Revised by: Sherry Swanson April 2005
1.0 Course Title: Visual Merchandising
2.0 Catalog Number: AP-103U
3.0 Semester Credit Hours: 3
3.1 Lecture 2 3.2 Lab 2
4.0 Course Description: Offers basic instruction in display construction, the relationship of display to the total promotional program, the role of the visual merchandiser, elements of display design, construction materials and merchandise selection. Students will have an opportunity to create merchandise displays.
5.0 Prerequisites: None
6.0 General Course Competencies:
6.1 Describe the importance of visual merchandising in a store, a department, or a corporation. 6.2 Demonstrate understanding of the principles and elements of design, color, and lighting. 6.3 Build creative displays using available supplies and equipment. 6.4 Work cooperatively in pairs to plan, create, and execute a display. 6.5 Construct window and/or interior displays in retail firms and on-campus sites in an efficient and business-like manner. 6.6 Analyze and evaluate various types of displays. 6.7 Prepare merchandise for display. 6.8 Clean and straighten display. 6.9 Prepare point of sale sign or banner. 6.10 Follow safety rules and procedures. 6.11 Accessorize display merchandise. 6.12 Develop a professional attitude in merchandise presentation. 6.13 Recognize the importance of visual merchandising in creating a firm’s image, increasing customer traffic, and contribution to the firm’s profit. 6.14 Develop a store merchandising plan.
7.0 Course Objectives:
7.1 Unit 1: Why Do We Display? 7.2 Unit 2: The Exterior of the Store 7.2.1 Sign. 7.2.2 Marquees 7.2.3 Outdoor Display 7.2.3.1 Outdoor Lighting 7.2.3.2 Banners
1 Revised by: Sherry Swanson April 2005
7.2.3.3 Planters 7.2.3.4 Awnings 7.2.4 Windows in Store-Front Design 7.2.4.1 The straight front 7.2.4.2 The angled front 7.2.4.3 The arcaded front 7.2.4.4 The corner window 7.3 Unit 3: Display Window Construction 7.3.1 Closed-Back Windows 7.3.1.1 The floor 7.3.1.2 The back of the window 7.3.1.3 The ceiling 7.3.1.4 The side walls 7.3.1.5 Proscenia 7.3.1.6 Masking 7.3.2 Open-Back Windows 7.3.3 Island Windows 7.3.4 Shadow Boxes 7.3.5 Special Windows 7.3.5.1 Elevated windows 7.3.5.2 Deep windows 7.3.5.3 Tall windows 7.4 Unit 4: Store Interiors – Where to Display 7.4.1 Island Displays 7.4.1.1 Platforms 7.4.2 Counters and Display Cases 7.4.2.1 Museum cases 7.4.2.2 Demonstration cubes 7.4.3 Ledges 7.4.4 Shadow Boxes 7.4.5 Enclosed Displays 7.4.6 Columns 7.4.7 Fascia 7.4.8 T-walls 7.4.9 One-Hundred-Percent Traffic Areas 7.5 Unit 5: Color and Texture 7.5.1 Physical and Psychological Reactions to Color 7.5.1.1 The color families 7.5.2 Color Mixing 7.5.3 Color Schemes 7.5.3.1 Complementary colors 7.5.3.2 Contrast 7.5.3.3 Monochromatic colors 7.5.3.4 Neutral colors 7.5.4 Using Color to Promote Color 7.5.5 Color: A Recap
2 Revised by: Sherry Swanson April 2005
7.5.6 Texture 7.6 Unit 6: Light and Lighting 7.6.1 The Color of Light 7.6.2 General or Primary, Lighting 7.6.2.1 Fluorescent lighting 7.6.2.2 Incandescent lighting 7.6.2.3 High-intensity discharge lighting (HID) 7.6.3 Secondary Lighting 7.6.4 Colored Lights and Filters 7.6.5 Shadows 7.6.6 Suggestions for Using Light Effectively 7.6.7 Lighting: A Recap 7.7 Unit 7: Line and Composition 7.7.1 Line 7.7.1.1 Vertical lines 7.7.1.2 Horizontal lines 7.7.1.3 Curved lines 7.7.1.4 Diagonal lines 7.7.2 Composition 7.7.2.1 Balance 7.7.2.2 Dominance 7.7.2.3 Contrast 7.7.2.4 Proportion 7.7.2.5 Rhythm 7.7.2.6 Repetition 7.8 Unit 8: Mannequins and Dimensional Forms 7.8.1 Selecting a Mannequin 7.8.2 Types of Mannequins 7.8.2.1 Realistic mannequins 7.8.2.1.1 Types of realistic mannequins 7.8.2.1.2 Mannequin accessories 7.8.2.1.3 Alternatives to Mannequins 7.8.2.1.4 Soft sculpted figures 7.8.2.1.5 Articulated artist’s figures 7.8.2.1.6 Dressmaker forms 7.8.2.1.7 Cutout figures 7.8.2.1.8 Inflatables 7.8.2.1.9 Other forms 7.9 Unit 9: Presenting Merchandise on a Three-Dimensional Form 7.9.1 Dressing a Mannequin 7.9.2 Rigging a Suit 7.9.3 Forms and Customer Attitudes 7.10 Unit 10: European Display Techniques 7.10.1 Introduction 7.10.2 European Trimming Techniques 7.10.2.1 Lay-down Techniques
