Page 237 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes 11. Every element of the finished product is carefully selected and executed with the goal of
inferior realism.

12.5 Props

A prop is something used with a product in a display that clarifies the function of the
merchandise being sold or the story being told. Props are an integral part of a display. They are
used in visual merchandising to tell a story about the product, the merchandise concept or the
store itself.
A display prop may be something that is not for sale, such as floor coverings, wall
treatments, backgrounds, mannequins, shelves and steps. Props may also be merchandise that is
for sale, but is not the theme merchandise, such as golf clubs used in conjunction with golf wear.
Merchandise from other departments used to highlight salable items can lead to multiple
sales. Visibility is provided for the original theme merchandise, in addition to the prop
merchandise.
When using salable merchandise as a prop, be sure it is appropriate for the theme of the display
and in sufficient quantity to meet an increase in demand arising from the display. Prominently
display theme and prop merchandise in their respective departments for easy access by the
customer.

If a store does not have merchandise available that can be used in a display, use display props
from non-merchandise categories. Non-merchandise props used for their original purpose can
assist in telling a story. Examples include tissue paper, pens, pencils, shopping bags, hangers,
chairs, desks and tables. Props may also be natural or ordinary objects such as items carried in
from the woods or prairie, or rustic antiques found in someone’s attic. Examples include a
branch from a lilac bush for a spring or summer theme; shocks of wheat, dried leaves and wood
crates of assorted sizes used to enhance a fall theme; large boulders used to give the idea of
strength and power to a tractor; and grey rocks to provide contrast to jewellery. These object
props are generally not beautiful by themselves, but highlight the merchandise for sale.

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Caution The merchandise in a display should always be the dominant element.
The prop is there to complement or highlight the salable merchandise and add visual excitement
to the surrounding area. A prop is not there to distract the customer from their original purpose
of shopping for and purchasing goods.

Example:

Furniture as Props: Antique furniture just goes right along with antique teddy bears. All of the
furniture and props will be of antique or vintage age. The teddy bears are for display only,
giving you fun ideas for your own bear display. The props are grouped under the primary
material with which they were created. A brief description of the primary material precedes
each section:
Balsa Wood: Balsa is a very light weight though strong wood used primarily for model planes
that fly. It is relatively inexpensive and is easily cut with an x-acto knife.

Plaster of Paris: Plaster of Paris is a white powder, usually ground gypsum, that when mixed
with water hardens into the shape of its container. When dry and hard it is somewhat less dense
than chalk.

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