Below, are the relevant abstracts for my research I might use in appendixes for my essay.
" PROFESSIONAL DESIGN SERVICES p26
First, start with someone who is experienced in retail store design which includes years of experience in merchandising. Many owners start with an architect for the design in store and receive acceptable spaces. However without the merchandising experience , it will not typically work as desired.
WORKING WITH RESOURCES p39
Once the design and materials have started to be defined for the project, the resourcing begins.
Working with teh designer, approach the suggested resources and request costs.
STORE IDENTITY p41
The name of your design was chosen for a particular reason. May be it's a aperson's name product, state of mind and so on, or combinations of many things. It is your business. it's YOU!
Aside from teh actual word or phrase that is your name, it is a symbol with a certain personality. It conveys an image supporting or complimenting the store and the products for sale. Name, design and logo color should be harmonious with the overall store and shopping experience.
STORE LOGO
Your identity can also be a logo, emblem or a mark. It should relate to the store image, name and be part of everything that conveys and supports the store
STOREFRONT SIGNAGE
This isn't simply the placement of or use of the store name, but it's also a part of the overall store image. Keep in mind the typeface, color, scale and placement.
IN-STORE SIGNAGE
Many retailers fail to maintain the complete store image when they introduce in-store signage. Store owners must realise these signs and/or graphics support the entire store environment too.
SIGN HOLDERS
You can make something new.Many resources carry standard sizes in plastic, wood
PROMOTIONAL
GRAPHICS
Effective graphics such as photography or artwork, support merchandise, lifestyle and store image. Introducing graphics to a store interior makes brand or trend messages stronger. Well-placed graphics also break up long runs of merchandise and offer the eye a visual rest from shopping. p42
DEPARTMENTAL IDENTIFICATION
CLASSIFICATION SIGNAGE
VENDOR DISPLAYS
MERCHANDISE PRESENTATION p44
the term "merchandise presentation" is sometimes confused with display ir visual merchandising. Merchandise presentation refers to most basic ways of presenting merchindise in an orderly, understandable, easy-to-shop and find-the-product format.
It's folded merchandise on shelves or tables or hanging merchandise on freestanding floor fixtures or wall face-outs. It's items stacked on shelves or under a table for support inventory.
A PLANOGRAM allows for the arrangement of merchandise on a given fixture to support sales through proper placement by style, price point or sell-through inventory.
Typically, establishing a planogram is the first step of the process that will end with visual merchandising.
On the sketches are some of the examples of how to arrange it.
p48
when merchandising make sure that all the surfaces are covered as much as possible, increasing merchandise intensity.
Wall areas should be tight to avoid exposed wall surfaces and sending a message that inventory is low. KEEP IN MIND that in certains store there are different approaches and that a high end salon may purposely expose wall areas to appear more exclusive.
VISUAL MERCHANDISING
p49
This is often reffered to as display or trimming.
Whatever the term, it is the excitement that complements the basic merchandise presentation on a fixture or a wall area. Visual merchandising, however, should complement the overall store's image.
The manner in which you enhance merchandise within your store can determine and suggest to the customer single or multiple sales. When a variety of items used together, they can offer the customer a means of understanding how each individual item works as well as how they enhance or support the others.
Extending a display to incorporate related goods is known as cross-merchandisng, it's a very powerful tool. Kepp in mind that a certain level of creative is required to ensure a tasteful presentation. Also, when arranging the merchandising, make sure the message you send is clear. Keep the presentation focused.
p50
Eight basic steps that can be applied to creating a successful display or focal point in your store.
1) EVALUATE THE POTENTIAL DISPLAY AREAS WITHIN YOUR STORE OR DEPARTMENT AND ALLOCATE THE EXACT SPACE
-storefront windows
-tops of freestanding floor fixtures
-endcaps of fixture runs
-walls
-cash wrap counter or service area
2)DETERMINE THE OVERALL MESSAGE YOU WISH TO SEND THE CUSTOMERS AND THE MAIN FOCUS OF A DISPLAY AREA, IS IT A MINOR OR MAJOR FOCAL DISPLAY?
is it a seasonal thematic message,sale or price issue, or a new product introduction? The size of a display represents the importance amd definitely the impact.
