Page 121 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  Before selecting a theme for a display, generally people first determine how a particular
display will tie in to other promotional activities.

 A line is a mark made by a moving points and having psychological impact according to
its direction, weight, and the variations in its direction and weight.
 Forms and shapes can be thought of as positive or negative.

 Two-dimensional form has width and height.
 Three-dimensional shape has depth as well as width and height.
 Value is defined as the relative lightness or darkness of a colour.
 Hue is the term for the pure spectrum colours commonly referred to by the colour
names – red, orange, yellow, blue, green violet – which appear in the hue circle or
rainbow.

5.8 Keywords

Balance: Balance is a feeling of visual equality in shape, form, value, colour, etc. Balance can be
symmetrical or evenly balanced or asymmetrical and unevenly balanced. Objects, values, colours,
textures, shapes, forms, etc., can be used in creating a balance in a composition.
Centre of Interest: Centre of interest is an area that first attracts attention in a composition. This
area is more important when compared to the other objects or elements in a composition. This
can be by contrast of values, more colours, and placement in the format.

Colour Blocking: Colour blocking is using colour as a tool to merchandise products for sale.
Contrast: Contrast offers some change in value creating a visual discord in a composition.

Directional Movement: Directional Movement is a visual flow through the composition.
Harmony: Harmony brings together a composition with similar units.
Hue: Hue is the term for the pure spectrum colours commonly referred to by the colour names
– red, orange, yellow, blue, green violet – which appear in the hue circle or rainbow
Line: A line is a mark made by a moving points and having psychological impact according to
its direction, weight, and the variations in its direction and weight.
Merchandise Display: Merchandise display is the arrangement and organisation of display
materials and merchandise to produce a stimulus that leads to the sale of merchandise and
services.
Rhythm: Rhythm is a movement in which some elements recur regularly.
Temporary Exhibit: A temporary exhibit is usually the presentation of an item or items that are
on loan for a limited time.
Trade Shows: Trade shows are commercial ventures wherein a manufacturer or distributor will
show a line of merchandise, introduce a new product or an improvement on an existing one, or
exhibit for the sake of “goodwill” or company image.
Travelling Exhibit: A travelling exhibit is a broad, all-inclusive term for movable or portable
displays.
Value: Value is defined as the relative lightness or darkness of a colour.

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