Applied Visual Merchandising

Name: Applied Visual Merchandising
Price: 11.99 USD
Availability: InStock
ISBN: 9780130433312

ISBN-10: 0130433314

ISBN-13: 9780130433312

Edition: 1982

Authors: Kenneth H. Mills, Judith E. Paul

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Book details

Preface	p. xi
Introduction to Visual Merchandising	p. 1
What Is Visual Merchandising?	p. 1
Why Study Visual Merchandising?	p. 2
Five Steps of a Sale	p. 3
Teamwork: The Importance of Departmental Coordination	p. 4
Merchandise Display: Some Specifics	p. 5
Rules for Display Planning	p. 6
Suggested Activities	p. 9
Portfolio Projects	p. 9
Critical Elements: The Necessities	p. 10
The Elements of Display	p. 11
Display Themes	p. 13
Forms to Be Used Throughout This Text	p. 18
Summary	p. 20
Suggested Activities	p. 20
Portfolio Project One: Display Process	p. 20
Display Construction Forms	p. 21
Origination and Progression	p. 27
The History of Display	p. 28
Current Status of Display	p. 30
The Philosophy of Visual Merchandising	p. 31
Suggested Activities	p. 32
Portfolio Project Two: Fieldwork	p. 32
The Framework of Visual Merchandising	p. 33
The Principles of Design	p. 33
The Display's House--The Store	p. 35
Summary	p. 41
Suggested Activities	p. 42
The Design Principles of Balance and Emphasis	p. 43
Balance	p. 43
Emphasis	p. 46
Suggested Activities	p. 48
Portfolio Project Three: Preparation and Presentation of Display Slides	p. 48
The Design Principles of Harmony, Proportion, and Rhythm	p. 49
Five Aspects of Harmony	p. 49
Elements of Proportion	p. 53
Rhythm	p. 55
Suggested Activities	p. 56
Portfolio Project Four: Construction of Open Shadow-Box or Shelf Displays	p. 56
Visual Merchandising and the Shopping Mall	p. 58
The Mall of America	p. 59
Using Store Structure as Merchandise Space	p. 60
Fixtures	p. 65
Plan-o-Grams	p. 67
Summary	p. 67
Suggested Activities	p. 68
Portfolio Project Five: Optional Display Construction	p. 68
Common Errors in Display	p. 69
Merchandise Display	p. 70
Props	p. 71
Errors in Applying the Principles of Display	p. 71
Relevance of Displays	p. 72
Budget	p. 73
Special Problems	p. 74
Summary	p. 74
Suggested Activities	p. 74
Color: The Life of a Display	p. 75
Color Defined	p. 76
Color Systems	p. 76
Color Schemes	p. 77
Amount and Use of Color	p. 79
The Impact of Color	p. 79
Guidelines Regarding Color in Display	p. 80
Summary	p. 81
Suggested Activities	p. 81
Portfolio Project Six: Color-Wheel and Color-Scheme Analysis	p. 81
Guidelines to Lighting	p. 83
Introduction	p. 83
Light Sources as Selling Tools	p. 85
Lighting Tips for Specific Merchandise	p. 87
Common Lighting Definitions	p. 88
Interior Feature Displays	p. 91
Show-Window Lighting	p. 92
Summary	p. 96
Suggested Activities	p. 96
Sign Layout	p. 97
Introduction	p. 97
Sign Layout	p. 98
Portfolio Project Seven: Sign Layout	p. 104
Visual Merchandising Aids and Areas	p. 105
Visual Merchandising Aids	p. 106
Signing	p. 107
How the Broad Spectrum of Retailers Use Visual Merchandising Aids	p. 111
Suggested Activities	p. 113
Portfolio Project Eight: Optional Display Construction	p. 114
Lands' End	p. 115
Direct Merchants	p. 115
Retail Outlets	p. 116
Industrial Display	p. 122
Introduction	p. 122
Industrial Display Example -- Snap-On Tools	p. 123
Summary	p. 130
Suggested Activities	p. 130
Visual Merchandising	p. 131
Retail Department Store	p. 131
Manufacturing and Merchandising -- Jockey International	p. 133
Suggested Activities	p. 140
Portfolio Project Nine: Display Construction in Total Store Interior with Student Evaluation of All Displays	p. 140
The Visual Merchandising Team	p. 141
The Visual Merchandising Director	p. 141
The Visual Merchandiser	p. 143
The Visual Merchandising Display Team	p. 143
The Ten Commandments for Display Personnel	p. 145
Suggested Activities	p. 145
Supplemental Alphabets	p. 147
Hand/Coit Lettering Techniques	p. 147
Lowercase Coit Alphabet	p. 159
Other Types of Alphabets	p. 165
Visual Merchandising Resource List	p. 169
Bibliography	p. 187
Glossary	p. 189
Index	p. 195
Table of Contents provided by Syndetics. All Rights Reserved.