3)EVALUATE THE MERCHANDISE TO BE DISPLAYED, COMPLEMENTARY ITEMS, AND AMOUNT OF MERCHANDISE TO SUPPORT THE PRESENTATION
4) ESTABLISH THE REQUIRED PROPS , FIXTURES AND TOOLS REQUIRED RO CONSTRUCT AND ADD INTEREST
5) DETERMINE IF SIGNAGE IS AN INTEGRAL PART OF THE OVERALL VISUAL MESSAGE
Signage should always compliment and never overpower the merchandise unless the message is purely a focal direction.
6) DETERMINE HOW MUCH TIME IS NECESSARY TO START AND COMPLETE THE VISUAL AREA.
proper planning
7) CREATE AND EVALUATE THE FOCAL, FINE TUNE IS NECESSARY. LOOK AT THE FOCAL FROM MANY DIFFERENT ANGLES. MAKE SURE THAT THE LIGHTING IS CORRECTLY ADJUSTED ON THE MAIN PART OF THE AREA.
8) MAINTENANCE OF THE FOCAL. P52
VISUAL MERCHANDISING PROPS AND DISPLAYS
cost doesn't alwats have to be a major factor in achieving successful focal displays in your windows, walls or on the sales floor.
props and display may even be throw-aways as in the case of wooden crates, covered boxes, foamboard cut-outs, corrugated elements and the like.
props can be seasonal or used throughout the year,
MERCHANDISING BY COLOURS
p57
primary colours- red, yellow and blue
secondary colours- orange, green, purple
lastly, colours can be seen as associated with human characteristics
yellow-caution, cowardice, treachery, madness
red-passion,love
orange- knowledge, warmth, energy, force
violet- royalty, depression
blue-fidelity, sobriety,fear
green-wealth,outdoors,luck,nature
brown-maurity,humility,
white-purity,truth
black-death,depression,sorrow
p58
BASIC PRINCIPLES OF DESIGN AND VISUAL MERCHANDISING
1-SHAPE OF PATTERNS
the shape is dedicated somewhat by the area in which the display will be placed
single unit- single prop or mannequin
pyramid-use of same/similiar products forming this shape through stacking
step-gradual increases of product height with or without support props
fan-pbjects are arranged radiating from a central object or point
line- marking of points along or to form a straight or curved mark
grid-aquare of cube approach with various design approaches to height
2-BALANCE
specifically this relates to positioning of items
-symmetrical
-asymmetrical
3-PROPOTION
the relative sizes of items in comparison to the space around them
4-DOMINANCE
the use of one item larger than otehrs
5-RHYTHM
movement of the eye once it has come into contact with the specific display area
6-REPETITION
7-MOVEMENT
the actual use of motors or other mechanical means
8-COLOUR
lighter or brighter colours to attract the eye
p61 MANNEQUINS OR ALTERNATIVES
p 64 INTERIOR FOCAL POINTS
be creative
be imaginative
add excitement
make a statement
be dramatic
don't hold back
think big
create fun
show personality
educate the customer
tell a story
romance the product
take risks
change is good
You have a very limited amount of time to catch the attention of a passerby and turn her into a customer. Statistics vary, from 7 to 10 secs
p 65
When customer enter your store, they should easily identify specific areas by the use of focal points.
The focal areas should be carefully thought through and planned as they will be the main image statements.
p 67
TRAFFIC FLOW
-straight front to back or side-to-side aisles
-racetrack, allowing the customer to circle the store
-meandering paths
p69
FIXTURING
it can be recognised two ways
-simple and functional
-designed to be exposed and have personality
STOREFRONT
p90
All storefronts, regardless of design direction, are the dividers between the outside and interior.A storefront conveys the first impression and is how passersby evaluate the store.
the storefront enterance also depicts the message.
p.102
DESIGN FOR THE SENSES
SIGHT SOUND TOUCH SMELL AND TASTE
a favourable and memorable shopping experience is best achieved when it stimulates all of the senses.
messages can be either obvious or subliminal but should balance and complement each other
Sight is stimulated through visual .
sound,.
Noise should be positive reinforcement. it may be that different sounds can be introduced at different areas.
Touch. the texture of materials. teh application of the floors, walls, fixtures or even ceilings.
smells- candels, colognes, parfumes, materials like leather, mean merchandising can involve smell.