3 Revised by: Sherry Swanson April 2005
7.10.2.2 Pinup techniques 7.10.2.3 Flying techniques 7.11 Unit 11: Fixtures 7.11.1 Widow Fixtures 7.11.1.1 Stands 7.11.1.2 Platforms and elevations 7.11.1.3 Costumers, valets, and draperies 7.11.1.4 Easels 7.11.1.5 Pipe racks 7.11.2 Counter Fixtures 7.11.2.1 Assorted counter fixtures 7.11.2.2 “Pilfer-proof” fixtures 7.11.3 Ledge Fixtures 7.11.4 Floor and Free-Standing Fixtures 7.11.4.1 Counters or showcases 7.11.4.2 Round racks 7.11.4.3 T-stands 7.11.4.4 Quad racks or four-way face-outs 7.11.4.5 Other floor fixtures 7.12 Unit 12: Dressing Fixtures 7.12.1 T-stands 7.12.2 Stock-holders 7.12.2.1 Quad racks 7.12.2.2 Round racks 7.12.3 The Back Wall 7.12.4 Gondolas 7.12.5 Aisle Tables 7.13 Unit 13: System Used for Store Planning and Display 7.13.1 Types of Systems 7.13.1.1 Hollow tubes with “finger” fittings 7.13.1.2 Clamps 7.13.1.3 Extruded uprights 7.13.1.4 Slotted joiners 7.13.1.5 Slotted uprights 7.13.2 Selecting a System 7.13.2.1 Looks 7.13.2.2 End use 7.13.2.3 Construction 7.13.2.4 Upkeep 7.13.2.5 Adaptability 7.13.2.6 Price 7.13.2.7 Conclusion 7.14 Unit 14: Unit Types of Displays and Display Settings 7.14.1 Types of Displays 7.14.1.1 One-item display 7.14.1.2 Line-of-goods display
4 Revised by: Sherry Swanson April 2005
7.14.1.3 Related merchandise display 7.14.1.4 Variety, or assortment, display 7.14.1.4.1 Promotional vs. institutional displays 7.14.2 Types of Display Settings 7.14.2.1 Realistic setting 7.14.2.2 Environmental selling setting 7.14.2.3 Semirealistic setting 7.14.2.4 Fantasy setting 7.14.2.5 Abstract setting 7.14.3 Buildups 7.15 Unit 15: Floor Plans 7.15.1 Scale 7.15.2 Drawing a Floor Plan 7.15.2.1 Materials needed 7.15.3 Reading a Floor Plan 7.15.3.1 Basic architectural symbols 7.15.4 Store Planning Symbols 7.15.5 Other Types of Dimensional Drawings 7.16 Unit 16: Visual Merchandise Planning 7.16.1 The Display Calendar 7.16.2 Planning a Display 7.16.3 The Visual Merchandiser’s Part in Store Promotion 7.16.3.1 Scheduling the promotion 7.17 Unit 17: Setting up a Display Shop 7.17.1 Physical Requirements 7.17.2 Furniture 7.17.3 Tools and Supplies 7.17.3.1 Display person’s tool kit 7.17.3.2 Hand tools in the display shop 7.17.3.3 Power tools in the display shop 7.17.3.4 Basic supplies 7.17.3.5 Basic trimmings 7.17.3.6 Lighting equipment 7.17.4 Books, Publications, and Reference Materials 7.18 Unit 18: Attention-Getting Devices 7.18.1 Color 7.18.2 Lighting 7.18.3 Line and composition 7.18.4 Scale 7.18.5 Contrast 7.18.6 Repetition 7.18.7 Humor 7.18.8 Mirrors 7.18.9 Nostalgia 7.18.10 Motion 7.18.11 Surprise and shock
5 Revised by: Sherry Swanson April 2005
7.18.12 Props 7.19 Unit 19: Familiar Symbols 7.19.1 Anniversaries 7.19.2 Back to school and college 7.19.3 Bridles 7.19.4 Career fashions 7.19.5 Christmas 7.19.6 Clearance sales 7.19.7 Cruise, resort, sun and swimwear 7.19.8 Easter 7.19.9 Father’s Day 7.19.10 Formals—New Year’s Eve 7.19.11 Lingerie and underwear 7.19.12 Mother’s Day 7.19.13 Patriotic: Presidential sales, Fourth of July, elections 7.19.14 Spring 7.19.15 Valentine’s Day 7.20 Unit 20: Signage 7.20.1 Color and Contrast 7.20.2 Poster and Card Size 7.20.2.1 Standard stock sizes 7.20.3 Types of Informational Signs and Cards 7.20.4 Signage Techniques 7.20.4.1 Silk-screening 7.20.4.2 Sign machines 7.20.4.3 Other signage techniques 7.21 