Contemporary Visual Merchandising and Environmental Design / Edition 4

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Overview

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; signage; and more! Visual merchandising professionals.

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Product Details

  • ISBN-13: 9780131730038
  • Publisher: Prentice Hall
  • Publication date: 12/15/2006
  • Edition description: Revised Edition
  • Edition number: 4
  • Pages: 384
  • Product dimensions: 8.14 (w) x 10.82 (h) x 0.59 (d)

Table of Contents


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