VISUAL MERCHANDISING AND STORE DESIGN
by Greg M.Gorman, ST Media Group, Ohio,2009
"
" PROFESSIONAL DESIGN SERVICES p26
First, start with someone who is experienced in retail store design which includes years of experience in merchandising. Many owners start with an architect for the design in store and receive acceptable spaces. However without the merchandising experience , it will not typically work as desired.
WORKING WITH RESOURCES p39
Once the design and materials have started to be defined for the project, the resourcing begins.
Working with teh designer, approach the suggested resources and request costs.
STORE IDENTITY p41
The name of your design was chosen for a particular reason. May be it's a aperson's name product, state of mind and so on, or combinations of many things. It is your business. it's YOU!
Aside from teh actual word or phrase that is your name, it is a symbol with a certain personality. It conveys an image supporting or complimenting the store and the products for sale. Name, design and logo color should be harmonious with the overall store and shopping experience.
STORE LOGO
Your identity can also be a logo, emblem or a mark. It should relate to the store image, name and be part of everything that conveys and supports the store
STOREFRONT SIGNAGE
This isn't simply the placement of or use of the store name, but it's also a part of the overall store image. Keep in mind the typeface, color, scale and placement.
IN-STORE SIGNAGE
Many retailers fail to maintain the complete store image when they introduce in-store signage. Store owners must realise these signs and/or graphics support the entire store environment too.
SIGN HOLDERS
You can make something new.Many resources carry standard sizes in plastic, wood
PROMOTIONAL
GRAPHICS
Effective graphics such as photography or artwork, support merchandise, lifestyle and store image. Introducing graphics to a store interior makes brand or trend messages stronger. Well-placed graphics also break up long runs of merchandise and offer the eye a visual rest from shopping. p42
DEPARTMENTAL IDENTIFICATION
CLASSIFICATION SIGNAGE
VENDOR DISPLAYS
MERCHANDISE PRESENTATION p44
the term "merchandise presentation" is sometimes confused with display ir visual merchandising. Merchandise presentation refers to most basic ways of presenting merchindise in an orderly, understandable, easy-to-shop and find-the-product format.
It's folded merchandise on shelves or tables or hanging merchandise on freestanding floor fixtures or wall face-outs. It's items stacked on shelves or under a table for support inventory.
A PLANOGRAM allows for the arrangement of merchandise on a given fixture to support sales through proper placement by style, price point or sell-through inventory.
Typically, establishing a planogram is the first step of the process that will end with visual merchandising.
On the sketches are some of the examples of how to arrange it.
p48
when merchandising make sure that all the surfaces are covered as much as possible, increasing merchandise intensity.
Wall areas should be tight to avoid exposed wall surfaces and sending a message that inventory is low. KEEP IN MIND that in certains store there are different approaches and that a high end salon may purposely expose wall areas to appear more exclusive.
VISUAL MERCHANDISING
p49
This is often reffered to as display or trimming.
Whatever the term, it is the excitement that complements the basic merchandise presentation on a fixture or a wall area. Visual merchandising, however, should complement the overall store's image.
The manner in which you enhance merchandise within your store can determine and suggest to the customer single or multiple sales. When a variety of items used together, they can offer the customer a means of understanding how each individual item works as well as how they enhance or support the others.
Extending a display to incorporate related goods is known as cross-merchandisng, it's a very powerful tool. Kepp in mind that a certain level of creative is required to ensure a tasteful presentation. Also, when arranging the merchandising, make sure the message you send is clear. Keep the presentation focused.
p50
Eight basic steps that can be applied to creating a successful display or focal point in your store.
1) EVALUATE THE POTENTIAL DISPLAY AREAS WITHIN YOUR STORE OR DEPARTMENT AND ALLOCATE THE EXACT SPACE
-storefront windows
-tops of freestanding floor fixtures
-endcaps of fixture runs
-walls
-cash wrap counter or service area
2)DETERMINE THE OVERALL MESSAGE YOU WISH TO SEND THE CUSTOMERS AND THE MAIN FOCUS OF A DISPLAY AREA, IS IT A MINOR OR MAJOR FOCAL DISPLAY?
is it a seasonal thematic message,sale or price issue, or a new product introduction? The size of a display represents the importance amd definitely the impact.