Unit 21: Point-of-Purchase Display 7.21.1 Types of Point-of-Purchase Displays 7.21.1.1 Outdoor displays 7.21.1.2 Counter displays 7.21.1.3 Floor fixtures 7.21.1.4 Accessories 7.21.1.5 Media tie-in 7.21.2 Some Points to Consider When Designing P.O.P Displays 7.21.2.1 Counter space 7.21.2.2 Product identification 7.21.2.3 Customer involvement 7.21.2.4 Shipping and assembly 7.21.2.5 Light and motion 7.21.3 Construction 7.21.4 Processes Used in Production 7.21.4.1 Printing 7.21.4.2 Die-cutting and scoring 7.21.4.3 Cut-awl or bandsaw 7.21.5 Dimensional Effects 7.21.5.1 Applique
6 Revised by: Sherry Swanson April 2005
7.21.5.2 Layering 7.21.5.3 Embossing 7.21.5.4 Vacuum-forming 7.21.6 Conclusion: A Checklist 7.22 Unit 22: Exhibit and Trade Show Design – Industrial Display 7.22.1 Types of Exhibits 7.22.1.1 Permanent exhibits 7.22.1.2 Temporary exhibits 7.22.1.3 Trade shows 7.22.1.4 Traveling exhibits 7.22.1.5 Outdoor exhibits 7.22.2 Planning the Exhibit 7.22.2.1 The audience 7.22.2.2 The subject 7.22.2.3 Size of the exhibit 7.22.2.4 Design and layout: the traffic plan 7.22.2.5 Theme or story 7.22.2.6 Color and texture 7.22.2.7 Graphics 7.22.2.7.1 Logos and trademarks 7.22.2.7.2 Lettering 7.22.2.7.3 Supergraphics and line 7.22.2.7.4 Photomurals and blowups 7.22.2.7.5 Heights and elevations 7.22.2.8 Construction and Materials 7.22.2.8.1 Gallery Walls 7.22.2.8.2 Screens and grids 7.22.2.8.3 Exhibit systems 7.22.2.8.4 Dividers 7.22.2.9 Theft and Vandalism Control 7.22.2.10 Lighting 7.22.2.10.1 Daylight 7.22.2.10.2 Ambient lighting 7.22.2.10.3 Task lighting 7.22.2.10.4 Special lighting 7.22.2.11 Special Effects 7.22.2.11.1 Movement and/or animation 7.22.2.11.1.1 Motors 7.22.2.11.1.2 Models and miniatures 7.22.2.11.2 Lighting 7.22.2.11.3 Audio-Visuals 7.22.2.11.4 Live actors and/or animals 7.22.2.11.5 Audience involvement 7.22.2.12 Making the Exhibit Special 7.22.2.12.1 The amenities 7.22.2.12.1.1 Plants and flowers
7 Revised by: Sherry Swanson April 2005
7.22.2.12.1.2 Seating 7.22.2.12.1.3 Refreshments 7.22.2.12.1.4 Moveable parts 7.22.2.12.2 Tie-ins 7.22.2.13 “Selling” an Exhibit Design 7.23 Unit 23: Store Planning 7.23.1.1 Functions of the Store Planner 7.23.1.2 Rehabilitations 7.23.1.3 Store Planning as a Career
8.0 Course Bibliography:
Silent Selling – Best Practices & Effective Strategies in Visual MD56, by Bell, 2nd edition, Fairchild Publishing.
9.0 Grading Criteria:
Evaluation Activities: Grading: In-Class Quizzes 90% - 100% = A Final Exam 80% - 89% = B Field Assignments 70% - 79% = C In-Class Displays 60% - 69% = D Periodical Review Display Assignments
Extra Credit Projects: Portfolio 40 Pts. Sign Lettering 30 Pts.
Portfolio: Due Upon completion of student’s display work, organized into a neat, “bound,” sectioned presentation. Must include a) photographs of class displays and written critique of each; b) a cover that has been designed and produced by the student and exemplifies good layout and design principles; c) a list of competencies/skills student has mastered in area of visual merchandising. Displays: require calling and setting up an appointment. Must be up by Thursday noon of assigned week! Displays will consist of two campus, two off campus, and two in class.
Sign Lettering: Due Select one or more methods of making lettering and design one example of each sign: 1) selling sign; 2) category card; 3) institutional card. Signs will be evaluated on neatness, setup following elements of design, and standards as established in textbook.
Select one or more methods of making lettering and design one example of each sign: 1) selling sign; 2) category card; 3) institutional card. Signs will be evaluated on neatness, setup following elements of design, and standards as established in textbook.
8