Page 93 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Some travelling shows are actually large buses or vans that have been converted into “galleries
on wheels.” The viewer enters at one end of the vehicle and exits from the other, after having
seen the complete show. Other travelling shows are not designed to move “as in their own
vehicles. These shows use collapsible panels, frames, or stands that can be reassembled and will
adapt to a preestablished plan or pattern in an area of a specific size. Sometimes, the designer
may have to supply several alternate arrangements for the panels or frames in order to
accommodate variations in floor layouts or space allocations.
Outdoor Exhibits: An outdoor exhibit may take place in a garden, a park, a parking lot, or in the
middle of a shopping mall. Depending on the material to be shown, this can be the most
challenging type of exhibit. The garden or park setting is ideal for sculpture and other dimensional
objects that are not affected by heat, cold, rain, or snow. The natural light and setting can be
glorious “props” for these natural but “hard” materials.

5.1.7 Elements of Display

There are few attributes, which contribute to the display process in a store. These attributes are
known as the “elements of display”. These include six elements that are necessary components
in the production of successful display units. Theme, Props and merchandisers are the most
important amongst them.
The Themes: A display or merchandise presentation should convey a specific theme or idea. This
theme is the framework for creating a visual presentation. Lack of a theme is the most common
display error; therefore a theme needs to be properly planned and developed. A store’s
promotional policy dictates the appropriate theme of a display.
Before selecting a theme for a display, generally people first determine how a particular display
will tie in to other promotional activities. Displays might feature all merchandise in one colour
if a “colour story” is being presented, a special event might be featured, such as the Olympics.
It is within the total promotional framework of a store and/or business that the specific display
area must do its work.

Specific theme ideas might centre on a new fashion trend or silhouette or a popular fabric story
such as the natural wrinkled fabrics popular in the mid-1980s. Pre-season, mid-season, or
post-season clean-ups might be subjects for specific copy-card messages. Almost any
establishment can take advantage of themes for display.

Example:
1. Easter

2. Independence day
3. Children’s day
4. Father’s day
5. Mother’s day

6. Valentine’s day
7. Halloween’s Day
8. Seasonal festivals
9. Christmas

10. Thanksgiving day

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