. 284
Chapter Review	p. 284
Key Points in the Chapter	p. 284
Discussion Questions	p. 284
Case Problems	p. 285
Case 1 p. 285
Case 2 p. 285
In the News	p. 286
Go on Green	p. 286
Internet Exercises	p. 287
Exercises and Projects	p. 287
Chapter 15 Execution of a Visual Presentation	p. 288
Learning Objectives	p. 289
Introduction	p. 289
Selecting the Merchandise	p. 290
Preparing the Merchandise	p. 291
Assembling Props and Materials	p. 291
Preparing the Display Space	p. 293
Selecting Mannequins and Forms	p. 293
Preparing the Lighting	p. 295
Installing the Display	p. 295
Display Sketches	p. 296
Graphic Floor Plans	p. 297
Developing Specific Displays	p. 298
The Spaeth Design Approach	p. 300
Terms of the Trade	p. 300
Chapter Review	p. 300
Key Points in the Chapter	p. 300
Discussion Questions	p. 301
Case Problems	p. 301
Case 1 p. 301
Case 2 p. 302
In the News	p. 302
All Things to All People	p. 302
Internet Exercise	p. 304
Exercises and Projects	p. 304
Chapter 16 Creating the Overall Concept: From Conception to Completion	p. 308
Learning Objectives	p. 309
Introduction	p. 309
Ancillary Design Components	p. 311
Hangtags	p. 311
Packaging	p. 311
Logos	p. 312
Labels	p. 313
Facilities Creation	p. 313
Promotional Endeavors	p. 315
Marketing Campaigns	p. 315
Putting It Together: The Timberland Story	p. 316
Terms of the Trade	p. 321
Chapter Review	p. 321
Key Points in the Chapter	p. 321
Discussion Questions	p. 321
Case Problems	p. 322
Case 1 p. 322
Case 2 p. 322
In the News	p. 323
Mamma Mia! It's a Shop	p. 323
Internet Exercises	p. 324
Exercises and Projects	p. 324
Chapter 17 Promotion's Other Components: Advertising, Special Events, and Publicity	p. 332
Learning Objectives	p. 333
Introduction	p. 333
Visual Presentation in Relation to Other Components of Promotion	p. 335
Advertising	p. 335
The Media	p. 335
Classifications of Advertisements	p. 340
Cooperative Advertising	p. 340
Special Events	p. 341
Fashion Shows	p. 341
Trunk Shows	p. 342
Cosmetic Demonstrations	p. 344
Designer and Celebrity Appearances	p. 344
Holiday Parades	p. 344
Special Sales	p. 344
Sampling	p. 344
Cooking Demonstrations	p. 344
Institutional Events	p. 344
Publicity	p. 346
The Promotional Campaign	p. 347
Terms of the Trade	p. 348
Chapter Review	p. 348
Key Points in the Chapter	p. 348
Discussion Questions	p. 349
Case Problems	p. 349
Case 1 p. 349
Case 2 p. 350
In the News	p. 350
Live on the London Stage	p. 350
Internet Exercises	p. 351
Exercises and Projects	p. 351
Index	p. 353

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