Page 98 - DMGT552_VISUAL_MERCHANDISING

Unit 5: The Basics of Visual Merchandising

9. Display props made in reproducible moulds Notes
10. Centerpieces for themed events
11. Mixed-media soft models.

Task Gather information on any five types of props stated above.

Self Assessment

Fill in the blanks:
1. ............................. display is the arrangement and organisation of display materials and
merchandise to produce a stimulus that leads to the sale of merchandise and services.
2. Merchandise displays serve to ............................. product offerings, inform customers, and
contribute to the retailer’s image.

3. Successful visual merchandising excites customers and captures their .............................
4. A ............................. exhibit is usually the presentation of an item or items that are on loan
for a limited time.

5. ............................. 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.
6. A ............................. exhibit is a broad, all-inclusive term for movable or portable displays.
7. Before selecting a theme for a display, generally people first determine how a particular
display will tie in to other ............................. activities.
5.2 Design Basics

The principles of design guide the organisation of the design elements for an effective visual
impression. These principles help the display person decide where to place the merchandise in
the display area. The five principles to be considered are unity, variety, emphasis, rhythm,
balance, and proportion. The principles of design are used in all art forms. When knowledgeably
applied, they combine to create purposeful, effective, aesthetically pleasing entities, whether in
the fine arts, commercial art, or visual merchandising. In display, they appropriately coordinate
all the parts of the display in varying degrees. Knowledge of these principles is imperative for
the person seeking to become skilled in display. Therefore, after discussing the steps of a sale as
applied in display, it seems natural to analyse a display in terms of these principles the
coordinators.

5.2.1 Elements of Design

The elements are components or parts, which can be isolated and defined, in any visual design
or work of art. They are the structure of the work, and can carry a wide variety of messages.
1. Line

2. Form, shape and space
3. Colour – Value, Hue and Intensity

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