3)EVALUATE THE MERCHANDISE TO BE DISPLAYED, COMPLEMENTARY ITEMS, AND AMOUNT OF MERCHANDISE TO SUPPORT THE PRESENTATION
4) ESTABLISH THE REQUIRED PROPS , FIXTURES AND TOOLS REQUIRED RO CONSTRUCT AND ADD INTEREST
5) DETERMINE IF SIGNAGE IS AN INTEGRAL PART OF THE OVERALL VISUAL MESSAGE
Signage should always compliment and never overpower the merchandise unless the message is purely a focal direction.
6) DETERMINE HOW MUCH TIME IS NECESSARY TO START AND COMPLETE THE VISUAL AREA.
proper planning
7) CREATE AND EVALUATE THE FOCAL, FINE TUNE IS NECESSARY. LOOK AT THE FOCAL FROM MANY DIFFERENT ANGLES. MAKE SURE THAT THE LIGHTING IS CORRECTLY ADJUSTED ON THE MAIN PART OF THE AREA.
8) MAINTENANCE OF THE FOCAL. P52
VISUAL MERCHANDISING PROPS AND DISPLAYS
cost doesn't alwats have to be a major factor in achieving successful focal displays in your windows, walls or on the sales floor.
props and display may even be throw-aways as in the case of wooden crates, covered boxes, foamboard cut-outs, corrugated elements and the like.
props can be seasonal or used throughout the year,
MERCHANDISING BY COLOURS
p57
primary colours- red, yellow and blue
secondary colours- orange, green, purple
lastly, colours can be seen as associated with human characteristics
yellow-caution, cowardice, treachery, madness
red-passion,love
orange- knowledge, warmth, energy, force
violet- royalty, depression
blue-fidelity, sobriety,fear
green-wealth,outdoors,luck,nature
brown-maurity,humility,
white-purity,truth
black-death,depression,sorrow
p58
BASIC PRINCIPLES OF DESIGN AND VISUAL MERCHANDISING
1-SHAPE OF PATTERNS
the shape is dedicated somewhat by the area in which the display will be placed
single unit- single prop or mannequin
pyramid-use of same/similiar products forming this shape through stacking
step-gradual increases of product height with or without support props
fan-pbjects are arranged radiating from a central object or point
line- marking of points along or to form a straight or curved mark
grid-aquare of cube approach with various design approaches to height
2-BALANCE
specifically this relates to positioning of items
-symmetrical
-asymmetrical
3-PROPOTION
the relative sizes of items in comparison to the space around them
4-DOMINANCE
the use of one item larger than otehrs
5-RHYTHM
movement of the eye once it has come into contact with the specific display area
6-REPETITION
7-MOVEMENT
the actual use of motors or other mechanical means
8-COLOUR
lighter or brighter colours to attract the eye
p61 MANNEQUINS OR ALTERNATIVES
p 64 INTERIOR FOCAL POINTS
be creative
be imaginative
add excitement
make a statement
be dramatic
don't hold back
think big
create fun
show personality
educate the customer
tell a story
romance the product
take risks
change is good
You have a very limited amount of time to catch the attention of a passerby and turn her into a customer. Statistics vary, from 7 to 10 secs
p 65
When customer enter your store, they should easily identify specific areas by the use of focal points.
The focal areas should be carefully thought through and planned as they will be the main image statements.
p 67
TRAFFIC FLOW
-straight front to back or side-to-side aisles
-racetrack, allowing the customer to circle the store
-meandering paths
p69
FIXTURING
it can be recognised two ways
-simple and functional
-designed to be exposed and have personality
STOREFRONT
p90
All storefronts, regardless of design direction, are the dividers between the outside and interior.A storefront conveys the first impression and is how passersby evaluate the store.
the storefront enterance also depicts the message.
p.102
DESIGN FOR THE SENSES
SIGHT SOUND TOUCH SMELL AND TASTE
a favourable and memorable shopping experience is best achieved when it stimulates all of the senses.
messages can be either obvious or subliminal but should balance and complement each other
Sight is stimulated through visual .
sound,.
Noise should be positive reinforcement. it may be that different sounds can be introduced at different areas.
Touch. the texture of materials. teh application of the floors, walls, fixtures or even ceilings.
smells- candels, colognes, parfumes, materials like leather, mean merchandising can involve smell.
VISUAL MERCHANDISING AND STORE DESIGN
by Greg M.Gorman, ST Media Group, Ohio,2009
"
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